Subject Index
 

This paper details the 2003-06 campaigns for P&O Cruises. Advertising enabled P&O to help grow the market and maintain its share, in three different ways: 1) the erosion of conceptual resistance to cr ...

This 2005-06 campaign for Translink (Belfast's public transport service) aimed to promote the new bus service Metro after its name was changed from Citybus, and to grow both passenger journeys and rev ...

This campaign sought to stimulate use of the Irish News recruitment section (Jobs on Thursday) by jobseekers and businesses seeking staff alike. Press and posters were the main media used, supported b ...

This 2004-07 campaign for the Scottish Executive aimed to address problems of literacy and numeracy in Scotland. The objective was to help those with difficulties in these areas and encourage them to ...

This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation. Newspaper adve ...

This Road Safety Authority (Republic of Ireland) and Department of the Environment (Northern Ireland) campaign from 2002 aimed to raise the awareness generally of the number of pedestrians being kille ...

This paper discusses the 2006 campaign for Pomegreat pomegranate juice. PR had proved successful in getting the brand talked about, especially in terms of its health benefits. Now an above the line me ...

This paper discusses the recruitment and image campaign run in 2005-06 by the Police Service of Northern Ireland (PSNI). It was important for the PSNI to attract community leaders and ethnic minoritie ...

This paper discusses the Police Service of Northern Ireland campaign against knife crime. The objectives were to raise awareness and change attitudes through education, a knife amnesty and advertising ...

The 2006 Home Office recruitment campaign for Police Community Support Officers (PCSOs) aimed to explain the value of PCSOs to the public. It was based on an advertiser-funded television programme fol ...

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 the campaign for the Northern Ireland Fire and Rescue Service to stop attacks on firemen. It was made up of two stages: the first sought to involve the community, and the second too ...

Northern Bank’s repositioning after the Danske Bank takeover in 2004. Although long established and community orientated, Northern Bank offered an aging customer base uninspiring products due to owne ...

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 launch campaign for IRN-BRU 32, a caffeinated energy drink aimed at the 18-30 audience, and competing mainly against Red Bull. TV was the main medium used, supported by r ...

This 2006 campaign for The Home Office focused on child protection on the internet. The key objective of the campaign was to protect young people from the dangers of paedophiles by getting them to ado ...

This case study details the 2005-06 tactical email marketing campaign for Hastings Hotels (Northern Ireland), aimed at increasing turnover at a time of heightening competition, and when most of the bu ...

This paper details the 2004 campaign to increase hotel occupancy and tourism in Glasgow by repositioning the city as a vibrant, stylish capital of style. It targeted a 'pyramid' of opinion leader audi ...

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 paper discusses the 2005-06 campaign to launch Curanail, an OTC product by Galderma to treat fungal nail infection. The objectives were to raise consumer and trade awareness, meet sales targets, ...

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 paper discusses the 2004-06 recruitment campaign for the Army Cadet Force (ACF). The objective was to motivate suitable people to become adult instructors, and the communications strategy used na ...

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners. The most imp ...

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 campaign for Aqua Optima water filter cartridges aimed to transform the fortunes of a brand at risk of extinction in a sharply declining market. The objectives were to streng ...

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 paper describes how an existing promotional offer was transformed into a successful brand-building promotion with a fully integrated marketing campaign. In the first regional test an investment ...

Despite a 40% penetration in households, Kellogg’s the producer of the cereal, Weetabix, decided to reinvent the message of its advertising to increase growth and price whilst retaining penetration. T ...

This Bronze Award-winning paper details the launch campaign for Coca-Cola Zero, a zero-sugar version of the brand targeting a male audience. The mainly media used were TV, posters, online and free new ...