Virgin is using a four-week outdoor campaign to shout about new host Christian O'Connell, with posters telling listeners his Sony Award-winning show, previously on Xfm, debuts on January 23. The posters feature O'Connell against the word "best" in white on a red background.
O'Connell's arrival is likely to bring the station a proportion of the audience he built presenting the breakfast show for London's Xfm. At Virgin, he will reach around 2.5m listeners, around five times the size of Xfm's audience.
London station Heart is spending £1.5m on an eight-week run of TV and cinema ads for its Jamie Theakston breakfast show. Heart's audience is around 1.9m, according to the latest Rajar figures.
For Virgin, Starcom bought Primesight and JCDecaux sites including 96-sheet billboards and six-sheet posters.
Heart's media agency Starcom MediaVest has taken airtime on the main terrestrial channels, as well as on ITV2, E4, LivingTV and UK Style, and is using cinema ads for the first time.
Heart's two 30-second spots feature Theakston doing his show but appearing in female listeners' daily routines rather than being heard on the radio. In one, he's in the back seat of a car on the school run, and in the other, he's accompanying women jogging in the park.
The tagline is "Heart Breakfast with Jamie Theakston. Are you up for it?' and the ads were created by Clemmow Hornby Inge.
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