Virgin's 'new sound' in £3m ad campaign

Virgin Radio have launched a £3 million advertising drive to publicise the station's new rock-based sound following changes to its music policy.

The campaign, which encompass TV and cinema commercials as well as press and billboard advertising, is mainly focused on the music and artists symbolising Virgin's rock sound, and marks a move away from previous negative campaigns including last year's attempt to brand all non-guitar music as "processed crap".

John Pearson, Virgin Radio's chief executive, said: "This advertising campaign is the first part of our drive to communicate our music difference, which appeals to a large audience of album buying 25 to 44-year-olds."

Virgin has seen its profits halve following Chris Evans' £225m sale of the station to the Scottish Media Group in 2000, and it also lost 700,000 listeners a week in last September's year-on-year ratings.