I-Level and iCrossing aid Absolute Radio’s launch

lawsonAbsolute 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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here