Nickelodeon, New York City, struck a $30 million marketing alliance with The Islands of the Bahamas. The first alliance between a kids’ television network and a government tourism agency (it has to be — right?), the partnership will include original programming, advertising, special events, and cause-related efforts.
Starting this week and running into May, Nickelodeon’s “Slime Time Live” series offers kids the chance to win trips to the Bahamas. The show will also host a week-long broadcast from the Atlantis Paradise Island resort. Later this month, Nick kicks off The Big Help, a 50-city initiative educating families on the importance of protecting water eco-systems highlighting the marine environments of the Bahamas. Nick will support with public service announcements and donations of computers to island libraries. This summer, Nickelodeon rolls out a 40-city mobile tour called 2001 TEENick Summer Music Festival tour with games, music, information — and a Bahamian-themed pavilion. Extensive ad buys support.
The deal marks Nickelodeon’s first promotional partnership with a tourism destination and follows long-term deals with Ford Motor Co., Gateway Computer, and Embassy Suites.
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