Subject Index
 

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’ ...

This is the case of the launch of the largest traffic management system in the world, unique in scale, complexity and controversy. The brief was, in effect, to ‘brief London’. There were only two scen ...

This paper tells the story of how an integrated communications campaign turned around the fortune of what was a failing IMAX theatre into one that is forecast to beat its business objectives a year ea ...

For a theme park with two distinct target audiences, ‘Air’ provided a perfect product experience to meet the needs of both. The communication objectives set were ambitious and wide reaching, particula ...

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 ...

In November 2000, Newcastle Gateshead Initiative (NGI), a public-private sector partnership (funded through its membership), was launched as the new destination marketing agency for the NewcastleGates ...

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 ...

In 2001, reeling from the drastic effects of foot-and-mouth and 9/11 on Scottish tourism, the newly created VisitScotland (ex Scottish Tourist Board) embarked on an extensive brand-building and segmen ...

Historic Scotland is the government agency responsible for the built heritage of Scotland. They manage over three hundred properties including Edinburgh Castle, Stirling Castle, Urquart Castle and For ...

1576 Advertising Limited's case study focuses on how advertising contributed to a successful first six months for Scotland's most unique new tourist attraction, The Falkirk Wheel, which was opened to ...

Campaign for West End Quay Ltd's regeneration of a 120 acre site at Paddington, one of the largest redevelopment projects in Europe. Objective: to sell the residential properties as expediently as pos ...

2001-2 campaign for Yorkshire Tourist Board, which had a desperate need to attract late visitors after disastrous year caused by the foot and mouth crisis, and to give Yorkshire a high profile during ...

The paper outlines a campaign aimed at improving perceptions of and attitudes towards Manchester and to unite the various organisations set up to promote the city in marketing or financial terms. The ...

Bluewater, at Greenhithe in Kent, is Europe's largest shopping centre. Launched by Land Lease, an Australian company, with a sales target of £661 million in 3 years; target was revised 6 months before ...

1997-1998 campaign for Strathclyde Police to counteract growing fear of crime and erroneous belief that crime was rising. The `Spotlight Initiative' launched in 1996 was operationally successful in re ...

The campaign, 1998-2000, to inform people of the new changes in telephone number codes (including the 020 numbers in London), to convince of the need for this, and to prompt the required behaviour cha ...