By country: USA

 

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 ...

As JetBlue continues to grow aggressively their key challenge is to get bigger without becoming “JetBig”.The campaign needed to restore JetBlue’s sense of momentum and leadership (internally and exter ...

To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campai ...

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 ...

In a world of increasing demand for purer, more organic foods, hot dogs were losing their lustre. All because of an (erroneous) consumer perception that hot dogs are made with 'mystery meat'. Hebrew N ...

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 ...

As McDonald's launched its new coffee nationally, stores serving the Hispanic population in Chicago knew this was a tough sell locally. Recently Starbucks and Dunkin’ Donuts doubled their outlets, and ...

Despite the calcium benefits of milk being known in the Californian area, sales were being outstripped by alternative products claiming to offer more. With the large Hispanic population (standing at 3 ...

Military recruitment has arrived at its most competitive and challenging landscape since the instatement of the All-Volunteer Force in 1974. Compounding political, social, and economical variables hav ...

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

Bridgestone Golf wasn’t going to beat the likes of Titleist or Nike with the conventional weapons of TV dollars and print ads; at best they would be outspent in that war 50 to 1. It was important to b ...

Most Broadway shows succeed in attracting their audience of tourists by showcasing their respective production’s size and spectacle through conventional media. Without the benefit of noteworthy stars, ...

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and dr ...

Tyson Foods’ mission is to proudly power the world with their chicken, beef, and pork products. Tyson’s “Powered By” campaign leverages cultural cues, humor, and love of family, to demonstrate that Ty ...

For years, Flip the dolphin (one of the talking animals on Frontier’s plane tails) was sent to frigid Chicago. But all that changed when Flip publicly declared: I either go to Mexico, or I quit! The e ...

Winning back the hearts of disheartened Pistons fans and getting them back in the seats seemed insurmountable after not delivering on promises of victories and all-star players. We decided to give the ...

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone compan ...

As the housing market went from a boom to a transition market, Century 21 needed a campaign to break through the clutter, increase brand awareness measures over Re/Max, and boost the amount of traffic ...

Having lost over 50% of its franchise from 2002–05 and 29% of its share of shelf, Slim-Fast wrote-off approximately $1 billion. Tasked with proving the brand’s vitality to dieters, retailers and Unile ...

Memory of Dr. Martin Luther King Jr., and the civil rights struggle in the U.S. has been fading. The goal was to revive a visceral connection to the civil rights era and engage people in the reason fo ...

Using the outdoor medium in a novel way, the St. Louis Cardinal/KTRS campaign created a deafening buzz. After 52 years of broadcasting games on KMOX, the objective of the campaign was to communicate t ...

To combat an all-out assault from Reebok, Nike created the new Nike Bauer brand. Bauer, a long established hockey company was the first brand to share the Nike name and logo, but initially the new bra ...

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 ...

Clorox wanted to reduce brand gaps in the Hispanic market as compared with the general market (brand awareness, key attributes, category share). The Sweet World campaign illustrated how to a toddler e ...

Rozerem – the first innovation in sleep medicines in nearly 35 years – launched in a highly competitive environment. The goal was to cut through the clutter –- seeding the idea in sleep sufferers' min ...

Washington’s Lottery wanted to boost Scratch ticket sales by another $10 million dollars. But where those extra sales were going to come from was not particularly obvious. We had no new games or prize ...

Despite a rich heritage, the Minnesotan August Schell Brewery was finding it tough to get distribution in local bars. The challenge was to establish a larger presence in a crowded market and stake the ...

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 ...

Despite acceptance of the importance of milk in youth, generally milk consumption among adults is generally half that of children. The main reason was the perceived image of milk as being fattening. T ...