Bauer Announces Year-Long Magic Partnership Deal

Universal McCann and Bauer Advertising have announced a year-long partnership deal, bringing together car insurance company MORE TH>N and Magic 105.4.

Launching this month and running through to February 2009, the concept was created from a joint initiative between Universal McCann and Bauer.

Running under the banner More Is… Giving You More Indulgence, the campaign features a unique ad-free Indulgence Hour on Sunday nights, a first on Magic 105.4.

Additionally MORE TH>N will enjoy complete ownership of the Magic Moment of Indulgent Music, on the way home every weekday on Magic 105.4.

Craig Dixon, account director Universal McCann, said: “We have previously collaborated very successfully with Magic on projects for MORE TH>N and felt the indulgence hour presented the prefect opportunity to create something unique with which to amplify MORE TH>N brand values.”

Liz Parkin, Magic 105.4 creative commercial director, said: “Magic 105.4 are delighted to have created an exclusive partnership with MORE TH>N, offering it a unique opportunity to engage with Magic’s listeners.”

The deal was created by Craig Dixon and Amanda Barrett from Universal McCann, with Liz Parkin and Lucy Darby at Bauer Advertising.

Magic 105.4, along with Emap’s entire radio and magazine divisions, was acquired by German publishing giant H Bauer at the end of last year for £1.14 billion (see H Bauer Buys Emap’s Magazine And Radio Divisions).

The latest RAJAR figures, for the fourth quarter of 2007, show that Magic FM had the top reach of the London commercial stations, at almost two million listeners, after a year on year rise of 9.9% (see Magic FM Still Has Top Reach In London).

H Bauer Publishing: 020 7241 8000 www.bauer.co.uk