Hannah Montana fever to hit Asda

Disney seals direct to retail deal for a new branded clothing line in George at Asda, backed by major on-air sponsorship.
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Tween sensation Hannah Montana has set her sights on the world of fashion, with a new clothing range hitting Asda stores across the UK this spring.

The collection for George will be supported with a major three-month on-air sponsorship of all Hannah Montana programming on the Disney Channel. The campaign will run from the beginning of this month until June 30th and includes on-air and online promotion of the range.

A series of dedicated sponsorship bumpers have been created to highlight the George range alongside the airing of the show on Disney Channel, which includes five new episodes scheduled for May.

The campaign is due to reach 2.5 million four to 15 year-olds who tune into the show every quarter on the channel.

To support the clothing launch, fans of the show are being invited to enter an exclusive Hannah Montana 'Superfan' t-shirt design competition via Asda stores and the Disney Channel website. The entrant who designs the best rock star t-shirt will be taken to LA for a special 'Hannah Montana Superfan experience'.

The competition will be promoted across all Asda stores with leaflets, entry boxes at tills, front of store greeters, posters and Hannah Montana standees.

"We're delighted to be partnering with Asda on the new Hannah Montana clothing line," said Nicoletta Gelli, VP of brand marketing at Disney Channels EMEA. "Asda's George range is incredibly popular with Disney Channel's fashion conscious tween audience, so it's a great opportunity to strengthen the Hannah Montana brand and create a deeper connection with fans across the UK."

Prabs Kharaghat, UK senior category manager for apparel, accessories and footwear at DCP, continued: "I believe this is a great example of cross-company collaboration, working with a key retailer to leverage Disney's unique franchise appeal."

Fiona Lambert, George brand director, added: "As the number one fashion retailer for kids, we are very aware how much our customers young and old love Disney, and George is absolutely thrilled to be launching Hannah Montana in collaboration with Disney.

"By combining George quality with our designs, we know we can keep both kids and parents happy without breaking the bank."

The UK Asda partnership builds from a similar campaign in the US with Disney and Wal-Mart which centred around the launch of an extensive Hannah Montana range of products.

The Asda line will consist of over 60 styles including clothing, accessories and footwear.

Hannah Montana originally premiered on the Disney Channel on May 5th 2006. It is now watched by a million kids a week and over three million every quarter - 40 per cent of the UK's four to 15 year-olds, according to Disney.

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