CASE STUDY: Protecting the Deal for Absolute Radio

Provided by Hill and Knowlton
Hill and Knowlton advised Absolute Radio on an appropriate media response to speculation over their acquisition of Virgin Radio.
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What was the Challenge / Background of the Campaign?

Absolute Radio Int, together with Times of India Group Ltd, was in advanced talks to acquire Virgin Radio. H&K was appointed to provide strategic advice on messaging, deliver the media relations strategy and protect against potential media leaks which could have impacted directly on the negotiations. Charting the right course leading up to and beyond the announcement was complex. There were a number of stakeholders and many unknowns right up until the last moment. We advised Absolute Radio International on an appropriate proactive media response to counter speculation. Find out more...

What was the Campaign Objective?

The objective of the campaign was to ensure consumer confidence in the Virgin Radio and Absolute Radio brands during a time of speculation over the acquisition. It was vital listeners were correctly informed and an appropriate media response to the speculation was conveyed to ensure brand loyaly during the take-over.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsYoung Men and Women 18-34
16 - 24
25 - 34
Both
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERSPUBLIC RELATIONS
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