Astral Media’s Family Channel and La Senza Girl are celebrating the North American premiere of Disney’s Princess Protection Program with a contest to attend the red-carpet event. Contestants can enter at Family.ca for a chance to win a trip for four to Toronto for the film’s June 18 North American premiere, a $250 shopping spree at La Senza Girl and a chance to meet the film’s stars Demi Lovato and Selena Gomez. The contest runs until May 19.
The marketing initiative is the latest in a series of partnerships between La Senza Girl and Family Channel since January 2006. ‘A large part of our demo is very much their demo as well,’ says Paul Cormack, consumer marketing manager at Family Channel. ‘This was just another example of something that was a perfect fit.’ La Senza Girl targets girls 6 to 14, while Family Channel targets the 8-to-14 demo.
The initial phase of the promotion includes signage in La Senza Girl stores across the country and web ads directing visitors to the contest on both Family.ca and LaSenzaGirl.com. The second phase of the marketing drive will commence May 22, and will include ads at a variety of kid-oriented websites as well as a social media campaign. It will also include ballots at La Senza Girl stores in the Greater Toronto Area for a chance to win tickets to the premiere. All creative was done in-house, and Media Experts is handling the media planning. There is still promotional tie-in opps potential, but sponsors will have to act quickly due to tight timelines.
The movie has its television debut on Family Channel on Friday, June 26 at 8 pm ET/PT, before its DVD launch on June 30. Family Channel is available in 5.8 million homes across Canada. A large portion of the commercial-free network’s programming is provided by Disney.
