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.