Virgin Radio to promote Metro Ski & Snowboard show

by Daniel Farey-Jones, Brand Republic 05-Oct-07, 10:30

LONDON - Virgin Radio has secured a deal with the Metro Ski & Snowboard Show to run on-air and online promotions supporting the show.

The on-air activity will run from October 20 to 26 on the Ben Jones evening show and the online activity will run throughout October.

In addition, the show organisers are offering Virgin Radio listeners concessions of 20% on advance bookings for entry to the event, which runs from October 24 to 28 at Olympia.

Tim Holmes, marketing manager at DMG World Media, said: "Following the phenomenal success of last year's promotional activity with Virgin Radio, we did not hesitate in choosing them again for this year's campaign. Their national 25-44 audience is exactly our target audience and we're hoping for another successful year in this market."

Nick Hewat, sales director at Virgin Radio, said: "It's great to see big annual events such as this returning to Virgin Radio time and time again. We're seeing a bit of a snowball effect as on-air and online integrated campaigns are becoming more and more popular and are producing excellent results."

This year's Ski & Snowboard Show includes familiar features from past events, such as the teaching slope and the World Resorts Village, with eight all-new features including: London's first ice rink of the season; live ice sculpting; and a music venue, the Gigloo, which will feature a free series of live gigs in association with Xfm.

There will also be a Crystal-sponsored ice-climbing wall; a brand arena; and a new Dare2b Video Wall, which has a selection of winter imagery captured by the general public, from ultimate wipe-outs to sunsets on the slopes. People can submit their own pictures on the website.