Capital turns back Virgin Radio’s dial

Virgin Radio last week almost pulled off another one of those marketing stunts that has made the Virgin name redoutable.

Virgin Radio boss David Campbell got Hype, a new soft drink due to launch this autumn, to sponsor The Big Switch – a campaign persuading listeners to move the dial over to Virgin Radio.

A heavyweight radio campaign was booked for Hype on Virgin, Capital and Heart asking people to buy Thursday’s Evening Standard to take part in the Big Switch.

Ads appeared in the Standard telling readers to watch out for the Big Switch in Thursday’s edition.

The Big Switch was a full-page colour letter signed by Richard Branson asking readers to tune into Capital for 15 minutes then Virgin and then make the big switch to Virgin.

Capital got wind of the ruse at the 11th hour when it received a copy of the print ad that was to run in the Standard on Thursday, and pulled the campaign.

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