DHX Brands has launched a major UK brand awareness initiative to help promote its new In the Night Garden website and app, based around children’s bedtime routines and the disruption caused by the clocks going back this month.
The firm has teamed up with sleep expert Mandy Gurney from Millpond Children’s Sleep Clinic to provide top tips on how to stick to a bedtime routine and how to prepare children for the clock change on October 26th.
Immediate Media has also created a special bedtime activity booklet that is available as a downloadable pdf and as a special pull out in the current issue of the In the Night Garden magazine.
The PR campaign saw Gurney’s interview reach a potential audience of 1.2 million parents as it was streamed live and posted on a number of high profile parenting websites, mummy blogger pages, as well as on the In the Night Garden Facebook page.
The new website, meanwhile, has a dedicated ‘Little Ones’ section specifically designed for pre-schoolers. It features two new games, plus songs and clips as well as a ‘Time for Bed’ section.
“Through the new website and the web app we aim to engage parents and pre-schoolers beyond the TV screen through an immersive, safe and age appropriate digital experience,” said Tor Bushell, VP global brand management at DHX Brands. “The ‘Time for Bed’ section specifically supports the role we already know In the Night Garden plays in the bedtime routines of many pre-schoolers.
“Our campaign supports this and aims to help parents navigate the clocks change in order to maintain those all important bedtime routines.”