Virgin Radio is launching a major outdoor campaign that breaks next week to support a new daytime show, Afternoon Tea with Suggs.
The campaign, which has been created by ThinkFarm, will focus on the radio station being the home of Suggs between 2pm and 4pm on weekdays and will show his "many faces". The poster has the strapline "A great British institution".
The show, which launched in January, marks the first occasion the Madness frontman has hosted a daytime slot, although he has previously presented evening shows such as Sugg’s Party Classics.
Virgin Radio marketing director David Andrews says: "This ad campaign is designed to attract even more listeners to join him every weekday afternoon." The campaign is running exclusively through outdoor company, Primesite.