Magic Attempts To Cast Spell Over London Listeners
Emap’s Magic 105.4 FM is launching a £1.5 million television advertising campaign to strengthen its position in the increasingly competitive London market.
The campaign, which is the first to be created by St Luke’s since winning the magic contract in May, will run on terrestrial television, with additional coverage of Emap’s range music video channels including Q, The Hits and The Box.
The 40-second execution features a host of Magic’s favourite artists posing in every day situations. Mick Hucknall appears as a dustman, Lionel Ritchie as a florist and Kylie as a beautician. There will also be appearances from Will Young, George Michael and Phil Collins.
Commenting on the initiative, Paul Coleman, Magic’s brand director, said: “The essence of Magic is to fill your world with familiar artists who make you feel right at home in a world of feel-good moments. The artists represented in the ad are all core to Magic and we’re delighted with the creative from St Luke’s that has captured the true feeling of the station.”
Phil Teer, joint managing director at advertising agency St Luke’s added: “Magic’s success lies in creating an uplifting, warm, feel-good mood by playing the best tunes from great artists back to back. We believe the ad captures this perfectly ”
The launch of the campaign comes as competition hots up in the market for London listeners, with Chrysalis Radio’s rival Heart 106.2 revamping its image and hiking up its adspend by around 20% in an attempt to knock Capital off the top spot (see Heart Pumps Up Adspend To Take On Capital In London).
Dance focussed Kiss 100 also recently launched its largest advertising push in three years and Chrysalis Radio’s LBC 97.3 FM unveiled an £800,000 television advertising campaign to promote its Nick Ferrari breakfast show (see NewsLine).
The latest RAJAR results for the three months to June 2004 reveal an impressive performance for Magic, which saw its weekly reach rise by an impressive 13.5% year on year to just over the 1.5 million mark. The station has been going from strength to strength recently, following a sharp dip in the second quarter of 2002.
Emap: 01733 568 900 www.emap.co.uk
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