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Wednesday 31st October 2007



In a UK media first, the UK’s number one commercial kids television channel Nickelodeon UK has gone live, with a campaign strategy developed by Universal McCann, promoting its new season’s programming across Destination Media’s unique media network of Sensitive Floors in four of the UK’s leading shopping centres.

Over 83,300 people interacted with the dynamic Nickelodeon content over the first five days of October Half Term, which promotes highlights from Nickelodeon’s forthcoming season including the new series of hugely popular animation series Spongebob Squarepants and the second season of smash hit drama series H20, which features Emma, Cleo and Rikki as teenage mermaids with magical powers.

The content appears on the Destination Media sites in: the Metro Centre, Gateshead; Lakeside, Thurrock; Castle Court, Belfast; and Merry Hill, Dudley and Destination Media estimates that an interaction level of 21.4% was achieved with a strong secondary audience of around four times that interaction level.

Destination Media worked with Nickelodeon’s media planners Universal McCann to introduce Nickelodeon to this innovative new media experience for consumers. Destination Media’s permanent network uses the Sensitive Floor’s video projection to create a 3m x 2m interactive image which responds to movement as people step onto the projection area.

Peter Evans, Managing Director of Destination Media Limited, said: “Our network of Sensitive Floors offers a unique experience with high levels of engagement and interaction. Whilst we have seen the explosion of interactive floor projection in the US we knew that we had to position Sensitive Floor in the UK as a hybrid experiential solution to ensure that we could achieve cut-through in a crowded digital space.

For Nickelodeon we reflected the October Half Term campaign creative and applied effects which bring it to life when people walk across the projected image. On the back of this first campaign we have already had a great deal of interest from major brands for the significant pre-Christmas period.”

Rob Bellass, Account Director, Universal McCann, media planners for Nickelodeon, commented: “We were looking for a fresh approach for Nickelodeon as part of a UK-wide campaign across different media formats which we are running during October to highlight Nickelodeon’s Q4 schedule to kids. Destination Media provided the perfect means of consumer engagement with the campaign and the detailed metrics they can provide are amazing.”

Nardis Roscoe, Senior Brand Manager, Nickelodeon & Nick Toons, of Nickelodeon added: “Destination Media’s Sensitive Floors provide a great way for kids to engage with our brand and highlight our new season’s programming. We’re always looking for innovative and exciting ways to engage our audience and felt the Sensitive Floors were the perfect way to showcase our great brands.”

Peter Evans concludes: ”With Sensitive Floor we are building a unique media platform which enables brands to engage directly with consumers in key locations and we intend to grow our network to a total of 30 Sensitive Floors across the UK by the end of 2008.”


About Destination Media Limited

Formed in June 2007, Destination Media Limited is a subsidiary of Venue Solutions Holdings Plc. Based in Clerkenwell, London, Destination Media is a specialist media agency with a wide ranging portfolio of experiential and interactive opportunities in high profile retail and leisure locations across the United Kingdom. The Destination Media network is a venue based interactive advertising medium that immerses consumers in high-impact “experiences”. For more details please visit

For further information please contact:

Peter Evans
Destination Media
T: 01753 447 447

Lindsay Spencer
Tria Nomina Limited
T: 0870 850 2157

This press release was distributed by ResponseSource Press Release Wire on behalf of Tria Nomina in the following categories: Children & Teenagers, Men's Interest, Entertainment & Arts, Women's Interest & Beauty, Consumer Technology, Media & Marketing, for more information visit