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Jonny Quest Ratings Soar with Real-Life Adventure Contest
The contest gave 19 kids (10 from the U.S.) the opportunity to fly to an undisclosed destination to join forces and execute a secret mission. Additional prizes included "QuestWorld Adventure" gear, including backpack, flashlight/siren, travel journal, pen, glow sticks, and T-shirt. The network's Latin American and Asian divisions also participated in the promotion.
To increase viewership, children were asked to tune in to all new episodes of Jonny Quest during a specific week. To enter, the young viewers had to watch an episode, write down the Quest Team's destination and mail it to "QuestWorld Adventure." A total of 200 spots on the Cartoon Network promoted the contest, along with print ads, radio commercials, and merchandise giveaways on the Kids Star Radio Network in four key markets. In addition, a cable-operator contest generated more than 34,000 cross-channel spots.