Magic 105.4 launches ‘biggest-ever’ ad campaign

Magic 105.4 is set to launch its biggest-ever marketing campaign to celebrate London as “the world’s greatest city” this summer.

The user-generated ‘Magic Loves London’ campaign, which will feature on-air, outdoor, online, experimental and PR activity, will invite listeners to submit photographs of what they love most about life in their area of London.

A five-week terrestrial and satellite tv ad campaign will kick-start the initiative at the end of the month, with listeners’ images featured in 10 and 30-second tv ads to a Fleetwood Mac soundtrack.

A panel of Magic DJ’s, including Neil Fox, Angie Greaves and Kim Wilde, will choose a selection of images from over 17,000 photos that have already been uploaded to feature in the ad campaign and Magic’s touring exhibition.

The touring campaign will place the winning images at a number of outdoor sites at Magic’s ‘Summer of Stars’ London events, including Kensington Gardens and London Zoo.

In addition, the listener with the overall winning photo will see their picture enlarged to an outdoor billboard campaign in their local area of London.

Magic’s managing director, Steve Parkinson, said: “We are absolutely delighted to be announcing this new and exciting ‘Magic Loves London’ campaign.

“This campaign is Magic 105.4’s tribute to London and will capture the breadth and depth of its feel-good, mood-lifting summer sights and sounds.

“This creative has been designed to really engage Magic 105.4’s strong community of listeners and reinforce the station’s uplifting core-values.”

St Luke’s, who have produced and directed the campaign, added: “Hundreds of listeners have uploaded photos to help us make this spot, which demonstrates the depth of brand engagement the idea is generating amongst the Magic audience.”