Virgin Radio To Promote Trains In Brand Tie-In

Virgin Radio has secured brand stablemate, Virgin Trains, to sponsor Daryl Denham’s Drivetime Show, as part of its Access All Areas initiative.

The campaign, which is the first brand tie-in of its kind for the radio station, aims to reinforce the Virgin Trains’ position as a premium travel operator, as well as encouraging on-line advance booking and communicating the benefits of the service’s new features.

Craig Inglis, marketing director at Virgin Trains, commented, “We are very excited to be working with Virgin Radio on this, our first major sponsorship. As well as clear brand synergy, Daryl Denham’s show provides us with a unique opportunity to target key customer segments across our whole UK network during the crucial drivetime period.”

Giles Ivey, sales controller at Virgin Radio, added: “Using our Access All Areas approach we’ve created a unique way of targeting both business and leisure travellers – essential for Virgin Trains. As a national station with a London upweight we also complement Virgin Trains perfectly – they are a national carrier with a significant number of routes beginning and ending in the capital.”

The initiative marks a first for Virgin Trains and reflects the possibility for cross-brand promotion across the Virgin portfolio of brands, which spans wedding dresses, vodka and mobile phones.

Last month Virgin Radio secured Castlemaine XXXX for a week long on-air promotion on the Pete and Geoff breakfast show, as part of its Access All Areas initiative (see Virgin Secures Castlemaine For XXXX Promotion).

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

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