Virgin Radio, the Scottish Media Group-owned station, is launching a national brand advertising campaign under the strapline: “The Music We All Love” to support its new positioning.
The campaign is the station’s first brand campaign in about three years and marks a move away from advertising focused on the type of music the station plays. Its previous strapline was “Today’s Best Music and Classic Tracks”.
The new strategy aims to tap into the emotional attachment that Virgin listeners have to music as part of their everyday lives. The campaign has three executions showing “ordinary people” losing themselves in music during mundane tasks. It will break in cinemas on August 19 and on television next month.
The ads have been created by agency Think Farm, which devised the new positioning with Virgin Radio marketing director David Andrews. The station has previously worked with Hooper Galton on a project basis. Media planning and buying is through Starcom.
Andrews hopes the new work, which is the result of nine months’ research and development, will reinforce the station as a “credible national rock and pop station”. He says: “It is a major step forwards for us to communicate the strategy to consumers. It aims to encapsulate the fun and passion that our listeners have for the music that we play.”