Hit Entertainment's marketing campaign for Thomas & Friends - Hero of the Rails was honoured at last week's British Video Association awards. The 60-minute special picked up the Children's Marketing Initiative of the Year.
It was promoted through TV, print and online advertising, a special microsite, a Leicester Square cinema premiere in 53 VUE cinema screenings nationwide, promotional merchandise, including a booklet, branded badge and whistle set and free poster, as well as tie in competitions and retail promotions.
Brand Manager of Hit Entertainment, Victoria Bushell said, I am thrilled with the win for Hero of the Rails, which became Hit Entertainment's highest selling new DVD release last year. We were up against some really strong campaigns and delighted the judges awarded ours as the best.
This is the second year in a row that Hit has been awarded in the category at the BVA's. In 2009, Hit was awarded for the campaign surrounding Thomas & Friends - The Great Discovery.