Subject Index
 

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 ...

In many respects, FedEx fits the profile of a 'challenger brand'. Its main rival, UPS, sponsors the Olympics and has considerably more marketing muscle at its disposal than FedEx. Therefore, FedEx had ...

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 ...

Brit Insurance is a UK-based international general insurance and reinsurance group listed in the FTSE 250. The company wanted to focus its sponsorship activities more on the UK, and in particular Lond ...

Polo Ralph Lauren is an established American luxury clothing brand which has enjoyed massive success and become an aspirational label. Linking with the Wimbledon Tennis Championships provided a perfec ...

In 2000, Norwich Union inherited sponsorship of UK Athletics from the newly-purchased General Accident and Commercial Union (CGU). While CGU had used it primarily to raise brand awareness through tele ...

Kingfisher, the owner of B&Q and French DIY chain Castorama, began its sponsorship of yachtswoman Ellen MacArthur in 1998, during the solo Route du Rhum race in November of that year. The sponsorship ...

Visa, the international payment card service provider, has been an IOC TOP sponsor since 1986 and an IPC Worldwide Partner since 2002. In 2002, the decision was taken by Visa Europe to develop a spons ...

ABN AMRO's sponsorship investment in the Volvo Ocean Race (VOR) shows the growing importance of internal communications and employee engagement in sponsorship, and also highlights the need for profess ...

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the ...

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 case study discusses Amstel's sponsorship of the UEFA Champions League (UCL), providing evidence that if a brand owner is prepared to walk in the shoes (or, in this case, boots) of the rights hol ...

Southwest Airlines Company began as a carrier connecting the Texas cities of Dallas, Houston, and San Antonio and remained a regional airline for nearly two decades before taking its short-haul, small ...

Of all of the commercials Michael Jordan had done for Nike, Inc., he was most proud of the 1997 spot that took a glimpse at his humanness. The commercial, filmed in a nine-hour shoot at Soldier Field ...

As research showed a growth in obesity, Nestlé wanted a promotion that would link confectionery with sport. Lion was the sponsor of several basketball tournaments, and urban and active 16–24 year olds ...

Stout brand, Guinness, has traditionally been the major sponsor of regional festivals and events throughout Ireland, but over time the sponsorships had become fragmented. A new unified strategy was de ...

Coca-Cola was the new sponsor of The Football League – and keen to build credibility and good relations with over nine million fans. This short paper details a Coca-Cola competiton in which Football L ...

Tyres are of low interest to many consumers, selective distribution is under consolidation, and price is increasingly important. Continental required a campaign that would establish “German engineerin ...

Drew Neisser, president and CEO of Renegade Marketing Group, describes a trip with his 12 year old son to the Dew Action Sports Tour in Louisville, Kentucky. On the trip they encountered over ten mem ...

This paper describes how the Leith Agency worked with Coors beers to develop a Carling campaign encouraging responsible drinking in Scotland. Research showed that using the managers of Celtic and Ran ...

A British Lions rugby tour is unlike any other. While international sides usually arrive with a plane load of supporters, the Lions invade with more than 40,000 red uniformed fans, armed with well pra ...

Automotive advertising in Quebec, like anywhere else, is constantly in rush hour mode. On TV, radio and newspapers the manufacturers run bumper-to-bumper trying to capture consumer attention—with spec ...

This is the story of soap brand Imperial Leather's sponsorship of the 2002 Commonwealth Games in Mancehster. Integration was a foundation of the communications strategy, with a low-weight national TV ...

This case is the story of a corporate transformation. In just two years O2’s troubled predecessor, BT Cellnet, has been transformed into a vibrant brand and thriving business. Where it once trailed t ...

The outstanding advertising campaign for the theme park ride ‘Air’ at Alton Towers in the UK won an Award at the IPA Bronze Area Advertising Effectiveness Awards in 2003.The brief was to attract 15–24 ...