"Thomas & Friends" Wins BVA Award

HIT Entertainment's DVD special based on "Thomas & Friends" property was recently honored with a 2009 British Video Association Award for best marketing initiative of the year in the children's category.

The feature length Thomas & Friends: The Great Discovery DVD promotional campaign included a six-month teaser campaign ahead of the release, cinema screenings, as well as print, radio, TV and online advertising.

Thomas & Friends: The Great Discovery, available at U.K. retailers now, is narrated by actor Pierce Brosnan and features four new characters.

"We are delighted to receive this award from the BVA," says Victoria Bushell, brand manager for Thomas & Friends at HIT Entertainment. "Thomas & Friends: The Great Discovery is one of our best-selling home entertainment releases and was supported by a fully integrated marketing effort. From its very own star-studded blue-carpet theatrical premiere at Vue Cinema in Leicester Square to trade and consumer advertising campaigns, The Great Discovery has performed even better than our expectations, achieving almost 100,000 units sold to date."