National rock and pop station Virgin Radio has teamed up with Gillette for a new on-air and online campaign to highlight the evolution of football.
The campaign will see highlights of a live [i]evening with[/i] event hosted by Virgin Radio presenter Russ Williams and a panel of footballing legends, turned into an on air spotlight campaign. This fully integrated, multimedia campaign will feature on air spotlight activity, a live event and an online microsite with both podcasts and vodcasts being created.
“By creating this campaign, we have taken the concept of integrated campaigns one step further”, said Nick Hewat, sales director at Virgin Radio. “We are continuing to come up with creative solutions for our clients and will keep on breaking down barriers within radio advertising. It is vital that the industry as a whole begins to do the same, if we are to keep attracting the biggest brands to radio advertising.”
Nathan Homer, Gillette brand manager, said: “Virgin Radio has a fantastic reputation and we’re delighted with this partnership. The campaign is not only compelling and innovative but it also reflects the evolutionary advances Gillette are making in male grooming.”