The Form

Manitowoc Crane Group

Given the opportunity to take MCG’s brand leadership to the next level Imaginasium developed an initial multi-tiered promotional blitz, followed up by an aggressive brand-building campaign.

Media kits were designed and mailed to 100 of the leading national and international heavy equipment trade publication editors in advance of the show, positioning MCG as a gathering of the proven best brought together for the customer.

A unique barn-door ad placed in many of the same trade pubs followed, supported by bold, oversized graphics, full-color collector cards, wash-off tattoos featuring far-out cartoon characters driving exaggerated equipment at the show itself.

Unwilling to let the excitement and success of CONEXPO 2005 fade, MCG and Imaginasium followed up in the coming weeks and months with a worldwide print branding campaign, prestige brochure, upgraded branded clothing and accessory catalog and more.

MCG is on its way to successfully positioning itself as a single, powerful body that means everything a customer could possibly need in cranes and Imaginasium continues to tell the story. In addition, Imaginasium was paid perhaps the greatest compliment of all - awarded the duties of marketing Manitowoc Crane CARE after-sale-support division.

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