Creative advertising and strategic marketing, The Hive has been selected as the new agency of record by Viceroy Homes, a builder of high-quality pre-fabricated homes and cottage. As part of the work, The Hive will be tasked with brand development and repositioning strategy that will be revealed to the market later this year. Also, ongoing sales promotion activity, including a just-launched online promotion offering buyers a 25% discount on the purchase of a home throughout Spring 2011.
“Viceroy Homes is a name that has been around for more than half a century. Throughout that time, we’ve built a reputation for providing our customers with tremendous value, outstanding quality of materials and workmanship and unsurpassed customer service,” says Viceroy president Dan Fox.
“As successful as we’ve been over the years,” explains Fox, “we know we need to refine and refresh our brand positioning in order to stay relevant to a new generation of home buyers, both here in North America and abroad.”
“Viceroy Homes is a legacy brand that immediately evokes warm sentiment among consumers who have experienced the company’s products at some point in their lives,” says Rick Shaver, Vice President of Client Service for The Hive. “Going forward, we want to leverage that goodwill, while illuminating aspects of the brand that will appeal to an audience that may not be as familiar with the history – or back story – of Viceroy Homes.”
The scope of the work is also expected to expand to include more digital assignments later in the year.