"Step by Step with Dora" celebrates Dora the Explorer's aspirational qualities and strong educational values, which she communicates to children through her own everyday life.
The campaign will be pushed with a 360° integrated marketing approach spanning TV, retail, online, press, and social media.
Research conducted by Nickelodeon shows that 82 per cent of mums think Dora is a good role model for their children and 91 per cent recognise Dora's products as educational.
Dora Step By Step is a all-new initiative and set of tools specially designed by Nick Junior to help preschoolers move towards their next big first. Whether it's taking their first holiday to learning to ride a bike, Nick Jr.'s megastar heroine will be right there with them along the way to encourage them! With Dora Step By Step, children are supported in developing their knowledge, skills and understanding that will help them to make sense of the world.
Kicking off in February, Nick Jr. AU & NZ will feature a dedicated "Step by Step – Explore with Dora"-themed programming block, with episodes running daily at 6.40am-7:35am, 1.10pm and 6.00pm from Saturday 1st February through to Sunday 23rd February 2014.
From Thursday 6th February 2014, Target will support the campaign with a range of "Dora the Explorer" branded products, all featuring a special "Dora Step by Step" book filled with lots of activities and good advice for parents.
A dedicated "Step by Step – Explore with Dora" micro-site will feature downloadable content with advice and information on the stages through early development and the Nick Jr. Parents blog will feature interesting facts from pre-school experts.
Additionally, all Point of Sale material will feature a special QR code to download and direct mums to the dedicated website. The Nickelodeon Events team have also created a customised meet and greet show that encompasses 'My first book and storytelling', which will be staged at Target stores over the weekends of the campaign's duration.
Nick Jr. UK and Ireland launched a British and Irish version of Nickelodeon Preschools "Dora Step By Step" campaign in July 2013:
Nick Jr. launches Step by Step: Explore with Dora campaign in Australia and New ZealandAlso, from License! Global:
Invites parents to celebrate their child's first milestones with Dora the Explorer.
Nick Jr. is launching Step by Step – Explore with Dora, a multiplatform campaign inviting parents to celebrate their child's first milestones with Dora the Explorer.
The campaign will be pushed with a 360° integrated marketing approach spanning TV, retail, online, press, and social media.
Step by Step celebrates Dora the Explorer’s aspirational qualities and strong educational values, which she communicates to children through her own everyday life.
"Dora is recognised world-wide as an educational role model for young children and the perfect guide for parents to help their little ones through early childhood," said Ben Richardson, Nickelodeon’s general manager, AUNZ.
"At Nick Jr. our philosophy is the 'smart place to play' and we always want to ensure that we are supporting pre-school curriculum and teaching our young audience something new.
"Not only will our 'Step by Step – Explore with Dora' campaign identify key learning and development phases for pre-schoolers, it will also help them through every new 'step' in their life, be it learning to swim or their first day at school.
"We have developed the campaign to have multiple touch-points for parents and kids, so they can connect with Dora every step of the way. Each touch-point will be supported by tools and resources which will provide helpful information and insights to guide them through their journey together."
Research conducted by Nickelodeon shows that 82 per cent of mums think Dora is a good role model for their children and 91 per cent recognise Dora’s products as educational.
Kicking off in February, Nick Jr. will feature a Step by Step – Explore with Dora themed programming block, with episodes running daily from Saturday, February 1st through to Sunday, February 23rd, 6:40am to 7:35am.
From February 6th, Target will support the campaign with a range of Dora branded products, all featuring a Dora Step by Step book filled with lots of activities and good advice for parents.
"As well as connecting with Dora on-air, we have developed a strong retail campaign, which will include DVDs, books, toys and apparel," said Claire O'Connor, Nickelodeon's director of consumer products, AUNZ.
"All Point of Sale material will feature a QR code to download and direct mums to the dedicated website. Our Nickelodeon Events team have also created a customised meet and greet show that encompasses 'My first book and storytelling', which will be staged in-store over the weekends of the campaign’s duration."
A dedicated 'Step by Step – Explore with Dora' micro-site will feature downloadable content with advice and information on the stages through early development and the Nick Jr. Parents blog will feature interesting facts from pre-school experts.
TAGS: australia,nick jr,dora,step by step explore with dora
Nick Plans Dora Campaign in Oz
Nick Jr. is launching the Step by Step–Explore with Dora campaign this Thursday in Australia and New Zealand, which will invite parents to celebrate their preschoolers’ first milestones with Dora the Explorer.
The campaign will include coverage on TV, at retail, online and via social media.
“Dora is recognized worldwide as an educational role model for young children and the perfect guide for parents to help their little ones through early childhood,” says Ben Richardson, general manager Australia and New Zealand, Nickelodeon. “Not only will our Step by Step–Explore with Dora campaign identify key learning and development phases for preschoolers, it will also help them through every new ‘step’ in their life, be it learning to swim or their first day at school.”
Nick Jr. will feature a themed programming block daily through Feb. 23 and Target Australia will support the campaign with a range of Dora-branded product, including a Dora Step by Step book.
A dedicated Step by Step–Explore with Dora micro-site will feature downloadable content with advice and information on the stages of early development for parents.
“As well as connecting with Dora on-air, we have developed a strong retail campaign, which will include DVDs, books, toys and apparel,” says Claire O’Connor, director of consumer products Australia and New Zealand, Nickelodeon. “All point-of-sale material will feature a QR code to download and direct mums to the dedicated website. Our Nickelodeon Events team has also created a customized meet-and-greet show that will be staged in-store over the weekends of the campaign’s duration.”
DORA THE EXPLORER, NICK JR., TARGET AUSTRALIA
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