Ravensburger has started rolling out its biggest ever marketing programme for the BRIO brand.
Centrepiece to the multi-faceted campaign is the first TV advertising activity celebrating the BRIO World. The heavyweight broadcast campaign began at the start of November and will run throughout the countdown to Christmas.
Two spots have been developed, with one showcasing the BRIO World Railway Starter Set and the second putting the spotlight on the brand’s interactive offering, Smart Tech. Both aim to capture kids’ imaginations with at combination of real world and CGI animated elements interwoven.
Katy Fletcher, Ravensburger head of marketing, said: “BRIO’s TV creative is the perfect reflection of the BRIO brand values and quality. The ads put viewers right inside the BRIO World, taking them on an incredible journey through spectacular landscapes – so realistic you can practically feel the breeze as the BRIO trains speeds along.
“BRIO has put in a very strong performance in the second half and the latest NPD results for October indicate that the brand is up 39 per cent by value. Our print partnerships, increased PR and in-store merchandising are already having an impact and we believe the superb creative TV advertising will unlock yet more potential for the brand. We’ll be maximising opportunities to see, combining TV and video on demand as well as online such as Youtube.”
The roll out of the new BRIO creative will complement other elements of the marketing campaign which takes in consumer events, store activations, print partnerships, online and public relations. All will continue throughout the final quarter.