HVCA Business Plus was introduced as an ‘umbrella brand’ to overarch the seven companies and brands belonging to trade association HVCA (Heating and Ventilating Contractors’ Association). These seven brands sold a wide range of products and services, but to similar clients. By bringing the brands together, HVCA Business Plus increased the power and cost efficiencies of shared marketing communications.
My advertising copywriting
The ‘Business Plus’ name implied that the HVCA offered businesses services in addition to those they’d expect. The word ‘Plus’ also suggests an advantage. These were the themes of the advertising campaign which I lead in my role as account director with marketing communications agency PRG. My responsibilities included the creative concepts and copywriting for advertisements.
A series of ads adopted the theme ‘I didn’t know you could do that!’ Bold cut-out photographs of people doing unlikely things, with the colours in the photos predominantly red and white to match the brand’s logo, leaped out of the pages of trade journals. Significant awareness was established among the target audience, the building services industry, for the Business Plus brand. Traffic to the brand’s new website built to high levels and visits to the websites of the HVCA’s seven subsidiary companies also increased.