Bauer Media have secured a nine-month long campaign with Sky to sponsor drivetime on Magic 105.4 in London.
The campaign will showcase Sky as a content provider, driving audiences to tune into programming on Sky channels that night.
The creative will involve three, ten-second Sky sponsorship credits an hour on the drivetime show, in addition to a daily 30, 40 or 50 second sponsorship feature on both the breakfast and drivetime shows. Created in-house by the Bauer Media creative team, the sponsorship credits will contain bespoke daily content, outlining first-run programming broadcasting that night on channels including Sky 1, Sky Living and Sky Atlantic. The credits and features will also contain product messaging and promotion of umbrella Sky programming themes such as drama, sport and comedy.
Listeners will be directed to a special online section on magic.co.uk for further information on the Sky channel content that features in the campaign. The credits and features will be voiced by Magic 105.4’s Showbiz reporter, Jamie Edwards.
Karen Stacey, Broadcast Sales Director at Bauer Media, said: “We are thrilled to be partnering with Sky as their only drive-time radio partner. This highly-targeted sponsorship deal is a great example of how Magic 105.4 and other Bauer radio stations across the Place Portfolio can enable large entertainment brands to reach millions of relevant consumers.”
Bob Suppiah, Promotions and Partnerships Director at BSkyB said “This sponsorship will help us showcase the breadth of great quality entertainment on Sky.”
The campaign was brokered by MediaCom.