Virgin Radio goes Scandinavian

Not content with various other station promotions including the current Big Star game, Virgin Radio is teaming up with SAS Scandinavian Airlines for an exclusive on-air promotion that will feature on some of the stations biggest shows. The activity, taking place this weekend on-air is giving listeners the chance to win luxury trips to Stockholm, Copenhagen, Oslo and Helsinki.

It's part of a campaign to raise awareness of its frequent number of flights and range of destinations. The mechanic involves a competition running across the Russ Williams, Martin Collins, Ben Jones and Leona Graham weekend slots. Clips of classic Virgin Radio tracks will be played to listeners giving them the chance to win prizes by guessing the correct tune. However, there’ll be one slight difference — the tracks are sung in a Scandinavian style!

The activity is part of a campaign being managed by Liquid Communications, Scandinavian Airlines’ UK and Ireland marcomms agency.

“Virgin Radio offers us a great opportunity to reach a nationwide audience, using a highly customised mechanic in order to create an interest in Scandinavia and inspire people to fly with SAS,” said Lars-Ove Filipson, General Manager UK and Ireland at Scandinavian Airlines. “The station has a core demographic of 25 — 44 year olds for whom a holiday in Scandinavia might be the perfect choice; they just need telling about it!”

“We know that our audience are an adventurous lot and are always on the look out for new experiences and holiday destinations,” said Nick Hewat, Sales Director at Virgin Radio. “With a track record of delivering engaging promotions to a nationwide audience, Virgin Radio is in a brilliant position to drive listener response — in this case getting more people to consider Scandinavia.”

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