Virgin.net in pounds 6.5m ad blitz

Virgin.net has spent pounds 6.5 million on a wide range of media from cash-machine receipts to London Underground escalator hoardings, to encourage more 20- to 44-year-olds to log on to its service.

Virgin.net has spent pounds 6.5 million on a wide range of media

from cash-machine receipts to London Underground escalator hoardings, to

encourage more 20- to 44-year-olds to log on to its service.



The online leisure and entertainment guide has invested in outdoor,

print, radio, cinema, online and ambient advertising. It has negotiated

deals with Posterscope, Electronic Media Promotions (EMP), TDI, Maiden

Outdoor and a range of press.



Posterscope set up the cash-machine receipts deal with EMP, which

specialises in the medium. The Virgin.net ads will appear on receipts in

NatWest branches across the UK from this week.



The poster contractor has also placed Virgin.net ads in the lavatories

of Pitcher & Piano and All Bar One bars across the country.



TDI, which holds the ad contract for London Transport, sold the

Virgin.net posters on Tube stations, bus stops and bus-sides throughout

the capital.



For the first time, outdoor activity will also take place in the

Meridian, Anglia, Central and Granada television regions.



On the print side, Virgin.net ads will appear in the entertainment

listings sections of newspapers in London, Manchester, Bristol and the

nationwide What’s On group of magazines. The Guardian Guide will also

carry a series of ads.



Virgin.net is also rerunning a cinema ad, first screened in September

last year.



According to Virgin.net, the campaign is designed to target consumers

when they are at various stages of the ’going out process’.



The company has also launched a promotional campaign with Virgin

Radio.



The marketing push, which began last week, is one of the biggest put

together by the radio station. It will include regular DJ updates,

competitions and advertorials over the next two months.



Virgin Radio listeners will be directed to the site where they can win a

range of prizes.



Steve Taylor, group enterprises director of Ginger Media Group, said:

’Virgin Radio’s unique 20- to 44-year-old profile provides the ideal

platform for leisure and entertainment communications.



Virgin Radio listeners are 88 per cent more likely to use the internet

than the average person, reinforcing the natural link between Virgin

Radio and Virgin.net.’



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