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1.
DHL - Football Delivered
Sponsorship Works, 2007, pp.257-265
DHL is the largest logistics company in the world, and as one of the most known B2B brands in Sweden, it had no primary need to build brand awareness. However, the company had been through a number of ...
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14 times
2.
FedEx - Go Air. Go Ground. Go Football
Sponsorship Works, 2007, pp.211-219
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 ...
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18 times
3.
Nordea Bank - Growing together with Latvian football
Sponsorship Works, 2007, pp.191-197
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 ...
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4 times
4.
3M - The Devil Wears Prada
Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2007
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 ...
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60 times
5.
Eurostar - Lonely Businessmen's Wives
Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2007
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 ...
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31 times
6.
Virgin Trains - Plane Relief
Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2007
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 ...
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36 times
7.
Xerox Corporation: Keep The Conversation Going, Share The Knowledge campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1843-1848
In October 1998 the Xerox Corporation launched a $10 million advertising campaign in an effort to change people's perception of the Xerox brand. Although long known simply as a photocopy-machin ...
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90 times
8.
Virgin Atlantic Airways Limited: Go, Jet Set, Go! campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1757-1760
Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. ...
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206 times
9.
United Parcel Service, Inc.: Moving At The Speed Of Business campaign
Susan Risland, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1709-1716
The "Moving at the Speed of Business" campaign was designed to modernize the image of the world's largest package-delivery company, United Parcel Service of America, Inc., commonl ...
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53 times
10.
United Parcel Service, Inc.: What Can Brown Do For You? campaign
Candice Mancini, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1709-1716
In January 2002 United Parcel Service, Inc. (UPS), enjoyed a clear lead over FedEx, its major competitor, in the ground delivery business. At the same time, as part of a major rebranding campaign, U ...
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58 times
11.
United Airlines Corp.: It's Time To Fly campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1695-1704
The September 11, 2001, terrorist attacks crippled the airline industry in general and UAL Corporation's United Airlines in particular, forcing the company to file for bankruptcy in 2002. Thoug ...
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55 times
12.
United Airlines Corp.: Rising campaign
Susan Salter, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1695-1704
"Fly the Friendly Skies" had been a stalwart slogan for United Airlines since 1966, but as legions of business travelers could attest, the skies became increasingly unfriendly in the 1 ...
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73 times
13.
Turner Broadcasting System, Inc.: Tbs Very Funny campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1659-1665
Although it reached 88 million households in 2003, the daily average viewership of the cable Turner Broadcasting System (TBS) Superstation had dropped to 979,000, down 6 percent over the previous ye ...
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41 times
14.
Staples, Inc.: Yeah, We'Ve Got That campaign
Susan Risland, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1563-1569
Staples, Inc., was one of three office-supply-superstore chains to emerge in the 1980s, each vying to differentiate itself from the others. In 1994 Staples launched its first full-fledged television ...
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40 times
15.
Sprint Nextel Corporation: Nextel. Done. campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1543-1556
The telecommunications industry underwent such fierce competition during 2003 that many analysts were comparing its advertising climate to the "cola wars" of the previous decade. The fif ...
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51 times
16.
Southwest Airlines Company: Must Be Football Season campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1535-1538
Southwest Airlines Company began as a carrier connecting the Texas cities of Dallas, Houston, and San Antonio and remained a regional airline for nearly two decades before taking its short-haul, small ...
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67 times
17.
Sierra Club: Hybrid Evolution campaign
Guy Cunningham, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1509-1512
By the early twenty-first century, the Sierra Club, one of the oldest and largest environmental advocacy groups in the United States, boasted a membership of more than 700,000. One of the principal co ...
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78 times
18.
Office Depot, Inc.: What You Need. What You Need To Know. campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1213-1216
In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc. In addition to having a stronghold ...
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36 times
19.
Marriott International: Never Underestimate The Importance Of A Good Night's Rest campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.927-930
Marriott Hotels Corporation debuted a major television advertising campaign for its Courtyard by Marriott chain of hotels in May 1997. The five spots that made up the campaign showed hapless people ma ...
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83 times
20.
International Business Machines Corp.: Gizmo campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.785-801
After consolidating its advertising account in 1994 from 42 advertising agencies to just one (Ogilvy & Mather), International Business Machines Corp. (IBM) resurrected its image from an ou ...
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40 times
21.
International Business Machines Corp.: E-Business campaign
Mariko Fujinaka, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.785-801
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 ...
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51 times
22.
Hilton Hotels Corporation: It Happens At The Hilton campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.729-732
Ownership of the Hilton Hotel brand had been split apart in 1964. As a result, the hotel chain was controlled by two distinct groups—Hilton Hotel Corporation (HHC), which held the rights to the ...
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125 times
23.
FedEx Corp.: Be Absolutely Sure campaign
Judson Knight, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.537-550
Founded in the 1970s, Federal Express (FedEx) quickly carved out a niche in the express package business, helped in large part by its aggressive advertising. In the early years FedEx relied on a fast- ...
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64 times
24.
FedEx Corp.: The Way The World Works campaign
Susan Risland, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.537-550
Federal Express Corporation (FedEx), founded in the 1970s, built its success on an innovative business model, offering the business world the first overnight shipping service. But savvy marketing al ...
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52 times
25.
FedEx Corp.: Relax, It's Fedex campaign
Frank Caso, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.537-550
Witty and engaging ads, a hallmark of the Memphis-based FedEx Corp. for more than two decades, had helped propel the success of the shipping and transportation company. In September 2003, however, i ...
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76 times
26.
Electronic Data Systems: Cat Herders campaign
Frank Caso, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.501-504
Although Electronic Data Systems (EDS), the Plano, Texas-based company founded by H. Ross Perot in 1962, was the acknowledged inventor of the information technology (IT) services industry, by the end ...
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24 times
27.
Eastman Kodak Company: Tall Tales campaign
Susan Steiner, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.479-491
In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...
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55 times
28.
DHL Holdings (USA), Inc.: Competition. Bad For Them. Great For You. campaign
Frank Caso, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.419-422
In June 2004 Plantation, Florida-based DHL Holdings (USA), Inc., a subsidiary of DHL, which was headquartered in Belgium and was itself a subsidiary of the privately owned German postal service Deutsc ...
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57 times
29.
Delta Air Lines, Inc.: The Passenger's Airline campaign
Susan Risland, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.407-417
Delta Air Lines was the number three air-passenger carrier in 1999, behind number one American Airlines and number two United Airlines. Delta's goal was to move up in the rankings to number o ...
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87 times
30.
Delta Air Lines, Inc.: On Top Of The World campaign
Susan Risland, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.407-417
"Millions of reasons to fly today; only one that matters to you" was the central message of the "On Top of the World" campaign for Delta Air Lines, Inc. The campaign ackn ...
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