Virgin Radio brings Iobox on board for WAP sponsorship

Virgin Radio has signed up the mobile internet service provider Iobox for a six-month WAP campaign.

Virgin Radio has signed up the mobile internet service provider

Iobox for a six-month WAP campaign.



The integrated broadcast and online drive kicks off this week. It will

incorporate six months of on-air support for Iobox, promoting the brand

using advertorials that will highlight the benefits of internet and WAP

technology.



Virgin Radio is also launching a ’mobile fun’ promotion during its early

evening Pete and Geoff Show.



The deal is believed to be worth pounds 500,000 and was negotiated by

Ginny Hutchinson, marketing officer at Iobox, and Dina Kallis, head of

client sales at Virgin Radio. Ben Robinson, senior project manager at

KLP Euro RSCG, handled the buying.



Virgin Radio launched its WAP services in March - the first UK radio

station to do so. Listeners can respond to ads they hear on the air by

using their mobile phones.



Steve Taylor, group enterprises director at Ginger Media, said: ’Iobox’s

sponsorship will make a host of new and fun services available to the

Virgin WAP user.’



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