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Air New Zealand prides itself on having a strong culture of innovation, and in June 2006 the company decided it wanted to use this to appeal to the New Zealand domestic traveller. A significant issue ...

This paper describes how in 2005/6 Farmers repositioned itself as the fashionable, destination department store for contemporary Kiwi women. The new season television executions achieved prompted rec ...

This paper describes how in 2005 Farmers in New Zealand extended their Red Dot fashion promotion to encompass all categories storewide and nationwide. The effect was to more than double the 20% promp ...