York International: Brand Awareness and New Product Offerings
York (UPG), a global HVAC manufacturer, needed to introduce a new line of residential HVAC products, marking a dramatic evolution in their marketing and manufacturing philosophy. The introduction included three concurrent brand offerings — York®, Coleman®, and Luxaire® — to the same audience at the same time.
Integrated communications programs introduced new products while leveraging existing hard-earned market positions unique to each brand. Programs included a DVD/video highlighting UPG's manufacturing and development story, trade advertising with Web fulfillment, dealer-level electronic newsletters, and consumer sales literature.
Luxaire's creative approach employed a hard-hitting Q & A format that supports the brand's performance positioning. Dramatic photography highlighted the sleek, contemporary style of the new Acclimate™ products.
For Coleman, Godfrey evolved an existing "Indoor Outfitter" position by associating the new, premium heating and cooling "gear" more closely with the brand's namesake: Coleman camping and outdoor living products.
The flagship York brand, positioned as a design and innovation leader, offered its Affinity™ products with an industry-first option: a choice of colors at the consumer level to match exterior home décor. Godfrey supported the "People Like Color" print campaign with a host of PR tactics.
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