Subject Index
 

This paper discusses the 2006 campaign for Pomegreat pomegranate juice. PR had proved successful in getting the brand talked about, especially in terms of its health benefits. Now an above the line me ...

This paper details the 2004 campaign to increase hotel occupancy and tourism in Glasgow by repositioning the city as a vibrant, stylish capital of style. It targeted a 'pyramid' of opinion leader audi ...

This Silver Award-winning campaign for Original Source bath products aimed to move it away from its 'niche brand' status and increase penetration and market share, without diluting the brand's well-es ...

In the two years prior to the launch of Masterpiece Mascara in November 2005, Max Factor was in a serious decline. There was a lot riding on Masterpiece - which employed an innovative and patented 'ru ...

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 ...

Saab sales were flat and, in order to grow, the brand had to evolve from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab needed ...

Founded in 1989, Working Assets Long Distance was the only enterprise offering a long-distance phone service and regularly donating to nonprofit organizations. It was a subsidiary of Working Assets Fu ...

This paper describes how within the first four weeks of the product launch, the "Altoids Gone Sour" push resulted in more than 500,000 visits to the brand's interactive website. According to Leo Burne ...

In the early 1990s media watchers predicted the death of the weekly news magazines, yet Time magazine seemed as strong or stronger than ever in 1997. To succeed in changing times, the magazine ad ...

Sanford, L.P., a fixture among ink companies since the mid-nineteenth century, introduced the Sharpie permanent marker in 1964. In subsequent decades the Fine Point black Sharpie became the world� ...

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 ...

In 2002 the Public Broadcasting Service (PBS), the nonprofit U.S. media organization, was owned by 349 member television stations with an audience of more than 100 million viewers per week. Despite th ...

The Peace Corps was signed into existence by President John F. Kennedy in 1961 as a federal organization designed to improve education, community development, health care, and environmental services i ...

Following the limited success of its attempt to cultivate a niche market for its organic Seeds of Change products, Masterfoods redeployed its £587,000 (approximately $1.1m at 2008 rates) media budget ...

Coca-Cola was the new sponsor of The Football League – and keen to build credibility and good relations with over nine million fans. This short paper details a Coca-Cola competiton in which Football L ...

Mastercard’s “Priceless” campaign was launched in January 1998. The objective was to reduce the competitive advantage “Visa” held over Mastercard. To create trust and confidence in the brand, Masterca ...

A. Lange & Söhne, a small, exclusive German manufacturer of the finest luxury mechanical watches, wanted to raise international brand awareness by introducing a new milestone product, the Lange 1 Time ...

In 2005, adidas launched a through-the-line campaign to reinforce its position as the number one football brand. It captured the imagination of the football target through an epic 'impossible story' i ...

Christophe Fauconnier, global accounts director of Synovate Censydiam, argues that most conventional segmentation techniques fail to answer the most important question: 'How can we move people to enga ...

ABSOLUT CUT, a new vodka premix, was being launched in the ANZ market. The product was housed in a clear 330ml bottle with distinctive 'cuts' etched into the glass, and was 5.5% alcohol, lower than it ...

In the highly competitive entertainment market, SKYCITY realised it needed to reposition its brand so that Aucklanders, in particular, would want to come to the venue more often rather than viewing it ...

The 'sorted' website aimed to get New Zealanders thinking about and planning for their retirement, essentially by ignoring traditional notions of 'retirement planning’ and instead focusing on ‘financi ...

To stimulate interest in a trial of poker at SKYCITY and reach full table capacity within two months, a gigantic citywide game of poker was created in Auckland including bus backs, billboards and with ...

After three straight years of share decline and despite the media onslaught of the deep-pocketed category leader, Travelocity reversed momentum with the successful introduction of The Roaming Gnome ca ...

'This is Twins Territory' was a campaign designed to give Minnesota Twins fans statewide and beyond a renewed sense of pride and ownership not only in their team, but also in being a lifelong Twins fa ...

In 2005 HSBC launched “HSBC Premier” which aimed to achieve $392million (approximately £201million at 2008 rates) in investment deposits. Despite operating in New York’s highly saturated and solicited ...

In the luxury vehicle category, a brand is only as strong as it prestigious sedan, and Infiniti lacked a viable competitor. It was imperative that Infiniti's new M sedan was a success, both for the co ...

In the early 1990s, beer brand Corona Extra, needed to shake off its image as a 1980s yuppie fad. A sustained advertising campaign over 16 years has ensured that the brand is now synonymous with a rel ...

The Tribeca Film Festival has quickly joined the list of world-renowned festivals. Through a focused advertising and identity program, Tribeca took on more established festivals like Sundance and Cann ...

The negative impact of tourism on the world's environment, economy and culture is a major concern. This paper describes how effective a small cause-led campaign was in prompting changes of great signi ...