National SMG station Virgin Radio is to cross-promote Virgin Radio Xtreme on-air for the first time. The activity comes as Jack Daniel's is signed up to be solus sponsor of the digital-only station for the next six months.
Activity will include on air trails, live reads, editorial and exclusive audio coverage and video footage from the JD Sets. The JD Set artists will also be playlisted with full information of the acts on the site.
The Jack Daniel’s brand will be completely integrated into the station’s output, including – The Jack Daniel’s Vintage Track, which plays iconic indie rock tracks and listeners favourites such as Molly’s Chambers by Kings of Leon, I am the Resurrection by The Stone Roses and The Pixie’s classic Here Comes Your Man. Your JD set is a feature giving listeners the chance to take over the station for an hour and play their favourite tracks both new and old.
"Jack Daniel’s has always had an inherent association with music and pop culture and has been a longtime favourite of rock n’ roll artists throughout the decades, our listeners will love this association," said Nick Hewat, Virgin Radio’s Sales Director. "We have created a truly bespoke package for the brand integrating the campaign across on-air, online and live events."