Virgin Radio to boost web traffic with David Gray gig

by Alex Donohue, Brand Republic 31-Oct-07, 10:45

LONDON - Virgin Radio is to host a fully interactive online gig with singer songwriter David Gray, where listeners can decide which songs he plays, as part of the station's efforts to boost its online traffic.

The gig, which will be hosted on the Ben Jones 'Most Wanted' evening show on November 1 in front of a live studio audience, will invite listeners by text, phone and email to choose which songs they want to be played from David Gray's back catalogue, which includes 'Babylon', 'This Year's Love' and 'The One I Love'.

Virgin Radio is also hosting Gray's gig on its website on-demand at a later time in video format. The singer will also be interviewed by Jones between songs in the Virgin Radio Zoo Live Lounge.

Gray's gig marks the latest in a series of online and on-air promotions used by Virgin Radio, which have helped boost its advertising partnerships.

Earlier this month the station ran on-air competitions for Disney animated movie 'Ratatouille' on the Christian O'Connell Breakfast Show, and has also promoted the Metro Ski & Snowboard Show via Ben Jones' evening programme earlier this month.

Virgin Radio also launched a pre-Christmas on-air and online marketing drive earlier this month called "Bank it or Bust", offering listeners the chance to win a share of £50,000, a skiing holiday or a trip to Lapland.

The station said the David Gray gig, which takes place between 7 and 10pm on November 1, would be the first time Virgin Radio had hosted a fully interactive live on-air gig.