- Costa Coffee sponsors the Magic Radio Breakfast Show to promote its status as the nation’s favourite coffee shop
- The partnership is the first of a commercial nature between Costa Coffee and Bauer Media
LONDON, March 16, 2015: Bauer Media has announced an exclusive partnership with Costa Coffee to sponsor the Magic Radio Breakfast Show, ‘Magic in the Morning’, which broadcasts weekdays from 6-10am. Lasting seven weeks, the multi-platform campaign will promote Costa Coffee as the nation’s favourite coffee shop.
The sponsorship includes multiple treatments of differing copy lengths running as on-air credits throughout the Breakfast Show, with supporting show trailers sharing highlights of that day’s show and reminding listeners to tune in the next day.
The campaign aims to invite audience participation, pitting two competing options against each other to find the nations favourite across a number of different categories. To have their say in the daily vote, listeners will be driven to a dedicated Costa Coffee page on Magic.co.uk where they can win prizes including a trip to Paris and a weekend at The Ritz. Listeners can also join in by using the hashtag #nationsfavourite on social media.
The campaign activity will also engage Magic Radio’s listeners through a daily editorial feature in the Breakfast Show reflecting the themes of the weekly competition that Costa Coffee are running throughout the sponsorship.
Clare Chamberlain, Head of Creative and Brand Solutions, Bauer Media, said: “Bauer Media’s partnership with Costa Coffee is a prime example of our ability to deliver best-in-class multi-platform campaigns to a relevant audience, in this case Magic Radio’s 25-54 year old music lovers, via unique and creative solutions. By coupling radio with online and social media, not only can we target consumers at different times during the day when they might be thinking about drinking coffee, but we can ask them to fully engage in the campaign conversation to have their say on some of the nation’s favourite things.”
Caroline Harris, UK Marketing Director, Costa Coffee says: “This campaign is all about celebrating Costa being named the nation’s favourite coffee shop by an independent panel of coffee shop visitors. We are incredibly proud to be named the nation’s favourite for the fifth consecutive year and we wanted to celebrate this achievement. We partnered with Magic Radio because they align with our UK brand and can help spark light-hearted debates that people have when going for a coffee. This partnership is part of a wider integrated campaign across print, online, mobile, POS, social and PR.”
Magic Radio, the UK’s favourite radio station for ‘Good Mood Music’, went national on DAB Digital Radio in January to widen its audience outside of London. In February they enlisted the talent of John Barrowman, Claire Sweeney and Christine Bleakley for a series of shows across Magic Radio. ‘Magic in the Morning’ is hosted weekdays between 6 – 10am by presenter Nick Snaith.
The deal was brokered by media agency ZenithOptimedia.
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