Direct Line Rescue to sponsor traffic bulletins on Virgin

Virgin Radio has pulled off a sponsorship deal with Direct Line Rescue.

Virgin Radio has pulled off a sponsorship deal with Direct Line

Rescue.



The breakdown service will sponsor Virgin Radio’s travel bulletins for

one year, starting on 3 July.



The bulletins are broadcast 107 times each week on the station’s AM and

FM frequencies and reach a national audience.



The sponsorship slogan will be: ’Direct Line Rescue, Britain’s fastest

growing breakdown service.’



The campaign is part of Direct Line’s wider marketing strategy, designed

to take on the AA and RAC.



Virgin Radio’s head of client sales Dina Kallis and sales executive

Tamara Kendall negotiated the deal with MediaCom director Nigel

Robinson.



Kallis said: ’With its heavy breakfast and drive-time presence, this

sponsorship provides a high share of voice, making it an excellent

branding vehicle.’