Bridget Jones Radio station launched

The pop-up station is to celebrate the release of the latest Bridget Jones offering…

This February, to celebrate the release of new the Bridget Jones film, Bridget Jones: Mad About the Boy, Bauer Media introduces Bridget Jones Radio, a brand-new pop-up station dedicated to the beloved romantic comedy heroine and franchise. Powered by Magic Radio and the Hits Radio Network, the station is available now on Rayo, online and on smart speakers.

Erika Lewington, Marketing Director, Universal Pictures UK:

“From Chaka Khan to Geri Halliwell, the Bridget Jones soundtracks are almost as memorable as Bridget’s one-liners. We’re so excited to work with Bauer Media to launch a station solely dedicated to the film franchise, sure to excite fans and make them even more eager to experience Bridget Jones: Mad About The Boy in cinemas”.

With Bridget Jones Radio, which will air throughout February, listeners can expect 24-hour programming filled with music and interviews with the cast, hosted by Magic Radio’s Harriet Scott and Kat Shoob and Hits Radio Breakfast duo Fleur East and James Barr. Fully embracing Bridget’s state of mind, they’ll air unfiltered conversations, share their Bridget Jones moments, celebrate the power of friendship and provide the perfect playlist to accompany life’s ups and downs.

The pop-up station is part of a multi-brand and phased campaign with Universal Pictures to provide Bridget Jones fans with exciting new ways to celebrate the release of the new chapter in the beloved blockbuster franchise. In addition to ads and live-reads on Magic Radio and the Hits Radio Network driving listeners to tune in to the pop-up, the campaign will also include a Magic Breakfast promotion celebrating the UK’s best Bridget moments, takeover days on Galentine’s Day, sponsorship of Magic’s Perfect Playlist and social activity to scout for the best Bridget-inspired dating stories.

Simon Kilby, Managing Director, Bauer Media Advertising:

“The launch of our digital platform Rayo and the flexibility of audio means that we can create fun and innovative campaigns like pop-up stations. Bridget Jones is such an iconic franchise with a nostalgic soundtrack – partnering with Universal Pictures to produce a pop-up was a no-brainer, sure to get listeners in the mood and excited to rush to their nearest cinema.”

Bridget Jones: Mad About the Boy, the new Working Title film from Universal Pictures, StudioCanal and Miramax, is in cinemas now.