Sponsorship of Virgin Radio Classic Rock, the older brother of the main Virgin Radio station
Classic Rock is Virgin Radio's responsible(ish) older brother. It does exactly what it says on the tin. It's all about the classic tunes that never age. Expect to find legendary artists such as Led Zepplin, Nirvana, Queen, The Rolling Stones and Jimi Hendrix on the playlist alongside more recently celebrated acts such as Oasis, U2 and Bon Jovi.
As the sole sponsor of Classic Rock a brand can influence the editorial content of the station, allowing them to connect and interact with the listeners. This will help the brand build awareness and give it attiutude as the sponsor of Classic Rock
The sponsor will be featured on trails and sweepers across the entire schedule. This brings to life the personality of the sponsor as the station production team works closely with the sponsor in order to create trails and sweepers that meet the objectives of a brief head on.
At the beginning of 2007, Mercedes Benz E-Class became the stations first sponsor.
The objective of the campaign was to promote the fact that the new E-Class model had over 2,000 refinements.
The Sponsorship lasted for a total of 2,000 hours (see what we did there) and consisted of trails and sweepers highlighting a number of refinements to the car.
The on air activity drove listeners online to vote for their favourite cover artists of all time. This would eventually make up the "Mercedes E-Class Refinement Chart".
There is the opportunity, programming permitting, for the sponsor to become involved with the creation of new on-air features, on-air competitions and online activity encourage audience interaction.
The bedrock of the station sponsorship is made up of 10” sweepers scheduled out of every break, with 30” sponsorship trails running twice in every day part.