Merlin Entertainments’ SEA LIFE is set to become the first-ever exclusive sponsor of Mornings on Sky Media’s kids channels, with the aim of driving national brand awareness amongst its target audience of families.
The multi-channel sponsorship deal has been facilitated by Wavemaker UK, Sky Media and its media partners – Narrative Entertainment, Paramount UK and Warner Bros. Discovery – and will see the creative play out across Sky Media’s nine dedicated commercial kids’ channels every morning from 06:00-09:00. Targeting the 1.4m parents and 2.7m children watching those channels, the campaign launches going into the Easter weekend and aims to drive awareness amongst families of SEA LIFE’s 11 centres across the UK, in Birmingham, Blackpool, Brighton, Great Yarmouth, Gweek, Hunstanton, Loch Lomond, London, Manchester, Scarborough and Weymouth.
SEA LIFE’s sponsorship will debut on 29 March for the Easter holidays and will run until the end of 2024 – showing up when families need inspiration for activities to do together. During this time, the sponsorship will run on the following linear channels: Nickelodeon, Nick Toons, Nick Jr, Nick Jr Too, POP, POP MAX, Cartoon Network, Boomerang and Cartoonito. The partnership will use Sky Media’s breadth of first-party data and Sky AdVance targeting tool to reach and connect with parents, in a brand safe environment.
Karin Seymour, Director of Client and Marketing at Sky Media, commented: “Parents trust TV more than any other platform. Combining that with those important shared sofa moments that drive conversation, SEA LIFE will connect and engage with families up and down the country across our entire kids’ portfolio.”
Sue Stephenson, Merlin Entertainments, Midway UK Marketing Director, added: “We are delighted to be partnering with Sky Media to explore uncharted waters as the exclusive sponsor of mornings between 6 and 9am across all of the commercial kids TV channels. Not only is this sponsorship a first for us, but it’s the first time all of these channels are collaborating too. Easter usually marks the beginning of warmer months, and we are looking forward to building awareness and inspiring families to spend their quality family time at our 11 SEA LIFE attractions this summer.”
Molly Exley-Kidd, Content Director at Wavemaker added: “The morning programming across Sky Media’s kids’ channels has captured the hearts and minds of families up and down the country. Through this sponsorship, Merlin will be able to further engage with its key audience, connecting with families looking for inspirational and educational outings everyone can enjoy. It’s been a true collaboration between the Wavemaker, Merlin and Sky Media teams, helping to drive visitation for SEA LIFE via a full takeover of much-loved channels during breakfast – a key moment in the day. We look forward to seeing the results it will deliver.”
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