Crayola celebrates 100 years of colour with retailer tour
As part of the celebrations around the brand’s 100th anniversary, the Crayola Bus Tour will be stopping at various retailers around the UK, inviting consumers on board to celebrate 100 years of colour. Visitors will be greeted by performers on arrival before boarding the Crayola branded double-decker bus for a fully immersive experience. Visitors will be able to enjoy various colouring stations and play with the newly launched Crayola Games. In the interactive themed play areas, the Crayola My First and Toy products will be on display for children to experience first-hand.
The tour is live from 24th August to 3rd September, visiting a selection of Toys R Us, Smyths and Hobbycraft stores across the UK. Timings are designed to target the key back to school buying period over the end of the Summer Holidays and generate brand awareness across the busy Bank Holiday weekend. Consumers will be entertained by ‘Pip’ and ‘Tip’ Crayola character performers who will guide families through the various games and activities, creating a buzz around the event.
“We are thrilled to announce the Anniversary Bus Tour to celebrate 100 years of colour in the UK,” commented Cheryl Read, senior brand manager at Crayola UK. “This year is a milestone for the Crayola brand and this is a fantastic way to celebrate. The tour is part of a UK wide consumer engagement programme launching on a local level celebrating the history of this global brand. Crayola has evolved from humble beginnings through the manufacture of packs of iconic crayons, to today’s more advanced product offerings including moving into virtual creative play experiences with the new Easy Animator”.
Simon Shrager, Promohire adds:
“It has been very exciting for us to work on this project with Crayola and we are thrilled with how the bus came to life to mark this fantastic occasion for the brand. The striking Crayola livery took centre stage on the ‘go large’ canvas of the bus and the branding has certainly been drawing in the crowds. There was a quick turnaround required for the project, and the team managed the entire conversion of the vehicle inside and out in 30 days!
The vehicle was absolutely perfect for what Crayola was trying to achieve, and we are so pleased that the bus helped to bring about a successful and memorable campaign for Crayola – not to mention a fun and immersive experience for fans nationwide!”
Updates and appearance schedules for the Crayola Anniversary Bus Tour will be posted on the Crayola UK website and social media in partnership with the specific retailers. The tour will be supported by a programme of PR activity as part of the overarching 100 years of colour campaign.