Wickes partners with Magic Radio to sponsorship drive time

Wickes Kitchens and Bathrooms has secured a year long sponsorship with Magic Radio of The 4 ‘Til 7 Show with Tom and Kat.

The home improvement retailer has partnered with Bauer over the last 12 years on stations including Absolute Radio and Hits Radio, but it’s the first time with Magic Radio.

The new 12-month campaign with Magic Radio, which was brokered by The Story Lab, starts this month and will include on-air trails, credits and weekly promotions that give listeners chances to win Wickes gift cards. On-air activity will be supported by an online presence and branded social content.

This deal will also include the sponsorship of ‘Foodie Thursdays’ in Simon Mayo’s drive time show on Greatest Hits Radio. To launch the campaign, one of the first Foodie Thursday segments will be recorded in a Wickes Kitchen showroom.

Simon Kilby, MD, Bauer Media Advertising said: “At Bauer, we pride ourselves on our close collaborations with clients, acting as part of their teams and forming long term partnerships where we continuously learn, grow and produce increasingly creative and impactful content together.

“Our partnership with Wickes is the ultimate example of that – after 12 years of working together on the DIY side, it’s fantastic to see that the partnership now extends to the Wickes Kitchens and Bathrooms business, and to even more of our iconic brands.

“We’re delighted to see that Magic Radio and Greatest Hits Radio have also joined the Wickes campaign – Tom and Kat’s new drive time show is the perfect show to add to the fold, reaching wide-scale audiences every weekday.”

Mandy Minichiello, Head of Marketing, Wickes added: “I am thrilled to announce our exciting new partnership between Wickes Kitchens and Bathrooms and Bauer Media.

“This collaboration presents a fantastic opportunity to showcase our inspirational ranges and service to a broad audience through the Magic Radio 4 ‘Til 7 show and Greatest Hits Radio Foodie Thursdays show, amongst others.

“With Bauer’s extensive reach and expertise, we are confident that this will raise awareness and drive consideration of Wickes, through engaging, innovative content.”

Kieran Olden, Account Director, The Story Lab said: “I am incredibly excited by the inception of our new Wickes Kitchens & Bathrooms partnership with Bauer Media.

“The multi-faceted campaign presents a brilliant vehicle for us to communicate the breadth of Wickes Kitchen & Bathroom proposition to new audiences across Bauer’s portfolio of brands whilst enabling us to align with the legacy brand Magic Radio and Greatest Hits Radio which has gone from strength to strength as a station over the past few years.”