MONTREAL – Astral Radio has launched a new campaign for Montreal’s Virgin Radio 96 aimed at taking “ownership of the world of Top 40” while highlighting the station’s local flavour. It’s the first image campaign for Virgin Radio since the brand was launched in Montreal in 2009. Developed in collaboration with the BCP agency, the campaign will be rolled out with out-of-home advertising and TV to the English community of the Greater Montreal.
“It’s a real opportunity to be working on such a stimulating and iconic brand as Virgin Radio, a brand known all over the world. We had a precise objective for the 2012-2013 Virgin 96 campaign in Montreal: to reflect and bring the brand alive. BCP immediately grasped the mandate and integrated the main focus of our primary target, women between 25 and 34 years old, by featuring the glamour of the top 40 music industry and incorporating it locally,” said Chloé Boissonnault, Senior Director, Communications & Marketing for Astral Radio.
The billboard campaign utilizes four different visual effects that feature a glittery background and Virgin’s famous red star and four different messages promoting the station. The campaign uses the Astral Out-of-Home infrastructures and largely targets Montreal’s anglophone market.
A custom made 3D billboard is situated in the heart of downtown Montreal at the corner of De la Montagne and René-Lévesque Boulevard. This billboard shows a headphone-clad DJ mixing behind his sound table with a visual of the campaign behind him. Astral Radio also uses the Astral Out-of-Home digital network to display in real time the songs on the air at Virgin Radio 96. Listeners can see the hit song title and performer, and tune in at the same time to Virgin 96 to hear it.
The television spots are featured on CTV, on different Montreal Cineplex theatre screens and on the Internet. Three animated 15-second messages will feature similar messages to the billboard campaign, to the sound of three current Virgin Radio hits: Wide Awake by Katy Perry, Blow Me (One Last Kiss) by Pink and Scream by Usher.
