Magic 105.4 owner Bauer has signed Unilever's Dove brand for a six month sponsorship deal which includes female presenters Lisa I’Anson, Hannah Cox and Angie Greaves hijacking the airwaves.
London will wake up to Lisa I’Anson on the More Music Breakfast Show from 5.30am, have Hannah Cox steer them home with Drivetime at 5pm, before relaxing with Angie Greaves on Mellow Magic from 8pm during a special ladies week.
During these shows, listeners will have the chance request their favourite song and be in with a chance of winning an indulgent Dove Pamper Pack.
Unilever’s Dove brand will also sponsor Magic 105.4’s More Music Breakfast Show with Neil Fox through to October 2008.
Karen Stacey, broadcast sales director for Bauer Advertising, said: “We are delighted to be working with one of Unilever’s Super brands. It’s hard to think of a better brand affinity between the most successful radio station in London targeting an affluent female audience and Dove, a brand renowned for developing a successful dialogue with real women.”
The sponsorship deal is worth over £500k.