Virgin Signs Sponsorship Deal With Orange

Virgin Radio has secured Orange as the sponsor of its traffic, travel and weather bulletins in a six-month deal designed to promote the services to Orange mobile phone users.

The deal, which runs from March to September, will see the mobile phone company sponsor over 250 spots each week on Virgin Radio in an attempt to raise awareness of the information services available to its customers via their mobile phones.

Virgin Radio’s enterprise director, Steve Taylor, said: “The brief from Orange was to communicate the benefits of their traffic and travel service through sponsorship and to encourage commuters into using the new service during busy periods. With our access all areas package we knew we could encourage brands to invest further in national radio campaigns.”

According to the RAB, advertising revenue including sponsorship and promotions for UK commercial radio fell 7.5% year on year during 2001 to £550m. However, it is projected that the fall will be in line with the performance of the display advertising market as a whole during the year, which would mean that market share for radio remains at 6.4% (see 2001 Radio Revenue Sees 7.5% Year On Year Fall).

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