SAILING INTO RECORD GROWTH
Article Abstract:
Celebrity Cruises launched a successful image campaign and increased revenues 20%. By using cable TV and targeting their audience, the cruise line focuses on fulfilling dreams and exceeding the expectations of their passengers. Celebrity has teamed up with the Food Network in a sweepstakes targeted to food and travel lovers. Short broadcast TV spots and print media will also be part of the image campaign in the year to come.
Publication Name: ADWEEK New England Edition
Subject: Business, general
ISSN: 0888-0840
Year: 1999
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BANKING ON BUSINESS CABLE
Article Abstract:
First Union Bank wanted to increase their image and national awareness particularly among upscale consumers. In order to achieve these ends they used their advertising agency, Publicis and Hal Rainey who teemed up with Industrial Light and Magic Div. to create ads. The ads ran on awards shows and sporting events but the most effort was put into targeting audiences of the cable TV business-oriented networks.
Publication Name: ADWEEK New England Edition
Subject: Business, general
ISSN: 0888-0840
Year: 1999
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EXTENDING THE MESSAGE
Article Abstract:
Campbell- Ewald created an ad campaign for Whirlpool Corp. with television spots aimed at baby-boomer women. Turner Sports customized several spots to go with figure skating programs, and the agency worked closely with several cable networks to produce special vignettes tying the products to programming.
Publication Name: ADWEEK New England Edition
Subject: Business, general
ISSN: 0888-0840
Year: 1999
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