Subject Index
 

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 ...

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 ...

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 ...

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 ...

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 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 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 ...

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 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 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 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 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 ...

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 ...

This Silver Award-winning campaign for the Scottish Executive aimed to persuade and empower people to provide information on drug dealers in their local area. It was a national campaign, placing parti ...

This Silver Award-winning campaign for the Department of Work and Pensions (DWP) was designed to launch its new electronic Direct Payment system. The basic idea used TV and direct mail, supplemented b ...

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 ...

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 recent years, anti-cellulite products have become the market driver for the whole body care segment, with L'Oréal acting as the innovative European pacemaker, and Dove also taking an increasingly p ...

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 ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

Women's Aid is a charity aiming to help people affected by domestic abuse, a topic that is often misunderstood, and a problem the scale of which is often dramatically underestimated. With a highly lim ...

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 ...