Haier is back in Australia…and with very deep pockets

By Patrick Avenell

SYDNEY, NSW: Haier is preparing to launch its first brand campaign since Fisher & Paykel took control of its sales and marketing in Australia. The new campaign will run through until March 2011.

Since purchasing a 20 per cent cornerstone stake in Fisher & Paykel last year, the industry has been waiting to see how Haier will re-enter the Australian market. During a press conference in Qingdao, China in May 2010, the Australian media was told a substantive marketing campaign was being readied.

Today, more information about this campaign was revealed by Haier Australia brand manager Yvonne Hong.

“Our campaign is geared towards to people who are looking to buy reliable, stylish and affordable appliances,” said Hong.

“Essentially these are the kind of people who don’t want to pay extra for a whole range of features they simply won’t use.”

“They want an appliance that will do the job, and leave them with spare cash to spend on the things they enjoy, be it a new pair of shoes, concerts or travel.

“This is consistent with Haier’s brand proposition, ‘Live a Haier Life’.”

Hong said the new campaign will include weekly and monthly print titles, outdoor billboards and an online element.

“We believe we have a highly strategic reach that will maximise our advertising spend and directly target our demographic where they’ll consume their media,” Hong said.

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