Radio: Primary medium

 

This paper details the 2005-06 campaigns (Commuter Travel and Leisure Travel) for First Scotrail, the national Scottish railway franchise, to encourage consumers to travel by train. Commuter Travel ta ...

This Bronze Award-winning paper discusses the campaign launched by the Erskine Hospital, which provides long-term care for ex-service men and women. The communications campaign (which ran from 2004-06 ...

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 ...

Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete's foot. By 2004, it was the market leader across Europe, but was only the number two brand in the key markets of Germany ...

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 ...

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 ...

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 ...

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, ...

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 ...

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 ...

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 ...

The Montana Meth Project serves one clear purpose: to discourage teens 12-17 in the state of Montana from trying meth even once. Our objectives were to help prevent first time use, while also inciting ...

To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a ...

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 ...

This 2000-07 campaign for Meat and Livestock Australia (MLA) aimed to make lamb the national dish on Australia Day, thus creating a new cultural tradition. This involved advertising in January, tradit ...

Capital G, an independent retail bank in Bermuda, wanted to launch a new online banking service and increase public awareness of its services in the face of significant competition in the financial se ...

Energy drinks posted sales of about $2 million a year in Quebec, with figures growing steadily, but while there was a dominant market leader, there was no clear number two. At the same time, the Énerg ...

In the recent past, Mazda has employed virtually no brand communications or activity in Ireland, meaning consumers had a view of Mazda of having produced good cars in the past, but with a general lack ...

The Renault Scenic was to be launched in Belgium in September 2006, backed by a TV commercial from France featuring a baby elephant in the new model. The key questions were how to enliven the heart of ...

Toyota launched a limited edition version of the Corolla Verso in Austria to coincide with its 35th anniversary in the country. A number of features were made available free of charge to new buyers, b ...

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 ...

The Belgian newspaper market has been in a state of gradual decline, but the 2006 local election presented a chance for quality title De Standaard to stimulate sales. Using an integrated campaign vary ...

In 2003 Piedmont Federal Savings and Loan Association was composed of 10 branches, making it the third-largest financial institution in North Carolina. Piedmont Federal operated as a "portfolio ...

NicoDerm CQ, a sticky patch that adhered to the skin and delivered a steady flow of nicotine to help ease the physical withdrawal symptoms associated with quitting smoking, was introduced by its manuf ...

In 1995 eBay Inc. was founded in San Jose, California. It was an online site, located at www.ebay.com, that enabled users to buy and sell items from other users. Rather than sell items itself, eBay ma ...

When drugstore.com launched its website in 1999, the competitors in the online-drugstore segment were primarily a site introduced that year by CVS, a traditional "brick-and-mortar" drugs ...

Until 2001 Carter Products Division, a division of Carter-Wallace, Inc., owned the world's largest condom brand, Trojan. Although the condom industry had enjoyed an increase in profits in the l ...

Prior to celebrating their 60th anniversary, Carl's Jr, one of the US’s leading fast-food burger chains, felt the pains of an aging icon. This paper describes how, in response Carl’s recognized poten ...

For decades tobacco manufacturers had glamorized smoking through widespread marketing campaigns and promotions, but as the negative health effects of such behavior grew increasingly clear toward the e ...

In 1997 Ben Cohen, cofounder of the superpremium ice cream company Ben & Jerry's Homemade Inc., was shocked to learn that Congress had decreased spending on social programs but had incre ...