Hornby Hobbies will spend over £1million on advertising for the second half of 2015, in what’s billed as ‘it’s largest marketing investment in over five years’.
The campaign will run during the key period leading up to Christmas and will focus on the core Airfix and Scalextric brands.
The initiative will see Hornby Hobbies enter online gaming and cinema advertising for the first time, as the firm looks beyond traditional channels to reach new consumers.
Part one of the campaign will focus on Airfix Quickbuild, first launched by Hornby in 2013 with a range of planes and helicopters. The initiative will focus on a new range of car models, including a new Lamborghini Aventador, Bugatti Veyron and McLaren P1.
The Quickbuild advertising roster will run from September through to December acros multiple channels, including a 30-second TV commercial on kids’ channels as well as a Binweevils online gaming programme.
“Quickbuild has been a phenomenal success for Airfix, helping us to reach a whole new audience,” said Nathaniel Southworth, Hornby’s sales and brand director.
“Since its launch, our UK manufacturing facility has worked to keep pace with demand, and this year it is time to put the afterburners on in a sustained marketing effort on this developing part of our business.
“Hornby has further campaigns planned for our stable of Great British brands, and with our supply chain improving we can once again shout about our amazing products.”