LEXINGTON, Ky. - Big Ass Fans® announced a new brand campaign targeting the high-end residential market. The re-engineered branding initiative includes an expansive consumer and trade communication campaign, spotlighting the launch of Isis®, an energy-efficient fan now available for high-ceiling residential properties.

“In talking with our customers, we realized a tremendous growth opportunity for residential fans,” said Carey Smith, president and CEO, Big Ass Fans. “For over a decade, Big Ass Fans has engineered high-performance air movement solutions for tens of thousands of satisfied industrial customers worldwide. We now have the ability to bring this patented technology to the residential market in Isis.”

Big Ass Fans started in the agricultural and industrial sectors and segued into commercial industries. According to the company, due to its reputation for innovation, design, and sustainability, it ultimately decided to enter the residential market as a direct response to customer demand for quality, high-end residential product.

“Our customers have asked for this, and we have responded,” said Smith. “We’ve expanded our business model and created a Big Ass Fans sales team dedicated to promoting Isis residential. We’re rolling out new selling tools, including literature, brochures, sell sheets, and consumer facing Web content.”

For more information, visit www.bigassfans.com.

Publication date: 04/12/2010