The deal, brokered by Universal McCann and lasting until May 2008, gives Jack Daniels bespoke on-air and online branded content, including trailers, live reads, editorial and audio coverage with cross-promotion on analogue station Virgin Radio.
Jack Daniels will also be promoted via The JD Set live gigs nationwide. Listeners can win tickets to the events and branded video footage will be put on Virgin Radio's website.
Meanwhile, the station's ongoing Xtreme Live nights will continue with a Jack Daniels tie-in, including branded trailers and ticket giveaways. Nick Hewat, Virgin Radio's sales director, believes Jack Daniels' long-term association with rock 'n' roll will strike a chord with the station's listeners.
.jpg)
.jpg)