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The Magic Radio Breakfast and On The Beach partnership has taken home the top audio prize at one of advertising鈥檚 most prestigious events, the Media Week Awards.

The awards, run with advertising title Campaign, acknowledge agencies and media owners across the UK. More than 120 industry leaders judged the awards, which celebrated the best media campaigns, agencies and teams over the past 12 months. The 鈥楤est Use of Audio鈥� category, sponsored by Radiocentre, was won by Magic Radio Breakfast鈥檚 year-long partnership with holiday agency On The Beach and agency partner Goodstuff.

The campaign was described by Campaign as a 鈥渟pirited collaboration with Magic Radio鈥檚 Breakfast Show saw the creation of Magic On The Beach, a year-long partnership that included audio idents and ads, social media, video content, talent, competitions, and even a live broadcast from Gatwick Airport. The campaign produced truly magical results, boosting brand consideration to OtB鈥檚 highest level to date, overtaking Thomas Cook and closing in on easyJet, as well as contributing to record-breaking revenues.鈥�

Onthebeach.co.uk received +429% more site visits than the previous year and 65% of audiences took action after exposure to the campaign, with 5% of those going on to book a holiday on the site.

Find out more about the winning entry here.