The four-month activity launches next Monday. It will run across lunchtime shows on Magic 105.4 and the Big City, Kiss and Kerrang! networks, focusing on Yell's "Find your one in a million" online, radio and outdoor campaign.
The selected stations reach a combined audience of more than 2.3 million adults. They will run a "Tune in a million" creative where listeners request lunchtime tracks for their one in a million person or company.
Two promotions will also run at the start and end of the campaign, driving listeners to Yell.com to answer questions posed on the shows, with each station tailoring content to its own brand and audience.
The deal was negotiated by Ivan Lazorov, account manager at Drum; Olivia Wright, Emap Advertising's commercial director of Magic; and Spencer Bakewell, sponsorship manager at Emap Advertising.
The popularity of radio in the workplace is thought to be one of the driving factors behind Yell.com's use of the medium, together with its compatibility with online audiences.
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