INVESTMENT IN VISITOR BRAND EXPERIENCES CONTINUES TO RISENovember 7, 2011
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INVESTMENT IN VISITOR BRAND EXPERIENCES CONTINUES TO RISE
China’s Zoomlion and Korea’s Amore Pacific turn to BRC Imagination Arts to bring their corporate stories to life through immersive experiences
BURBANK, CA, November 7, 2011 — Zoomlion, a leading heavy equipment manufacturer in China, and Amore Pacific, Korea’s No. 1 cosmetics company and one of the Top 10 of its type in the world, have hired BRC Imagination Arts to create their first-ever visitor brand centers. One of the world’s leading creators of educational, entertainment, and brand experiences, BRC is known for turning some of the world’s greatest corporate stories into engaging brand experiences, including the newly re-designed Heineken Experience, the Ford Rouge Factory Tour and the Empire State Building.
These wins underscore the trend of major international brands turning to experience designers to create branded visitor experiences to promote their brands and build stakeholder and customer loyalty.
“The struggling global economy has created the fiercest competition between companies in decades. Forward thinking brands recognize the importance of differentiating themselves from the competition by creating personal, one-to-one experiences that emotionally connect influencers, buyers, partners and customers directly to their brand,” said Greg Lombardo, Creative Director, Brand Experiences for BRC.
Zoomlion, based in Changsha, Hunan province, is China’s largest manufacturer of heavy equipment, from tower cranes to cement pumping trucks to earth-moving machinery. It has been experiencing exponential growth and plans to use its 100,000-square-foot brand center to position itself as the standard-bearer and owner of the construction machinery space. BRC is designing the center to focus not only on Zoomlion’s story, but also that of construction in China since ancient times.
Amore Pacific is a hugely popular brand in Korea and much of Asia focusing on Asian beauty using cosmetics made from all natural ingredients. They created the first door-to-door sales force in Korea and plan to use its 15,000-square-foot brand center not only to tell how they became the arbiters of Asian beauty but also to recruit new sales counselors.
“Both the Zoomlion and Amore Pacific brand centers will immediately tell visitors, ‘We are different, we are the innovators and leaders of our space,’” said Lombardo. “A great brand center can be used for business-to-business purposes, like recruiting new staff and drawing in business partners, while at the same time creating a lasting emotional connection between the brand and the consumer.”
Renowned for its story-driven approach to experience design, BRC turnscorporate stories into experiences that bring brands to life in a way that today’s fragmented mix of online and traditional advertising simply cannot. By combining innovative story telling with the state-of-the-art technology and special effects techniques of themed entertainment, Hollywood, and Broadway, BRC-designed attractions immerse visitors in every aspect of a brand, forging a personal connection that delivers more impact than a traditional thirty second spot.
This month, BRC celebrates 30 years designing immersive experiences for world-class museums, branded attractions, visitor centers and world expo pavilions for a wide range of corporate, not-for-profit, city, regional development and government clients including China Mobile/China Telecom, Disney, GM, NASA, U.S. Pavilion Expos 2005 and 2010, and Volkswagen.
Since its founding, BRC has been honored with over 280 international awards for creative excellence including two Academy Award nominations and 17 Thea Awards for Outstanding Achievement for its museum exhibits and visitor attractions. BRC has offices in California, The Netherlands, the United Kingdom and China, and is currently engaged in projects in the United States, Asia, Europe, and the Middle East. For more information, visit www.brcweb.com.
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Kristen Collins, BRC Imagination Arts +1 617-833-5574
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