Virgin Secures UIP For New Movie Promotion
Virgin Radio is to promote UIP’s new science fiction thriller, The Core, in a cross-platform deal utilising the station’s Access All Areas initiative.
The week-long bespoke campaign launches next Monday on the Daryl Denham Drivetime Show and is designed to raise awareness of The Core, by offering listeners the chance to win a trip to LA to see the premier of the film.
Virgin Radio will also host the film’s official website, www.virginradio.co.uk/thecore, which will appear on an extensive poster, press and TV campaign to promote the film. Online activity will run between 10 March and 20 April in support of the initial push.
Commenting on the initiative, Brian Commins, promotions director at Virgin Radio, said: “The latest TGI information illustrates how Virgin Radio is an excellent vehicle for promotional activity around new cinema releases as our listeners are 72% more likely than average to have visited the cinema in the last four weeks.”
He added: “UIP’s decision to choose us again as a medium to reach their desired audience is supported by the fact 16% of all UK cinema admissions are made up of Virgin Radio listeners.”
Last month Virgin Radio secured a deal with The Times to promote its season of film screenings with an eight week-long bespoke campaign comprising a series of promotional trials and features in the form of movie updates (see Virgin To Promote Film Screenings For The Times).
The latest figures from the Radio Advertising Bureau show that commercial radio has again been boosted by the increasing popularity of sponsorship and promotions, which helped the industry to see its total revenue for 2002 increase by 2.5% year on year to £562.8 million (see Commercial Radio Boosted By Sponsorship And Promotions).
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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