Magic targets top spot with TV campaign

Magic 105.4, the EMAP-owned radio station, is launching a £1m television advertising campaign as part of a major marketing assault aimed at making the station number one in London.

Magic 105.4, the EMAP-owned radio station, is launching a &£1m television advertising campaign as part of a major marketing assault aimed at making the station number one in London.

The campaign, which has been created by St Luke’s, aims to reinforce the station’s music-focused positioning and also to make Magic “everybody’s favourite music station”. According to Rajar, the station has 1.68 million listeners every week and it has the highest share of listening hours after 95.8 Capital FM.

The ad, which will break on September 12, shows illustrated lyrics bouncing and flowing through an animated cityscape of familiar London streets and parks. The soundtrack aims to show the mix of new and classic tracks played on Magic, using a “fusion” of Michael Bublé, Daniel Bedingfield and 10CC. Media has been planned and bought by Starcom.

Magic managing director Andria Vidler says that the campaign “places music firmly as the hero”.

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