Nickelodeon’s La Casa de Dora Returns for a 2006 Tour; Receives First...

Nickelodeon’s La Casa de Dora Returns for a 2006 Tour; Receives First Place Honors with Excellence in Multicultural Marketing Award from CTAM



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New York, NY–(HISPANIC PR WIRE)–September 26, 2005–La Casa de Dora, a 10-city mall tour allowing kids to experience first-hand the interactive, bilingual home of Dora the Explorer, wins a first place award* for Excellence in Multicultural Marketing from the Cable and Telecommunications Association for Marketing (CTAM). Nickelodeon will reprise the successful 2005 tour in April 2006 and will travel to ten top Hispanic markets around the country. More details will be announced over the next few months.

We are extremely honored that La Casa de Dora was awarded this year’s Multicultural Award from CTAM. Dora the Explorer is an icon to Hispanic families and this recognition is a testament to Dora’s broad appeal,” said Karen Driscoll, Senior Vice President of Marketing at Nickelodeon.

Created to embrace Latin culture and allow preschoolers to experience Dora’s home, La Casa de Dora is a 2,000 square-foot, Latin American-inspired exhibit with a terracotta tiled roof house with several rooms and a backyard. Each section of La Casa de Dora contains play and problem-solving activities with bilingual elements. This year’s La Casa de Dora will potentially include elements from the new Nick Jr. series Go, Diego, Go!, starring Dora’s eight-year-old adventurer cousin.

NickJr.com also developed a special La Casa de Dora game and website for preschoolers and parents, which were both big hits. Since launch, the La Casa de Dora game which features bilingual elements that reflect the cultural and educational activities of the exhibit, ranks as one of the top ten games on Nickjr.com. La Casa’s parenting content, which included information on the tour, activities for parents and kids to do-together and interviews with Kathleen Herles, the voice of Dora the Explorer, was the number-one parents’ area on Nickjr.com during the length of the La Casa de Dora tour. The site will be enhanced to include new content and games in 2006.

The successful 2005 tour included Procter & Gamble’s Pampers(R) and Bounty, Dodge and General Mills’ Kix cereal as sponsors. More than 42,000 visitors attended La Casa throughout the tour, and an estimated 63% of the total visitors were Hispanic. Many of the malls hosting La Casa de Dora reported that mall traffic had increased by an estimated 10% during La Casa de Dora events, and that they experienced a positive impact on children’s retail sales.

David Perez, CEO of Latin Force LLC, the Hispanic consulting agency for Nickelodeon remarks, “Building on 2005’s great success we present a unique sponsorship opportunity to partner with a brand that has a powerful and positive image.”

For sponsorship opportunities and partnerships for the 2006 La Casa de Dora tour, please contact David Perez at Latin Force: dperez@latinforce.net or 212-813-6777.

Nickelodeon, now in its 26th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon’s U.S. television network is seen in more than 89 million households and has been the number-one-rated basic cable network for more than ten consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.

*Nickelodeon received First Place in Division II Case Study Campaigns for La Casa de Dora during the 19th Annual NAMIC Conference.

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Nickelodeon’s La Casa de Dora Returns for a 2006 Tour; Receives First Place Honors with Excellence in Multicultural Marketing Award from CTAM