Haier has just concluded a sponsorship agreement with the Science Museum in London, which will run for an initial two years
The partnership is Haier’s second in Europe following a venture with the Louvre in Paris in 2011, and it demonstrates the company’s willingness to support learning and culture in each of its local markets.
The partnership will be focused around sharing Haier’s key values such as innovation and design. This is an important step for the company as it seeks to strengthen its brand awareness in Britain and become a source of inspiration for British families.
The Science Museum attracts approximately 3 million visitors a year, a million of whom are adults, and up to 20,000 on very busy days.
As part of the agreement, Haier will sponsor a dedicated space in the Launchpad – a gallery designed to encourage children and young people to explore science with 50 hands-on exhibits and shows. The Launchpad is the most popular interactive gallery in the museum and it attracted 5 million visitors since its opening in 2007.
James Osborne, white goods product manager, Haier UK and Ireland, explained to IER the thinking behind the decision to support the museum: “This partnership is based on shared values. At the very top level our target market is 30-to 45 year olds. Main visitors to the Science Museum are 7-11 year olds and their parents perfectly fit into our target market profile. The Launchpad reaches new ‘business’ all the time, as there aren’t too many repeat visits there. We are trying to connect with the parents in an emotional way – not just only through usual channels like advertising.
“We are launching a marketing campaign entitled ‘Let children dream…’ and this sponsorship agreement is at the centre of this larger initiative. The campaign is to encourage children to get interested in science. In the UK, science has not been taken seriously for over a decade. Many school children don’t perceive science as an exciting subject while the Launchpad is aiming to prove otherwise. That’s why it fits so well with our values and the aims of our campaign.”
trade update…
Hama (UK) has extended its range of mobile and computer bags and cases by announcing a new partnership with popular Finnish fashion brand Golla. The Golla cases take into consideration all aspects of the mobile lifestyle and display a variety of fresh and vibrant designs providing a solution for all users.
Gorenje has added the innovative IQcook induction hob to its UK product portfolio. Winner of a Red Dot Design Award 2012, the hob uses IQ sensors to measure the cooking process, monitoring it accordingly. The sensors, installed in the hob and on the pan lid, automatically adjust the operation of the hob, removing the need for direct cooking control on the part of the consumer.
Kenwood is sponsoring the inaugural British Cookery School Awards. Launched this year, the awards are aimed at recognising the work and dedication of cookery schools in offering outstanding cookery course experiences.
Midwich has been appointed to distribute the iconic Ferrari by Logic3 collection of audio products in the UK. The extensive range of Scuderia and Cavallino – earphones, headphones and speaker docks, celebrate Ferrari’s excellence and flair, both on the road and in motorsport, by delivering superior audio performance and modern design.
Celebrating its 40th year of trading, PJH Group is offering a range of promotions to its trade customers including an Apple iPod Touch free giveaway. 40 iPod Touches are on offer in a four-month long summer promotion. All customers need to do is spend £1000 (trade, ex.vat) on any mix of kitchens, bathrooms and appliances from PJH, and they are automatically entered into a free prize draw to win one of the iPod Touches.
Samsung UK has opened a Samsung branded home appliances showcase in Harrods, in the heart of London. The showcase will be located on the second floor of Harrods, within its existing Gourmet Cookshop. Supported by Samsung-trained staff, the store is set to feature a range of Samsung’s premium home appliances and will also house a new cooling product from Samsung, a limited edition refrigerator available exclusively from Harrods in the UK.
