Content area
Full text
Disney plans international marketing blitz for tween hit
Disney's tween sensation Hannah Montana centers on an everyday girl who also happens to be a pop star. Starting this week, Hannah herself gets even bigger star treatment.
Disney will unleash an international marketing blitz, sending the show's teenage star to Europe to roll out a DVD, honor a theme park in Paris and rock a concert in London--in what will be an accelerated strategy to build on the year-old show's top ratings.
Hannah 's Miley Cyrus will launch the series' DVD compilation in Europe with appearances at the 15th anniversary of DisneyLand Paris, a performance in London that will run later as a TV special, and PR stunts throughout the continent.
The show is Disney's fastest-growing series ever, besting its tween-targeted predecessors Lizzie McGuire and That's So Raven. It premiered with 5.5 million viewers and 2.3 million tweens (kids 9-14) and became basic cable's top series...