Magic Radio has exclusively rebranded as a Christmas channel in partnership with Sky Cinema.
The Bauer Media-owned radio channel will play only Christmas tracks in the coming month as it looks to position Sky Cinema’s ‘Movie Magic’ message with listeners.
Tony Moorey, group content director, said: “Our listeners come to Magic Radio to lift their mood and with Christmas music being the number one reason for putting the UK in that festive spirit, we decided to embrace the season and turn the station 100% Christmas all of December”.
The rebrand has been kept under wraps for the last three months as the station got the pieces in place. Listeners will be able to vote on the first Christmas song played by the channel on Friday.
Magic Breakfast broadcaster Harriet Scott added: “No major station has ever done this before, what a way to get into the festive spirit.”
Sky is looking to highlight the wealth of movies available through its Cinema range during Christmas. The Drum recently spoke to the Sky Creative Agency about being entrusted with creating the marketing for the channel’s festive campaign for the first time. This partnership represents an extension of those efforts.
Magic has developed an online advent calendar based on Sky Cinema’s mansion creative where every household is watching a different flick from the channel. The drive will give listeners daily chances to win Sky Cinema, free for a whole year.
For its backing, Sky has gained live reads during breakfast with Ronan Keating and Harriet Scott. Furthermore, Angie Greaves, Nick Snaith and Richard Allinson will discuss their favourite Christmas Sky Cinema Premieres and classics via on-air trailers and live endorsement. Finally, 20-second sponsorship credits will run regularly.
The channel has also been briefed with creating a buzz around The Greatest Showman coming to Sky Cinema for the festive period. It has created an on-air documentary to delve into the movie’s themes that will be launched on 16 December on Mellow Magic.