Play is no laughing matter to PlayWorld Systems.
In its new branding campaign, the U.S. manufacturer of playground and recreation equipment emphasizes the significance of play at all ages and levels of life.
“We are providing play and physical activity, keeping people active at all ages, which promotes wellness. That?s what we are really trying to do,” said Jan Price, PlayWorld?s marketing director.
Carton Donofrio Partners, based in Baltimore, helped develop a campaign that focuses more on the emotional issues associated with play rather than traditional product advertising.
“This is an opportunity for PlayWorld to be the primary advocate of play, not just to promote the benefits of its play equipment,” said Scott Rasmussen, executive vice president and CCO at Carton Donofrio.
With a customer base of landscape architects, school officials, parks and recreation departments, and local governments, Carton Donofrio believes PlayWorld?s new concept will raise them above the competition.
“So far, everyone has tried to differentiate their company around the products they create,” Rasmussen said.
“Our observation was that there was an opportunity for PlayWorld to be the spokesman not only of play equipment but the concept of play.”
Print ads show families interacting on play equipment with copy that speaks to the emotional side of consumers. The campaign incorporates the new company theme line “The World Needs Play.”
“The real value of that line is that it advocates for the value of play to human development, socialization, physical health,” Rasmussen said.
The high-impact campaign, launched a few weeks ago, is planned to run in trade and educational publications and recreational magazines.
“We have to give it time. It?s very new, but everything I?ve heard is along the lines of ?Boy, you guys have really hit this,?” Price said.
“PlayWorld is prepared to get the information out as quickly and as broadly as we can.”
Carton Donofrio Partners
100 N. Charles St., Baltimore
410-576-9000
www.cartondonofrio.com
