BEIJING/LONDON: More than 6m Chinese are expected to travel abroad during the Spring Festival, with the UK among the top destinations for wealthy consumers keen to escape the country's pollution and tap into their love of British brands.
Amorntat Soonthornsawad and Supapim Chaichanavong, WARC Prize for Asian Strategy, Entrant, 2011
Despite Bangkok Airways using the positioning of "Asia's Boutique Airline" for 10 years, consumers did not know what it really meant and perceived the brand as just another low-cost airline in an era of industry-wide cost-cutting.
Charles Brian-Boys and Andrew Kane, WARC Prize for Asian Strategy, Entrant, 2011
The Puli Hotel and Spa is a luxury hotel hotel in Shanghai. This case study demonstrates how the hotel's launch was built on an original strategic insight and unique segmentation approach, leading to a correspondingly disruptive product concept and positioning.
Effie Worldwide, Gold Award, Effie Awards, 2004
This paper describes the launch, in physical and advertising terms, of Cunard’s Queen Mary 2. It outlines the problems of entering an already saturated market, selling a product in advance of its existing and launching at the worst possible time.