Virgin Radio Rolls Out Cross-Media Promotion For UIP

Virgin Radio is launching a cross-media campaign to promote UIP’s latest film release, Bourne Identity, which opens on 6 September.

The campaign for the film, starring Matt Damon, begins this week with an on-air promotion and a dedicated website hosted by Virgin Radio. On the day of the film’s release Virgin Radio listeners will be given the chance to enter a competition by identifying three artists from a selection of music clips.

The promotion will tie in with the plot of the film, which follows Matt Damon’s character around Europe as he tries to rediscover his identity after waking up with no memory. In the grand final of the competition, participants will be given coded clues to follow around London to find a safe containing the prize.

Commenting on the campaign, Virgin Radio’s group enterprises director, Steve Taylor, said: “UIP has asked us to devise a promotion to reflect the excitement of this movie following the success of our other cross-media promotions.”

Translucis has also secured the contract to promote the film and is currently using its Magnetic Network to raise awareness of the movie in 280 bars and clubs across the country. The digital media company claims that the two week-long campaign will reach around 1.3 million 18-24 year-olds each week (see Translucis Secures Big Brand Ad Deals).

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

Recent Radio Stories from NewsLine MacKenzie Renews Criticism Of RAJAR’s Diary System Emap’s Kiss To Launch Across GWR Digital Multiplex Jazz FM Agrees To £44.5m Takeover By GMG

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left