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The announcement was made today by John Miller, Chief Marketing Officer, NBC Universal Television Group and President, The NBC Agency.
“This challenging, multi-dimensional venture is a full-throttle effort to utilize all the assets afforded by NBC Universal with a true global vision,” said Miller. “It is only fitting that this worldwide marketing adventure be centered on an epic series such as ‘Heroes,’ which is ready to take the world by storm, both literally and creatively.”
“We are thrilled to be embarking on this exciting venture,” said Tim Kring, creator and executive producer of “Heroes,” who will be joining fellow executive producer Dennis Hammer on the world tour. “The theme of ‘Heroes’ has been about people from all over the planet coming together to do great things. About making the world a smaller, more inter-connected place. This tour is the embodiment of those ideals. Clearly, the show has struck a real chord with people around the world, creating a huge fan base. We’re eager to visit these fans and spread the word about the show.”
“Heroes” will be propelled into stores on August 28 for the DVD and HD-DVD launch of its heroic first season in an elaborate seven disc set loaded with bonus features, including 50 deleted scenes and the never aired 73 minute premiere episode. In late August, cast members will continue the “Heroes World Tour” with personal appearances in various countries. Members of the “Heroes” cast who will participate in the tour include: Santiago Cabrera (Isaac), Jack Coleman (Horn-Rimmed Glasses), Noah Gray-Cabey (Micah), Greg Grunberg (Matt), Ali Larter (Niki), James Kyson Lee (Ando), Masi Oka (Hiro), Hayden Panettiere (Claire), Sendhil Ramamurthy (Mohinder), Zachary Quinto (Sylar), Adrian Pasdar (Nathan), and Milo Ventimiglia (Peter).
These cast members will travel to a variety of international destinations, including the following cities: Tokyo, Hong Kong, Singapore, Munich, Paris, London and New York City, as well as further stops yet to be announced.
Those actors on the North American leg of the tour will be at the NBC Experience Store in New York City on August 28 to participate in signings of DVDs and other merchandise on the floor.
On the international front, “Heroes” has so far been licensed in nearly 150 territories and began launching with great success in markets across the globe beginning in January 2007. In Australia, it premiered on the Seven network as the #1 program of the day among programs on all channels — and produced the largest premiere audience in Australia since “Lost” and “Desperate Housewives” in 2005.
In the United Kingdom, it delivered the largest audience ever in SCI FI UK’s history and is gearing up for its launch on BBC Two this summer. In Spain, “Heroes” delivered the #1 and #2 highest-rated telecasts in the history of SCI FI Spain, and also ranks as the #1 telecast so far in 2007 of any U.S. series on the FORTA regional channels Canal 2 (Andalusia), TV3 (Catalonia), Telemadrid (Madrid) and Canal 9 (Valencia). “Heroes” secured another #1 milestone in Singapore as the #1 program of the day on Star World versus all entertainment channels in the territory. Similar success was found in New Zealand, where the series was TV3’s highest rated program of the entire week, and Latin America also saw significant time period wins in Brazil, Mexico, Chile and Colombia. Upcoming international premiere launches include Germany and France, with additional territories to be announced. “Heroes” is distributed outside of the U.S.and Canada by NBC Universal International Television Distribution.
In addition, NBC.com will be the online destination for fans following the “Heroes” adventure as the cast and producers travel the world. The “Heroes World Tour” site (NBC.com/Heroesworldtour) will include photos and video from each international location, as well as vlogs and personal photos from the actors in each city. Fans from around the world can also upload their photos from the events, uniting the online community for a shared global experience. About 20 percent of traffic to NBC.com/Heroes during the regular season came from international countries.
The encompassing “Heroes” campaign also includes Universal Studios Consumer Products Group, which is pursuing licensing partners both domestically and internationally across all categories, including, but not limited to apparel, accessories, collectibles, publishing and toys. Select product will begin entering the retail marketplace in Fall 2007.
Earlier this month, Nissan and NBC announced a wide-ranging, robust marketing program for the second season of “Heroes,” encompassing product integration, off-channel platforms, wireless applications, traditional television advertising and significant on-air and online sponsorships.
In the one-of-a-kind deal, Nissan will use “Heroes” as the central hub of a multi-pronged marketing campaign for the launch of its new crossover vehicle, the Nissan Rogue. The effort will kick off with Nissan sponsoring the world tour in mid-August.
“Heroes” was the #1 first-year series of the 2006-07 television season in all key ratings categories (including a tie for #1 among women 18-34) and is NBC’s top new drama in 12 years. “Heroes” finished the season as the #2 scripted series on all of network television among men 18-34 and men 18-49.