Iconic British children’s comic The Beano has launched its largest promotion in the form of Dennis and Gnasher’s Golden Ticket.
Readers who find a ticket in August will have a chance to win a family holiday to Universal Resort Florida, iPads, toys, Dalek rides and PGL UK adventure holidays. Each entrant will also receive a three-month digital subscription to The Beano.
Publisher DC Thomson’s marketing campaign will be fronted by Dennis the Menace and Gnasher. There will be TV ads on Sky 1’s The Simpsons, online ads, PR and social media activity around the prize winners, in-magazine activity and in-store presence in grocers and indies.
The activity coincides with content changes within The Beano, including a revised front cover and ‘to bring the menace back’ in Dennis.
In this week’s issue, Dennis enlists the help of fashion expert Gok Wan to give his parents a makeover.
John-Paul Murphy, head of brand marketing for consumer entertainment at DC Thomson, said: “The Beano’s Golden Ticket promotion demonstrates renewed investment in this classic, well-loved brand and keeps it relevant for kids today. We have a wealth of great prizes and are backing this uniquely-themed promotional creative with substantial marketing support.”
Atom Marketing acted as consultants on the marketing campaign, while planning and buying was conducted by Ten Alps Media.
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