Virgin Radio, the national commercial station, is launching a dedicated radio stream for motorway services chain Moto.
The deal is part of the station’s plan to diversify into branded content and is the first partnership through its Audio Business division, launched in January (MW January 10).
The station will create a dedicated stream of Virgin content that aims to offer “innovative opportunities” for advertisers. It will create bespoke ads and will only sign up five brands at any one time. Virgin says the strategy will “guarantee stand out” for sponsors and ensure listeners are not overloaded with branded messages.
Virgin sales director Nick Hewat says: “Advertisers will be able to engage with consumers when they are very receptive and inclined to make impulse purchases.”
Moto marketing manager Kirsty Birkin adds that the station has a “massive appeal with our core customer demographic of 24to 54-year-olds”. She says: “They’ll be alerted to promotions and deals… at the same time as being able to listen to great music.”
Virgin Radio Audio Business aims to compete directly with radio production companies, ad agencies and other radio groups. It is headed by audio business manager Paul Sylvester, who joined from Global Radio earlier this year.