Virgin Turns To The Bottle With New Ad Deal

Virgin Radio is to develop an on air and online promotion for Miller Genuine Draft (MGD) as part of its Access All Areas initiative.

The promotion, which is designed to raise awareness of the drinks brand among Virgin Radio’s core audience, begins this week and runs throughout September giving listeners to the Daryl Denham Breakfast Show and Drivetime with Pete & Geoff the chance to win a place on the MGD music tour.

Those taking part in the competition will have to go against the clock to identify audio clips of various celebrities. The listener that gets the most clips right in the shortest amount of time will win a trip around the USA, visiting clubs and music gigs as part of the MGD tour.

The on air campaign will be supported by a microsite hosted by virginradio.co.uk allowing users to click through to the ‘Bring It On’ competition at NME.com, where they can access music news and reviews.

Last week Virgin Radio launched a cross-media campaign to promote UIP’s latest film release, Bourne Identity, which opens tomorrow. The campaign for the film, starring Matt Damon, begins this week with an on-air promotion and a dedicated website hosted by Virgin Radio (see Virgin Radio Rolls Out Cross-Media Promotion For UIP).

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

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