Virgin Radio To Launch Massive Multi-Platform Promo

Virgin Radio is to launch a huge multi-platform station promotion, incorporating a series of TV, cinema and outdoor ads, as well as an online viral marketing campaign.

The campaign, which has been dubbed ‘Big Star’, will launch on the Christian O’Connell Breakfast Show and run across all Virgin Radio shows throughout the schedule.

30-second TV ads will appear on London regional ITV channels as of tomorrow, with slots booked around high profile shows like the X-Factor.

A teaser campaign, featuring Virgin Radio Breakfast Show DJ Christian O’Connell and Madness frontman and Virgin Radio host Suggs, shows the pair running around London’s West End announcing that the Virgin Radio “Big Star is coming”.

A second wave of ads will commence on Monday 25 September and run throughout the week, revealing the concept of this huge station promotion in full. The ads will also be shown in cinemas nationally.

Online viral marketing will also feature in the campaign, using a 40-second version of the TV ad, and six-sheet posters will line London’s Oxford Street and street teams will distribute flyers around the West End.

David Andrews, marketing director at Virgin Radio, said: “The Big Star is the most exciting promotion we have done and our marketing campaign will ensure that it translates both on and off air. It’ll create a great sense of mystery around it, encouraging both existing listeners and new ones to tune in for the reveal.

“The campaign is part of our continued investment to building on the success of Christian and his breakfast show, and with the whole station backing the campaign will create a really integrated sound.”

The promotion will be revealed on the Christian O’Connell Breakfast Show on Monday 25 September.

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