THIS WEEK: Virgin’s festival to target youth

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.

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

Glastonbury festival.



The Virgin group originally evolved from record shops in the early 70s,

and has since extended into the airline, soft drinks and pensions

sectors.



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.



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