Virgin Mobile in MPG-brokered deals with Ninemsn, ACP and Nova

Virgin Mobile has signed up to a series of media alliances designed to give its customers preferential access to content and experiences. The deals were brokered my media agency MPG.  

The announcement:

On behalf of client Virgin Mobile, media agency MPG and digital agency Media Contacts have developed strategic partnerships with five key media companies for a year-long program. The five partnerships are with PBL Media (Ninemsn and ACP Magazines), NOVA FM, Pedestrian TV and Pagesdigital. The objective of these partnerships is to extend beyond media placements to deliver engaging content and tangible benefits to Virgin Mobile Members, building on Virgin Mobile’s existing philosophy of providing a more rewarding telco relationship and treating its customers as Members, not numbers.

Many of the executions that will be rolled out as part of the partnership are media firsts, and include content provision for the Virgin Mobile Members’ Lounge www.memberslounge.com.au. Members’ Lounge provides Members with relevant lifestyle content across a variety of pillars including music, fashion and lifestyle, as well as a place for Members to access exclusive offers such as VIP access to events, retail discounts and once-in-a-lifetime experiences.

Referring to the partnerships developed for his client, Virgin Mobile, Kristian Barnes, Managing Director at MPG said: “Being a Virgin brand gives us license to engage with our audience beyond the typical telco category approach. We’ve created opportunities which move beyond traditional media owner relationships and look set to deliver amazing outcomes for Virgin Mobile over the next year”.

Rob Nolan, Head of Brand and Relationship Marketing, Virgin Mobile, said the campaign goes beyond typical advertising placements by providing valuable benefits for Virgin Mobile Members. “We have developed unique offers with each media partner that actually give something back to our Members,” said Rob.

“We have truly partnered with the media we’re working with this year, going well beyond typical media placements to integrate exclusive offers and content, and other items of real value to our Members.”

Media Partnerships


The Members’ Lounge will be integrated through Ninemsn’s The FIX, Australia’s leading online entertainment destination, as part of the 12 month deal. Bespoke editorial and media placements will drive through to Members’ Lounge, increasing awareness of the platform for non-Members with “guest pass” functionality.

Members’ Lounge will be integrated into The Fix navigation, closely aligning the two brands’ target audiences.

ACP Magazines

Alongside standard advertising in key ACP magazine titles, select titles will hold monthly in-store events for Virgin Mobile Members. Madison will host “Mani’s on Mondays” at rotating Virgin Mobile retail stores, with complimentary Zoya manicures; additionally Zoo Weekly will host “Barber for the Boys”, giving complimentary Toni & Guy haircuts and even offering Members 25% discounts off their first haircut at Toni & Guy around the country.

ACP Magazines will provide editorial content for the Members’ Lounge, allocate tickets to VIP industry events to be won exclusively by Members, and provide discounts on magazines subscriptions for Members.


In partnering with NOVA FM, Virgin Mobile will be continuing its involvement with all things music. Alongside credits and spots, the partnership includes sponsorship of two key properties – “Sounds Like New” on Sunday afternoon, and the new national night-time program which has rebranded as “The Virgin Mobile Download with the Action Battle Team”. Segments have been created exclusively for Virgin Mobile to extend the associations with these programs into other day parts, including the “Top 3 at 3” from the previous night’s Virgin Mobile Download (weekdays at 3pm) and “Sounds Like New Artist Profiles” weekdays between 9am and 4pm.

Pedestrian TV and Pagesdigital

Pop culture websites Pedestrian TV (www.pedestrian.tv) and Pagesdigital (www.pagesdigital.com) will deliver content for Members’ Lounge and exclusive offers for Members, as well as permanent bespoke placements developed exclusively for Virgin Mobile across these sites.

The year-long campaign launched on 1 July 2010, and will feature new phases rolling out throughout the year.

In addition to the above partnerships, Virgin Mobile also recently launched the Virgin Mobile Members’ Lounge Facebook page to enable a community between Members and provide an additional channel for Members benefits.

Source: MPG press release


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