Working with Tourism Canada
Research suggested to Tourism Canada that there were a lot of misconceptions about the country. That it was cold and dreary, and that the people were a bit dull. They wanted a campaign that helped people understand that Canada is a lot more interesting and exciting than they might at first believe. This campaign comprised 48 and 96 sheet posters as well as radio and television commercials. Tourism to Canada from the UK increased by 9% during the period of this campaign. Although specific figures were unavailable to break this increase down (and a budget airline launched during the course of the campaign), the suggestion was that approximately 70% of the increase was due to this work.
48 and 96 sheet posters
Trade and industry promotions
Radio and TV commercials
Social media cascade and placement
Working with the British Government
Working directly with the Prime Minister and the Department of Trade and Industry (DTI) to develop a new global business brand to attract international investment initiatives. Invest.UK is a dramatic departure from the traditional and former ‘Invest in Britain Bureau’
INVEST.UK re positioned the UK away from its traditional manufacturing roots and positioned it at the forefront of the knowledge economy. A positioning that saw an immediate increase in enquiries and trade by almost 15% over the next two years (this meagre 15% actually equates to £billions).
AWARDED: Art Directors Gold (USA) for international brand creation and advertising.
ADVERTISING: We were fortunate enough to realise the whole global ambition for the client not only developing the business brand itself but its complete cascade through all touch points including the international advertising program with full page press ads in The Wall Street Journal, The Times, Economist, Financial Times amongst many, plus a plethora of regional and local titles. The TV commercial played in select targeted geographies on main and satellite channels as well as a variety of business class air travel opportunities.
PROJECT INCLUDED: Competitor audit / brand proposition and positioning / naming program / global research / identity development / copy strategy and tone of voice / communication development / web strategy and implementation / international advertising for press and TV commercial / literature / trade show exhibition system / film and video.
LITTLE KNOWN FACT No1 RELATING TO THIS PROJECT: Eventually we found the iconic mini that we had scripted to appear in the TV commercial and it turned out to be owned by one of the clients employees!
ANOTHER LITTLE KNOWN FACT No2 RELATING TO THIS PROJECT : The updated reinterpretation of the royal crest had to be approved by the government, the College of Arms, the Earl Marshal and the queen. It got a delightful thumbs up.
Working globally with Dow Chemicals
Lead strategic creative consultants and international brand ambassadors. Leading the roster of design, advertising and PR agencies around the world to deliver this international brand creation, global advertising campaigns with subsequent launch events in New York, Paris and Hong Kong.
PROJECT INCLUDED: Competitor audit / brand proposition and positioning / naming program / global research / identity development / copy strategy and tone of voice / communication development / web strategy and implementation / international advertising / literature / trade show exhibition system / film and TV / Fashion shows / launch events New York, Paris, Hong Kong /
‘Be a part of the solution not the problem’
Ingeo is the technological breakthrough that allows us to produce commercial plastic from vegetable starch, a sustainable, clean and totally biodegradable solution that can replace oil based non biodegradable plastic. This project was to spearhead the potential of this breakthrough by realising its revolutionary textile and fashion implications.
We spent an exciting and dynamic couple of years as lead global strategic creative consultants and brand ambassador defining and orchestrating the introduction and launch of this revolutionary solution across the world. A challenging program coordinating a web of teams and agencies in the UK, USA, Hong Kong, France and Italy to deliver this complex game changing technological advancement in a high profile and crowded fashion lifestyle sector.
Achieving 92% global industry awareness in 12 months
The BtoB launch program included a global trade advertising program supported by aggressive digital influencing which was combined with a series of international power launches, fashion shows, disruptions, seminars, trade shows and presentations in New York, London, Paris, Milan and Hong Kong that delivered the brand and multi layered communications strategy and across all channels to gain maximum industry awareness.