MCFT's advertising campaign
In March we embarked on a year-long advertising campaign in the trade press. It started with full page back covers on B&I magazine and Sports & Leisure Catering, plus a double page feature in Facilitate, the magazine of the Institute of Workplace and Facilities Management (IWFM).
Why the campaign?
As we grow, it’s important to maintain and develop awareness of the business within our market place. Although the company is 27 years old, and is still officially registered as McFarlane Telfer Ltd, the brand has evolved in recent years so that it is easy to understand in other languages such as Dutch and Arabic. The logo has been simplified and now reflects the two sides of the business – fire for ovens, ice for refrigeration, and the pink and blue colours are bright and stand out in a world of corporate blue. We have realised that the new, modern styling and brand of MCFT is not necessarily associated with long established McFarlane Telfer and although we have been using this logo for a few years now, it has been introduced quietly. Until now.
What’s it all about?
It’s not just about a logo. We believe that the company is unique in the market place for several reasons – the thorough approach, quality, care, attention to detail, depth of training and knowledge are unrivalled in the industry.
We don’t do ‘typically traditional’ when it comes to advertisements and we always seek to be different - this is why we have adopted a more thought provoking style.
The basis is that there are 12 ‘pillars’ that represent what MCFT stands for, such as ‘competence’, ‘skill’, ‘community’, ‘ambition’. It’s hard to get all of this across in one go, so each month will focus on a different one, backed up by the email footers and a page on the website.
What does it all mean?
You can visit our web page 'Whatever happened to McFarlane Telfer' to discover the history and key events that have shaped the company - and find out why we could be the ideal partner for you!