The Purple Agency has launched a major trade promotion for Honeywell Heating Controls, the UK’s leading supplier of domestic heating and combustion controls. With Government figures showing that more than 8.5 million households in the UK do not have any form of room thermostat, the campaign, Be an instant hero, encourages installers to be the ‘heros’ by showing homeowners the immediate and significant savings which can easily be made by installing thermostatic controls from Honeywell. The integrated marketing campaign uses a range of media, including Point of Sale materials, co-branded campaigns with major merchant chains, trade advertising, a micro-site, direct mail, and sales promotion to maximize its impact. The four campaign themes are illustrated in ‘real life photo story’ style, and run over a four month period, starting this autumn. Be an instant hero also offers a range of promotional incentives including a free to enter competition via the micro-site and sales promotional give-aways. Andrew Woodger, data and planning director, The Purple Agency, says: “With energy prices rising, the Honeywell campaign highlights the hero role which the installers can play by showing homeowners how to reduce their heating bills by adding a thermostat or the latest thermostatic controls. With savings of up to £120 a year to be made, they become the hero, and Honeywell, the market leader in energy saving controls, is their partner in helping them to give the right advice and making installing upgrades as simple as possible.” Commenting for Honeywell Heating Controls, Andrew Mansfield, marketing manager, adds: “The campaign from the Purple Agency helps us get across several critical messages under one simple to understand theme. As well as highlighting the benefits of fitting a room thermostat or upgraded controls, the materials also offer advice to installers so they can fit the most appropriate upgrades. Honeywell is committed to helping installers enable homeowners to make significant savings on their heating bills. This promotion puts them at the heart of the campaign, and shows what an important difference they can make.”