Virgin teams with Renault for on-air promo

by Media Week, Media Week 06-Feb-07

Virgin Radio's breakfast show has signed a deal with Renault Megane for an interactive, customised, on-air promotion of its new Megane Sport range.

The week-long promotion, negotiated by Carat Sponsorship, began
yesterday (5 February). It will feature the show's producer, Roque, and
assistant producer, Brian, taking on a series of sporting challenges set

by host Christian O'Connell to tie in with Renault's new sporty

Megane.

Each day, two listeners will back the competitors, and the supporter of
the winner will get the chance to win a range of prizes, including a
trip to the Monaco Grand Prix, hot-air ballooning in the Alps and
mountain biking in Canada.

Virgin Radio has set up a branded micro-site at www.virginradio.co.uk to
support the promotion, directing audiences to Renault's website,
www.everythingissport.co.uk.

The promotion is designed to draw on the two men's natural
competitiveness, while appealing to the show's predominantly 25 to
44-year-old demographic.