Moto Hospitality has signed up with Virgin Radio to provide its 48 outlets across the UK with a dedicated radio stream.
The specially-tailored content will include ads from up to five brands available in Moto service stations.
Moto marketing manager Kirsty Birkin says: "Virgin Radio has massive appeal with our core customer demographic of 24-54-year-olds and will create the perfect atmosphere for our customers. They’ll be alerted to promotions and deals that are happening on site."
The deal is the first in Virgin Radio’s plan to diversify with a new Audio Business Division, created to cater for demand for branded content and bring a new revenue stream into the business.