Virgin Offers Advertisers Access To Programming

Virgin Radio is expanding its Access All Areas initiative to give advertisers access to the station’s programming for the first time.

The scheme will offer clients on air editorial ‘Spotlight’ segments allowing them to embed their marketing messages into Virgin Radio’s programming. The station says it will work with advertisers to create programming strands that are relevant both to listeners and to clients’ brand objectives.

Virgin, which has developed the initiative over the last six months with clients such as Tic Tac and Powergen, plans to release details of how brands plan to use the Spotlight segments in the coming weeks.

Commenting on the initiative, Virgin Radio’s group enterprise director, Steve Taylor, said: “Access All Areas continues to be an extremely successful approach to developing campaigns and we are striving to constantly develop the concept. “Spotlight” enables us to create a stronger ink between our listeners and our clients’ brands through the creation of themed editorial.”

The Access All Areas scheme was introduced earlier this year to improve advertising effectiveness by making use of Virgin Radio’s programming, research, sponsorship, promotions and new media departments.

Miller Genuine Draft is latest advertiser to make use of the initiative and Virgin Radio is currently developing an on air and online promotional campaign to raise awareness of the drinks brand amongst its core audience.

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

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