Virgin Brings Holiday Inns To Radio Listeners

Virgin Radio is launching a six-figure campaign to promote the Holiday Inn hotel chain as part of its recently launched Spotlight Initiative.

The month-long promotion, which begins next week, includes editorial segments in the Pete & Geoff drivetime show, a specially created mircosite accessible via virginradio.co.uk and point of sale activity across Holiday Inn hotels.

The initial activity will see Pete & Geoff run a series of competitions inviting listeners to call in for the chance to win an overseas break in a Holiday Inn hotel. This will be supported by a number of editorial segments promoting the business services offered by the hotel chain, whilst driving listeners to the microsite for information on Holiday Inn hotels.

Commenting on the initiative, a spokesperson for Holiday Inn said: “Virgin Radio’s unique approach to campaigns allows us to really engage listeners, rather than simply feeding them advertisements. The Pete & Geoff show provides the perfect environment for us to communicate messages to business people as they drive home from work.”

Last month Virgin Radio secured Tic Tac as one of the first brands to use the Spotlight initiative (see Virgin Gets Fresh With Tic Tac Promotion), which has been created to give advertisers access to the station’s programming for the first time.

The latest RAJAR figures for the third quarter of 2002 reveal a rather disappointing period for Virgin Radio AM, which has seen its weekly reach decline by 18.7% year on year to 2,247,000, down from 2,764,000 in the same period the previous year (see RAJAR Results Q3 2002 – London Stations).

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

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