Absolute Radio, the new name for Virgin Radio, has appointed i-Level to its digital advertising account and iCrossing to handle its natural search.
The agencies will work alongside Albion, which won the £5m advertising business in June, on the station’s launch campaign. Virgin Radio will rebrand as Absolute Radio on Monday (September 29).
Chris Lawson, Absolute Radio brand director, says that about 20% of the launch campaign will be digital. It will work to reinforce the above the line campaign, drive sampling and create “talkability” around the new brand.
It will include paid-for search and targeted display ads on music sites, which aim to set people up for the TV work. It has also developed a widget that listeners can download and add to their social networking profiles.
Lawson says that it will also push out exclusive content, including exclusive live performance from bands such as Keane, The Kooks and The Fratellis, which are lined up for the relaunch week, across blogs, forums and sites such as YouTube. It is working with i-Level’s community unit Jam to develop this side of the campaign.
The station is relaunching under the strapline “Discover Real Music”, which aims to cover discovery of new music as well classic tracks.
Lawson say it hopes to build links with the music community through specialist sites that are based around some of the station’s core artists, such as Led Zepplin and Oasis. As part of this initiative, it is launching an initiative called Rock Off, where fans can battle each other by creating ultimate playlists.