Dove on the airwaves for Bauer Radio

by Tristan O'Carroll, Media Week 31-Mar-08, 14:25

LONDON - Unilever's Dove brand is to sponsor Bauer Radio's Magic 105.4 in a six-month campaign worth around £500,000.

The deal marks the first time Unilever has promoted one of its brands on Bauer's radio platforms.

The sponsorship campaign launched yesterday, with Magic 105.4 female presenters Lisa I'Anson, Hannah Cox and Angie Greaves fronting a series of shows for the station's first ever Ladies Week.

I'Anson will present the More Music Breakfast Show from 5.30am, Cox will front Drivetime at 5pm, and Greaves will presence Mellow Magic from 8pm.

During these shows, listeners will have the chance request their favourite song and take part in competitions to win a Dove Pamper Pack.

Unilever's Dove brand will also sponsor Magic 105.4's More Music Breakfast Show with Neil Fox through to October.

All promotions will focus on Dove's Supreme Cream Oil Body Wash.

Online activity on www.magic.co.uk will support the campaign. with additional chances to win Dove Pamper Packs and interact with the on-air shows.