Nickelodeon to build brand on-the-ground

Savage, Mike
December 2005
Media: Asia's Media & Marketing Newspaper;12/2/2005, p16
This article reports that Kids TV net work Nickelodeon has opted to utilize on-the-ground activities to drive awareness of both its most popular on screen characters and its brand in China. Nickelodeon is backed by a multi-million dollar investment to promote the brand in China, but current media restrictions have prompted the broadcaster to explore creative ways of promoting itself. In addition to staging large events in China's top-tier cities starring the likes of Dora the Explorer and Sponge Bob Square Pants, two of the network's most popular and most profitable TV characters, Nickelodeon is also looking to introduce some of its most successful promotions to China next year.


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