Virgin Radio has launched a campaign with the Post Office to promote its travel insurance product. It aims to target listeners through a “high customised” promotion including trails, live reads and competitions over an entire weekend.
The promotion, which breaks this week, will include a competition where DJs, including weekend presenters JK and Joel, will play a rendition of a well-known song on an instrument from a specific country. Listeners can call in and identify the song for the chance to win a holiday.
The campaign will be supported by a branded microsite, which will run a second competition, as well as trails and live reads on air.
Caroline Bates, marketing manager for Post Office Travel Insurance says that the station has a strong reputation for creating tailored campaigns. She adds: “They achieve interaction with an elusive target audience, making them a valuable platform for activity like this.”