Bridgeport, Connecticut-based Prime Line recently announced that its “Peace of Mind” advertising campaign would continue with a new campaign-specific logo and messaging. The company also unveiled a new employee video, the Prime Line Family Album, in support of the campaign.
“This campaign highlights the qualities, products and services that bring peace of mind to the distributors who work with us,” said David Fiderer, Prime Line’s director of marketing. “Our story is too important to communicate all at once, so we decided to promote our key messages in vignettes. The messages are promoted with headlines such as ‘Safety & Quality Guaranteed!,’ ‘Exclusive Brands & Products’ and ‘5-Star Service with a Personal Touch,'” he continued. “Each ad includes an explanation of the message that begins with ‘Peace of Mind comes from knowing that Prime Line is …”.
“The Peace of Mind ads are attention-getting because the connection between the headline and the items featured in the ad is often subtle, which I believe makes the reader take notice,” added Fiderer.
The campaign, which began in 2012 as “Peace of Mind with Prime,” is now called “Peace of Mind” and will roll out with a new logo and messaging across all media platforms, including print and electronic advertising, sales tools, videos, social media and on www.primeline.com.
In support of the campaign, Prime released a new video called the Prime Line Family Album. “We are a family-owned business since 1980 and the family theme is central to this video, which celebrates our amazing employees who are part of our extended family here at Prime” said Jeff Lederer, Prime Line’s president. In an e-mail to employees announcing the video, Lederer wrote, “We have a great team and family here, and we are a premier company because of the heroics you pull off every day for our customers.”
For more information, visit www.primeline.com.
