Marketing World PMS International hits the road with Elves Behavin’ Badly lorry campaign The first stage in a substantial 2018 Elves Behavin’ Badly marketing campaign, On the Road with Elves Behavin’ Badly has seen PMS International produce over 40 eye-catching images which have been applied across its entire lorry fleet. Distinctive and immediately recognisable, the liveried lorries will clock up several million road miles between them, as they travel across the United Kingdom, making deliveries between now and Christmas. The humorous images capture the mischievous nature of the Elves Behavin’ Badly brand, with the hero image showing elves in a schoolroom, being taught how to behave badly by chief elf Elvie. The consumer marketing campaign starts on the 1st November, and will be overseen by creative marketing agency Taylor Herring. Consumers can expect to see a viral video series, Facebook and Twitter promotions, and a national fan photography competition. A number of high profile publicity stunts will also be rolled out nationwide, with a focus on London. The lorries are already garnering plenty of attention and to further engage consumers, a social media campaign will be launched, to encourage fans of the brand to share their snaps of the lorries and where in the UK they were spotted. Paul Beverly, managing director at PMS International, commented: “With its distinctive visual appearance, the new Elves Behavin’ Badly livery will make PMS' lorries some of the most recognisable on the roads. We hope that the images of our elves will make people smile and become instantly memorable to all those who see them out and about.”
Ravensburger appoints Norton PR for GraviTrax launch GraviTrax launched into the UK market last month, and will benefit from a fully integrated marketing campaign. GraviTrax enables children to devise and build their own track layout, release the gravity spheres and watch how the forces of nature work to create an action-filled adventure. With seven products in the GraviTrax range available from launch, the range is to be supported by a fully integrated marketing programme included a targeted TV and digital campaign plus PR-led events, experiential and partnership initiatives. Track design concepts can be shared and developed via a free downloadable app which is packed with track ideas, virtual track simulations and even a track building section to experiment with the ideal track, before actually building it. Benn Bramwell, marketing manager at Ravensburger, commented: “As the popularity of STEM toys grows, GraviTrax teams innovation with a unique play concept to encourage children to improve skills across these core subjects whilst also introducing elements of gravity, magnetism and kinetic energy into a construction based design. The Norton PR team developed a creative and impactful campaign to support the GraviTrax launch into the UK, including brand partnerships, Influencer outreach and events to showcase the key elements of the product line.”
Playtime PR named as Asmodee UK’s retained agency Asmodee UK has hired specialist toys and games PR agency, Playtime PR, to handle consumer PR and media relations on an ongoing basis. The agency has previously worked with Asmodee UK on a number of ad hoc projects, including the successful Blogger Board Game Club initiative which is soon entering its second year. Working closely with Playtime PR will be Annie Taljaard, who has joined Asmodee UK as the company’s new PR and marketing assistant. As well as being in close daily contact with Playtime, Annie’s role will involve seeking out new opportunities to generate coverage for Asmodee’s range of games across the media landscape. She will also be the first point of contact internally for new media contacts looking to work with Asmodee. Asmodee UK’s marketing manager, Ben Hogg, commented: “We’ve enjoyed a great relationship with Playtime since the agency’s inception four years ago, getting involved with Board Game Club and a number of PR projects last year. The growth of Asmodee UK over the last couple of years has highlighted the need for additional help and expertise with our mainstream consumer PR and media relations. Having previously collaborated with Playtime on several successful projects, we are confident Playtime can provide the service we needed. We are looking forward to working with them.” Playtime PR’s founder & managing director, Lesley Singleton, added: “It’s no secret that we’re big tabletop gamers here at Playtime PR, so naturally we’re thrilled to be working with Asmodee UK even more in 2018. Being engaged on a retained basis means our team can really get under the skin of the ever-expanding portfolio, seeking out the very best opportunities for the incredible titles on their board game shelves. We’re particularly focused on seeing quality, accessible board games crossover even more into the mainstream and are excited about Asmodee’s future.”
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