An outdoor drive will hit over 1,600 six-sheets nationwide across shopping malls and roadsides, breaking on March 26th and running for two weeks.
Targeting kids and parents, the campaign will employ four creative 'hero' executions - Spider-man, Teenage Mutant Ninja Turtles, Power Rangers Mystic Force and Yin Yang Yo. Each will be accompanied with the tagline 'TV for Heroes'.
A TV blitz will then break on March 31st across Nick Toons, Boomerang, Cartoon Network, Nickeloden, Nick Jr, CITV and GMTV2.
The campaign will be extended with a sponsorship deal with The Scout Association, targeting six to eight year-olds through its youngest section, the Beaver Scouts. Jetix UK will become the first ever kids channel to sponsor the Beaver Scout Imagination Badge to encourage a potential 120,000 Beaver Scouts to interact with the Jetix brand through activity based challenges.
"This heroes campaign successfully targets our key audience of kids as well as their parents through a creative concept that reflects both our programming and brand values," said Allan Stenhouse, marketing director for Jetix UK. "For kids, heroes are synonymous with special powers, fantasy worlds and strength and for parents, heroes are role models."
Simon Carter, assistant director of marketing and communications for The Scout Association, added: "Scouting has always been about young people having adventures. It's great that this brand partnership is based around four 'heroes' that have daily adventures. The fit between the brands is spot on."