Brother has launched a tactical brand campaign leveraging the traveller market through Mango. The campaign will see various on-board touch points utilised during 12 months.
Presently, one of its aircraft sports exterior Brother decals in a giant billboard launch of the initiative. Come May, it will be complemented by cabin activations and branding.
The company, known for its printing, labelling and sewing machine brand is reportedly one of the first consumer brands, unrelated to the travel industry, to take this step.
"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. He says that the growing movement of business travellers to more affordable airlines along with the high visibility of the aircraft at commuter dense airports played a significant role in tactical development of its strategic brand marketing ideals. "The company has traditionally been involved with business solutions to government and corporate, but in this instance we also get the opportunity to communicate to consumers, the leisure traveller.
"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."
Six Degrees Media facilitated the campaign.
