Magic Radio Repositioning 2005 to 2007
Despite increasing audiences of valuable, upmarket listeners, Magic
105.4 in London was seen as somewhat downmarket and regarded by media
buyers
as a cheap alternative. Magic radio needed to shift perceptions of
the brand upmarket and empahsise its unique tone, personality and
music policy.
Andrew worked with a team that included Programme Director Richard Park (of Fame Academy - erm, fame) and over a two year period of sustained, high profile consumer and trade marketing (including outdoor, events, an emphasis on trade marketing), revenues for the station increased by over a third and it now consistently hits the quarterly top spot in the Rajars.
