| Dreamworld "Nickleodeon" China Promotion |
Promotional
Campaign |
Dreamworld "Nickleodeon" China Promotion |
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| Cooperation with Travel Agents - Poster |
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| TV Program |
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| Objectives |
Develop a cooperative campaign concept & partnership to enable client 'Dreamworld' to be involved in an unprecedented consumer campaign with Ha Ha Nick, creating an Australian themed TV Program/Competition campaign to run from Sept 06-April 07. |
| Client / Partners |
Ha Ha Nick China(Nickelodeon - Viacom), Dreamworld, WhiteWater World, Gold Coast Tourism and Tourism Queensland |
| Market Place |
Shanghai and Eastern China |
| Strategies |
On-air exposure for Dreamworld, Gold Coast Tourism and Tourism Qld on HA HA Nick TV, reaching a minimum of 13.5 million Chinese households, consumer campaign promotions in major shopping centres, consumer competition to win a holidays to Australia. |
Coverage Gained /
Number of Delegates |
13.5 million Households in Shanghai and Eastern China, major shopping store promotions, over 850,00 online visits and the POS involvement of CITS, CTI, CYTS and Shanghai Spring Travel. |
| Tactics - Details of the Campaign / Event and Returns |
This was an integrated consumer & trade promotion developed for client Dreamworld with HaHa Nick in China). This promotion in Shanghai and surrounding provinces included on-air exposure for Dreamworld on HAHA Nick TV including on-location to Australia shooting to create content for the series of shows. Ha Ha Nick is the China brand of Nickelodeon under the global media entity 'Viacom'. The Chinese children's television media market is one of the industries that is strongly controlled by the government to ensure the people are protected. Ha Ha Nick launched in May 2005 and is now the most popular kids channel in Shanghai with some 13.5million houses holds in Shanghai and Eastern China viewing Ha Ha Nick programming on a weekly basis.
Results - ATR developed the co-operative opportunity and engaged the above four key partners to co-operatively work together in develop a stronger presence and awareness for the Australia's Gold Coast destination within the China market. This partnership helped all parties realize the opportunities in China by allowing for direct consumer channel marketing and communications for travel to Gold Coast. Through Dreamworld's existing commercial relationships with the likes of Nickelodean USA, ATR was able to create exciting innovations outside the traditional channels of pure advertising for B2B and B2C communications. The outcomes of the cooperative campaign enabled ATR to have it's client 'Dreamworld' involved in an unprecedented consumer campaign with Ha Ha Nick and they aired Australian themed TV Program/Competition campaign to run from Sept 06-April 07 to 13.5 million households in Eastern China. 13.5 Million Households in Shanghai and Eastern China. Two major shopping store promotions, online campaign that achieved over 850,00 hits and the marketing involvement of CITS, CTI, CYTS and Shanghai Spring Travel in delivering groups marketing set departures in line with the on air coverage. |
| Website |
Consumer Competition
in Shopping Center |
Poster |
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