Virgin has partnered with Renault to promote the MÃ©gane Sport Range on the Christian O’Connell Breakfast Show this week. The on-air mechanic will feature producer Roque and assistant producer Brian tackling a variety of different challenges.
The week long promotion, negotiated by Carat Sponsorship is designed to appeal to the predominantly 25-44 year old audience of the show.
All challenges will incorporate the idea of MÃ©gane’s new sporty range of cars, ‘everything is sport’. Every day two listeners will back the daily competitors, the winner being the listener who backs the winner of the challenges. Some of the prizes up for grabs include a trip to the Monaco Grand Prix 2007, hot-air ballooning in the Alps, mountain biking in Canada and surfing in LA.
A branded micro-site hosted at virginradio.co.uk will also drive the stations online audience to Renault’s website everythingissport.co.uk.
“This promotion within the Christian O’Connell Breakfast Show is a key element of our marketing activity” said Jonathan Wignall, UK Advertising Manager at Renault. “The station gives us the ideal national platform to communicate with millions of potential customers.”
“The Breakfast Show is a great way to deliver Renault MÃ©gane a national audience interested in the latest cars.” says Nick Hewat, Sales Director at Virgin Radio, adding 'The Breakfast Show guys are quite competitive too which will make for a really fun mechanic with the boys competing against each other to help their listener win the prizes engaging Christian’s million-plus listeners.'
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