Magic 105.4 is relaunching as Sex and the City FM for a week from May 19 to promote the launch of the film of the same name. The Bauer-owned radio station will also giveway prizes, including diamond earrings, as part of the promotion.
As part of the deal, the station will play five clips of the film to offer listeners a taste of how the characters have changed and the storyline, and to build nostalgia for fans.
It will also run the Sex and the City Gorgeous Giveaway, which will be hourly rounds of trivia about the characters, New York, cocktails and nightlife. Listeners can then call in to win prizes but the fund will be “added to the Sex and the City handbag” and rolled over to the next hour if listeners get questions wrong.
Karen Stacey, broadcast sales director at Bauer Advertising, says: “This partnership has allowed us to demonstrate Magic 105.4’s ability to offer creative that will truly engage our listeners whilst driving audiences to see the movie.”