Hit Entertainment walked away from the 2009 British Video Association Awards last week with an accolade for Best Marketing Initiative of the Year in the children’s category for its campaign around the feature length DVD special, Thomas & Friends: The Great Discovery.
The firm’s campaign was applauded for its fresh approach to marketing, which included a six-month teaser push ahead of the DVD releases, theatrical screenings and print, radio, TV and online advertising.
“We are delighted to receive this award from the BVA,” said Victoria Bushell, brand manager for Thomas & Friends at Hit. “Thomas & Friends: The Great Discovery is one of our best selling home entertainment releases and was supported by a fully integrated marketing effort.
“From its very own star-studded blue carpet theatrical premiere at Vue cinema in Leicester Square to trade and consumer advertising campaigns, The Great Discovery has performed even better than our expectations, achieving almost 100,000 units sold to date.”
The Great Discovery was narrated by Pierce Brosnan and featured new characters and adventures over 60 minutes.