James Villa Holidays sponsors Magic 105.4

LONDON - Emap's Magic 105.4 has signed a deal with leading travel company James Villa Holidays which sees the firm sponsor the station's new summer holiday competition, Magic's Summer Songs.

As part of the sponsorship, listeners will have the chance to win a holiday to Europe by correctly guessing the opening lyrics to a random summer song after hearing only the introduction.

Contestants who use more than three incorrect words will not win a holiday, but will receive a copy of the Magic's new CD, ‘Magic The Album 2007'.

The competition, which will take place every hour between 7am and 4pm, is being pre-promoted from today (Wednesday) before its official run, from 30 July to 3 August.

The competition will also be promoted online via magic.co.uk where there will further opportunities to win a holiday.

Liz Parkin, creative commercial director for Magic 105.4, which created the campaign, said the travel company was a "perfect fit" for the station's audience.

Media Week 25-Jul-07, 11:55