Virgin Radio Classic Rock is being positioned as the “UK’s Rock Authority” as part of an overhaul of the digital station. It will also have a series of new shows and live news and travel for the first time.
The new strapline, which has been developed in-house, will be used across all of its advertising, including online and on-air, and the revamped station will be also promoted on the main Virgin Radio service.
Virgin is also seeking sponsors for Classic Rock, which was launched in 2004, and deals may also be cross-promoted on the main station.
Classic Rock’s new shows include The Classic Artist Hour, live news, sports and traffic and travel. Its Classic Rock Quiz is also being relaunched online.
David Lloyd, Virgin Radio programme and marketing director, says: “Our research among our listeners has told us exactly what they want to hear – the revamp means we can give then an even fuller rock experience.”
The station has 250,000 listeners every week and around 1 million hours of listening, according to the latest Rajar figures. It plays a mix of older artists, such as Led Zepplin and Queen, alongside the likes of Oasis and U2.