Astral Radio targets Montreal’s English radio listeners

Facing increased competition for younger listeners from rival stations like Cogeco-owned The Beat 92.5, Montreal’s Virgin Radio 96 has rolled out its first image campaign since its 2009 debut. Developed by Montreal agency BCP, the new campaign targets the city’s English community – with a particular focus on women 25-34 – with TV and out-of-home advertising. […]

Facing increased competition for younger listeners from rival stations like Cogeco-owned The Beat 92.5, Montreal’s Virgin Radio 96 has rolled out its first image campaign since its 2009 debut.

Developed by Montreal agency BCP, the new campaign targets the city’s English community – with a particular focus on women 25-34 – with TV and out-of-home advertising.

BCP was charged with helping Virgin 96 (one of seven Virgin stations operated by Astral Radio across the country) take ownership of its primary niche – the Top 40 format.

The campaign includes a series of billboards utilizing four different visual effects on a glittery, disco-esque background, as well as the iconic Virgin star. The billboards feature different messages promoting the station, including “Montreal is our dance floor,” “Hits that are always a beat ahead” and “Montreal is a party & we are your DJ.”

The campaign also includes a 3D billboard in the heart of the city featuring a headphone-wearing DJ mixing behind a sound table. The execution uses the Astral Out-of-home digital network to display the song being played on Virgin Radio 96 at the time.

The campaign also features TV spots airing on CTV stations, Cineplex theatre screens and the Internet. The 15-second spots feature three current radio hits by Katy Perry, Pink and Usher.

Brands Articles

Vector strives for authenticity with YouTube star

Traffik connects Kelloggs with extreme sports fan Gavin Peacock

Bonin Bough’s digital lessons for marketers

The Mondelēz marketer shares lessons from the front lines of digital marketing

Mark’s wants #EverythingInJeans

A new campaign from Sid Lee

McDonald’s to sell packaged coffee in the U.S.

QSR to highlight coffee in restaurants

Elle partners with Hudson’s Bay on shoppable videos

#Shopyourmood 'closes the loop' for editor Noreen Flanagan

Porter Gale’s five trends to watch for

A look ahead from a former Virgin marketing exec

Indulgent dessert Danette arrives in Canada

International hit arrives in Canadian grocery stores

Gap takes Casting Call to social media

Online contest gets an upgrade for more back-to-school engagement