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Comparethemarket.com, the car insurance comparison website, has launched an integrated campaign across Virgin Radio's on-air and online properties.
The campaign features ads across the Virgin Radio website and during its programming, as well as a co-branded promotional website.
It also incorporates an innovative promotion that asks listeners and online audiences to compare core Virgin Radio artists and bands with musical legends for the chance to win international gig tickets, such as The Police in Las Vegas. The campaign will drive users to a site where they can answer questions and enter the competition or click through to get help with the answers.
The on-air promotion will also see drivetime DJ Nick Jackson incorporate the promotion into his show.
Nicola Woods, senior manager of marketing planning at Comparethemarket.com, said the campaign aimed to raise brand awareness and drive listeners to the brand site.
"The fact that the premise of the promotion is a comparison itself closely matches our brand and reinforces our ads," she said.