---
title: Brother International | Media Planning | The EGC Group
description: The EGC Group's work for Brother International included media planning, media buying and re-branding efforts, which resulted in unsurpassed reach and brand equity.
---

[![egclogo.png](https://207918.hs-sites.com/hs-fs/hubfs/feedback/images/egclogo.png?width=197&name=egclogo.png "egclogo.png")](http://www.egcgroup.com/)

<http://207918.hs-sites.com/work-project-runway#touch>

[tel:516-935-4944](tel:516-935-4944)

## brother international corporation project runway

- ![](https://207918.hs-sites.com/hs-fs/file-632603215-jpg/work_lg/case-studies/brother-project-runway.jpg)
- ![](https://207918.hs-sites.com/hs-fs/file-628809327-jpg/work_lg/case-studies/project-runway-bling-machine.jpg)
- ![](https://207918.hs-sites.com/hs-fs/file-620583244-jpg/work_lg/case-studies/projectrunway_piece1.jpg)

- [![](https://207918.hs-sites.com/hs-fs/file-632603215-medium-jpg/work_lg/case-studies/brother-project-runway.jpg) ](https://207918.hs-sites.com/hs-fs/file-632603215-jpg/work_lg/case-studies/brother-project-runway.jpg)
- [![](https://207918.hs-sites.com/hs-fs/file-628809327-medium-jpg/work_lg/case-studies/project-runway-bling-machine.jpg) ](https://207918.hs-sites.com/hs-fs/file-628809327-jpg/work_lg/case-studies/project-runway-bling-machine.jpg)
- [![](https://207918.hs-sites.com/hs-fs/file-620583244-medium-jpg/work_lg/case-studies/projectrunway_piece1.jpg) ](https://207918.hs-sites.com/hs-fs/file-620583244-jpg/work_lg/case-studies/projectrunway_piece1.jpg)

#### SITUATION:

Brother International needed to expand beyond their existing customer base in order to boost their own sales, as well as help secure a future for a faltering industry.

#### ACTION:

Stealing competitive share would only sustain Brother for so long, so EGC brainstormed ways to help Brother develop a whole NEW customer – a fashion-oriented twenty-something that could sustain a 50+ year relationship with Brother. In a "make it work" moment, EGC brokered a deal with the popular reality TV Show Project Runway, where Brother became their sole sewing sponsor and entered into an exclusive licensing agreement.

#### THE FINISH LINE:

For six seasons (and counting), Brother has been seen by 2+ million prospects each week, delivering reach and brand equity that could not be achieved with a typical media buy. As a result, a new generation of sewers is entering dealer stores, and sales of entry-level machines, Project Runway-branded machines and requests for sewing classes have grown every year since the partnership began.

### EGC Group

**1175 Walt Whitman Road**  
Melville, New York 11747  
(516) 935-4944

**121 E. 24th St, 9th Floor**  
New York, NY 10010  
(212) 758-1118

[![googlepartner_egc](https://207918.hs-sites.com/hs-fs/hub/207918/file-1193073631.jpg?width=162&name=file-1193073631.jpg)](https://www.google.com/partners/?hl=en-US#a_profile;idtf=8031757043)

[**](https://www.facebook.com/egcgroup/) [**](http://www.twitter.com/egcgroup) [**](https://www.linkedin.com/company/the-egc-group) [**](https://plus.google.com/115710436492625032403/) [**](http://www.youtube.com/egcgroup) [**](http://www.pinterest.com/egcgroup) [**](https://www.instagram.com/egcgroup/) [**](https://www.snapchat.com/add/egcgroup)

### Services

- [Branding & Development](http://207918.hs-sites.com/branding-and-development)
- [Creative Development](http://207918.hs-sites.com/services-creative-services)
- [Inbound + Content Marketing](http://www.egcgroup.com/inbound-content-marketing)
- [Digital Marketing](http://207918.hs-sites.com/services-online-marketing)
- [Email Marketing](http://207918.hs-sites.com/services-email-marketing)

- [Mobile Marketing](http://207918.hs-sites.com/services-mobile)
- [Online Video](http://207918.hs-sites.com/services-online-media)
- [SEM & PPC](http://207918.hs-sites.com/services-search-engine-marketing)
- [Search Engine Optimization](http://207918.hs-sites.com/services-search-engine-optimization)
- [Web Design & Development](http://207918.hs-sites.com/services-web-design)

- [Social Media Marketing ](http://207918.hs-sites.com/services-social-engagement)
- [Consumer Research](http://207918.hs-sites.com/services-research)
- [Media Planning & Buying](http://207918.hs-sites.com/services-media-planning-buying)
- [Public Relations/Events](http://207918.hs-sites.com/services-events)
- [Retail Marketing](http://207918.hs-sites.com/services-retail-marketing)

![](http://googleads.g.doubleclick.net/pagead/viewthroughconversion/1039145113/?value=0&guid=ON&script=0)