Turner Broadcasting Launches Brand Campaign with Mothercare and Myleene Klass
13 October 2009
Turner Broadcasting's pre-school channel, Cartoonito is launching a multi-platform brand awareness campaign with Mothercare and Myleene Klass. The unique collaboration will promote Cartoonito's "Go and ..." series of programmes aimed at kids 0 - 6 and Mothercare's exclusive Baby K range, created by Myleene Klass.
Myleene will lead a group of mums in re-recording The Sound of Music classic "My Favourite Things" for the campaign, set to launch on 19th October. This piece of original content will be used to drive mums and their kids to the TV channel, its website and Mothercare stores using a mixture of TV, DVD sampling and social media.
The DVD sampling will feature Cartoonito's content and 500,000 free copies will be distributed to playgroups and nurseries across the UK.
Turner have also teamed up with Mumsnet, the UK's largest mums community, to stir up debate on mums' favourite and least favourite things across the country.
Barnaby Dawe, Vice President of Marketing and Communications at Turner Broadcasting said: "We are really excited to be working with such an established brand as Mothercare and to have a well known celebrity ambassador like Myleene. It proves the channel's credentials, as Cartoonito continues to amass a loyal following amongst mums and kids, with ratings up 100% year on year*."
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* (Source: BARB 06:00-21:00 Jan-Sep 08 - 09, children 4 - 9, Multichannel Homes)
For further information:
Yinka Akindele, Senior Press Officer, 020 7693 1105, Yinka.akindele@turner.com
Notes to editors:
CARTOONITO
Cartoonito is a preschool channel where young children can explore their world in a fun and imaginative way. Cartoonito airs an array of preschool programmes including the new look Fireman Sam, a new UK version of Hi-5, The Land Before Time and Baby Looney Tunes; as well as exclusive UK commissions Cartoonito Karaoke, Go and... Unique to the channel is the make-believe world of the Cartoonitos, six animated characters who introduce the shows. Cartoonito broadcasts daily from 3am until 7pm, and includes day parted programming designed to reflect the lives of preschoolers and their parents. Cartoonito is operated by Turner Broadcasting System Europe, a Time Warner Company. In the UK Cartoonito is available on Sky 619. www.cartoonito.co.uk
'Mum's Can Sing' is set to promote Cartoonito's new Go and sing programme that is part of the Go and ..series where each episode features a child and a family member on a different and fun experience. The campaign puts real mums on-air alongside Myleene, and participants were chosen following a nationwide audition. www.cartoonito.co.uk / sing
