Virgin Radio is to encourage listeners to go Christmas shopping at Debenhams this year, in return for the station gaining publicity in stores across the country through pre-recorded reads and in-store branding.
Listeners can win up to a £2k shopping spree by listening to the station until December 15th.
The partnership is designed to co-promote both brands to Virgin Radio listeners and Debenhams shoppers in the run up to Debenhams’ busiest time of the year.
During the promotional period, trails voiced by Virgin Radio DJs will be played in Debenhams stores to encourage shoppers to tune into the station for their chance to win. The Virgin Radio logo will also feature in Debenhams stores and on the website.
“We are delighted to be reaching our 25 — 44 year old customers through this exciting promotion with Virgin Radio,” said Liza Freudmann, Marketing Controller at Debenhams. “This Christmas period sponsorship enables us to engage with millions of listeners across the country and encourage them to do their shopping with us.”
“The demographics of Debenhams shoppers and Virgin Radio listeners are very similar,” said David Andrews, Marketing Director at Virgin Radio. “This co-promotional activity will be of huge benefit to both brands. Our audience will be listening hard to win the great Debenhams prizes on offer, and the Debenhams in-store marketing should bring new listeners to the station.”