Brother UK is ramping up its support for resellers by investing over 1.5m in a major new integrated marketing campaign to drive demand for its range of P-touch labelling machines.
The campaign targets consumers and small businesses with a series of TV adverts, online activity and print advertising in national newspapers and consumer magazines between August and October.
Shot on location along the full length of Route 66 in America, the campaign follows the 'ultimate road-test' of Brother's labelling machines during a 10-day road-tip. It features real life school teachers, pupils, cowboys and even exotic dancers - who discuss how they would label themselves.
The campaign, created by advertising agency Grey London and directed by famous British director James Gooding, will be first aired as a 30-second TV ad during ITV's Coronation Street on Monday 22nd August and will run on primetime TV slots for four weeks. Print ads will appear in the Daily Telegraph, Telegraph Magazine, Sunday Times Magazine, Daily Mail Weekend and BBC Gardeners World in order to reach the products' target audiences such as gardeners, home improvement enthusiasts and hobbyists.
Online activity will also run across targeted networks alongside Facebook, YouTube and social media engagement activity which supports the campaign's website.
Brother is encouraging resellers to capitalise on the increased awareness of its products among the consumer and SME market, particularly as the timing of the launch coincides with the back-to-school sales period.
Phil Jones, Brother UK's sales and marketing director, said: "We want to dispel the myth that labelling is confined to a specific sector by demonstrating the versatility of the product, and hope to drive sales of our P-touch range through partnerships with our resellers.
"The campaign is an ideal springboard to attract new users to labelling and the Brother brand. It's a major investment that we expect to deliver sales and margin opportunities for our channel partners."