Virgin Radio has pulled off a sponsorship deal with Direct Line
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
Kallis said: ’With its heavy breakfast and drive-time presence, this
sponsorship provides a high share of voice, making it an excellent