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 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 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 ...

In 2005, the Interislander ferry service was a tired Kiwi brand icon experiencing a sustained period of decline. Passenger numbers had been in decline for the previous four years (with totals down by ...

Eurostar wanted to convince die-hard business flyers from Brussels to London to take the train. It based its campaign on the fact that this group often attach a certain status to flying, and aimed to ...

After a successful year in 2006, during which its punctuality rate reached 94% and its high-speed London to Manchester train service began to run every half hour, Virgin Trains was keen to take on its ...

Paris and London had lost some of their appeal as short-break destinations given the accessibility of other cities served by low-cost airlines. To counter this trend, Eurostar wanted to increase the r ...

In the late 1990s Miami-based Royal Caribbean Cruises Ltd. began repositioning its namesake brand, Royal Caribbean International. After campaigns meant to market the brand as an alternative to resort ...

By the late 1990s the National Railroad Passenger Corporation, popularly known as Amtrak, was ready to embrace high-speed rail transportation. High-speed trains had been in operation for years in Euro ...

The Cunard Line Limited boasted one of the cruise industry's most storied pasts, having carried the Royal Mail across the Atlantic for England before building one of the grandest and most respe ...

Beginning in the mid-1980s Carnival Cruise Lines emerged as a leader in the global market, and within a decade the Miami-based carrier had become the world's leading cruise operator. With a tot ...

In 2005 Budget Rent A Car System, Inc., a key unit, with Avis, of the Cendant Car Rental Group, made its first foray into advertising on blogs (website digests typically maintained by one person or a ...

The new Mr JetSet campaign for Eurostar in 2004-05 aimed to build on the success of the 2003 relaunch. The campaign's objective was to encourage business travellers, for whom the habit of flying to Pa ...

This paper discusses the second stage (running from 2004-05) of Virgin's campaign to rekindle enthusiasm for train travel. Virgin acquired the Cross Country and West Coast networks in 1997, and the la ...

With a new office at Heathrow airport, Budget wanted to raise awareness of the brand by reaching new consumers in an emotional, innovative way. This short paper shows how, using a promotion based on a ...

A case study describes a campaign to promote awareness of the new integrated Winter Timetable for First Great Western and First Great Western Link. This was the first time that these services were bei ...

The objective Arriva set for this campaign was a tough one: to increase the number of passenger journeys, in the face a long-term decline in passenger numbers in the market as a whole. Cogent Elliott’ ...

Caledonian MacBrayne has been providing ferry services to the people of the Clyde and Hebrides for over 150 years. In 2003, Calmac was about to enter a competitive tendering process to win the busine ...

This campaign for Eurostar sought to increase its share of business travel to Paris or Brussels from the UK. A hard core of business travellers continued to disregard the superior comfort, convenience ...

This paper describes a campaign for Transport for London (TfL) to persuade car drivers to make more journeys by bus. The key insights were to show that buses were more convenient for local journeys, a ...

Train travel isn’t an obviously communications-sensitive market, particulary in the UK where a spate of recent crashes has left the market depressed public perceptions diminished. Not even when the op ...

This novel case study demonstrates how communication capitalised on Eurostar’s 20-minute reduction in journey time to reposition the brand. For six years after it launched in 1994 Eurostar enjoyed gro ...

This paper describes the launch, in physical and advertising terms, of Cunard’s Queen Mary 2. It outlines the problems of entering an already saturated market, selling a product in advance of its exi ...

This study explains the launch of an internet train ticket booking service in competition with the main rival. The authors outline a tracking study which showed that the campaign had been successful ...

This study describes the launch of a multi-journey travel card for Translink (Northern Ireland's public transport operator). The authors claim that it dramatically changed behaviour to bus travel and ...

Translink had shown enormous confidence with their product investments in CityBus. Existing core customers had noticed and customer research confirmed their appreciation. However, patronage and revenu ...

Scottish Citylink, Scotland’s leading provider of express coach services, set out to increase revenue during the summer months of 2002, both to help its Singapore parent company, DelGro, and to bolste ...

This case study demonstrates how the agency was able to create a campaign aimed at averting negative impact on the brand. The advertising objectives were defined as changing perceptions and advertisin ...

This paper studies the successful positioning of a Clubman train service between Birmingham and London. It describes how it was transformed from a poorly perceived service to one of success. Within a ...