Virgin to run online ad to support new show

Virgin Radio is launching the first online ad to stream live video and audio content. It is being launched to support the new Christian O’Connell breakfast show. The ad will run for a week to coincide with the launch of the show on January 23.

The ad will run across websites of show sponsor Orange (MW January 5), Wanadoo, AOL, MSN and Hotmail from next Monday. Visitors will be able to access live video footage from the studios alongside audio of the show.

The portals will feature an ad for the show, which will then activate the live video streaming whenever users scroll over the ad while the show is on air.

Virgin is putting major support behind the arrival of O’Connell, whom the station poached from rival Xfm.

The deal, which was negotiated and planned by Starcom, is part of a broader integrated marketing campaign across outdoor, press and online as Virgin Radio builds up its new signing. The station is hoping to give O’Connell a national profile and has already launched a month-long outdoor campaign touting O’Connell’s slot as “Britain’s Best Breakfast Show” (MW last week). It has also signed Orange up for a year-long sponsorship.

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