QVC UK has booked its first ever radio sponsorship campaign with Bauer Media, across Magic Radio and Greatest Hits Radio.
Helping to reach Gen X women across the UK, the campaign aims to establish QVC as the ultimate all-occasion shopping destination amongst listeners, especially in the run up to the festive season.
From October until the end of the year, QVC will become the official sponsor of weekday afternoons with Neev Spencer on Magic Radio and Saturday afternoons with Kate Thornton on Greatest Hits Radio, with credits and trails throughout.
Alongside radio, the sponsorship will also include videos on Magic Radio and Greatest Hits Radio’s social channels.
Kate Thornton will give a sneak peek into her present buying routine, while Neev and fellow Magic Radio presenter Emma B will get ready to sparkle at their Christmas party with help from QVC’s partywear.
Leveraging Bauer’s publishing portfolio, the campaign will also utilise Bauer Illuminate’s first party data to target audiences online. High impact video content will be delivered directly to specific audience segments across titles including Grazia and heat.
Simon Kilby, MD, Bauer Media Advertising said: “The festive period is always one of the most competitive times of the year for advertisers, with every brand trying to get in front of their audiences.
“We’re delighted that QVC has booked its first ever radio sponsorship with us, utilising our presenters and their close relationships with their listeners to cut through and both raise awareness and consideration of QVC as well as drive audiences to buy their products, creating impact across the funnel.”
Jayne Bristow, Commerce Director at QVC UK says “I am pleased to be partnering with Bauer Media for our Quarter 4 brand campaign, where we will showcase QVC’s premium gifting offer across Magic Radio and Greatest Hits Radio.
“Our target audience are smart Gen X women who love to shop. This partnership will enable us to raise awareness of the QVC brand and drive new customers to our website.”
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