Virgin signs deal to push Sky+ brand

Virgin signs deal to push Sky+ brand

Pete & Geoff: breakfast show is helping Virgin clients achieve their objectives

Virgin Radio and BSkyB have signed an exclusive deal to promote the Sky+ package on Virgin's breakfast show.

The sponsorship deal will support the Pete and Geoff show throughout October, followed by two months of editorial spots specially written by Geoff Lloyd for the campaign.

Additionally, activity will be scheduled for the station's website, while a wider campaign for the digital video recording service will also launch this month.

Brian Commins, sponsorship and promotions director at Virgin Radio, said: "Sky is a longstanding client of Virgin Radio and is a great example of how Virgin Radio's approach can help a client achieve their marketing objectives."

Sky marketing director Charles Ponsonby said: "Virgin Radio is the perfect partner for Sky+ as it delivers a national audience of people interested in what's happening on TV coupled with a creative approach.

"This deal contributes to our strategy of communicating the [Sky+] core benefits over a sustained period to our target audience."