Halifax to enter promotional partnership with Magic Radio's Richard Allinson drive-time show
Halifax Loans has entered a promotional partnership Magic Radio in a move which will see the brand offer listeners the chance to win a number of roadtrips on weekday evenings.
The deal, brokered by MEC, will see the Bauer Media-owned station broadcast the sponsorship during Richard Allinson's drive-time show on weekdays from 5pm.
It will aim to engage listeners with Halifax Loan promotional segments including a ‘Car-e-oke’ competition with prizes including a Scottish highlands roadtrip, a fly drive weekend in the Swiss Alps and a road trip through the French vineyards.
Furthermore, an additional competition, giving the audience the chance to win a luxury break to the Lake District, will feature Halifax consumer tips on buying a new car.
Clare Chamberlain, head of creative and brand solutions, Bauer Media, said: “Bauer Media’s partnership with Halifax Loans demonstrates how we can match our audience with great creative content across multiple platforms.
“Magic will work with the Halifax to draw on our listeners’ love for hearing our music in the car and to help ignite those conversations around buying a brand new or used car, whilst on their journey.”
John Hunter-Brown, head of Halifax Loans, added: We’re pleased to be announcing our partnership with Magic – the station aligns perfectly with our target audience and we’re excited that we can reach our audience at the right moment in their current car, just when they may be considering replacing it with a new or used model.”
This comes after the station hired John Barrowman, Christine Bleakley and Claire Sweeney in February as part of its DAB radio push.