Bauer to launch “biggest-ever” Magic campaign

Bauer Media’s London station Magic 105.4 is to launch its “biggest-ever” marketing campaign using listeners’ images of the capital.

Magic Loves London campaign
Magic Loves London

The user-generated “Magic Loves London” television, outdoor, online, experiential and PR activity uses images submitted by Magic 105.4 listeners of what they love most about life in their part of London.

The five-week TV ad campaign, created by St Luke’s, will break June 29 with listeners’ images featured in 10 and 30-second spots. The ads will run on both terrestrial and satellite platforms and be set to a soundtrack of Fleetwood Mac’s ‘Everywhere’.

The most “uplifting” of over 17,000 photos uploaded to date by Magic 105.4 listeners will appear in a touring exhibition with the picture judged the best enlarged to an outdoor billboard campaign in the winners local area of London.

Steve Parkinson, managing director of Magic 105.4, says the campaign aims to capture London’s “feel-good, mood-lifting summer sights and sounds”, adding the station hopes to “reinforce” its “uplifting core-values”.

According to the last Rajar’s, Magic 105.4 retained its position as London’s top commercial radio station in terms of reach with 2.05m listeners.

The station launched a TV campaign last year using images submitted by listeners.

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