Virgin Radio launches Bailey's Glide entertainment slot

by Staff,, Brand Republic 26-Mar-04, 11:00

LONDON - Virgin Radio is to launch a 60-minute entertainment bulletin as part of a new partnership with Bailey's Glide to build brand awareness of the new Diageo liqueur.

The deal, negotiated through media agency Carat, includes a bespoke programming strand called 'The Virgin Radio Entertainment Guide with Bailey's Glide'.

Andrew Bailey, head of news and entertainment at Virgin Radio, will host the 60-minute show.

The update will be broadcast three times in the evening and claims to be "full of celebrity news and gossip".

Louise Reeves, head of sponsorship at Virgin Radio, said: "Carat approached us with challenging brief for Baileys Glide to reach Virgin Radio's large national audience of women."

The promotion launches this weekend when the clocks go forward. The deal will run until the longest day of the year in late June.

Meanwhile Bailey's has just launched a TV campaign through Bartle Bogle Hegarty. The ad, called "float", is set in a zero-gravity bar with drinkers floating around and having fun.

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