Virgin 1

launching Richard Branson’s first TV channel.

Overview

Taylor Herring were hired to launch Sir Richard Branson’s first ever TV channel Virgin 1.

Our brief included; devising a compelling launch for the channel, staging a press conference, creation of photo opportunities as well as delivering a full schedule of media opportunities for Richard Branson including a live radio schedule, one-to-one briefings and round table press interviews.

Working closely with the VMTV in-house team we staged an ambitious launch event, which would incorporate all of the above elements, transporting national and international media to his home at his home in Kidlington, Oxfordshire.

The day kicked off at 7.30am with an interview tour of 7 national radio breakfast shows - seamlessly linked from a hired-in ISDN studio with Sir Richard addressing the nation from the comfort of his sitting room.

A mid morning press conference, photocall and Q&A opportunity was attended by 250 media – including representatives of every national newspaper, key consumer magazines, online, and trade titles.

This was followed by a fairground themed party - which had been specially constructed in the grounds of his home with guests entertained with performances from The Cuban Brothers, The Enemy, Rosalita, The Brightlights all MC’d by Richard Bacon.


The event, also featured exclusive screenings of two the channel’s hot new shows ‘The Riches’ (starring Eddie Izzard and Minnie Driver) and Terminator movie spin-off ‘The Sarah Connor Chronicles’ (starring Lena Headley).
 
Results
Over 50 major pieces of print and online coverage were secured on the day in addition to 100 interview spots on radio stations throughout the country.

Virgin 1 got off to a cracking start for its launch night - The Riches made Virgin 1 the top non terrestrial channel* in its slot (10-11.15pm) - the new channel peaked at 422,000** viewers at 10pm

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The client said...

I was a very proud woman yesterday - it was superbly organised, slick, effective and on top of all that brilliantly entertaining and special. And of course that was all achievable because of you. Thank you enormously.Celia Taylor, Director of Programmes, VirginYesterday was fantastic - a real event to remember, I know how hard you all worked and you should all be extremely proud that it was all worth it.Judy Wells, Head of Press, Virgin Media TelevisionBrilliant work folks…thoroughly unforgettable. The coverage is really positive. Thank you all for your hard work.Johnny Webb, Managing Director, Virgin Media Television

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