Virgin Radio Launches New Promotion

Virgin Radio Breakfast Show DJ Christian O’Connell has launched the station’s latest promotion, its first of 2007.

Every day for five weeks listeners of the Christian O’Connell Breakfast Show will have one of their January bills paid for by the commercial pop and rock radio station.

The ‘Pay Your Bills’ promotion is intended to engage existing listeners and generate wider interest to increase the station’s reach and hours by getting more people across the country tuning in for longer to Virgin Radio.

To be in with a chance of winning, listeners need to pre-register at www.virginradio.co.uk providing their name, telephone number, type of bill they want paid, it’s amount and time of day they listen to Virgin Radio. If their name is read out on air then they have 30 minutes to call in and claim their ‘Pay Your Bills’ prize.

The promotion is supported by a Christian O’Connell-fronted advertising campaign, which began this week. This includes TV as well as print advertising.

The TV ad features Christian appearing on the doorstep of a young housewife Virgin Radio listener, offering to pay one of her bills. This was produced in-house, with creative devised by ThinkFarm.

David Andrews, marketing director at Virgin Radio, said: “Listeners connect with Virgin Radio as we’re a highly emotive brand based on great music and talent.

“Just as our summer station promotions focus on festival ticket giveaways, we wanted to do something relevant and seasonal for January. What better way than by offering to pay our listeners bills in January.”

This is the first of a series of 2007 station promotions from Virgin Radio after the success of the Big Star in 2006 (see Virgin Radio Unveils ‘Big Star’ Promo).

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