Subject Index
 

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 ...

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 ...

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 ...

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 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 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 ...

In 2002, cider had an image problem in the UK. It was associated with teenagers and down and outs. However, Irish drinks company C&C Group, launched its Magners brand – which had zero awareness or di ...

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 ...

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 ...

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 ...

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 ...

Saab sales were flat and, in order to grow, the brand had to evolve from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab needed ...

TLC's ad sales and ratings were down and viewers were emotionally disconnected from the network. With the heydays of Trading Spaces long gone, viewers and ad buyers weren't sure what TLC stood for any ...

The Diamond Trading Company faced a particularly tough 2005 Christmas season. Christmas diamond sales had declined the previous two years, the media budget was dramatically down, and men were distract ...

WestJet was founded in 1996, and a decade later was the most profitable airline in North America. As a brand, it focuses on business efficiency, employee satisfaction, and providing a superior custome ...

The Lexus brand was launched in Canada in 1990 into an extremely competitive market, with a number if major players. Its advertising had successfully focused on building its credentials for quality an ...

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

In November 1998 retail investment brokerage Paine Webber, a unit of Paine Webber Group Inc., launched an ambitious $20 million print and television campaign, the largest in the company's histo ...

In the early 1990s media watchers predicted the death of the weekly news magazines, yet Time magazine seemed as strong or stronger than ever in 1997. To succeed in changing times, the magazine ad ...

The world's leading contract seller of office furniture at the end of the twentieth century, Steelcase, Inc., was closely associated with one of its pioneering products, the Series 9000 Systems ...

At the beginning of 2000 mattress maker Serta International had three advertising goals in mind: increase brand awareness, win consumer loyalty, and entice retailers to stock more of the company ...

On August 8, 1997, the United States Food and Drug Administration (FDA) announced new guidelines regulating direct-to-consumer (DTC) advertising of prescription drugs. The following Monday Hoechst Mar ...

With the "E-Ticket" advertising campaign Northwest Airlines, Inc., the largest subsidiary of Northwest Airlines Corporation, encouraged consumers to try its electronic ticketing system o ...

Following the collapse of the technology sector with which Nasdaq was synonymous, it was necessary to restore some lustre to the brand and reassure the investment community that Nasdaq remained a prog ...

Microsoft Corporation, the world's largest software company, signaled a new direction for its massive branding campaign "Where Do You Want to Go Today?" in the fall of 1998, ...

In the early 2000’s, Philadelphia-based financial group “Lincoln Services” repositioned its brand message to remain relevant in the marketplace. Lincoln recognised the potential of the impending US de ...

In 2002 the world's largest provider of computer products and services, International Business Machines Corp. (IBM), was relishing the comeback it had begun to experience eight years earlier. T ...

Long associated with mainframe computers, International Business Machines Corporation (IBM) struggled in the late 1980s because it was unable to deal with a world dominated by personal computers and ...

In 2000 ING Groep N.V. (spelled ING Group in the United States) was a financial powerhouse in Europe, offering a diverse range of insurance, banking, and asset-management services through offices in 6 ...