Digital choice: Virgin Radio

Radio stations have become true media brands and embraced the plethora of platforms available to strengthen the brand and urge more listener interaction.

Their websites are the hub that connects their stations with their listeners. This month Virgin Radio has revamped its website; its users will have high expectations, as it claims to be the most listened-to radio station on the internet.

The site provides a facility to listen live, info on DJs, and easy links to email shows. Its most impressive aspect is the attempt to create an online community around the Virgin Radio brand, with the intention of becoming more of a music-destination site.

It should be pretty addictive for music fans who want to find out more about their favourite bands, chat with peers, buy albums and tickets, and enjoy Virgin Radio VIP perks. Go to the page on Paolo Nutini and you can listen to recent interviews or a live set from V Festival, as well as watch videos.

The site contains all the essential information, but Virgin Radio has also understood that the content is as important for delivering listeners as its radio bandwidth. As advertisers bind up web and radio activity, the Virgin site is an attractive option. The ability to engage with and 'live' the brand should detain people for a while and deliver the most value.

Website: In-house.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material