Virgin Radio runs promo with Amstel

by Media Week, Media Week 19-Jul-06

Amstel is running a week-long on-air and online promotion with Virgin Radio.

The campaign, to find the perfect night out, will run during Ben Jones'
Most Wanted show and starts next Monday (24 July).

Pre-promotions start this week, with Most Wanted listeners being asked

to vote online for their perfect night out in the UK, at

www.virginradio.co.uk. This information will then form the basis of
questions for next week's Most Wanted evening shows.

One listener per night will win an all-paid trip to Amsterdam, the home
of Amstel, while one online voter will win a night out in the British
city voted most popular.

According to Amstel brand manager Toby Shaw, Virgin was selected on
account of its ability to deliver millions of national 25 to
44-year-old listeners.

"We're partnering with Virgin Radio as they've delivered a great on-air
and online mechanic that will connect with a key national audience," he
said.

Amstel is currently aiming to promote a more continental style of
drinking and encourages people to think differently, try something new
and have a good time without going over the top.