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 ...

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 ...

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

Schwartz has a heritage in herbs and spices, but also produces a huge range of sauces and dry sachet mixes, priding itself on its twin attributes of quality and authenticity. However, research carried ...

Vodafone had pursued a limited music sponsorship programme prior to 2006, sponsoring tours by Kylie Minogue and running experiential activity with Robbie Williams and at Radio 1's One Big Weekend. Whi ...

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 ...

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 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 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 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 ...

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 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 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 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 ...

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 ...

This Bronze Award-winning paper discusses the advertising for Carex antibacterial handwash from 1999-2006. The first phase, on TV, raised awareness. A later press campaign targeted mothers, and a majo ...

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

This Silver Award-winning campaign for Original Source bath products aimed to move it away from its 'niche brand' status and increase penetration and market share, without diluting the brand's well-es ...

This paper describes how Waitrose built on previous marketing success by distinctively defining quality through an emphasis of ethics. This strategy helped to see off the competitive ‘grocery giants’ ...

This Grand Prix-winning paper details the campaign for the Metropolitan Police's 'Trident' initiative, which aimed to tackle gun crime in London's black community. The objectives were to raise gun cri ...

In just five years, O2 has become the largest mobile brand in the UK, with over 18 million customers. Its strategy has been to put customers, not technology, at the heart of its message, promising 'en ...