The latest promotion on the Christian O’Connell breakfast show at Virgin Radio is going French. The SMG station has teamed up with Disney to push the launch of their latest annimated film Ratatouille – all about a rat in Paris who dreams of becoming a great French chef.
The mechanic is tailored to engage families, with trails and live reads pre-promoting the Breakfast Show promotion and giving details about the film’s release date. A branded splashpage at virginradio.co.uk will ask young chefs to log on and register to tell Christian what kind of dishes they like cooking. The aspiring chef with the best recipe will win a family trip to Disneyland Paris.
Lee Jury, Executive Marketing Director, Walt Disney Studios Motion Pictures UK said “Ratatouille is very exciting for us. Partnering with Christian O’Connell’s Breakfast Show gives us an opportunity to raise national awareness of the film’s release and communicate the film's comedic story strengths in a hugely entertaining way . We’re really looking forward to Christian bringing the film and Remy’s unique culinary skills to life on-air.”
“Disney are long-term partners with Virgin Radio — having worked with us to promote films such as Cars, The Guardian and Wild Hogs,” said Nick Hewat, Sales Director at Virgin Radio. “Our creative promotions and trails drive footfall to cinemas across the country, the DJ endorsement is really powerful and sees great results.”