Virgin Radio shakes up its marketing

Virgin Radio, the SMG Group-owned station, is revamping its marketing strategy and introducing a new strapline in a move aimed at positioning Virgin as a lifestyle brand.

Through the repositioning and new strapline – “The Music We All Love” – Virgin hopes to tap into the emotional attachment that listeners have to music, and to move away from its previous campaigns, which have focused on the type of music that the station plays.

Its previous strapline was “Today’s Best Music and Classic Tracks”.Virgin marketing director David Andrews, who has devised the strategy with agency Think Farm, says that in the past, radio stations have used practical statements in their advertising such as “More Music Variety”, but he wants to move away from this as it means nothing to listeners.

He says: “We want to talk to our listeners with the same passion and energy that they have about the music they listen to.”

The new strapline will be used across the station’s marketing, including above-the-line advertising, on-air and trade marketing. An advertising campaign will be launched later in the year.

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