Virgin Radio has bought space among ads for telephone sex lines in magazines as part of a new push for its Russ & Jono breakfast show.
The ads, which will run in Loaded, Maxim and Extract magazine, are in the style of the cards placed by prostitutes in phone boxes. The cards carry straplines such as “Three and a half hours of great mouth”.
They carry a phone number connected to a tongue-in-cheek promotion recorded by the two DJs.
The press ads are backed by 200,000 postcards placed in bars, clubs and restaurants nationwide by Freecards. The newly extended breakfast show is also being promoted on Adshel sites in London.