Virgin Radio is launching a national advertising campaign to promote launch of the Christian O’Connell Breakfast show, which starts on January 23.
The outdoor campaign, which breaks on January 16, touts Sony Award-winner O’Connell’s slot as “Britain’s Best Breakfast Show”.
O’Connell, who joins the station from Xfm, is a familiar name for radio listeners in the capital, but Virgin wants to increase his profile across the country ahead of the show’s launch.
The campaign will run for a month and marks the start of an ongoing integrated marketing campaign for the national rock and pop station.
The posters will run across Primesight and JCDecaux sites including 6-sheets, 96-sheets and “mega” sites.
The posters have been created by ThinkFarm, the agency that devised the station’s strapline, The Music We All Love. Starcom handled the media planning and buying.