Revell-Monogram Takes Its Buyers For A Ride

Toy Fair is the nation’s premiere showcase for the toy and games industry. Held in Manhattan every February, it is attended by toy buyers from around the world. During the 10-day event, more than 2,000 companies compete for buyer attention and national media exposure.

Revell-Monogram, Inc., the world’s largest model kit manufacturer but a relatively small exhibitor at Toy Fair, worked with PCI to create a program that would make the company's name and product lines stand out with buyers and media at the show. The campaign provided exposure consistent with the image Revell-Monogram sought to convey – one of distinction and style.

The “noise factor” is considerable, given the competitive nature of the event as toy sellers seek the attention of buyers. Company-sponsored events and gimmicks are plentiful and include a multitude of creative private receptions.

Consumer and trade media attention leading up to and during Toy Fair tends to be limited to products that are highly unusual or newfangled, placing extra pressure on the makers of traditional product lines, such as model kits, to create an innovative “draw” if they are to receive even the smallest mentions in Toy Fair-related articles.

Revell-Monogram products came alive during Toy Fair as a Courtesy Car Fleet that provided a distinctive transportation service to buyers. PCI worked with clubs and collectors to assemble a group of classic and exotic automobiles to provide chauffeur service to key Revell-Monogram buyer targets during Toy Fair. The cars, which included a ‘56 Thunderbird, Porsche 911, ‘34 Ford Coupe and a Valvoline Firehawk racer, among others, matched those in Revell-Monogram's model kit collection.

The fleet was introduced to the toy buyers by engraved invitation, accompanied by a fleet guest card. PCI followed up with calls to each of the buyers to answer questions and take advance reservations. The fleet was prominently situated at curbside in front of the Toy Fair building on Fifth Avenue. Elegant signage with classic car graphics identified each automobile with the Revell-Monogram logo and tagline, Building a Model Future. The service proved to be exceptionally popular and captured additional attention as they picked up and dropped off buyers all over the city.

Buyers from a wide variety of major, national retail outlets targeted by Revell-Monogram participated in the Courtesy Car Fleet program. The response was excellent and more than met the company's goals.