Virgin Radio to blast Capital from London cabs

Virgin Radio is planning to install loud-speakers broadcasting its station in London cabs during the next phase of its sampling campaign.

It has also has stepped up its assault on Capital Radio by trying to hijack its liveried cabs.

The speakers, which will be connected to cab radios tuned to Virgin 1215 and can be turned off, will be placed in 300 London black cabs throughout November.

The radio station has had to seek permission from Westminster City Council and the Metropolitan Carriage Office to place the speakers. It is now hunting a taxi advertising specialist to execute the campaign.

Virgin has also tried to buy all the seat-back ads in Capital’s 100 liveried London cabs for its “Virgin Challenge” ads targeted at Capital’s listeners. But Capital has managed to retain exclusivity.

Virgin started its sampling campaign with bus stops playing Virgin Radio in August and six-sheet posters playing to pedestrians last month. The station is now understood to be looking for ways around the noise pollution bylaws to bring its campaign to a wider audience.

The sampling campaign was created by design agency 4i and bought by CIA Medianetwork and Outdoor Focus.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here