Listening to Virgin Radio a lot this Bank Holiday, I noticed that all the usual commercial advertisements have disappeared and everything is about Magners Cider. It is trying to position itself as ‘what bank holidays are made for’. All commercial breaks have disappeared for the day, with Magners focusing everything on listeners requests through live reads and four competitions to win a trip to the Magners International Comedy Festival in Dublin. The Virgin Radio website gives listeners the opportunity to nominate tracks they want to hear on the day.
I have found this all day promotion to really stand out and has giving me the feeling to go and get a bottle of Magners to make my Bank Holiday complete. A great campaign idea I feel.
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