Virgin Trains offers route to MTV awards voting

LONDON - Virgin Trains has launched a voting booth that will tour railway stations across the UK to poll nominations for MTV's 2008 Europe Music Awards, which is part-sponsored by the train operator.

Virgin Trains is the six-figure sponsor of the MTV awards search for the New UK & Ireland Act being fought between Adele, Duffy, The Ting Tings, Leona Lewis and The Wombats. The voting booth has been created by Fuse at Manning Gottlieb OMD to highlight the company's position as the only UK sponsor taking part in the European awards.

The tour began at Euston today (Friday) and will move to Manchester Piccadilly on 29 September and Birmingham New Street on 2 October, before finishing in Liverpool on 6 October.

The 8ft-tall booth promises to be "unmissable", bearing the signature bright red Virgin colouring and co-branded Virgin Trains and MTV EMA's logos. Branded promotional staff will be on hand to encourage involvement from passers-by.

People who vote at the booths will also go into a lottery for a chance to win tickets to the awards ceremony. Votes are also being garnered online at mtv.co.uk/virgintrains.

Lucy Martin, sponsorship manager for Virgin Trains, called the voting booth tour "a great way to activate Virgin Train's sponsorship of the EMA's". It forms part of a wider campaign that sees Virgin Trains supporting Liverpool as sponsors of the Capital of Culture 2008.

Voting closes on 12 October and the UK winner will then face off against other regional champions in Europe's Favourite category.

The 15th MTV Europe Music Awards are being held at Liverpool's Echo Arena on 6 November and will be broadcast on 19 channels across Europe as well as across the US and Asia.

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