Another Magic-branded station is to launch on DAB, but this one is in association with MAMMA MIA!
Magic ABBA will appear for six weeks from midday Thursday 5th May, playing nothing but ABBA songs and features.
It comes shortly after the launch of two new Magic stations – Magic Chilled and Mellow Magic.
The station will be available on DAB digital radio in London, Manchester, Birmingham, Teesside, Tyne & Wear, Humberside, Leeds, Edinburgh, Northern Ireland, Tayside, Inverness and online.
In Manchester, Magic ABBA will be on the Niocast trail multiplex instead of Bauer’s own DAB multiplex.
The Magic and MAMMA MIA! content partnership will also involve activation at ‘Magic of the Musicals’, a new event from Magic Radio & TBI Media that brings together some of London’s West End shows, including MAMMA MIA!, to the Royal Albert Hall on Monday 23rd May. Then in August Magic’s listeners will vote for their favourite ABBA tracks and the greatest songs from MAMMA MIA!.
Group Content Director Magic Radio Tony Moorey said: “This campaign is the first of its kind. Through the partnership with MAMMA MIA! Magic Radio is showing how working with a commercial partner closely can create some amazing programming.”
Creator/Producer of MAMMA MIA! Judy Craymer said “It’s incredibly exciting to be working with Magic on this unique pop-up digital radio station featuring the music of ABBA and MAMMA MIA! The songs of ABBA have always been irresistible and this is a fantastic celebration for both ABBA and MAMMA MIA! as the musical enters its 18th year in London’s West End.”
The campaign was booked through Dewynters.