Virgin Breakfast Show To Promote In Car Navigator
TomTom, Europe’s leading in-car navigation solution provider has announced plans to join forces with Virgin Radio to promote its TomTom GO range, targeting a national audience via the station’s Pete & Geoff Breakfast Show.
The campaign will run exclusively on Virgin Radio, with the breakfast show duo demonstrating the TomTom GO range. The Virgin Radio Breakfast Show will use interactive competitions to demonstrate how to get from A to B as easily as possible as well as personalise and have fun with the TomTom GO devices.
Commenting on the initiative, Nick Hewat, sales director at Virgin Radio said: “We’ll be catching people listening to the show on their way to work or on the school run, when motorists would really see the benefits of the TomTom GO range.”
He continued: “This promotion will make TomTom really stand out and cut through with our audience at a key time of day. It will also create a highly entertaining platform for Pete & Geoff to communicate TomTom’s main marketing messages in a fun and engaging way.”
Stephan van Kruisselberge, vice-president at Marketing EMEA & global brand director at TomTom added: “This activity demonstrates how TomTom is using its creativity to engage its target audience in a fun and interactive way. Pete & Geoff will be able to really demonstrate to its listeners how the TomTom GO devices can get help motorists on their journeys in a relevant and entertaining way.”
On-air activity will be supported by pre-promotional trails, a co-branded micro site, and exposure on the Virgin Radio VIP newsletter that reaches 187,000 people each week, with a promotional on-air game highlighting the ‘Find Your Way The Easy Way’ TomTom brand message, by inviting lucky listeners to ‘Get Pete there the easy way with TomTom GO’.
Callers will navigate Pete around a giant map of Europe laid out on the studio floor. Those who guess where Pete has landed win a fantastic European driving holiday to that country and a TomTom GO 700 for their car. The weeklong promotion starts from November 28th, with pre-promotions running from the week before.
Pete and Geoff will be stepping down from the breakfast show at the end of the year, with the pair remaining with the station, possibly presenting an afternoon or drive-time show (see Pete & Geoff Step Down From Virgin Breakfast).
Long-time favourite of the radio and media industry, Christian O’Connell will be taking over the reigns, with the move from Xfm giving O’Connell a substantially larger audience (see Virgin Signs O’Connell As New Breakfast Host).
Virgin Radio: 020 7434 1215 www.virginradio.co.uk