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BrandInc’s British Lions promotion wins BPMA ‘Campaign of the Year’ Award

BrandInc, the design-led branding and manufacturing consultancy, has won the BPMA's prestigious ‘Campaign of the Year’ Award for its work on the British and Irish Lions’ rugby tour of South Africa in 2009.

In association with sports marketing agency Goodform, BrandInc (www.brand-inc.net) created a campaign that was designed to build on the excitement surrounding the landmark tour in order to increase membership of the British and Irish Lions’ Supporters Club, and also raise awareness amongst a new and younger audience of rugby fans.

At the heart of the campaign was an exclusive Supporters Pack containing a range of functional British Lions-branded products that travelling supporters were able to use during their trip to South Africa – and then retain as a permanent reminder of the Lions and the tour.

Designed, produced and fulfilled by BrandInc, the promotional Supporters Pack rewarded the loyalty of travelling fans with high-quality branded items that not only captured the spectacle of each game, but also enhanced the British and Irish Lions brand and served as a unique souvenir of a remarkable event.

Adrian Ferrand, general manager of BrandInc, says: “We feel the BPMA award is a recognition that the Lions campaign perfectly highlighted the wide variety of branding techniques and materials that can be used in a major merchandise-led promotional campaign.

“It also showed the importance of attention to detail, quality assurance and high standards – all of which are essential when handling large campaigns for large clients.”

He adds: “It is often difficult to produce such a comprehensive range of products and maintain consistency in brand colours across different materials. But the success of this campaign was based on excellent design and quality control, resulting in a cohesive range of ‘must-have’ products project managed out of our Hong Kong office.”