HIT Entertainment launched a 'Be A Knight, Do It Right' marketing campaign to highlight the launch of Mike the Knight series 2 on CBeebies.
The campaign enlisted the help of TV historian Justin Pollard to create a modern day version of the Chivalrous Code for aspiring young knights.
Being kind, telling the truth and saying please and thank you all featured in the code, which aimed to help preschoolers value responsibility, friendship and loyalty.
A pull out of the code appeared in CBeebies and Mike The Knight magazine and online at Made For Mums and Mike the Knight’s website.
HIT also commissioned research from Opinion Matters with 10,003 pre-school parents on their attitudes to modern manners.
A press campaign supporting the code and the research launched on the day the magazines were published, resulting in 29 regional radio interviews and eight web TV interviews. News items on the code and its audience research also appeared in the Daily Express and The Huffington Post.
As part of HIT’s campaign, Mike The Knight also graced the forefront of historic Warwick Castle across two themed weekends in June and July.
The weekends featured a special Mike The Knight activity area for pre-schoolers and giant sand sculptures of Warwick Castle, Buckingham Palace and Mike The Knight were created and featured in regional press, on ITV Central and in the Daily Mail Online.
At the event, children took part in hobby horse races, target practice, castle building and a meet and greet with Mike the Knight himself. Every child who attended the day went home with a copy of the Mike the Knight magazine featuring the code.
The event at Warwick Castle was backed by competitions and online promotions, a radio promotion, a takeover re-skin on Made for Mums and a two-week promotion on UK MumsTV
“The 'Be A Knight, Do It Right' campaign captured the true essence and philosophy of Mike the Knight and engaged with parents and children on a number of levels,” said Shari Donnenfeld, VP at HIT Global Brands.
“The campaign gave Mike the Knight an extensive reach of over 12 million people. We are delighted that the code and the Warwick weekends have been such a resounding success.”
Mike the Knight series 2 starts on CBeebies today.
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