Virgin Creates Cross-Media King Campaign
Virgin Radio has created a bespoke cross-media campaign for publisher Hodder & Stoughton to promote the launch of three new books by Stephen King.
The first book, Everything’s Eventual was released this week, and the marketing campaign kicked off with the launch of a microsite within Virginradio.co.uk. The site includes facts and figures, extracts from the book and competitions. On-air activity will direct listeners to the site throughout the promotion.
Dreamcatcher will be published in June and From A Buick Eight in August. The culmination of the cross-media promotion will come in September, when an on-air competition will see one listener win a vintage Buick Eight car.
The promotion was developed as part of Virgin’s Access All Areas initiative, which aims to get away from the off-the-peg approach to sponsorship in commercial radio. It aims to allow brands access programming, research and production departments and create bespoke packages.
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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