Virgin Radio Wakes Up Listeners With Nescafé Original

Virgin Radio has secured Nescafé Original as the new sponsor of its flagship Pete and Geoff Breakfast Show from November this year.

The twelve-month deal is intended to position Nescafé as an essential part of the morning routine. It marks the return of one of Virgin Radio’s oldest commercial partners, which first advertised on the station when it launched back in 1993.

The sponsorship will see Nescafé target Virgin Radio’s core 25 to 44 year-old audience, with show credits, promotional trials and an online presence. Pete and Geoff will also feature a daily ‘get up and go’ track to raise awareness of the partnership.

Commenting on the deal, Louise Reeves, head of sponsorship at Virgin Radio, said, “Pete and Geoff have a creative and flexible approach which will enable them to seamlessly incorporate the brand message into the fabric of the show, ensuring that Nescafé Original will get full flavour service from the deal.”

Natalie Johnston, product manager for Nescafé Original, added: “This sponsorship is an integral part of our campaign across the next year and will cement Nescafé Original alongside Pete and Geoff as part of our consumers’ morning routine.”

The latest RAJAR results for the three months to June 2003 show that Virgin Radio AM saw its weekly reach decline by 13.3% year on year to 2,161,000.

However, the station recently appointed former Capital Radio marketing director, David Andrews, to head up its marketing team, as it increases its efforts to attract new listeners in the face of growing competition (see Virgin Radio Appoints Former Capital Marketing Chief).

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

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