LONDON: In a first-of-its-kind tie-in deal, kids satellite and cable channel Nickelodeon has linked itself with Britain’s answer to Disneyland: Alton Towers.
A new resort family hotel, located within the theme park, contains a room known as The Nickelodeon TV Lab, designed in conjunction with the Alton Towers team.
The Lab will broadcast live Nickelodeon programming between 6 a.m. and 7 p.m. After 7 p.m., a continuous loop of Nick’s top programs will be shown.
The Lab, directed with images taken from shows like Ren and Stimpy and Rugrats, also features game consoles running Nick software. The aim is to provide a ‘kid-friendly environment’ in which to watch the channel.
‘It’s a unique concept and a further example of Nickelodeon’s development as a channel off air,’ says head of marketing Sally Urquhart. Nick already has a studio in London, but Alton Towers’ Midlands base gives the channel ‘the chance to reach other kids as well.’
Glen Earlham, divisional marketing director of Alton Towers, feels the deal adds to the magic already offered by the hotel.
‘We look forward to furthering our relationship with Nickelodeon,’ he adds.