Virgin Radio Launches Renault Promotion

Virgin Radio has teamed up with Renault Megane to launch a new interactive on air promotion to raise awareness of the new Megane Sport range.

The week long promotion, negotiated by Carat Sponsorship, began yesterday on the Christian O’Connell Breakfast Show and is intended to appeal to the show’s predominantly 25-44 year old audience.

The promotion will feature producer Roque and assistant producer Brian tackling a variety of different challenges whilst Christian O’Connell will act as the ringmaster.

All challenges will incorporate the idea of Megane’s new sporty range of cars, ‘everything is sport’. Every day two listeners will back the daily competitors, the winner being the listener who backs the winner of the challenges.

A branded micro-site hosted at www.virginradio.co.uk is meant to drive the stations online audience to Renault’s website www.everythingissport.co.uk.

Nick Hewat, sales director at Virgin Radio, said: “The Breakfast Show is a great way to deliver Renault Megane a national audience interested in the latest cars.

The Breakfast Show guys are quite competitive too which will make for a really fun mechanic with the boys competing against each other to help their listener win the prizes engaging Christian’s million-plus listeners.”

Virgin Radio’s last promotion saw the commercial pop and rock radio station paying its listener’s January bills (see NewsLine).

The Virgin Radio breakfast show saw a 5.7% period on period increase in its weekly reach at the last RAJARs (see Breakfast Battle Sees Heart 106.2 FM Come Out On Top).

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