Hornby targets adults in first brand campaign
Toy and hobby company Hornby is launching its debut brand campaign as part of its first major push targeting adult consumers.
Television and cinema advertisements will show people playing with Hornby train sets through the decades and feature the strap line “A passion for every generation and the next”.
Logos for the company’s entire brand portfolio – Hornby, Scalextric, Airfix, Corgi and Humbrol – will appear in the end frame of the ad.
The spots will run from tomorrow (10 December) on Sky Sports 1, 2 and 3, and ESPN. Cinema ads will run in digital and independent cinemas from 15 December.
Hornby has previously focussed marketing efforts on product ads that ran during children’s television shows.
Campaigns focussing on each of its brands will follow in 2012. All will feature the new strap and its other brand’s logos.
Nat Southworth, marketing director at parent company Hornby Hobbies, says showcasing all the brands aims to “emphasise the power” of its portfolio.
He adds: “Hornby is more than one brand, it is a family of brands and each one invokes a passion in the consumer. The Hornby company is stronger because of this, as is the consumer experience.”
The company is hoping that the campaign will accelerate growth in the UK. Domestic sales grew 4% in the first-half of 2011 but were outpaced by a 50% leap for the rest of Europe.
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