Background
On 8 February 2007, Virgin Media was launched creating the world’s largest Virgin company.
A creative campaign featuring Hollywood starlet Uma Thurman was launched and a national PR stunt took place in Covent Garden, when Sir Richard Branson was joined by Dita von Teese to launch the new ‘quadplay’ of services.
Objectives
- Launch Virgin Media to regional consumers
- Create noise across the UK around the national stunt
- Communicate core brand values
- Engage, entertain and educate potential Virgin customers via regional media.
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Tactics
Ptarmigan used a range of tactics to create buzz across the UK on launch day. Breakfast drops to journalists took place in major UK cities and key regional consumer, showbiz and diary writers were treated to an all expenses paid trip to the launch press conference and VIP party.
Exclusive interviews were also set up with key regional business editors and Sir Richard Branson himself. Customers were given the chance to win a place at a glitzy London bash on launch night. To create a buzz around eight of the company’s key contact centres, Ptarmigan staged creative photography and activity to replicate the party taking place in London.
Outcome
Achieved extensive regional coverage across the UK
Cemented relations with key regional media
Boosted morale at Virgin Media’s contact centres |
