Nickelodeon has launched a multi-property marketing campaign for its UK preschool channel Nick Jr., which will run through July across TV, press, online and direct mail. The strategy will focus on showcasing Nick Jr.’s new logo, which features a lineup of characters including Dora the Explorer, Peppa Pig and Wonder Pets!, as well as a range of Nick Jr. programming content.

The campaign creative was developed by an in-house team in collaboration with agency partner G2, who oversaw the concept and creative strategy. Media strategy and buying is being managed by UM.

The TV advert was also produced in house and will run across networks including ITV, Five and cable and satellite channels targeting programmes watched by moms with children. The digital advertising was designed by Taglab and targets a selection of sites aimed at preschoolers and moms including Disney, MSN Hotmail and Facebook. Two variants of direct mail were developed in association with Sky and Tesco Toddler Club, with each mail-out comprising an A2 poster insert reaching 150,000 customers.