Individual Essay: Analysis of Virgin Radio Breakfast Show Marketing

This report provides an analysis of the marketing strategies employed for the launch of Chris Evans's Breakfast Show on Virgin Radio. The event, marking Evans's return to radio after a nine-year absence, generated significant media attention and audience anticipation. The analysis explores the relevance of the event to marketing, examining the promotional techniques used to engage the target audience and generate market interest. It delves into the reasons for reporting on the event, highlighting the show's unique attributes, such as its advertisement-free format thanks to a Sky sponsorship. The report also discusses the key players involved, including Evans himself and the technical team, as well as other developments. The report emphasizes the show's success in reaching its audience and creating a strong brand presence, making it a prime example of successful event marketing. It also includes an overview of the marketing strategies that helped build buzz around the show and how the show's special attributes, like the lack of advertisements and the inclusion of listener requests, contributed to its success. The report also examines the show's integration with social media and celebrity endorsements and how these factors helped the show gain popularity and audience engagement.

Running head: VIRGIN RADIO
Market and Consumption
Name of the Student:
Name of University:
Author Note

2
VIRGIN RADIO
Table of Contents
Introduction......................................................................................................................................3
Features of the Event...................................................................................................................4
Analysis...........................................................................................................................................5
Relevance of the event to marketing...........................................................................................5
Reason for Reporting...................................................................................................................6
Coming back to being aired again...........................................................................................7
Special Attributes of the Show................................................................................................8
Other developments.................................................................................................................9
Key Players or Actors..................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

3
VIRGIN RADIO
Introduction
Event Marketing can be referred to as promotion of a brand, its products and services
through interaction with the target audience on various platforms and through diverse mediums.
Event Marketing can be done on the basis of audience specific goals and to cater to the
expectations of the targeted audience. The forms of event marketing are many, depending on the
goals and types of audience. The intention behind event marketing is to develop stronger
relationships with the customers in order to develop prospect for the brand and the business
(Bbc.com 2020). The targeted audience is educated and informed about the products and services
to increase potential customers in the market (Hackley and Hackley 2015). The company’s
offerings to the customers and the roles and various other relevant information are shared with
the customers through these events. These events also include launch and introduction of new
offering of the company to the audience though lice streamed events, workshops as well as
webinars.
It is believed that Event Marketing is very effective to reach out to the target audience
and leave and impact which is beneficial to turn them into the potential stakeholders (Hackley
2013). Event marketing is developed with the intention to market a specific program. Various
strategies are employed to market a product or an event. The main purpose of a marketing an
event is to promote awareness of the event or familiarize it to the mass. The marketing strategies
or the promotion is designed as such that intrigues or excites the target audience, so that they are
hooked to find out more information about the event or compelled to obtain the product. To
attract the audiences’ attention, the promotion should specifically address the wants and needs
that the event or product meet. Apart from the audience engagement, the promotional strategies

4
VIRGIN RADIO
are also aimed at increasing brand presence in case of an event or attracting more sponsors,
media coverage etc. to enhance future prospect.
In purview of the characteristics and purposes of event marketing, the present paper hereby
attempts to analyze the launch of Breakfast Show by Chris Evans in Virgin Radio. The event that
would mark Evan’s comeback on Virgin Radio is set to air at 6:30 am on the 20th of January
2019. There is a huge anticipation and excitement on the part of the audience as well as media as
he is coming back on radio after nine years. The said event marketing has also gathered
significant market push on the merit of bringing a celebrity host on the show. Another major
reason behind the media success of the event was the aggressive public relations drive by Rupert
Murdoch, alongside several other commercial investments. The media has also been excited
about the show, as it started comparing The Breakfast Show with that of Zoe Ball’s radio show
on BBC Radio 2.
Evans entered a three year contract with Virgin Radio. However, this contract is likely to get
extended based on the popularity of the show. Nevertheless, the launch of the Breakfast Show
was estimated as a catalytic success due to Evan’s popularity, as well as the presence of other
performers and artists. Most importantly, the show was very well-received by the audience
because of the “no advertisement” design of the show. As part of a Sky Sponsorship Deal, there
were no commercial break or feature advertisement on the show. This has proved to be an
enriching experience for the listeners.
The overview of the event establishes that it is a prominent example of a successful event
marketing. Therefore, the report will draw an outline based on the varying aspects of the event
by using theories of marketing to understand how they have been applied while developing
concepts of event marketing and commencement of the program on Virgin Radio (Nufer 2016).

