VIRGIN RADIO CREATES UK’S FIRST ON SCREEN ADVERTISING FOR DAB SERVICE
Added: (Mon Oct 15 2001)
Pressbox (Press Release) -
London, 15 October 2001: Virgin Radio has teamed up with National Geographic Channel to run the UK’s first visual text campaign running on its DAB digital radio service. The campaign will run for ten weeks supporting National Geographic’s new Sunday evening quiz show, National Geo Genius.
DAB receivers already have the function to scroll programming messages across the screen. This new campaign will scroll ‘Don’t Forget To Watch National Geo Genius Sundays 9pm on the National Geographic Channel’, replacing the standard Virgin Radio programming messages.
Howard Bareham at Mindshare, who negotiated the campaign says: “National Geographic attracts upscale viewers who are technology literate. Virgin Radio has a similar audience profile and it makes sense to make use of the exciting visual opportunities provided by DAB digital radio.”
Lee Roberts, commercial development director, SMG Radio, says: “Now that DAB digital radio sets are starting to get out to the public, this is a great time to be offering advertisers something innovative. Congratulations to Mindshare for being the first agency in town to recognise the potential of visual advertising on digital radio.”
For further details, contact
Lee Roberts Commercial Development Director, SMG Radio
0207 432 3340
Images are available upon request