Virgin is planning to reassert itself as a leading youth brand with the
launch of V-96, a pop festival which will allow it to market a range of
its brands tied into one event.
V-96 is set to fill the gap vacated this summer by the long-running
The Virgin group originally evolved from record shops in the early 70s,
and has since extended into the airline, soft drinks and pensions
The investment of a six-figure sum in the V-96 project is aimed at
attracting a new generation of young consumers.
Virgin Cola will be the official sponsor of the event, although other
Virgin brands will be involved: Eurostar is set to be the festival’s
official carrier, and the project will be promoted on Virgin radio.
Artwork leaked to Marketing shows that the festival logo, to feature on
a range of merchandise, will use the V of the Virgin brand.
Below-the-line agency KLP has been brought in to manage the project,
backed up by four of the UK’s top music promoters.
‘The UK is renowned for generating new musical talent,’ says KLP’s
associate director of music/sponsorship Paul Morrison. ‘This is a
progressive marketing move for Virgin, launching them into an arena
which is constantly rejuvenating itself.’
Pulp, Paul Weller and Supergrass are among the British bands that have
agreed to take part in the festival, which will be held on August 17-18
in the grounds of Highlands Park in Chelmsford. A crowd of 45,000 is
expected each day. ‘This is a way for us to provide our core target
market with exactly what they want - music,’ says Virgin Group PR
manager Jackie McQuillin. ‘It’s the year of Britpop and we’re the
British cola company.’
Virgin has taken an option to run the festival for two more years.