Turner Media Innovations Takes Ben 10 To Legoland in Carat Sponsorship Deal
Turner Media Innovations today announced a sponsorship campaign that will see Turner Broadcasting's number one boys' property Ben 10 joining forces with popular theme park destination, LEGOLAND® Windsor - in a deal conceived and negotiated by Carat Sponsorship and Turner Media Innovations.
LEGOLAND will sponsor episodes of Ben 10 and Ben 10 Alien Force airing on Cartoon Network and Cartoon Network Too, during the peak holiday period from 1 July until 31 August 2009. Turner Media Innovations has created six 10-second sponsorship credits, each showcasing an 'ultimate hero' LEGOLAND character from one of the key LEGOLAND areas including vikings, pirates and knights.
Using a mixture of 3D animation and live-action in-park footage, the spots include the URL of a dedicated campaign website, www.cartoonnetwork.co.uk/legoland, giving viewers the opportunity to interact more deeply with the LEGOLAND brand through this Carat Sponsorship campaign.
In addition to information about LEGOLAND, activities and two brand new games, the website will feature a competition, with the opportunity to win a host of exclusive LEGOLAND prizes including LEGOLAND passes for the entire family and breakfast for 10 in the new Kingdom of the Pharaohs land. There will also be sponsorship promotions on existing Ben 10 and Ben 10 Alien Force official websites.
Additionally Turner Media Innovations has secured two promotions in the official Ben 10 magazine, offering 'Kids Go Free' vouchers and a competition to meet the model makers.
Martin Williams, Sales & Marketing Director, LEGOLAND Windsor said:
"LEGOLAND Windsor is proud to sponsor such successful and popular shows as Ben 10 and Ben 10: Alien Force on Cartoon Network and Cartoon Network Too. Ben 10 is the perfect hero for us to link up with: just as Ben can become many different creatures with different abilities, LEGOLAND allows children and their families to become many different heroes - explorers, racers, Vikings, knights, princesses, pirates, the list is endless!"
Andrew Mallandaine, UK Sales Controller, Turner Media Innovations says:
"Take a walk around LEGOLAND and every other child seems to be wearing a Ben 10 T-shirt. The synergies between our two target markets are exceptional and we're delighted that LEGOLAND have chosen to partner with Turner Media Innovations to promote their fantastic attraction this summer."
Rob Honeywood, Carat Sponsorship, who managed the sponsorship, said:
"We're delighted to be able to aid LEGOLAND in associating with some of the most popular children's content in the TV marketplace this summer. The synergy between the heroism in Ben 10 and the hero experiences offered by the park make this an excellent match, with a very rich microsite further enhancing the association and getting kids excited about visiting the park with their families this summer."
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LEGO, the LEGO logo and LEGOLAND are trademarks of the LEGO Group ©2009 The LEGO Group
For further information:
Emma Owen/Rebecca Head, LEGOLAND Windsor Press Office. 01753626125 / 01753626106, pressoffice@LEGOLAND.co.uk, www.LEGOLAND.co.uk/press
Yinka Akindele, Senior Press Officer, 020 7693 1105, yinka.akindele@turner.com
Notes to editors:
About LEGOLAND
- Winner of the Best Family Visitor Attraction in the Tommy's 'Let's Get Baby Friendly' Awards 2009, voted by parents for parents.
- LEGOLAND Windsor is a unique family theme park where children aged 3-12 can take to the road, soar through the skies and sail the seas in complete safety. It has over 55 interactive rides, attractions, live shows, building workshops and driving schools, not to mention nearly 55 million LEGO bricks, all set in 150 acres of beautiful parkland.
- LEGOLAND Windsor opens from 21 March until 8 November 2009. It is closed on selected midweek days in April, May, September, October and November. For further details please check www.LEGOLAND.co.uk.
- LEGOLAND Windsor is free for under threes
- And for just £400 for a family of 5 (£150 for an individual Pass) you can buy a Merlin Annual Pass which gives unlimited access to all of the Merlin Entertainments' UK attractions, for a full 12 months from the date of purchase.
- There are three other LEGOLAND parks in the world - LEGOLAND Billund in Denmark, LEGOLAND California in the U.S.A and LEGOLAND Deutschland in Germany.
- The LEGOLAND theme parks are part of the Merlin Entertainments Group. The MERLIN ENTERTAINMENTS GROUP is the leading name in location based, family entertainment, which has seen the most successful and dynamic growth of any company in the sector over the last five years. The world's second largest visitor attraction operator, Merlin has 57 attractions and 6 hotels in 12 countries, across 3 continents. The company aims to deliver memorable and rewarding experiences to its 32.4 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and 13,500 employees. Merlin Entertainments operates the following attractions - SEA LIFE, Madame Tussaud's, LEGOLAND, The London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres, Alton Towers Resort, Warwick Castle, THORPE PARK, Chessington World of Adventures & Zoo, Heide Park, Underwater Adventures, and Earth Explorer.
