Pub brand O’Neill’s is rolling out a marketing campaign themed around St Patrick’s Day which includes a tie up with Virgin Radio.
Virgin Radio is the only radio partner in the O’Neill’s push as the pub chain aims to raise awareness across the UK of St Patrick’s Day on 17 March.
The on-air promotion offers listeners a chance to call in during the Christian O’Connell Breakfast Show to play a Wheel of Fortune competition to win prizes including trips to Dublin and tickets to sporting events.
The O’Neill’s brand is carrying out similar Wheel of Fortune promotions in its pubs throughout St Patrick’s week, which begins on 13 March.
Fiona Bentley, marketing manager at O’Neill’s, said: “By tying in with Virgin Radio, we’re looking to encourage the station’s national audience to spend one of the most enjoyable weeks of the pub year in our bars.
“We are working exclusively with Virgin Radio as it delivers the ideal audience and we were really impressed with the creativity of the promotion that mirrors what we’re doing in our pubs.”
Nick Hewat, sales director at Virgin Radio, said: “The St Patrick’s Week O’Neill’s campaign is a perfect example of a brand and occasion that our listeners will instantly connect and interact with.
“The integrated on-air and online mechanic will be a real hit and we’re looking forward to seeing which of our listeners really do have the luck of the Irish to win some top prizes.”
Online activity will include a customised microsite on the Virgin Radio website and inclusion on its VIP newsletter that goes to 240,000 opt-in subscribers.
By Tom Reed
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