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.

/o/s/i/hornbymodel.jpg

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.

https://www.youtube.com/watch?v=Eg2SnPdU8I4

engageawardsweb

Brand innovation is at the heart of growing business. If you can demonstrate a sweeping success in innovation then enter the Marketing Week Engage Awards 2012 category – just click here.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here