Virgin aims to boost O’Connell’s profile ahead of breakfast show launch

Virgin Radio is launching a national advertising campaign to promote launch of the Christian O’Connell Breakfast show, which starts on January 23.

The outdoor campaign, which breaks on January 16, touts Sony Award-winner O’Connell’s slot as “Britain’s Best Breakfast Show”.

O’Connell, who joins the station from Xfm, is a familiar name for radio listeners in the capital, but Virgin wants to increase his profile across the country ahead of the show’s launch.

The campaign will run for a month and marks the start of an ongoing integrated marketing campaign for the national rock and pop station.

The posters will run across Primesight and JCDecaux sites including 6-sheets, 96-sheets and “mega” sites.

The posters have been created by ThinkFarm, the agency that devised the station’s strapline, The Music We All Love. Starcom handled the media planning and buying.

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