Macquarie Leisure Trust today announced it had entered into a
licensing agreement with the leading childrens entertainment
network, Nickelodeon, to create a new themed attraction called Nick
Central at the Trusts signature property, Dreamworld.
Ms Francina Kok, general manager of Macquarie Leisure, welcomed the
agreement as a boost for unitholders and the Dreamworld property.
Nickelodeon is the premiere kids entertainment brand in Australia
and we anticipate that the new Nickelodeon attraction will further
enhance the parks popularity with kids and their families.
Dreamworld expects to generate significant benefits from the
introduction of the Nickelodeon themed kids area. said Ms Kok.
Howard Smith, Sr. Vice President, Nickelodeon Recreation said, We
are delighted that Dreamworld will become Nickelodeons themepark
home in Australia. This relationship will create a unique new
attraction destination for Nickelodeon fans in Australia.
Nickelodeon is Australias number one rating Pay TV channel with kids
aged 5 12yrs, (Source: AC Nielsen) and produced six out of the top
ten television programs on Australian free to air television in 2001
(Source: AC Nielsen), including Rugrats, Hey Arnold! CatDog and The
Wild Thornberrys.
Mr Greg Shaw, chief executive officer of Omni Leisure Operations
Limited, which operates Dreamworld, said he believed introducing such
a strong brand to Dreamworld would increase the parks appeal to kids
and families.
The arrangement with Nickelodeon continues our association with
television properties as a means to raise awareness of the Dreamworld
brand across Australia, Mr Shaw said.
It will also boost awareness of Dreamworld internationally by
leveraging a globally renowned and respected entertainment
franchise, he said.
Details of the Nickelodeon attraction at Dreamworld are being
finalised and will be released later this year.
Mr Shaw added that Omni had deliberately sought to increase
Dreamworlds appeal to specific demographic markets by developing
targeted marketing campaigns.
The current Big Brother promotion is an example of marketing
Dreamworld to a defined demographic group incorporating teenagers and
young adults, Mr Shaw said.
Nickelodeon, now in its 23rd year, is the number-one entertainment
brand for kids. It has built a diverse, global business by putting
kids first in everything it does.
Nickelodeon, the world's only multimedia entertainment brand
dedicated exclusively to kids, is seen in 125.4 million households
and 139 countries, with channels in Africa, Asia and the Pacific Rim,
Latin America, Europe, CIS/Baltic Republics and the US. Nickelodeon
has also launched the digital TV services Nick Jr and Nickelodeon
Replay (UK) as well as Noggin, Nickelodeon Games & Sports - GAS and
Nick Too (US). Nickelodeon's international portfolio of branded
businesses also includes 11 Web sites and Nickelodeon Movies, as well
as global sales and licensing of Nickelodeon programme franchises,
which extend the brand's cumulative reach to 300 million households
and 149 territories globally. Nickelodeon is a trademark of Viacom
International Inc. (NYSE: VIA, VIA.B).
Macquarie Leisure listed on the Australian Stock Exchange in July
1998 and is one of a number of sector specific listed property trusts
managed by Macquarie Property which, together with its associates,
has $4.6 billion of total funds under management.
