The Drum Awards Festival - Official Deadline

-d -h -min -sec

Dora the Explorer

Nick Jr. to unveil brand refresh with multi-media marketing campaign from UM London


By Gillian West, Social media manager

February 22, 2013 | 2 min read

Nickelodeon has commissioned UM London to work on a multi-media marketing campaign to support the brand refresh of its preschool channel Nick Jr.

Launching Saturday 23 February, the new Nick Jr. branding showcases the beloved characters and popular series airing on the channel along with the new brand strapline, ‘Every Day’s an Adventure’.

Starring in UM London’s multi-media campaign are Dora the Explorer, Peppa Pig, Thomas the Tank Engine and the school of Bubble Guppies.

TV ads, aimed at mums, are set to debut during Stuart Little 2 on Channel 5 this weekend and will run until the end of March, with a focused placement around children’s and family programming.

An online campaign will also run across key competitor sites, with online behavioural targeting to help identify mums who are looking for parenting content.

Out of home ads are set to run in children’s play spaces, including nurseries and soft play businesses, with mobile video formats also offering mums the opportunity to set calendar reminders on their phones to prompt them to tune in.

UM London, business director, Polly Roberts, comments: “Nickelodeon tends to advertise specific shows, so we’re really excited to be working on this over-arching campaign that looks at the brand as a whole and shows off all of its brilliant characters. We hope our media placements bring the characters to life in environments where our audience is in full ‘adventure’ mode.”

Dora the Explorer

Content created with:

UM London

Find out more

More from Dora the Explorer

View all


Industry insights

View all
Add your own content +