Ubisoft backs girls' video games with TV campaign

The new Rayman Raving Rabbids TV Party game for the Wii is supported with a £1m TV campaign made up of multiple ads. They will run in ITV1's popular family shows The X Factor and Harry Hill's TV Burp.

The games company is also launching a TV campaign on 14 November for its Imagine range of games for young girls, with new ads featuring Holly Willoughby and Fearne Cotton. TV ads will promote Imagine Dream Weddings as well as the Imagine range.

The company is also targeting the 4-7 year-old boys market and mature male market with new releases Sam Power and shooter game Far Cry 2.

Jon Rosenblatt, UK marketing director at Ubisoft, said: 'From now until Christmas we are targeting various different demographics. We are putting a sizeable chunk into TV ads given the current economic climate.'

Ubisoft is also sponsoring CITV weekends on ITV1 for the Xmas run up. Idents will support releases of Combat of Giants - Dinosaurs, Sam Power and Rayman Raving Rabbids.

The video game TV ad campaigns are being backed by a branding exercise involving the National Schools Partnership. The Planet Rescue range for DS and Wii, which helps children learn about the environment and endangered animals, is being promoted on TV as well as with an educational 'I Love My Planet' educational pack for teachers and children in schools. Rosenblatt said: 'It is about more than just getting our brand on TV.'

This article was first published on Marketing