The printing, labelling and sewing machine brand Brother has launched a tactical brand campaign leveraging the traveller market through Mango airlines. The campaign will see various on-board touch points utilised over a one year period.
External effect
One of Mango’s aircraft already sports exterior Brother decals in a giant billboard launch of the initiative. By May this year it will be complemented by cabin activations and branding.
Medium rationale
“High visibility and targeted reach of business travellers lies behind our decision to partner with aviation and Mango, in particular, for this campaign,” says Wayne Everton, director for Brother International South Africa.
Reach
“Beyond product, this is an awareness programme over time, to a highly targeted audience.” He adds that the feedback within the first two weeks of branding the aircraft was remarkable. “It’s a travelling billboard and a bold statement and the response has been incredible.”
Apparently this brand is one of the first consumer brands unrelated to the travel industry to take this step. Six Degrees Media facilitated the campaign.
