The "Rock Pilgrimage" campaign will combine on-air and online activity to offer listeners the chance to win a trip to the place they nominate as the inspiration for a monumental rock music moment.
The promotion, which started yesterday (Monday) and will run until Christmas Eve, will ask listeners to submit their Rock Pilgrimage suggestions - such as the place their favourite rock act met or played their first gig - to the station's revamped website, www.virginradio.co.uk.
Expedia.co.uk will then create a link for each nomination, where users can see travel deals to that destination. The listener who submits the best suggestion will travel to their chosen destination courtesy of Expedia.co.uk and write a review for the Virgin Radio website.
Nick Hewat, sales director at Virgin Radio, said: "Combining on-air and online mechanics will create some great user-generated content to make the website even more compelling."
Elyas Chowdhury, marketing director at Expedia.co.uk, said: "Music plays a key part of any holiday, from the song of the summer to tunes that evoke great memories from trips gone by. The station's pop and rock playlist makes it a perfect fit with Expedia's understanding of what people really want on holiday."
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