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.

Campaign Effectiveness, Campaign Launched, Advertising Management-TV, Marketing, Television advertising, Marketing management, Cruise lines, Discovery Communications Inc., Celebrity Cruises Inc., Television Food Network G.P., Lifetime Television Network

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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.

Media Planning/Goals, Banking industry, Lucas Digital Limited L.L.C. Industrial Light & Magic Div., First Union Bank, Publicis and Hal Riney

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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.

Household Appliances, Household Appliance Manufacturing, Demographics, Home appliances industry, Appliance industry, Appliances, Whirlpool Corp., WHR, Turner Broadcasting System Inc., TBS, Campbell-Ewald Co.

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