The campaign is aimed at children aged three to ten and their parents, and is part of Nickelodeon’s marketing and consumer products strategy.
Nickelodeon is partnering with major retail group, Capital Shopping Centres Group (who will host five venues), Manchester Arndale and Meadowhall in Sheffield to host the activity areas.
Following the success of Nickelodeon’s first tour in 2009, the number of event days has been increased by 40 per cent, delivering a total of 14 days of activity to an expected audience reach of over 20,000.
NVCP UK is currently negotiating in-store promotions with licensees and retailers; as families attending the events will receive discount vouchers for key retail and affiliate partners. The tour will also be supported by on-air promotions across the Nickelodeon network in the run up to the tour.
The SpongeBob and Dora activities include meet-and-greets with the characters, enhanced activity content and games in both areas, daily giveaways and event photographers. The SpongeBob area will have an underwater theme and Dora’s area will have a pirate adventure theme.
Andy Goodhand, Nickelodeon UK’s SVP strategy and planning director said: “I am delighted that we've been able to build on the success of last year's shopping centre tour and develop a bigger and better offering reaching significantly greater numbers of families for 2010.
"As a multi platform broadcaster, we're always seeking ways to provide audiences with opportunities to interact with our much-loved characters.”
The seven shopping centre locations are Lakeside (Thurrock, Essex), Braehead (Renfrew, Glasgow), Metrocentre (Gateshead), Manchester Arndale (Manchester), Victoria Centre (Nottingham), Meadowhall Centre (Sheffield) and The Harlequin (Watford).