Bauer Media is celebrating the release of Bridget Jones: Mad About the Boy with the launch of Bridget Jones Radio, a dedicated pop-up station honouring the beloved romantic comedy franchise.

Powered by Magic Radio and the Hits Radio Network, the station is now available on Rayo, online, and on smart speakers.

The latest instalment in the iconic series, Bridget Jones: Mad About the Boy, from Universal Pictures, StudioCanal, and Miramax, is in cinemas now.

The pop-up station is part of a larger multi-brand campaign with Universal Pictures, designed to engage fans in new and exciting ways.

In addition to on-air ads and live reads across Magic Radio and the Hits Radio Network, the campaign includes a Magic Breakfast promotion celebrating the UK’s best Bridget moments, themed takeover days on Galentine’s Day, sponsorship of Magic’s Perfect Playlist, and social media initiatives to find the best Bridget-inspired dating stories.

Simon Kilby, Managing Director at Bauer Media Advertising, said: “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.”

Erika Lewington, Marketing Director at Universal Pictures UK, added: “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.”