The activity will focus on the station's expanded music content before highlighting various brand extensions.
Absolute plans to spend £15m on marketing the brand over the next few years in the UK as it seeks to hit a target audience of 3m. Virgin Radio had 2.4m listeners in the second quarter of this year, according to the latest Rajar figures.
The strapline, 'Discover real music', will run across all promotional work for Absolute. The company's digital and brand director, Chris Lawson, said the campaign would have a 'fun and cheeky' undertone.
'Virgin Radio had lost its way a little by trying to be everything to everyone,' he added. 'It ended up not being anything to anyone. We want to let our loyal listeners know that we have retained the best of the old brand while adding new elements.'
Absolute will air free of advertising for its first 24 hours as part of a sponsorship deal with Sony Ericsson.
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