CASE HISTORIES
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Academy of London
Airbus A380
Bank Austria
Bath Comedy Festival
Bath FM
Carpenter Oak
Companies House
Crostini
Fastsigns
Guinness plc
Mallory
Manns Brown Ale
Pearson May
Robinia Care
Spanish Riding School
Windsor Hotel
casehistories_carpenter_oak.shtml

BUSINESS OBJECTIVES
To attract UK Government funding for the original concept (the world's first twin-aisle, twin-deck aircraft) and subsequent internal and external marketing objectives.

TARGET MARKET
The Prime Minister. Department of Trade & Industry plus key opinion formers. Latterly employees.

KEY PROPOSITION
Rational: : The A380 is a revolutionary form of transport.
Emotional: : The A380 will reduce air traffic congestion, environmental pollution and unemployment.

CHOICE OF MEDIA
Direct Meetings and Presentations, Exhibitions & Trade Shows, Direct Mail.

RESULTS
2 billion of funds requested. First launched in 2005.

 
"It isn't creative unless it sells."          "Product + Personality = Brand."          "How many Art Directors does it take to change a light bulb?.......Does it have to be a light bulb?"          "In every business there is a most salient truth: interrogate until it confesses."          "A picture says a thousand words."          "Creativity in marketing is the only legal means of gaining an unfair advantage on the competition."          "Great advertising costs the same as bad advertising but after time it becomes priceless."