Hit scores at BVA Awards - Licensing.biz

Hit scores at BVA Awards

Firm picks up Marketing Initiative of the Year for Hero of the Rails DVD campaign.
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Hit Entertainment's marketing campaign for its Thomas & Friends: Hero of the Rails DVD was honoured at last week's British Video Association awards.

The 60-minute special picked up the Marketing Initiative of the Year, Children's.

It was promoted through TV, print and online advertising; a special branded homepage and bespoke microsite; a Leicester Square cinema premiere and 53 screenings in VUE cinemas nationwide; promotional merchandise, including a booklet, branded badge and whistle set and free poster; as well as tie in competitions and retail promotions.

Victoria Bushell, brand manager at Hit, said: "I am thrilled with the win for Hero of the Rails, which became Hit Entertainment's highest selling new DVD release last year. We were up against some really strong campaigns and delighted the judges awarded ours as the best."

This is the second year in a row that Hit has been awarded in the category at the BVAs. In 2009, it was awarded for the campaign surrounding Thomas & Friends: The Great Discovery.

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