The Monarch First campaign is about many Firsts. The longevity of the builder, stretching back to 1917. The personal Firsts that have happened to so many families in Monarch homes. And, of course, there is the call to choose Monarch First. Black and White imagery speaks to history, and to the heart. In each image one element is highlighted in red. We call this the Red Thread of the corporate campaign, reflecting Monarch’s corporate colour, and the rope pulled by the four men in Monarch’s logo.
To create a campaign to run in all Monarch’s markets emphasizing Monarch’s position as Canada’s oldest builder, while connecting that message to the purchase decision.
Monarch’s brand is now more reflective of their storied past, resulting in stronger sales and increased brand recognition. This campaign has been recognized as a finalist for a number of awards and was chosen Best Marketing Campaign in Ontario.