Experience 12, the marketing agency, has delivered Magic Radio’s Magic Radio Bus at Barclaycard presents British Summer Time in London’s Hyde Park.

The two organisations have a long-standing, collaborative relationship. The agency was tasked with delivering an experience to drive brand awareness, increase listenership and boost ATSL (average time spent listening) figures.

Until July 14, the Magic Radio Bus will also host activities, garden games, quizzes, interviews, giant Jenga and giant Connect Four.

The Magic street team will also be giving away 3,000 branded refillable water bottles, as the festival goes plastic free for the first time this year.

Chris Whittle, founder and MD of Experience12, said: “After the success of January’s event, we were delighted when Magic Radio asked us to update the Magic Bus creative concept for the festival scene and bring it to ‘Barclaycard presents British Summer Time’.

“Each year the event attracts an ever-growing audience who are looking to make the most of entertainment in the summer sunshine (hopefully!). We’ve worked closely with the team at Magic Radio to bring new, engaging elements to Hyde Park. The fact this year the festival is going plastic-free gave us the opportunity to offer freebies to fans, but also help the environment.”

Sebastian Clark, head of marketing at Magic Radio, stated: “The Magic Radio audience are experience seekers and our research tells us that more and more are flocking to live music events, with 40 per cent of all festival attendees being 35-44-year olds.

“With its line-up of many of our core artists, ‘Barclaycard presents British Summer Time’, in Hyde Park felt like the perfect festival to partner with, and an opportunity to connect with both existing and potential new listeners on the ground. Through their considered activations, Experience12 expertly help bring the station to life and we’re excited to see this in action this month.”