Brother

There aren’t too many opportunities to gain wide visibility in the popular media for a sewing machine brand that seeks to connect with a younger female audience. That’s precisely why EGC jumped on the hit Bravo reality series Project Runway and brokered a deal for client Brother International Corporation.

EGC capitalized on the renewed interest in crafting and sewing this successful TV program generated. Starting with Season 4, Project Runway-licensed and branded sewing machines are prominently featured on the show and in advertising and are now sold throughout the client’s dealer network.

In turn, this helped our client expand their audience from a primarily older female (65+) to a much younger, thirty-something crowd that includes both sexes.