Brother became the first hardware licensee for Laura Ashley, in part, to expand their reach into the home décor market. EGC developed marketing materials under the umbrella “A Touch of English in Every Stitch,” to demonstrate that the machine could help the end-user create gorgeous Laura Ashley-inspired home décor items.

Materials included a 7-minute product video, TV spots, print ads, and a comprehensive product microsite. All materials showed the machine in Laura Ashley-inspired room environments, showcasing the type of items the machine can be used to make. To engage prospects who were more interested in the actual hardware, the materials also delved into specific machine features.

The end result? Seasoned sewers took immediate notice of the new machine, with dealers reporting customers requesting the machine by name. Even better, Laura Ashley awarded Brother the award for Best Marketing among their licensees for 2010!