Hornby is highlighting the enduring qualities of all its brands. Starting in black and white, the advert reflects the fashions and music of the decades through to the present day and features the tag line: ‘A passion for every generation and the next.’ The ad closes by showing all Hornby brand logos (Hornby, Scalextric, Airfix, Corgi and Humbrol) on the screen together for the first time.
Running from 10th December 2011 until 5th January 2012, Hornby has made a significant investment to drive sales through the Christmas period in support of trade customers. Over a million consumers (grandparents, parents, and children) are due to see this campaign during the critical gift buying season.
Kicking off on Saturday 10th December the ad will air through 23 major football fixtures from Premier League, Scottish Premier League, Championship and La Liga including the Real Madrid v. Barcelona game. It is the first time that Hornby has placed adverts on these influential ‘male’ channels.
From 15th December the advertisement will also be shown at digital cinemas and independent film houses across mainland Britain just before this year’s Christmas blockbusters including Hugo, Happy Feet 2, Puss In Boots and Alvin & The Chipmunks.
Simon Kohler, Hornby marketing manager – Railways, comments: “I’m very proud of what we have achieved with this advert. Capturing what it means for our consumers to enjoy a train set in 30 seconds is no mean feat and I think we’ve done it. Going out in cinemas full of kids, parents and grandparents through the holiday period is a great audience for us to play out to. The Sky Sports and ESPN package in the lead up to Christmas is simply the icing on the cake.”
Nat Southworth, sales & marketing Director at Hornby Hobbies Ltd., added: “This campaign is the beginning for Hornby. Brand focused with a core message that applies to all of our brands. Hornby, Scalextric, Airfix/Humbrol and Corgi have passionate consumers and our customer base is just as passionate. A passion for every generation and the next sums up what we are striving to deliver here. A 30 second advertising campaign on this media is a major investment and this supports our customers right through the holiday season.”