QVC UK has launched its first-ever radio sponsorship campaign in collaboration with Bauer Media, targeting listeners on Magic Radio and Greatest Hits Radio.

The campaign is aimed at reaching Gen X women across the UK and positioning QVC as the go-to shopping destination for all occasions, especially as the festive season approaches.

Running from October through the end of the year, QVC will sponsor weekday afternoons with Neev Spencer on Magic Radio and Saturday afternoons with Kate Thornton on Greatest Hits Radio, featuring sponsor credits and promotional trails throughout the broadcasts.

The popular presenters will highlight why QVC is the ideal choice for Christmas gifts, showcasing their favorite products and offering listeners chances to win cash prizes for use on QVC, with weekly and monthly giveaways.

In addition to the radio sponsorship, the campaign will extend to social media, with video content on Magic Radio and Greatest Hits Radio’s channels. Kate Thornton will offer a glimpse into her holiday shopping routine, while Neev Spencer and Magic Radio’s Emma B will share their preparations for Christmas festivities, featuring QVC’s partywear collection.

The campaign will also leverage Bauer’s publishing assets, using first-party data from Bauer Illuminate to deliver high-impact video content to targeted audience segments across popular titles like Grazia and heat.

Simon Kilby, MD of Bauer Media Advertising, said: “The festive period is one of the most competitive times for advertisers. We’re thrilled that QVC has chosen us for their first radio sponsorship, utilizing our presenters to build awareness, consideration, and drive sales, creating impact across the funnel.”

Jayne Bristow, Commerce Director at QVC UK, added: “I am pleased to be partnering with Bauer Media for our Quarter 4 brand campaign, where we will showcase QVC’s premium gifting offer across Magic Radio and Greatest Hits Radio. 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.”