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
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
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
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.’