Virgin Gets Fresh With Tic Tac Promotion
Virgin Radio has secured Tic Tac as one of the first brands to use its recently launched Spotlight initiative, which has been created to give advertisers access to the station’s programming for the first time (see Virgin Offers Advertisers Access To Programming).
Tic Tac is investing a six-figure sum in a bespoke package of on air editorial segments and online promotions due to start on Monday. The first three weeks of the “Get Fresh and Flirty” campaign will consist of six 60-second editorial segments supporting the recently launched TV campaign.
The on air campaign will then be extended for a further three weeks with promotional trials directing listeners to a Tic Tac microsite via virginradio.co.uk. Visitors to the microsite will be offered the chance to enter a competition to win a trip to San Francisco, Rio, Jamaica or Hawaii.
Commenting on the campaign, a spokesperson for Tic Tac said: “Virgin Radio allows us to cross-promote our TV advertising message and online competition. According to research by TGI, Virgin Radio listeners are 30% more likely to be heavy consumers of mints so the station’s audience is a good target for Tic Tac.”
Steve Taylor, group enterprise director at Virgin Radio, added: “Spotlight allows us to create tailored campaigns which will engage our listeners, and provide an effective service to brands. Virgin Radio can provide a superior product to Tic Tac because we understand both their needs and those of our listeners.”
The latest RAJAR figures for the third quarter of 2002, released yesterday (see RAJAR Results Q3 2002 – London Stations), reveal a less than impressive period for Virgin Radio AM. The station saw 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.
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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