Mary Jess
2011. Universal Music London chooses the Magic Flyer® to enhance their promotion of Mary Jess Leaverland and contacts Magic Flyer International in early May. The English student, who had always dreamed of becoming a singer, saw her dream become reality while on a university trip to China where she won the national X Factor competition (in front of 70 million TV viewers).
Journalists in the UK receive a demo CD with a-themed insert. When opened, out flutters a blue Magic Flyer®. Magic Flyer International was not new to the English music scene: the Magic Flyer® had also been used several years earlier to promote one of Kylie Minogue's singles. The operation was clearly a success because Universal decided to repeat it for its new protégée.
