Virgin Radio Slips In Sponsorship From Baileys

Virgin Radio has secured Diageo as the exlcusive sponsor of its on-air entertainment guide, which will be used by the drinks manufacturer to promote the recently launched Baileys Glide brand.

The deal will centre around a bespoke programming strand comprising a daily 60-second entertainment round-up, presented by Andrew Bailey, the station’s appropriately named head of news and entertainment.

The Entertainment Guide with Baileys Glide will be broadcast thrice nightly and will target women with a mix of celebrity news and gossip. The campaign, negotiated by Carat Sponsorship, launches on 27 March to coincide with the launch of Baileys Glide in pubs and bars.

Commenting on the initiative, Louise Reeves, head of sponsorship at Virgin Radio, said: “Carat approached us with a challenging brief for Baileys Glide, to reach Virgin Radio’s large national audience of women. This entertainment guide meets their needs as well as slotting perfectly into our evening programming.”

The latest figures from RAJAR figures for the three months to December 2003 show that Total Virgin Radio suffered a 9.8% drop in weekly reach to 2.5 million. However, the station claims to be the most listened to broadcaster on the internet.

The deal follows a similar agreement struck between London-based Xfm and beer manufacturer Carling earlier today. The six figure sponsorship will see Carling sponsor Xfm’s live music events as well as funding several promotions and some of the stations programming over the next year (see Xfm Secures Carling As Live Music Sponsor).

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

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