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P
PAI’s new Get In Touch!
industry branding
campaign is extremely exciting
and much needed. Launched last
month, it’s a bold move by PPAI
to change the perception of our
industry from the outside in.
The campaign’s goal over the
next five years is to change the
world’s view of our industry to
one that has its rightful place
as a viable advertising medium
and one that continues to tell the
story long after the storyteller has
left the room.
The Messaging
While the campaign’s overall
message is about the power of
promotional products and the
importance of the promotional
consultant, there will be several
sub-messages, including:
• Campaign tagline:
ADVERTISING THAT LIVES ON
• Campaign hashtag:
#GetInTouch
• Promotional products are a
tangible representation of a brand.
• Promotional products create
excitement, surprise and delight.
• Promotional products positively
affect buying decisions.
• Promotional products have
staying power.
• Promotional products, the only
advertising your customers
will thank you for.
• Promotional products become
a part of everyday life.
The campaign will also include
messages focusing specifically on
promotional consultants (that’s us):
• Promotional consultants
help design programs that
Creating Our Brand NewWorld
Unless we can
change how we
view ourselves,
no advertising
campaign in the
world will help.
by
Ben Baker
24
|
OCTOBER 2016
|
INNOVATE