Big marketing push for Virgin
Virgin Radio is launching an unprecedented autumn station promotion with a series of TV and cinema adverts, outside advertising and an online viral marketing campaign in a radio first which will translate both on air and off air. The campaign, entitled Big Star, will be launching on the Christian O’Connell Breakfast Show and running across all Virgin Radio shows throughout the schedule and will have massive build up on air speculating about what the Big Star campaign will be.
The 30 second TV ads, created by creative agency Thinkfarm, will appear on London regional ITV channels starting on Friday 22nd September with slots wrapped around high profile shows such as X-factor. A teaser campaign featuring Virgin Radio Breakfast Show DJ Christian O’Connell and Madness Star and Virgin Radio Party Classic’s very own Suggs chasing around London’s West End announcing that the Virgin Radio ‘Big Star is coming!’. A second wave of ads will commence on Monday 25th September and run throughout the week revealing the concept of this huge station promotion in full. The ads will also be shown in cinemas nationally.
Online viral marketing, tapping into the massive popularity of online community websites such as MySpace.com and YouTube.com, will also feature in the marketing campaign using a 40 second version of the TV ad.
Outside advertising will include six-sheet posters on London’s Oxford Street and street teams distributing flyers around the West End.
“The Big Star is the most exciting promotion we have done and our marketing campaign will ensure that it translates both on and off air. It’ll create a great sense of mystery around it encouraging both existing listeners, and new ones to tune in for the reveal.” said David Andrews, Marketing Director at Virgin Radio “The campaign is part of our continued investment to building on the success of Christian and his breakfast show and with the whole station backing the campaign will create a really integrated sound.”
The promotion which will be revealed on the Christian O’Connell Breakfast Show on Monday 25th September.