Mini to Drive Sales of Filofax Personal Organiser

The world renowned name in personal organisers, Filofax, has teamed up with diecast model specialist Corgi in a worldwide campaign to help drive sales of the Filofax Mini.

A unique Filofax Mini automobile has been created by Corgi to be used in retail stores where Mini-Sized Filofax organisers are displayed. The Mini is white with the blue Filofax logo on the roof, bonnet and number plates, and www.filofax.com on the sides.

Lesley Lawton, Corgi Premiums Manager, says: “Corgi is very versatile in being able to provide a product that fits with a client’s business objective. In this case, the Mini automobile is immediately recognisable by people worldwide, and a compatible choice to help generate sales of Filofax Mini-Sized.

“We worked closely with Filofax to ensure we were in-line with their marketing strategy for the Mini, and created a model that would generate interest in their product. Our Premiums business is exceptionally strong and we are keen to explore opportunities for future promotions with brands exhibiting similar brand synergy.”

Claire Marsden, International Marketing Services Manager, Filofax, added: “our aim was to increase sales of the Filofax Mini-Sized through point of display materials. The obvious choice for immediate impact was the Mini automobile.

“We chose to work with Corgi as they are an internationally recognised brand with a reputation for quality. This was important as the Mini cars will be linked to our products throughout retail stores around the world.”

-- Press Release 13/10/03

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