By campaign objective: Support event, exhibition

 

DHL is the largest logistics company in the world, and as one of the most known B2B brands in Sweden, it had no primary need to build brand awareness. However, the company had been through a number of ...

The link between Robinsons and Wimbledon is one of the most enduring associations in sports sponsorship, extending to over 70 years. Wimbledon plays a key role for the brand: every year, the Champions ...

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 ...

Lexus is a leading luxury car brand, and set its sponsorship objectives as to 'support Lexus distributors and their new dealer base across Europe' and 'target Lexus prospects and customers'. While gol ...

FIFA Football was launched in 1994, at which point EA Sports identified that 'talent' would be the key communications driver. While each game has improved technologically, making players like Wayne Ro ...

Nordea Bank is the largest financial institution in the Nordic area, and started its operations in Latvia in 2000, mostly aiming at corporate clients. By 2003, Nordea set itself the prime objective of ...

The Turkish Cup was a key component of the Turkish football calendar until the mid 1980s, regarded as a prestigious tournament both by the clubs and the spectators. With the new developments in the Tu ...

Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

IKEA decided to take a stand against the ICFF to boost awareness & brand perception in NYC. Using guerilla installations of furnishings around the city like couches in bus shelters, we demonstrated ho ...

Aging and strife with logistical challenges, the Basilica Block Party had lost the buzz it once held. “Make the Pilgrimage” served as a rally cry that not only recognized, but embraced the challenges ...

The World Press Photo Exhibition is one of the world's most prestigious exhibitions of international current affairs photography. Hosted in Wellington the fifth time in 2006, it provided a stark accou ...

Nikon Corporation, one of the leading manufacturers of professional photography equipment, ran an advertising campaign in 1997 to invite photographers of all skill levels to participate in the Ni ...

Even with a $13.5 million operating budget and one of the largest contemporary art collections in the United States, the Museum of Contemporary Art, Los Angeles (MOCA), toiled to draw crowds in 2001. ...

The 2004 Toronto Worldwide Short Film Festival was the tenth in this series of prestigious events. The festival was sponsored by the Canadian Film Centre, a nonprofit organization based in Toronto tha ...

This small-scale campaign, running from 2005-06, aimed to make Manchester City Football Club more like a brand. The club needed to fill a larger stadium, and in order to achieve this, the campaign tar ...

This paper is a brief case study of Le Mois Magique, a key annual celebration and sales event with promotions and a game of the same name. To attract the public's attention, the aim was to adopt a cre ...

This short paper discusses Diageo's unique efforts to educate its trade partners in the best way to present and serve all five variants of Johnnie Walker Whisky in order to bring opinion leaders close ...

In order to survive 2005 and return in 2006, the Full Frame Documentary Film Festival had to increase ticket sales 15%. To achieve this goal, the festival needed to broaden its appeal beyond the docum ...

The Tribeca Film Festival has quickly joined the list of world-renowned festivals. Through a focused advertising and identity program, Tribeca took on more established festivals like Sundance and Cann ...

Museums and art galleries have traditionally been the preserve of the educated middle-classes. This campaign shows that it is possible to broaden their appeal to a wider audience, if you approach them ...

Cumbria includes one of Britain’s most popular tourism destinations – the Lake District. The areas outside the central Lake District area are much less visited by tourists and have a rather negative i ...

The objective for Ahlstrom Corporation was pure and simple. From a zero beginning, to make a substantial impact into the Italian coffee filter market, which is one of the biggest markets of its type i ...

This paper describes how in 2005 Farmers in New Zealand extended their Red Dot fashion promotion to encompass all categories storewide and nationwide. The effect was to more than double the 20% promp ...

This is the story of a collaboration between a national financial institution looking to focus a portion of its charitable contributions, and a charity needing the resources of a national network to c ...

Beer brand Budweiser targets young drinkers – a notoriously fickle group of consumers, but over ten years it has increased its market share from 9% to 14 % in the face of increasing competition and ha ...

In August, Pepsi Vanilla was introduced with a fully integrated communications plan that excited both the Pepsi sales system and consumers, including TV, outdoor and print, as well as in-store, grassr ...

How do you grow a stagnant brand that had already attracted its 'best customers' in the market? To increase attendance, Full Frame needed to broaden its appeal beyond the documentary film aficionado t ...

This is a five year case showing how, despite these odds, the Canadian Film Centre’s Worldwide Short Film Festival has become a giant success. Five successive annual campaigns have steadily increased ...

Milk sales in the North American prairies fell by 1.2% between 1999 and 2002 alone. With a $2.4 million budget (approximately £1.2 million at 2008 rates), the ‘Never Stop Milk’ campaign aimed to remed ...

This paper tells the story of how an integrated communications campaign turned around the fortune of what was a failing IMAX theatre into one that is forecast to beat its business objectives a year ea ...