with RCS

AA promotion for Virgin Radio

SMG-owned national AM station Virgin Radio is teaming up with AA Van Insurance for a customised promotion that engages listeners with its insurance deals.

This activity ties in with AA Van Insurance?s exclusive year-long sponsorship of all sports bulletins on both the Christian O?Connell Breakfast Show and the Martin Collins Drivetime Show. Negotiated by Drum, the customised promotion will connect AA Van Insurance with Virgin Radio?s millions of listeners across the nation through live trails, a creative on-air mechanic and a branded microsite online.

The mechanic involves Christian giving away holidays to five different worldwide destinations to listeners who correctly identify famous vans from clues given out on-air. When a caller correctly guesses the van in question, Christian will select their prize location by spinning a special ?van? wheel.

?This is a perfect promotion for us, Virgin Radio is a great platform for this exclusive promotion and year-long sports bulletin sponsorship,? said Rhiannon Parker, Marketing Project Manager at AA Van Insurance. ?This will connect us with Virgin Radio?s nationwide audience, many of whom fall into the important 25-44 demographic. We?re looking forward to Christian conjuring lively interaction for our brand with his listeners.?

?The on-air comedy promotion sketches combined with the timely sports bulletin sponsorship trails will really give AA Van Insurance stand-out among millions of listeners,? said Nick Hewat, Sales Director at Virgin Radio. ?The year-long sponsorship in particular will deliver AA Vans Insurance with high brand awareness on a regular basis. Our audience listens particularly hard during sports bulletins making this a valuable spot to place brand messages.?

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