Magic 105.4 has secured a deal with The Royal Botanic Gardens to sponsor Kim Wilde’s Secret Songs show.
The deal, brokered by Havas-owned media planning and buying agency Arena BLM, runs throughout June and July and will see Kew Gardens sponsor Magic 105.4’s flagship Sunday show, Secret Songs with Kim Wilde, as it looks to support its ‘Lose Yourself in the Beauty of Kew this Summer’ campaign, which marks the London landmark’s 250th anniversary.
The Secret Songs with Kim Wilde show is based around gardener Kim inviting listeners to email in their ‘Secret Songs’ – guilty pleasures or songs that remind them of a special moment in their life. Magic 105.4’s partnership with Kew Gardens will include traditional sponsorship tags, editorial recordings from Kew Gardens itself and ‘Summer Secret Songs’ requests, where visitors to Kew tell Kim why the song is special to them.
James Wilson, Head of Commercial Programming, Magic 105.4, said: “We’re very excited to be announcing this new deal with Kew Gardens. Kim is an expert and award-winning gardener and the strong brand synergy that this campaign creates between Magic 105.4 and Kew Gardens is something that our millions of listeners will really engage with. We’re looking forward to generating excitement and enthusiasm for this impressive landmark over the next couple of months.”
Kim Wilde’s Secret Songs airs at 10am to 2pm each Sunday.