Bauer Media’s ‘Magic in the Morning’ has announced a three-week partnership with Warner Bros. Pictures and Virgin Atlantic to create ‘Magic in New York’, celebrating the release of ‘Fantastic Beasts and Where to Find Them’, including live broadcasts 35,000ft in the air from a plane and a studio in New York.  Coming to cinemas 18^th November, ‘Fantastic Beasts and Where to Find Them’ takes us to a new era of J.K. Rowling’s Wizarding World, decades before Harry Potter and half a world away.

The campaign will see ‘Magic in the Morning’ become ‘Magic in New York’ and will broadcast live from London Heathrow Terminal 3 and the Virgin Atlantic Clubhouse.  The show will continue as it moves from the lounge to the Virgin Atlantic aircraft and the presenters will take the audience in to the sky on the flight to New York.

During the journey the team will be taking part in activities inspired by ‘Fantastic Beasts and Where to find Them’, including competitions for listeners to win a trip to New York creating content that will be syndicated across Bauer Media’s Bauer City Network. The Virgin Atlantic flight will be themed around the magical new adventure and will feature wand teachers, cosplay, exclusive film footage and mixologists to bring the film to life for listeners.

‘Magic in New York’ has been created to bring the UK audience to The Big Apple each morning in the lead-up to the film’s release. The content created will also be shared across Magic’s multi-platforms (social, digital, broadcast) as well as across the Bauer Media’s entertainment hub. 

Following the release of the film, the last phase of activity (November 12 – 17) will focus on content created from New York – highlights from the trip and further competitions.

Abby Carvosso, Group MD, Bauer Advertising, said: “Our team of cultural marketing experts have built on our ‘Magic in the Morning’ show to create an exciting new campaign for Warner’s ‘Fantastic Beasts and Where to Find Them’ that will bring our audience with us on our journey across the Atlantic and into the heart of the film. We believe it’s the first time a media owner has broadcast live from a plane in the sky, and is the kind of innovative solution that gets our team excited, delivers results for our clients, great content for our consumers and above all cultural impact.” 

Alexandra Lewis, VP & Director of Marketing, Film, WBUK, said: “Bauer Media is working closely with us to bring the magic of ‘Fantastic Beasts and Where To Find Them’ and the setting of New York to listeners back in the UK. The addition of partnering alongside Virgin Atlantic to deliver a broadcast from the sky as a media first really elevates the partnership and is a key part of our UK strategy.”

The deal was brokered by PHD.