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| p2p Magaz i ne | Autumn 2011
ADVERTORIAL
The road to success
UK consumers and businesses are set to
go label-mad after the launch of a £1.5
million integrated marketing campaign
to promote Brother’s P-touch labelling
machines.
Running from August to October, the
'Route 66' campaign includes TV adverts,
online activity and print advertising
in national newspapers and consumer
magazines.
Its centreprice is a series of 16 short
flms shot by British director James
Gooding on a 10-day road trip along the
length of America’s Mother Road, which
stretches 4,000 kilometres from Chicago to
Santa Monica, California.
In the flms, Gooding asks an exotic
cast of characters, from teachers and poets
to cowboys and skate boarders, how they
would label themselves, displaying their
one word answers on a strip of Brother
TZ tape.
The frst 30-second flm was aired
during Coronation Street on August 22nd,
kicking off a four-week run of primetime
advertising slots. They can also be seen
on YouTube at www.youtube.com/
brotherlabels.
Marketing muscle
This is the second million pound
campaign launched by Brother in
as many years and the frst time
that Brother has put so much
marketing muscle behind its
P-touch labellers, which it
has identifed as a product
category with enormous
growth potential.
It follows last year’s hugely successful
141% campaign for Brother’s A3 inkjet
MFPs. Massive exposure in print, TV and
online media raised awareness and sales of
the devices to such an extent that Brother
is now the Number One supplier of A3
MFPs in Europe (source: Infosource).
Brother is confdent that by making
businesses and consumers aware of
P-touch labellers and how they can be used
in their daily lives, the Route 66 campaign
will do for labellers what 141% has done
for its MFPs.
Brother is supporting the TV campaign
with print ads in the Daily Telegraph,
Telegraph Magazine, Sunday Times
Magazine, Daily Mail Weekend and
BBC Gardeners World, in order to reach
key targets such as gardeners, home
improvement enthusiasts and hobbyists as
well as key offce titles
Brother has also set up a campaign
website – www.brotherlabels.co.uk – which
it will be promoting online and through
Facebook, YouTube and other social media
channels.
Unexpected versatility
Brother's P-touch labellers provide a quick
and easy way to design and print durable
labels for everything from archive folders
and CD cases to plant tags and freezer
bags.
The labellers use laminated TZ tape
that won’t scuff, fade or peel; is water- and
chemical-resistant; and comes in a wide
choice of sizes and colours. There is also
the option of iron-on fabric tape for quick
and easy labelling of clothes.
The 17-strong P-touch range includes
handheld labellers with built-in keypads,
models designed for use with a PC and
specialist labellers for gardening, industrial
use and electrical applications.
Brother also manufactures the
professional QL series of PC-connected
label printers for the printing of address
labels, health and safety signs, banners,
barcodes for asset tracking and other
business purposes.
www.brotherlabels.co.uk –
for product
info visit
www.brother.co.uk/labelling
Brother launches Route 66 campaign to drive sales
of P-touch labelling machines
Business Ambitions
Up-and-coming design company Creative Nerds is fnding out how useful a P-touch labeller can be
after winning one in Brother’s Business Ambitions project run in conjunction with Smarta. The labeller
was part of a £5,000 technology make-over, which also included an A3 printer and desktop computers.
Founded by Dirujan Sabesan and Sam Thornton, Creative Nerds produces bespoke websites and print
collateral for high profle clients including Sony Music Entertainment and Universal Music. It has just opened
its frst offce in London.
As part of the competition, Brother gave growing businesses the opportunity to put questions to
entrepreneurs John Vincent, founder of Leon, and Simon Duffy, founder of Bulldog Natural.
Their answers have been collected in an e-book that can be downloaded from
www.smarta.com/advice/ebooks/the-smarta-big-small-business-growth-ebook
Labels are powerful,
what does yours say?
Visit
www.facebook.
com/brotherprintersuk
for your chance to win
a fantastic trip to
Route 66.
Closing date
30 September 2011