To establish Travelodge as THE best budget hotel chain and in doing so sell the maximum number of rooms.
Hotels are really too expensive and when they make cheap offers they are invariably in the wrong place at the wrong time.
Travelodge is the genuine budget hotel chain that always offers VALUE and AVAILABILITY. Everything you need and nothing you don’t for a great night’s sleep.
Travelodge is now synonymous with budget hotel. Awareness levels are at saturation point. Currently their estate numbers 337 hotels and they are expanding rapidly – opening a new hotel every 10 days. Very aggressive targets are met year on year.
To deliver tangible results from online activity leveraging above the line campaigns.
A regional radio station with small town appeal.
Heart incorporates a number of regional stations alongside a leading online channel, and has a range of DJs and presenters that rivals national stations.
Work executed continues to drive triallists and new listeners.
Maintain saliency by retaining loyal drinkers, recruiting new ones and getting them all to drink London Pride on more occasions.
I like the idea of a tastier cask-conditioned ale, but I’m not sure which ones are good or bad.
London Pride is the quintessential English ale, the bench-mark that all others are judged against.
The UK’s best selling premium ale in over 10,000 pubs with growing volume (+4%) in a declining market.
To reposition the Saga brand and bring consistency across its diverse business units.
Isn’t that just a fusty package holiday company for old people?
Saga has a history of over delivery in everything they do from insurance to à la carte holidays.
Having rolled out the ‘Saga people do things properly’ positioning, the estimated value of the brand had doubled to £2.8 bn
To drive awareness and understanding of Macmillan Cancer Support.
This isn’t something which affects me.
As the nation’s leading cancer charity, Macmillan Cancer Support works closely with the one in three UK individuals affected by cancer at some point in their lifetime.
Work conducted has recruited and retained supporters of Macmillan Cancer Support and proved the viability of digital direct marketing in this respect.
Establish Young’s as the leader in fish.
I like fish, and I know I should be eating more – it’s just too tricky to prepare.
Young’s have specialised in fish since 1805, with a range of frozen and chilled products to suit every taste, Young’s is the first name in fish.
One and a half million more households bought Chip Shop as a result of the campaign. Young’s now leads Bird’s Eye in Millward Brown awareness and saliency measures.
To convert more online traffic into customers.
Buying a game from EA means I would need to go into a store manned by pubescent teenagers who will laugh at me.
The EA Online Store offers a huge catalogue of titles which are available to download via an easy to understand and secure process. You don’t even need to leave your keyboard.
The walk through supports first time store users throughout the browsing and downloading service. The proposition developed to drive this project is now being rolled out across other activities to promote the EA Online store.
To convert the significant brand value inherent in a brand such as The Economist into magazine subscriptions.
Why do I need to subscribe to the Economist when I can get all the news I need for free?
The Economist provides all the news, insight and analysis you need, right to your door.
Targeted acquisition email and display banner campaigns contributed to a significant increase in subscriber rates for the Economist. This was further supported by exploiting awareness opportunities across social networking sites.
To continually drive online support through regular communications which reinforce NSPCC’s values without being seen to preach.
Everyone supports NSPCC... I don’t need to too.
The NSPCC needs your continued to support to help stop cruelty to children.
Templates for NSPCC’s regular email communications were redesigned, bringing donor’s closer to the NSPCC brand and increasing supporter retention.
To launch industry-specific job boards within an already crowded space.
You’re not as big as Monster, you can’t be as good.
Totaljobs.com provides specialist recruitment expertise, to both recruiters and candidates, within industry sectors.
eCRM programmes and banner advertising creatively aligned to the specific vertical sector have successfully brought recruiters and jobseekers into various Totaljobs brands including CareerStruture for construction professionals and H2Office for office workers.
To reinvent Sharp based on existing but unappreciated credentials.
Just another one of those foreign brands.
Sharp is No1 in the most advanced electronics market in the world, Japan.
Pending.
To become the No 1 in Mexican food by 2011.
I don’t know much about Discovery. Is it new?
Discovery offers the most authentic, tasty Mexican cuisine.
Brand leader in volume during advertising months.
To trial fundraising online for British Red Cross, hitherto a traditionally ‘offline’ charity.
The Red Cross, is that still going? Parcels of powdered egg and tobacco, that’s them.
The British Red Cross is a very modern charity – it helps people in crisis whoever and wherever they are. Its work is hugely diverse, including loaning medical equipment to elderly individuals in the UK, reuniting families torn apart by war, or running major famine relief operations worldwide.
The Parcel of Hope campaign was commended in the 2008 International ECHOES (Best Fundraising category), but more importantly this work has now paid for itself three times over, a tremendously hard task within the not-for-profit sector.
To get educate marketing managers across the globe to understand the global marketing strategy, and implement it by utilising a promotional and experiential tool-kit.
Just another ‘how-to’ manual from head office.
An easy-to-use on line tool that will help you do your job.
Universal and enthusiastic reception.
To introduce the benefits of QVC to the broad British public, especially women.
QVC is a naff TV channel selling cheap tat and gadgets I would never use.
QVC is a hassle-free, one-stop shopping destination that carries a surprising range of quality products and top-name brands.
Our first ad for QVC helped them achieve their best ever sales, breaking several company records.
To establish a brand relationship entirely by email.
I’m not sure know who Pearson is, aren’t they a publisher not a schools specialist?
Pearson encompasses a vast wealth of specialist expertise across primary, secondary and vocational education sectors, through many instantly recognisable education brands.
Newsletters across all education sectors regularly achieve engagement levels in excess of 10% (one in 10 recipients visit a Pearson website as a result of each newsletter deployed). Pearson is recognised as the market leader in terms of its digital communications programmes.
Create a real point of difference for the brand.
As a printing company, Lexmark want you to print as much as possible.
Lexmark believe people should print smarter and more responsibly, encapsulated in the proposition ‘Print Less, Save More.’ This offering helps people and companies save time, money and the planet.
Pending.
Make the Nikon brand more accessible.
Canon is the safe choice.
Only Nikon puts 90 years of camera know-how into every camera to ensure you get the best picture every time.
The latest TV campaign for Coolpix achieved sales of a phenomenal 4 times existing levels, exceeding the target by 200%. This campaign now being rolled out across Europe.
Grow brand awareness and drive traffic to website in an increasingly competitive marketplace.
I’ll search all the comparison sites for the best price.
Moneysupermarket is the price comparison site with unique features and benefits, meaning you only need to visit one.
Now the No. 1 price comparison website with 62 million visitors a year, internet revenues up 30%, online brand recognition now 78%.
Despite a relatively high awareness and considerable marketing support, there had been limited adoption of Teflon. There was an urgent need to educate and motivate the ‘trade’ to stock and use Teflon in their products before we could maximise any communication to consumers.
Teflon? Non-stick frying pans, surely.
Teflon makes fabric incredibly soft and smooth. It doesn’t wrinkle or crease. It also repels water and stains.
Ran as a test in France and rolled out European wide.
To challenge the traditional “product-led” approach to selling British Standards worldwide.
Business Continuity Management? Someone else will worry about that if we need it...
Disaster takes many forms – from terrorism or a major site fire, to IT failures. Even staff sickness can have a significant impact on a business. Only BSI can offer the Standard against which industry needs to benchmark itself.
The Talking Business Continuity Management portal is supported by a bespoke content management system (CMS) to lead on issues, not products. Sales of the standards are up and plans are being made to roll the portal out across other BSI verticals.