Polaroid building under Brands Australia

Brands Australia, exclusive distributors of Polaroid Instant and the new ID System Business in a Box passport photography package, has announced a series of new appointments, and below-the-line marketing initiatives for Polaroid Instant consumer products.

Polaroid at the Rip Curl Pro Bells Beach Classic over Easter.

Dale Eastman has been brought over from Hagemeyer/Shriro where he had 10 years experience in marketing for JVC and Polaroid.

Popular Tasmanian rep John Mullavey has joined Brands Australia as agent for consumer and commercial markets handling all Passport business and Polaroid retail lines in that state. Mullavey is no newcomer to the Polaroid brand having been the brand’s Tasmania agent under Hagemeyer Brands Australia. Prior to that Mullavey was Tasmania state account manager with Kodak for 10 years.

Bryan Fagerlund will take up the role of sales and support agent for commercial markets covering Queensland, Northern Territory and northern NSW, handling all Passport business. Fagerlund has a history of more than 10 years with the Polaroid brand, covering both retail and commercial markets in Queensland and the Northern Territory.

Lifestyle initiatives

The Rip Curl Pro Bells Beach, Mercedes-Benz Fashion Week Australia, and Rock The Schools 2012 have all been leveraged to assist the re-launch of Polaroid Instant under Brands Australia management.

Each contestant in the Rip Curl Pro event, held over Easter, was presented with a Polaroid 300 instant camera while roving ambassadors used the Polaroid Z340 to take instant shots of many of the spectators plus some exciting behind-the-scenes images.

Polaroid and its products were prominent on the official Rip Curl Bells Beach website, on the Rip Curl Pro App, and on social media sites such as Facebook and You Tube (as spectators uploaded copies of their Polaroids to their own page).

Polaroid was also seen during Australian Fashion Week in online sites including The Vine, Oyster and Russh plus designer posts by bloggers such as Byron Spencer. Each of these sites, favoured by design-savvy Gen Yers, featured behind-the-scenes action of various shows and models captured on the Polaroid 300.

Involvement in the Rock the Schools 2012 tour is seen as a means of direct engagement with a young, fun-loving demographic that not only understands but actively seeks out the opportunity to ‘share the moment’.

Over a five-month period bands and educators visit thousands of students in 90 high schools in six States. Polaroid and the Australian Government are two of eight partners supporting this highly successful initiative.

The result of these initiatives is a increase in visits to the Polaroid Instant website by more than 20 per cent each month and, most significantly, new visitors increasing proportionately.

John Rule, managing director of Brands Australia, says that creative, below-the-line marketing campaigns are key to the rapid growth of Polaroid’s brand awareness in the first half of 2012.

‘These carefully selected below-the-line promotional campaigns are enabling us to directly engage with our target audience – which in turn is driving the consumer to our website and retailers. It is one of the key strategies in our marketing strategy and we have even more planned for the second half of 2012,’ he said.


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