Nickelodeon has launched its first integrated multi-property marketing campaign for its pre-school channel, Nick Jr.
The drive will run through July across TV, press, online and direct mail, with the strategy focusing on the new logo and celebrating the breadth of Nick Jr's programming content.
The treatment - which was developed by the in-house creative team with agency partner, G2 - introduces audiences to Nick Jr's new logo and features a line-up of characters from the channel's hit shows including Dora the Explorer, Peppa Pig, Wonder Pets, Humf and Ben & Holly's Little Kingdom.
The characters travel on separate journeys, each using letters from the Nick Jr logo. At the end of their journey, they arrive at their destination and form the words 'Nick Jr'. The tagline reads 'It's the shows that make Nick Jr'.
The TV ad will run across networks including ITV, Five and satellite channels, targeting programmes watched by mums with children. The press ad, meanwhile, will run in women's weekly titles such as Hello, Closer, Heat, Now, Take A Break and Celebs on Sunday.
Digital ads will target a selection of sites aimed at pre-schoolers and mums including Disney, MSN Hotmail and Facebook, while two direct mail campaigns have been developed with Sky and Tesco Toddler Club. Each mail out will reach 150,000 customers.
"Nick Jr has a strong portfolio of award winning content and this formed the basis of our campaign strategy," explained Steven Brabenec, Nickelodeon UK marketing director. "The creative also provides the perfect platform to showcase our new logo and highlights the channel's recent BAFTA win."