Peak Pita performance

Article Abstract:

Halifax, Nova Scotia-based fast food chain Pita Boys' savvy marketing and a rock-solid understanding of its target audience have enabled the chain prosper considerably since its inception roughly in 1997. As a result, Pita Boys' founders have cut lucrative advertising deals with companies such as Coca-Cola, as well as with beer and alcohol distributors. Pita Boys restaurants primarily attract 18- to 45-year-old people, with the younger clientele being university students.

Limited-Service Restaurants, Fast Food Restaurants, Pita Boys

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When the tall ships come sailing in

Article Abstract:

Halifax, Nova Scotia (N.S.)-based Bristol Group, which is the project manager for the Tall Ships 2000 transatlantic sailing race, has created an alliance with the province of Nova Scotia, including the N.S. Tourism Partnership Council, to market the six-day event. The advertising/marketing communications budget for the event has grown to more than $1 million. Tall Ships 2000 is expected to generate $28 million for the local economy, among other things.

Performing Arts, Spectator Sports, and Related Industries, Spectator Amusements, Bristol Group

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The Keith's mystique

Article Abstract:

Oland Specialty Beer Co is adopting a grass-roots approach in marketing the premium Alexander Keith's Indian Pale Ale in Canada. The company shunned large media buys when it is introducing Indian Pale Ale in a new market, and depend instead on word of mouth and media coverage generated by events held in pubs. The marketer also gives prominence to Nova Scotia when running print, radio and TV ads for the premium beer.

Canada, Breweries, Premium Beer, Specialty beers, Oland Specialty Beer Co.

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