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Virgin Radio to promote Amstel

Amstel is teaming up with national station Virgin Radio for a tailor-made on-air and online promotion about the perfect night out on Ben Jones? Most Wanted show.

This activity, which is in play from today, is part of Amstel?s new marketing campaign, which promotes a more continental style of drinking and encourages people to think differently, try something new and have a good time without going over the top.

Pre-promotion for the mechanic asked listeners of Most Wanted with Ben Jones to vote online for their Perfect Night Out in the UK. Ben will then engage listeners with the brand on-air by using these results for questions during his show which will see one lucky listener per night win an all-paid trip to Amsterdam, the home of Amstel. As well as this, one lucky online voter will win the Amstel Perfect Night Out in the winning British city.

?We?re partnering with Virgin Radio as they?ve delivered a great on-air and online mechanic that will connect with a key national audience,? said Amstel Brand manager, Toby Shaw. ?This is an important part of our marketing around Amstel?s positioning and will generate some lively interaction with the station?s audience.?

?This promotion is a great example of how we integrate on-air and online campaigns to benefit from our position as the UK?s most listened-to radio station on the internet,? said Nick Hewat, Sales Director at Virgin Radio. ?This gives brands like Amstel multiple chances of connecting with our listeners, both while listening to Ben on-air and while surfing our site for news, competitions and music.?

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