Haier Australia kicks off its 2008 marketing program

Tuesday 18 March 2008

A major twelve months advertising blitz designed to cement Haier's position as a leading whitegoods brand in Australia was launched this week when the company's advertisements were featured on 895 buses nationally.

The bus promotional campaign will continue for around four weeks followed by the screening of a television commercial across the country. A billboard has also been placed prominently in George Street in Sydney near the busy Chinatown precinct.

Sussex media, which first made contact with Haier after learning about the company's invovement in the Beijing Olympic Games, is coordinating the campaign which will reinforce the company's strength in whitegoods products such as fridges, dishwashers, washing machines and freezers.

"Haier is such a strong brand globally and belongs with other players that have strong brand equity," said Danny Lenartic, Sussex Media sales director.

"Outdoor is one of the arenas where the big players are seen. With consumer purchasing behaviour based on brands, our intention is to fast track Haier's brand equity in the Australian market."

The Image Bureau will provide marketing and public relations support to the program.

Internationally, the Haier Group is the Official Home Appliances Sponsor of the Beijing 2008 Olympic Games.