Absolute ties up with Tourism Victoria for week-long promo

The on-air activity will be complemented by a microsite, hosted by Absoluteradio.co.uk, which will feature blogs by presenters and the chance to win more flights to Australia in conjunction with Manchester City sponsors Etihad Airways and netflights.com

Comedian Russell Kane, Absolute Radio DJ Ben Jones and head of news Andrew Bailey will report to the Christian O'Connell Breakfast show from events and tourist attractions such as the Australian Open and surfing on the Great Ocean Road.

Jones will also offer a final opportunity to win a holiday in Melbourne, when he presents his Night Live show from Melbourne and the Big Day Out music festival.

The deal was brokered by Absolute Radio and UBC's radio and internet marketing business Radio Lynx. Chris Goldson, commercial director at Absolute Radio, said Tourism Victoria was looking for an "entertaining way to show what Melbourne has to offer highlighting its innovative style and creativity"

Goldson added: "Absolute Radio is going the extra 10,000 miles to create an experience our listeners can be part of."

Absolute Radio was the first radio station to reach the Digital Britain target of 50% of listening via a digital platform, when the Rajar figures for Q3 2009 showed more than 51.5% of Absolute's national listening (outside London) was on a digital platform.

Last Thursday (14 January), Scottish band Biffy Clyro played a gig at the House of Commons to celebrate Absolute reaching the 50% target, which  the radio company says compares with an industry average of 21.1%.