Virgin will drop its commercial breaks for the entire day. Instead, Magners will feature heavily around listeners' requests through live reads and four competitions to win a trip to the Magners International Comedy Festival in Dublin.
The deal was negotiated by Media Planning Group and builds on previous Magners activity on Virgin around Bank Holidays.
The deal includes activity on the Virgin Radio website, which will feature a page for listeners to nominate the tracks they want to hear on the day.
Nick Hewat, sales director at Virgin Radio, said: "All day promotions such as these create real stand-out."
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