Magic presented Dreamgirls as the official sponsor of their first ever Magic Soul live event. This was launched at the 'Magic of Christmas' event, wherein West End Star Marisha Wallace performed 'And I am Telling You...'. The Magic Soul Live Event was heavily promoted for four weeks in the run up to Christmas, tagged with Dreamgirls messaging, and the event sold out. Presenters were given tickets to the show, who subsequently raved about the performance on-air, and the week prior to the event Angie Greaves gave away a pair of tickets to Magic Soul in her afternoon show. The cast were called in for an on-air interview on Magic Soul Breakfast, and on two separate dates we ran the 'Effie Special' which included the song they had recorded from the show. This was supported with online activity, such as the Dreamgirls creative page on Magic which remained live for the six weeks of activity as a constant visual touchpoint, Dreamgirls branding on the Magic Soul event and ticketing pages, presence on the Magic Homepage and newsletter to let listeners know they could win tickets to the show.
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