By campaign objective: Gain new customers

 

Thomas Cook is the third largest vertically integrated travel group in the UK and Ireland, with its own travel sales channels, tour operations and airline. In August 2003, it became Main Sponsor of Ma ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

This paper details the 2005-06 campaign for P&O Ferries, which turned business around dramatically after a period of decline, and in spite of heavy competition. The objective was to gain more passenge ...

This paper details a campaign run by the National Trust in Northern Ireland. The main communications objective was to increase the number of paying visitors to National Trust properties, as well as im ...

This paper discusses the 2006-07 campaign by Standard Life Investments to increase customers and turnover at the Churchill Square Shopping Centre in Brighton, which was facing a decline on both measur ...

This paper details the 2006 campaign for BT Broadband in Northern Ireland (BTNI). The objective was to substantially increase the number of connected homes, in a crowded market where competitors were ...

This Bronze-Award winning paper discusses Historic Scotland's campaigns to get people to attend major one-off events at its properties. Press, radio, outdoor and TV were all used, as was a free weeken ...

This Gold Award-winning paper discusses the two-year campaign by the Scottish Executive to persuade people to sign up to the Organ Donor register. Gaining PR was a major objective given the campaign's ...

This Gold award-winning paper details the campaign for E4's TV teen drama 'Skins'. E4 is aimed at younger viewers (in 16-34 age range), and the objectives of the communications were to generate a sign ...

The European deodorant market was becoming increasingly crowded, and Dove was seeking to differentiate its own brand by associating itself with positive skincare credentials, based on its unique offer ...

Ireland was facing declining visits while EU tourism was growing. Although Ireland historically had managed to attract more than its fair share of US tourists, the magic was fading. Ireland’s booming ...

The campaign entitled “The Secret Coast” was developed for Centex Destination Properties: Pointe West as a means to reenergize consumer interest, as well as neutralize low perceptions of its location ...

With a focus on the use of Street Teams, CareerBuilder looked beyond traditional communications and tried to engage consumers, and encourage them to interact with the brand. Street team members were d ...

In launching its GoPhone prepaid cell price plan, Cingular was seeking to enter a new market and catch up with competitors such as Tracfone and Virgin which already held strong positions in the pay-as ...

The “Infiniti in black” campaign was the first African-American marketing effort by Infiniti. The campaign married five African-American visionary artists with Infiniti vehicles. The campaign worked t ...

The Bank of New Zealand was losing market share to its competitors each year despite having one of the largest advertising spends in the industry. Research showed that its campaigns lacked emotion and ...

Vodafone's BestMate campaign aimed to produce a turnaround across almost every brand and business measure that was important to Vodafone New Zealand. In a newly mature market, where shifting brand mea ...

This 2006 campaign by Amalgamated Holdings aimed to promote the ski centre of Thredbo during the worst-ever snow season. The objective was to persuade skiers (and particularly those of an adventurous ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

Eurostar wanted to convince die-hard business flyers from Brussels to London to take the train. It based its campaign on the fact that this group often attach a certain status to flying, and aimed to ...

After a successful year in 2006, during which its punctuality rate reached 94% and its high-speed London to Manchester train service began to run every half hour, Virgin Trains was keen to take on its ...

In 1985, Visa and BBDO advertising agency launched the “It’s Everywhere You Want To Be” campaign, in an attempt to differentiate and attract customers away from competitors: AMEX and MasterCard. Promo ...

The United States Tennis Association (USTA) was the official governing body of American tennis and the owner of the US Open, the only Grand Slam tournament held in the United States. But the USTA memb ...

In 1994 Turner Classic Movies (TCM) was a small startup cable network with a collection of 4,000 movies, 21 employees, an operating budget of between $13 and $15 million, and 1 million subscribers. TC ...

In 1998 Time Warner Inc.'s Cartoon Network, second in children's programming to Viacom Inc.'s Nickelodeon Network, was a 24-hour basic-cable service offering nonstop animated ente ...

Sprint Corporation's "Monday Nights Free and Clear" campaign publicized free long-distance calling services that the telecommunications company offered during the last four months ...

The Peace Corps was signed into existence by President John F. Kennedy in 1961 as a federal organization designed to improve education, community development, health care, and environmental services i ...

In 1998 the North Carolina Division of Tourism, Film and Sports Development, previously known as the North Carolina Division of Travel and Tourism, continued an advertising campaign ("Heritage& ...

Between 1985 and 1995 consumers came to associate Metropolitan Life Insurance Co. (later renamed MetLife, Inc.) with its animated mascots, Charles Schulz's "Peanuts" characters an ...

Although its Tabasco brand hot pepper sauce had been around since 1868, E. McIlhenny and Sons Corp. had never before used national, high-profile television advertising to promote the product. Instead, ...