5
VIRGIN RADIO
Analysis
Relevance of the event to marketing
The program was broadcasted by Virgin Radio to mark the commencement of a new
venture. The primary aim of the said marketing event was to be able to reach out to the target
audience (Nufer 2016). To this end, the marketing strategies and promotional techniques were
designed by laying emphasis in the market and audience. (Vila‐López and Rodríguez‐Molina
2013). Hence, associating Evans’s popularity with the show was expected to yield public
engagement for the benefit of Virgin Radio. And the marketing team decidedly promoted his star
value to attract his fans and media attention to promote the show.
The Breakfast Show by Chris Evans on Virgin Radio on 20th of December 2019. The
program was launched through the very medium it will be later telecasted, i.e., on radio. Thus, it
appealed to the core audience of Virgin Radio. Additionally, to gather attention of media,
including both print and digital platforms. The program was marketed on several platforms prior
to the first day of the show, which included television and other newspaper coverage , as well as
promotion on their social media handles, such as Facebook, Instagram and Twitter. These
coverage and promotion made people anticipate the comeback of Chris Evans after a long period
of time, where he had grown immense popularity and reach across the listeners. Event marketing
creates opportunities for interaction and engagement with spectators which ensures more
popularity and stronger bonds with the target audience (Yu, et al. 2015). This proves to be
effective for the brand image and the new venture to be successful.

6
VIRGIN RADIO
Reason for Reporting
The primary reason for choosing this show for covering the report is that the presenter
was coming back to radio to conduct a breakfast show after nine years, which made people
anticipate for quite long. Virgin Radio is very popular among its audience and spectator for
bringing music, talk shows, interactive sessions, music fests and so on which engage and
entertain people to a great extent. Virgin Radio has asserted its image and reputation by
providing great offerings which keep the listeners glued. Evans along with his listeners was very
excited to be back on Virgin with his new Breakfast Show. It had been quite a considerable
period of time after he had quit BBC radio 2. There were speculation for a long time for him
being back on radio but there was not any confirmation on the same to satiate the expectations of
the audience. Even though he took time to make his comeback but he embraced it whole
heartedly. According to him, it was a blessing as well as a treat to be back on Virgin and address
the spectators, which he so good at (Bbc.com 2020). The store had more to offer to the spectators
as there were sponsorship for the show to be advertisement free to enrich the experiences of the
listeners.
The show was a much anticipated one while it gathered sponsorship as well as coverage
from digital, print as well as social media which even heightened the expectations of people even
though radio is often said to have decreased in popularity (Li and Duan 2018). The show was
supposed to be a ad-free program, which was quite unconventional and was promoted by Virgin
Radio. There were changes in the format of the show which was supposed to be held at 6.30 am
till 10.00 am which would have a lot in store for the listeners. It was scheduled on the weekdays.

7
VIRGIN RADIO
Coming back to being aired again
The show created quite a buzz after the event was announced by Virgin Radio on various
platforms. The promotions of the program also happened through their radio station itself, which
made their listeners be aware of their upcoming plans to get Evans back on the show after
several years. This was supposed to be the first time for him to be back on air after nine years.
He was all set to start his new show for which he was very excited. The plan of the program was
to start the program with a Richard Ashcroft’s performance (Bbc.com 2020). It was about to set a
start to the show. Rather than playing a song, the plan was to mesmerize the audience with live
performance right from the studio. This was exemplary and put a great start to the program.
There were many speculations among the listeners about the first song which Evans would play
on his show and that is exactly when he exceeded people’s expectations by coming up with the
idea of playing live music in his show right before the singer was introduced on the show. He
broke the stereotype of just playing the button. The marketing of the program could penetrate
through the minds and expectations of the listeners but what was in store for them, exceeded all
expectations.
Special Attributes of the Show
The key attribute of the show was that it was supposed to get aired on the station for the
listeners devoid of any advertisements. This was quite unlike the other shows which was
extremely satisfactory for the listeners. The event marketing was planned in accordance with the
same as the listeners were well aware of such plans and offerings of the show, which was
supposed to be without any advertisements. When such shows on radio stations have several
advertisements, it often happens that the listeners get extremely annoyed because what they look
for is music and content whereas, the sponsored advertisements fill up most of the plots.

