Andrew Fraser
Editor at Tourism New Zealand
Pyrmont, Austrália
TituloCoathanger
Agência
Campanha Fresh / The Guardian Integrated Campaign
Anunciante Guardian Media Group
Marca Guardian
PostedJulho 2004
Sector Empresarial Jornais, revistas e livros
Filosofia In January 2001, a new communications strategy was introduced that broke with convention. Whilst the orthodoxy dictated two tiers to communications, one brand-building, the other response-based, the campaign that was created did both jobs at the same time.
Problema Between 1995 and 2001, The Guardian had been losing share in a declining category.
Resultado As a result, share increased swiftly and dramatically and overall circulation actually grew.
Tipo de Mídia Imprensa e publicações
Mercado Reino Unido
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