Outdoor Campaign To Boost Virgin Breakfast

Virgin Radio is set to launch a massive outdoor advertising campaign to promote its high-profile breakfast signing, Christian O’Connell.

The new marketing activity will launch on 16 January, proclaiming Virgin as the home of “Britain’s Best Breakfast Show” through a range of outdoor advertisements, before O’Connell takes to the air a week later.

The new campaign is intended to extend the breakfast host’s national profile, building on his popularity within London which was built up during his years at the helm of rival Xfm’s morning show (see Xfm Clears Up At Sony Awards Nominations).

The outdoor ads form the start of an integrated campaign by Virgin, focusing on its new breakfast show. The first phase of activity will run on Primesight and JCDecaux sites, including Premiere 250, Premiere 450 and 96-sheet billboards, 6-sheet posters and Mega 4s.

Commenting on the promotion David Andrews, marketing director at Virgin Radio, said: “Christian is the leading radio talent of his generation and will be a breath of fresh air for the country in the morning. Virgin Radio is giving him license to thrill the nation, and this ad campaign will get people across the whole country chomping at the bit for his unique brand of breakfast.”

O’Connell signed up as Virgin’s new breakfast host last year, following the departure of station favourites Pete and Geoff from the morning slot (see Virgin Signs O’Connell As New Breakfast Host).

Virgin Radio: 020 7434 1215 www.virginradio.co.uk