As an added element, NBC Universal is incorporating a green message. It has teamed up with The Conservation Fund, which will plant 188 trees next spring to offset the tour’s carbon footprint. And comic book artist Tim Sale, whose artwork appears on the show, has created limited-edition green T-shirts for the tour, with 50% of sales going to The Conservation Fund.
Heroes has positioned itself as a leader in taking advantage of new media to create a property that goes beyond just being a TV show. Efforts like the tour, as well as offering all episodes for free on its site and developing a series of graphic novels with content that supplements the show, can go a long way toward keeping viewers interested, especially during season breaks.