Fiat has joined up with Virgin Radio to promote the UK launch the Fiat 500; the station's top presenters Ben Jones, Robin Burke and Sarah Champion, will all be at the London Eye as it makes its UK debut.

Fiat Group Automobiles UK Ltd has teamed up with Virgin Radio to promote the UK launch the new Fiat 500.

The Fiat 500 will take a flight in a capsule on the British Airways London Eye on Monday January 21 as the highlight of a ticketed celebrity event featuring live bands, top presenters, and a fantastic light show.

Some of Virgin Radio’s top presenters Ben Jones, Robin Burke and Sarah Champion, will all be at the Eye as the car makes its UK debut exactly 500 hours into 2008. Ben Jones will broadcast parts of his Most Wanted show live from the launch event which starts at 6pm in front of the general public.

In the build-up to launch, created and managed by Arc Worldwide, Virgin Radio listeners will have the chance to win a Fiat 500 in competition on Christian O’Connell’s Breakfast Show – as well as daily cash prizes.

The Virgin Radio package, negotiated by Starcom Mediavest Plus, includes: a daily airtime countdown campaign; a promotion to drive listener-registration online for the Win A Fiat 500 competition; a daily competition to win cash on the Christian O’Connell Breakfast Show; and a dedicated Fiat microsite hosted on www.virginradio.co.uk.

Fiat UK Marketing Director Elena Bernardelli says: “We are delighted with the package that Virgin has produced to help make the launch of our award-winning Fiat 500 a huge success. It will be a great event, and we at FIAT are committed to making the country smile for the night.”

Head of Sales Strategy at Virgin Radio Giles Darby says: “Fiat have not traditionally used radio, so we are particularly chuffed to have won this pitch.”