Virgin Radio Unveils ‘Big Star’ Promo

Virgin Radio Breakfast Show DJ Christian O’Connell has revealed the station’s ‘Big Star’ multi-platform promotion.

The promotion focuses on a 20ft x 20ft Perspex Virgin Radio star, which is suspended high above Regent Street in London. The star is packed full with a secret amount of cash, and will remain there until a listener guesses the exact figure, thereby winning the equivalent amount in hard cash.

Listeners will be invited on-air every hour to guess the exact amount, with estimates logged on the new look www.virginradio.co.uk (see Virgin Radio Reveals New Website). If after a week of guessing the prize hasn’t been won, then Virgin Radio DJs will give clues on air.

The Virgin Radio Big Star will have 24/7 webcams on it so that it can be monitored at anytime, anywhere on the site. Website VIP users will be able to control the webcams to zoom in and zoom out as they take part in the promotion.

David Andrews, marketing director at Virgin Radio, said: “Just as we deliver our clients with great promotional campaigns, we’ve developed a really engaging concept in this radio first that will excite our listeners and draw even more people to the station.

“This is our most exciting ever station promotion and we’re expecting a massive listener response to grow both our reach and hours. Having the best radio talent like Christian fronting the ad campaign and promotion makes it all the better.”

Last week, Virgin Radio unveiled the massive cross-platform build up to the campaign (see Virgin Radio To Launch Massive Multi-Platform Promo).

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