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15 February 2023

Ronan Keating and Harriet Scott invite Magic Radio listeners to win a holiday to Dubai by playing interactive smart speaker game

“Alexa – open Magic On The Beach!”

Say It Now, the voice assistant adtech firm, has teamed up with On the Beach, the travel holiday specialists, and Magic Radio, to offer Magic’s breakfast show listeners the chance to win the holiday of a lifetime by participating in a new, holiday themed interactive smart speaker game.

As part of On the Beach’s year-long sponsorship of the Magic Breakfast show, listeners can request to ‘Open Magic on the Beach’ on their Amazon Alexa device. They will then hear the friendly voices of Ronan Keating and Harriet Scott, hosts of Magic Radio Breakfast, who will invite the listener to play a fun, light hearted game. Should the listener get all seven holiday themed questions correct, they can be entered into a draw to win an all inclusive holiday to Dubai.

Earlier this year the Bauer Media radio station, On the Beach and media agency Goodstuff launched the inaugural ‘Airport Lounge Olympics’, seeing five couples battle it out in a series of live games that were also broadcast on air to win a free all-inclusive holiday to Mexico. Shining a light on On the Beach’s free lounge offering to anyone that books a four-star or above holiday, the ‘Airport Lounge Olympics’ comprised airport-themed games such as ‘Suitcase Shuffle’, ‘Security Line 100m’, ‘Spot the Pilot’ and ‘Breakfast Buffet’.

The new smart speaker competition represents the next phase of On the Beach’s marketing and sponsorship campaign as it seeks to tap into the growing trend of actionable audio advertising and conversational technology. Data shows that 39% of UK adults have access to a smart speaker at home, and analysts predict that the growing use of voice assistants will drive the value of smart home payments to $164 billion in 2025 [1, 2].

Research from Neuro-Insight, the neuro analysis company, has shown that the  conversational concept behind smart speaker advertising can generate powerful responses in the human brain that can build deeper connections between brands and consumers. The research found that voicing a brand’s name back to a smart speaker (in response to an advert) generates a 30% uplift in overall levels of brain response compared to a standard audio ad [3].

Leading brands and global media agencies are capitalising on these benefits; Say It Now has recently partnered with Tesco, Specsavers, MSC Cruises and Pizza Hut on their actionable audio advertising campaigns.

Charlie Cadbury, CEO and Founder, Say It Now, says: “We are thrilled to partner with Magic Radio and On the Beach to create this interactive smart speaker competition. Voice technology is shaking up the traditional ways that brands communicate with their customers, and this is the latest example of how the technology is being deployed to drive awareness, engagement and entertainment!”

Simon Kilby, MD of Bauer Media Advertising, says: “People are listening increasingly more via digital devices, with our own Bauer digital listening profile leading the market at 75.3%. We’re always looking to innovate our products and services to match our listeners’ behaviour and develop our advertising offerings accordingly so brands can speak to audiences in the most relevant ways. This partnership and new smart speaker game between Magic Radio, On the Beach and Say It Now is a perfect example of this and we can’t wait to see listeners try it out – and win a fantastic holiday on the way!”

Zoe Harris, Chief Customer Officer, On the Beach, says: “Partnering with Bauer Media and Say It Now has helped our brand to build trust and awareness while presenting opportunities for new activations. This fun holiday themed smart speaker competition combines creativity with cutting edge technology and it has been great to see Ronan Keating and Harriet Scott bring the campaign to life!”

On the Beach sponsors Magic Radio Breakfast, on air every Monday-Friday from 6-10am.

The competition ends on 6 March 2023.


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About Say It Now

At Say It Now our mission is to make it possible to engage with every advertising message using your voice.  We believe that you should be able to respond to advertising with a natural, spoken engagement. We believe the best way to create a trusted relationship is through conversation. Say It Now is an advertising technology business. Our platform enables actionable ad campaigns that are proven to deliver deep connection and engagement using the power of voice interaction at scale. Say It Now is a UK business founded in 2018. Since its inception, Say It Now has demonstrated rapid growth and has successfully delivered campaigns for brands including Pizza Hut, Specsavers, and Berocca. In 2021, Say It Now was selected as the voice partner of choice for Group M, the world’s leading media investment company. In November 2022, Say It Now won an Exchange Wire Award for the ‘Best Use of Digital Audio Technology’ alongside Xaxis and Wavemaker UK for a campaign with MSC Cruises. Find out more at

About Bauer Media UK

Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, Closer, KISS, Grazia, Empire, Magic Radio, Absolute Radio and the Hits Radio Network. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately owned media businesses with media assets all over the globe.

About On the Beach:

Founded in 2004 and listed on the London Stock Exchange in 2015, On the Beach is one of the UK’s leading beach holiday specialists. With more than 60 million website visitors every year, over seven million customers have found, booked and enjoyed their perfect On the Beach holiday.

About Goodstuff:

Goodstuff is one of the UK’s leading media planning and buying agencies and currently holds Campaign’s Media Agency of the Year title. Established in 2004 as a pure communications and creative media agency, incubated by Virgin, the agency had seven successful years before scaling the business through the addition of media buying. Continuing its growth, Goodstuff was acquired by marketing and digital insights company, The Stagwell Group, adding world-class breadth and depth of data, digital, and marketing technology services to its offering. Goodstuff is consistently ranked in Campaign’s “Campaign Best Places to Work” and continues to champion invention and entrepreneurialism in media.

Media contacts

James Devas

+44 7885 813 114

Joe Carton

+44 7707 693 499


[2] Juniper Research, 2020
[3] The Power Of Actionable Audio Ads – Neuro Insight White Paper

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