Cross-media branding campaign
Tiling a strong brand together
With Marlux we have been writing a success story across all channels of communication since 2007. Within RCA Group, the Brands, PR and HR departments all work for this manufacturer of terrace tiles, decorative paving and concrete lawn edging.
Based in Tessenderlo, Marlux is part of the Ma.R.S Group that is also home to Stradus Infra and Remacle. As one of the key players in the garden segment in Belgium, Marlux caters to three major target groups: the consumer, the building trade (distributors) and garden architects/contractors who as specifiers play an increasingly crucial role.
We always map out a specific strategy for each of these target groups. Based on a well-thought-out plan, we elaborate a broad mix of tools and means that are custom-tailored to the objectives. In the past, this systematic approach has resulted in a series of memorable realisations and high-impact actions.
Every year and in close collaboration with Marlux, we develop a new product catalogue with large, striking images and practical overviews of materials and dimensions.
At key moments we send out invitations, professional documentation and direct mailings to reach the desired target group e.g. for marketing actions, specific events, trade fairs such as Batibouw, …
We co-developed the ‘Insites’ staff magazine in order to improve internal communications within the Ma.R.S Group and stimulate a sense of company pride among the staff. By informing and motivating them, we are stimulating everyone to pull in the same direction.
The Ma.R.S Group opened its doors to the public on the 2014 Open Day. Especially for this occasion we created original placards with a word of explanation. Pierre - a funny little character made of stone - acted as a guide who introduced the visitors to the production process of clinkers and wall elements.
Eye-catching product brochures, colour swatches and promo materials enhanced the visitor experience at Marlux’ Batibouw stand. We also introduced the Garden Creator, a very practical digital visualisation tool available via the product website. The Garden Creator lets potential customers design their dream garden. Since all the Marlux materials can be integrated in the design, the Garden Creator gives customers a good idea of what their garden will eventually look like.
- Senior communication counselor:Ria Indeherberg
- Graphic designers:Inne Quetin, Mieke Donné, Claudia Poorters, Gerrit Van Goethem
- Copywriters:Stephanie Georges, Sandy Hendrickx