London Magic 105.4 is Everywhere

[michelej1]

June 22, 2009 by Maisie McCabe, Media Week

http://www.mediaweek.co.uk/news/9147...ting-campaign/

Magic 105.4 set to launch major new marketing campaign

LONDON - Bauer Media's Magic 105.4 is to launch its biggest marketing campaign with five weeks of on-air, outdoor, online and experiential activity beginning next Monday (29 June).

Magic 105.4 said it aims to capture and lift the mood of London this summer by using images submitted by listeners of what they love most about their life in London.

The TV ad campaign will show listeners' images set to Fleetwood Mac's song Everywhere in 10 and 30-second commercials across terrestrial and satellite channels.

A team of judges, including Magic DJs, will choose the most uplifting images to be included in a touring exhibition and the overall winning photo will be used for a billboard campaign in the listener's local area of London.

Throughout the campaign, Magic DJs Neil Fox, Angie Greaves and Kim Wilde will ask listeners to upload more of their favourite London images to the Magic website.

In addition, Magic 105.4's partner London destinations and organisations, including London Zoo, Wicked (the musical) and The Prince's Trust, will provide visuals of London to create a library of movies to be used online at Magic.co.uk.

Steve Parkinson, managing director, Magic 105.4, said the campaign is the station's tribute to London and will capture "the breadth and depth of its feel-good, mood-lifting, summer sights and sounds".

He said the creative has been designed to engage Magic 105.4's strong community of listeners and reinforce the station's "uplifting core-values".

Magic 105.4 reaches an average of 2.05 million listeners a week, the widest reaching commercial station in the capital with a 5.7% market share, according to the Rajar figures for Q1, 2009.