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BBC Kids promotes teen programming block

Digital television specialty channel BBC Kids has begun a launch campaign promoting its weeknight teen programming block called BBCK. The campaign, called "Rated K," was developed by the creative staff at Alliance Atlantis Communications and Youthography. BBC Kids is a partnership between BBC Worldwide and Alliance Atlantis. The print, television and online ads depict characters in humorous and compromising situations set in a retro-styled basement. On May 7, a promotional tour will begin that will visit Toronto, Calgary, Vancouver and several cities in southern Ontario. During the tour stops, the basement setting from the ads will be recreated at shopping malls, movie theatres, parking lots and street corners. Passersby will be invited to sit on sofas and watch the channel. The tour will run until June 11. Additional promotion will consist of street posters and stickers in Toronto, Calgary and Vancouver, as well as a contest component that will begin in mid-April. Print ads will run in teen-oriented magazines including Fashion 18, Access and What. Email ads will also be sent to some subscribers of Fashion 18, Verve Girl, Fuel and Student Price Card. The initiative began with an online teaser campaign in mid-March. That creative directed viewers to the website and the online community to sample video clips of the channel's programming.

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