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Police Community Support Officers - Plastic policemen? How ad-funded programming helped change perceptions of Police Community Support Officers
Andrew Mortimer, David Bratt and Wanda Gregorek, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2007

The 2006 Home Office recruitment campaign for Police Community Support Officers (PCSOs) aimed to explain the value of PCSOs to the public. It was based on an advertiser-funded television programme fol ...

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Read: 32 times

AA Loans - This 'very nice' AA men now fix loans too
Stuart Garvie and Max Wright, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2004

This paper outlines how well-established brand from one commoditised market moved into another and made the top of consumer shopping lists within two years. There follows an analysis of AA’s fully in ...

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Read: 57 times

Virgin Trains - How a powerful idea fuelled the engine room of Virgin Trains revenue by changing minds and winning hearts
Ioannis Melas, Lyndsey Jenkins and Graham O'Bric, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2004

Train travel isn’t an obviously communications-sensitive market, particulary in the UK where a spate of recent crashes has left the market depressed public perceptions diminished. Not even when the op ...

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Eurostar - Learning to Fly: the difference an idea made to the relaunch of Eurostar in 2003
Greg Nugent, Jon Gittings and Neil Dawson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2004

This novel case study demonstrates how communication capitalised on Eurostar’s 20-minute reduction in journey time to reposition the brand. For six years after it launched in 1994 Eurostar enjoyed gro ...

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Read: 71 times

Case study: Alton Towers 'Air'
Lindsay Gregory, Young Consumers, Vol. 5, Issue 3 (2004), pp.59-67

The outstanding advertising campaign for the theme park ride ‘Air’ at Alton Towers in the UK won an Award at the IPA Bronze Area Advertising Effectiveness Awards in 2003.The brief was to attract 15–24 ...

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Alton Towers 'Air' - Air is truly innovative. Air is the stuff of dreams. You can fly
Lindsay Gregory, Institute of Practitioners in Advertising, Bronze Winner, IPA Area Effectiveness Awards, 2003

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 ...

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Read: 24 times