Very interesting announcement from the UK’s Virgin Radio with regard its deal to supply a dedicated stream of Virgin Radio to the 48 Moto Hospitality Ltd (motorway service station) outlets.
The deal starts the end of May we believe, with TEAMtalk Broadcast losing out in the supply of the actual radio / music content THOUGH continuing to own the network delivery and maintain the network.
We are told that the relationship between Moto and TEAMtalk Broadcast is still very strong and everyone we have spoken with seems genuinely excited about the Virgin Radio deal.
In the press release below, Virgin make it quite clear what their intent is and, we quote…
“The new audio business division pits Virgin Radio against radio production companies, specialist branded content and advertising agencies and will offer clients a production service for unique download and podcast audio for websites and portals, as well as tailored audio streams for retail and travel networks such as Moto”
We have been told that the Virgin Radio customer profile and that of Moto is very similar. Without Moto demographics we couldn’t check that of course, however, when you think that the BBC’s Radio 2 is the UK’s most listened to radio station we can think of better fits (but then the BBC is not a commecial station so that wouldn’t work!!)
Whatever spin is put on this deal, it’s a very good deal for Virgin Radio which enables them to extend its reach across the UK.
VIRGIN RADIO GETS ITS MOTOR RUNNING!
National rock and pop station, Virgin Radio, has signed an exclusive deal with leading motorway services provider Moto Hospitality Ltd in a brand new initiative to provide its 48 outlets across the UK with a dedicated stream of Virgin Radio to entertain customers and provide innovative advertising opportunities for brands within the outlets.
This is the first deal in Virgin Radio’s plan to diversify it’s business with a new Audio Business division, a first among the UK’s radio companies, which has been created to exploit the growing demand for branded content and bring a new revenue stream into the business.
The specialised stream of Virgin Radio will carry bespoke spot advertisements from a maximum of five brands available within the Moto service stations that will be signed up as sponsors for a fixed time period.
This pioneering approach of limiting the number of brands heard on air will guarantee standout for the sponsors by ensures customers are not overloaded with brand messages during their average 26 minute stop over.
The new audio business division pits Virgin Radio against radio production companies, specialist branded content and advertising agencies and will offer clients a production service for unique download and podcast audio for websites and portals, as well as tailored audio streams for retail and travel networks such as Moto.
“This partnership is another example of Virgin Radio continuing to create targeted advertising opportunities for brands with creative programming concepts.” Says Nick Hewat, Sales Director at Virgin Radio, “Advertisers will be able to engage with consumers when they are very receptive and inclined to make impulse purchases – during a break from a potentially stressful environment – and Moto adds value to its relationship with its customers – a win-win situation.”
“This is a fantastic fit for us. Virgin Radio has massive appeal with our core customer demographic of 24-54 year olds and will create the perfect atmosphere for our customers.” Adds Kirsty Birkin, Marketing Manager at Moto, “They’ll be alerted to promotions and deals that are happening on site at the same time as being able to listen to great music.”
– Ends –
The channel piped into Moto is, what is called, a clean feed which means that any sponsorship or advertising can be sold independently and separately from the main Virgin station.
This of course avoids any conflict with existing Moto partnerships and allows the advertisers to target a very clear demographic.
About Virgin Radio
Virgin Radio is the UK’s only commercial pop and rock music station. It can be heard on 105.8FM in London, 1215AM nationwide, on any DAB Digital Radio, via Freeview, Sky Digital and the cable TV networks and via WorldSpace. Virgin Radio is the world’s most listened to station on the internet and can be heard at www.virginradio.co.uk. Virgin Radio Classic Rock, Virgin Radio Xtreme and Virgin Radio Groove extend the brand across the internet and Sky nationally, and on DAB in London. Virgin Radio is wholly owned by SMG plc.