Virgin Radio to run on-air Ratatouille promotion

by Alex Donohue, Brand Republic 01-Oct-07, 10:45

LONDON - Virgin Radio's Christian O'Connell Breakfast Show has unveiled a major on-air and online campaign in support of Disney's animated film 'Ratatouille', which will include a competition offering a family trip to Disneyland Paris.

The campaign will feature a branded splash on the Virgin Radio website and on-air trails from Monday to Thursday on Christian O'Connell's morning show, to promote the release of 'Ratatouille'.

The station is running two on-air competitions for the release of the film, a Brad Bird-directed animated adventure about a rodent named Remy who tries to become a top chef in Paris.

The first invites young listeners to submit their favourite recipes via the Virgin Radio website, with the best one winning a family trip to Disneyland Paris.

The second competition asks people to name the typically French dish being described by Remy on-air, with the first four correct listeners being invited to the Virgin Radio studios for a live "cook-off" to win a family trip to the French Riviera in addition to the Disneyland Paris prize.

The campaign for the film's UK release, on October 12, follows similar ones between Virgin Radio and Disney for 'Cars', 'The Guardian' and 'Wild Hogs'.

Lee Jury, executive marketing director at Walt Disney Studios Motion Pictures UK, said: "Partnering with Christian O'Connell's Breakfast Show gives us an opportunity to raise national awareness of the film's release and communicate the film's comedic story strengthens in a hugely entertaining way."