Now Nickelodeon soars with AirAsia - Licensing.biz

Now Nickelodeon soars with AirAsia

Firm introduces new Ace character to audiences in Singapore, Malaysia, Philippines and Indonesia.
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Nickelodeon Asia has joined forces with AirAsia to launch a multi-territory and multi-platform campaign, which has been designed to educate kids about responsible flying and Asian destinations and cultures.

A superhero mascot - Ace - has been created for AirAsia's SkyRider Club. Kids will be able to follow adventures across Asia, gain insight into local customs and learn about kid-friendly activities in several AirAsia destinations.

The importance of inflight safety will be shown via Nickelodeon-produced on-air and online content and on the ground events in Singapore and the Philippines.

Throughout the campaign, competitions will be held, offering trips for four to AirAsia's top destinations. Other prizes will be offered to Nickelodeon viewers and SkyRider Club members.

Multi-language TV spots are introducing Ace to Nickelodeon audiences, while the firm is also producing ten in-school events in Singapore giving kids the chance to meet Ace, Spongebob Squarepants and Patrick Starfish.

On the ground events in the Philippines will follow, featuring Ace as part of Nickelodeon's annual Halloween event in October and a summer event in April 2013.

In September and October, a series of specially produced vignettes - Passport Around Asia - will showcase Ace interacting with local kid ambassadors at select Air Asia destinations. Ace Adventures, a series of animated stories about the character and his quest to collect magical gems all over the world, fighting off villains along the way, will also premiere at the end of 2012.

"By partnering with AirAsia, Nickelodeon viewers are going to be introduced to some of the world's most exciting destinations and also get lots of ideas on how to make it fun for everyone," said Indra Suharjono, EVP and MD, Viacom International Media Networks Asia. "It's a great fit for us, and we're looking forward to welcoming Ace and thousands of SkyRider Club members along for the adventure."

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