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Promo Partner Personals: Icelandair remaps its LazyTown flightplan

Hoping to make an impression with young globe-trotters (a good-sized demo, considering that a full 25% of U.S. kids alone tag along with their parents on family vacations), Iceland's LazyTown Entertainment is extending its marketing partnership with Icelandair to span the next five years and involve more in-flight services the international carrier offers its youngest customers.
November 1, 2005

Hoping to make an impression with young globe-trotters (a good-sized demo, considering that a full 25% of U.S. kids alone tag along with their parents on family vacations), Iceland’s LazyTown Entertainment is extending its marketing partnership with Icelandair to span the next five years and involve more in-flight services the international carrier offers its youngest customers.

As per an initial deal signed in Q1, Icelandair currently broadcasts episodes of LazyTown’s same-name TV series as part of its in-flight entertainment package. The prodco has also created a 45-minute English- and Icelandic-language radio program made up of vacation-themed sketches featuring character voices and music from the show.

A range of exclusive licensed products are currently in development for Icelandair’s in-flight shopping service, including coloring books, music CDs/DVDs (which will be available by year’s end) and apparel (out in summer 2006). And kids who stay at one of Icelandair’s eight national hotels can score one of the coloring books free of charge if they check in during high season from May to October.

LazyTown’s healthy-living message will also play out in a more obvious way next year; at press time, the company’s executives were busy in test kitchens creating tasty and nutritious meals to spice up Icelandair’s in-flight hospitality service and the company’s hotel restaurants and room service. Branded kids menus featuring LazyTown characters are expected to be in place by Q1.

This local-market initiative is set up as a test-run to see whether it might be worth exploring similar partnerships in tourism markets abroad, and LazyTown executive VP Agust Ingason is open to having conversations with vacation destinations looking to tap into the healthy eating trend.

But his first priority will be to check in with LazyTown’s international broadcasters to see how this first partnership with Icelandair could help promote the series in various regions the airline flies into. For example, families that attended Super RTL’s live Toggo Tour in Germany this past summer were not only introduced to the LazyTown show, but thanks to a deal LazyTown facilitated between the broadcaster and the airline, they were also given an opportunity to win a trip to Iceland.

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