Virgin Mobile has taken an unusual step as it forks out £500,000 for a brand awareness campaign in the student market.
The telecoms arm of the Branson empire opted to hand the business to
stablemate Virgin Student, the business grown around the student
internet portal of the same name.
The move is all the more surprising given that Virgin Mobile's agency of
record is none other than PRWeek Consultancy of the Year Consolidated
Communications.
Virgin Student these days prides itself on offering 'solutions' to
brands seeking to target the student market in which it specialises,
utilising its website, privilege card, marketing network and ability to
sell into student newspapers.
A source at Virgin Mobile claimed that since it was the network's first
foray into the student market, the need for a 'reliable and
knowledgeable partner' prompted the move.
Virgin Student PR and marketing manager Kerry Johnson added: 'It's an
area we've expanded into from just doing the website and we have such
expertise and contacts that brands now approach us to use our
capabilities.'
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