8
VIRGIN RADIO
The show gathered some great sponsorships by Sky One, which ensured that they could
run the show without any advertisements and allow the listeners to get absorbed in the program
with Evans entirely through the run time of the show (Bbc.com 2020). The show had more
features now which included opportunities for the listeners to request their favorite songs and
dedications for their loved ones, which Evans would play rather than choosing every song to be
played during the run time of the show. The additional features were Golden Oldie,
Gobsmackers and Big Screen Belter. He also shared some personal information to the listeners
so that they could relate and catch up with his life. This was not entirely promotional but helped
the listeners feel more connected to the Radio station as well as the presenter, Chris Evans. The
show was welcomed back my many celebrities as they expressed their nostalgic thoughts on
social media. However, the show went digital which became troublesome for many listeners to
be able to track the shows sometimes. Even though there are speculations of rivalry between Zoe
Ball and Evans, he chose to wish him look for the new journey.
Other developments
As Evans came back to Virgin after so long, there were other associates who joined too.
Some of them were also part of the show itself. Even though there were promotions for the show,
it happened too quickly. Some of the listeners did not get time to understand the developments
which took place with Virgin radio as there were change and shifts of shows to introduce the
Breakfast Show by Chris Evans (Bbc.com 2020). It is for this very reason, that Evans often
reminded and encouraged the listeners to reshuffle and tune their stations to receive proper
signals. After joining Virgin Radio, the number of listeners went up to a great degree. The show
even faced competition from BBC Radio s there was another Breakfast Show being aired on
their channel.

9
VIRGIN RADIO
Key Players or Actors
The key actors and players on the show include Chris Evans himself, alongside the
technicians who contribute to the setting up and deliverance of the show across to the listeners
(Bbc.com 2020). People associated with media, who intended and were responsible to convey
messages and information about the program are also the key actors and players for the event
marketing.
The event managers lived up to the role to put the information across to the listeners and
stakeholders who anticipated the show. Evans himself was the most prominent and important key
player and actor as he was the host and presenter of the show which took place on radio which
also include commencement of the program. The other key actors and players of the show would
include the guests who would come on the show and perform or be in conversation with Evans,
some of whom include Ranganathan, Alexander, Beckett, comedian Paul Whitehouse and so on
(Bbc.com 2020).
Conclusion
It can thus be concluded by saying that event marketing plays a very important role to
determine the impact and reach of a program. The Program which was to be put up on Virgin
radio was strategized to be promoted and marketed on various platforms which make the
listeners anticipate the commencement of the show. Event marketing, is thus, a very important
element which helps brands create reputation and excitement among its target audience, which
Virgin radio made use of.

10
VIRGIN RADIO
References
Hackley, C. and Hackley, R.A., 2015. Marketing and the cultural production of celebrity in the
era of media convergence. Journal of marketing management, 31(5-6), pp.461-477.
Hackley, C., 2013. Setting the Marketing Scene. In Marketing in Context (pp. 1-28). Palgrave
Macmillan, London.
Li, X. and Duan, B., 2018. Organizational microblogging for event marketing: a new approach to
creative placemaking. International Journal of Urban Sciences, 22(1), pp.59-79.
Nufer, G., 2016. Event marketing and attitude changes.
Yu, Z., Zhang, D., Yu, Z. and Yang, D., 2015. Participant selection for offline event marketing
leveraging location-based social networks. IEEE Transactions on Systems, Man, and
Cybernetics: Systems, 45(6), pp.853-864.
Bbc.com (2020). Chris Evans launches new breakfast show. [online] BBC News. Available at:
https://www.bbc.com/news/entertainment-arts-46875467 [Accessed 31 Jan. 2020].
Vila‐López, N. and Rodríguez‐Molina, M., 2013. Event‐brand transfer in an entertainment
service: experiential marketing. Industrial Management & Data Systems.