Multichannel retailer, QVC UK, has booked its first ever radio sponsorship campaign.
The global group, which has a major UK base in Knowsley, has partnered with Bauer Media as it seeks to reach Gen X women.
Promotions will air on Magic Radio and Greatest Hits Radio to establish the brand as “the ultimate all-occasion shopping destination” in the build up to Christmas.
From October until the end of the year, QVC will be the official sponsor of weekday afternoons with Neev Spencer on Magic Radio; and Saturday afternoons with Kate Thornton on Greatest Hits Radio, with credits and trails throughout.
Presenters will share why QVC “is the perfect destination for gifting this Christmas” and talk about some of their favourite products along the way. There will also be weekly and monthly competitions.
Creative will include videos on social channels, with Kate Thornton giving a sneak peek into her present buying routine, while Neev and fellow Magic Radio presenter Emma B try on QVC’s partywear.
“I am pleased to be partnering with Bauer Media for our Quarter 4 brand campaign,” stated Jayne Bristow, Commerce Director at QVC UK.
“Our target audience are smart Gen X women who love to shop. This partnership will enable us to raise awareness of the QVC brand and drive new customers to our website”.
The partnership means QVC can also use Bauer Illuminate’s first party data to target audiences online and reach specific audience segments across its publishing titles including Grazia and heat.
“The festive period is always one of the most competitive times of the year for advertisers, with every brand trying to get in front of their audiences,” said Simon Kilby, MD, Bauer Media Advertising.
“We’re delighted that QVC has booked its first ever radio sponsorship with us, utilising our presenters and their close relationships with their listeners to cut through and both raise awareness and consideration of QVC as well as drive audiences to buy their products, creating impact across the funnel.”
