Case Study: Virgin Radio achieves a high-impact national relaunch and widespread media coverage with Cision Gorkana

Virgin Radio - Customer Case Study

Wireless Group’s in-house PR team led the March 2016 relaunch of Virgin Radio UK with the challenge of announcing the station “back with a bang”: to build a music-loving audience, generate strong print/online/social visibility, demonstrate Virgin Radio’s bold brand values, and prove its national reach to encourage listeners to retune.

The team partnered with Virgin Trains to charter the “Virgin Radio Star,” transforming a Manchester–London service into a moving live-music venue with on-board broadcasts and performances from artists such as Travis and The Feeling, branded interiors, filmed content and regional stops to engage local press. The stunt earned 80 pieces of coverage across Feb–Apr 2016 (19 directly from the event), placements in major outlets (PR Week, Campaign, Marketing Week, Digital Spy), a +1,000 increase in Twitter followers on the day, 3,000+ video views and strong industry buzz that reinforced the station’s national profile and brand positioning.

Virgin Radio

Edith Bowman

Virgin Radio