Subject Index
 

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 ...

Polo Ralph Lauren is an established American luxury clothing brand which has enjoyed massive success and become an aspirational label. Linking with the Wimbledon Tennis Championships provided a perfec ...

In 2000, Norwich Union inherited sponsorship of UK Athletics from the newly-purchased General Accident and Commercial Union (CGU). While CGU had used it primarily to raise brand awareness through tele ...

Kingfisher, the owner of B&Q and French DIY chain Castorama, began its sponsorship of yachtswoman Ellen MacArthur in 1998, during the solo Route du Rhum race in November of that year. The sponsorship ...

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 ...

Since 1997, the BMW Ultimate Drive® for the Susan G. Komen Foundation has raised $9 million for breast cancer research, education, screening and community outreach programs, and is one of the most hig ...

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 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 ...

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 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 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 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 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 Gold Award-winning paper discusses the two-year campaign by the Scottish Executive to persuade people to sign up to the Organ Donor register. Gaining PR was a major objective given the campaign'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 ...

IKEA decided to take a stand against the ICFF to boost awareness & brand perception in NYC. Using guerilla installations of furnishings around the city like couches in bus shelters, we demonstrated ho ...

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 ...

Washington’s Lottery wanted to boost Scratch ticket sales by another $10 million dollars. But where those extra sales were going to come from was not particularly obvious. We had no new games or prize ...

Aging and strife with logistical challenges, the Basilica Block Party had lost the buzz it once held. “Make the Pilgrimage” served as a rally cry that not only recognized, but embraced the challenges ...

Building a core audience for a documentary film festival amongst aficionados is one thing - but doubling the rate of ticket sales growth by reaching an audience who believes documentaries are the movi ...