Nickelodeon, AirAsia launch multi-platform campaign for kids

SINGAPORE -- AirAsia and Nickelodeon Asia have joined forces to launch a multi-territory and multi-platform campaign designed to educate kids about responsible flying and Asian destinations and cultures.

Introducing Nickelodeon’s audiences to Ace, the superhero mascot for AirAsia’s kids-orientated SkyRider Club, kids will be able to follow adventures across Asia, gain insight into local customs, learn about kid-friendly activities in several Air Asia destinations, including the importance of inflight safety via Nickelodeon-produced on-air and online content and on-the-ground events in Singapore and the Philippines.

Throughout the campaign, competitions will be held, offering trips for four to AirAsia’s top destinations and other prizes will be offered to Nickelodeon viewers and SkyRider Club members.

The campaign was launched in late July online and multi-language television spots introducing the SkyRider Club superhero Ace to Nickelodeon audiences will debut in August in Singapore, Malaysia, the Philippines and Indonesia.

In August, Nickelodeon will produce ten in-school events in Singapore, giving kids a chance to meet Ace, SpongeBob SquarePants and Patrick Starfish as they explore the geography, culture and food of Air Asia’s holiday destinations.

Additionally, on-the ground events in the Philippines will follow, featuring Ace as part of Nickelodeon’s annual Halloween event in October 2012 and a summer event in April 2013.

In September and October, a series of specially-produced vignettes entitled Passport Around Asia will showcase Ace interacting with local kid ambassadors at select Air Asia destinations, giving Nickelodeon’s audiences a kids’ perspective into their culture, food and must see local attractions.

“Ace Adventures,” a series of animated stories about Ace and his quest to collect magical gems all over the world and fight off the villains he meets along the way, will also premiere at the end of 2012.

"There are millions of well-travelled kids within Southeast Asia, and they play a vital role in choosing holiday destinations and how the entire family will get there,” said Viacom International Media Networks Asia’s executive vice president and managing director Indra Suharjono.

“By partnering with Air Asia, Nickelodeon viewers are going to be introduced to some of the world's most exciting destinations and also get lots of ideas on how to make it fun for everyone. It's a great fit for us, and we're looking forward to welcoming Ace and thousands of SkyRider Club members along for the adventure."

Joanna Ibrahim, group head strategy and innovation of AirAsia, is thrilled with the collaboration: “With Nickelodeon’s selection of shows and endearing characters, it is the perfect platform to communicate the joy of flying and its safety aspects to kids around Asia. It’s no secret what makes Nickelodeon so attractive to kids and parents, and with the network’s established footing both on-air and online, the sponsorship will certainly elevate Ace and the AirAsia Skyrider brand.”

SkyRider Club is a unique combination of rewards, benefits, activities and giveaways tailored especially for Air Asia flyers under the age of fourteen. Upon registration, each SkyRider Club newbie will receive a personalized membership kit that includes an exclusive SkyRider passport and merchandise, as well as special privileges from Air Asia and its travel partners. (PR)