Virgin Radio is about to launch a £3 million campaign to promote the stations return to a rock sound. Station bosses reinstated their no-pop music policy last Autumn, courting controversy by branding R&B and hip hop "processed crap". The new ad campaign will concentrate on the stations music policy, but will be a bit more positive, showing CDs from the artists you’re likely to hear on the station – including the Red Hot Chilli Peppers, Coldplay, Pink, The Strokes, Queen, David Bowie and The Clash.
John Pearson, Virgin Radio chief exec, told the Media Guardian: "This advertising campaign is the first part of our drive to communicate our music difference, which appeals to a large audience of album buying 25 to 44-year-olds."
Station bosses will hope the latest marketing campaign will help the struggling company regain listeners and advertising revenue. The Scottish Media Group owned station has been struggling ever since Chris Evan’s high profile departure (as both presenter and director) in 2001.