manufacturer public relationts
Case Studies / Airfix

Background

Broadgate was appointed by toys and hobbies manufacturer Humbrol Ltd, to handle a product launch programme for Airfix, one of the company's highest profile toy brands and a British cult classic.

Brief

Broadgate's brief from Airfix was to launch a very different collection of models to the UK population; the England Football Team. Having been synonymous with military model aircrafts for decades, Airfix decided that it was time to diversify its product range by launching a unique collection of models designed to satisfy the nation's passion for football. As Airfix Managing Director Stephen Lord surmised:

"When Airfix first launched a model of the Spitfire plane 50 years ago it reflected every boy's dream to be a fighter pilot. Today most kids want to be the next David Beckham or Michael Owen, so Airfix is evolving its market to attract a younger fan base to the brand."

What we did

Airfix unveiled its new product range to the retail trade at the 2004 Toy Fair and to capitalise on the company's strategic addition to its product range, Broadgate commissioned close-range professional photography of the England Football Stars models in action and ensured that a wide selection reached the press association and national press picture desks within hours of the Toy Fair opening its doors. The images were accompanied by details of the company's business strategy and hopes for the product range, information which was also distributed to the national press business and consumers correspondents.

In addition to targeting the national press, Airfix models of the most popular England Football Stars were made up to coincide with the press announcement and distributed to a selection of the highest profile UK TV & radio stations with accompanying press information and photography.

Results

Broadgate's launch of Airfix England Football Stars reached a worldwide audience of over 45 million consumers, including slots on GMTV, They Think It's All Over, Blue Peter, Radio Talk Sport. Press coverage was extensive and included The Times, The Independent, The Daily Mail, The Sun, The Daily Mirror, The Daily Star, lads mags Jack and Shoot Monthly, plus a huge spread of regional and toy trade press coverage.