Gold Award
SCOTTISH TOURIST BOARD
In 1990, trips made by English residents accounted for 53 per cent of
all holidays taken in Scotland. When this proportion dropped to 45 per
cent in 1993 the Scottish Tourist Board recognised that a focused
marketing effort would be required to attract back this lucrative
market.
Because of the limited advertising budget only part of the English
market could be targeted. Research identified London, the North-west,
the North-east and Yorkshire as key regions of opportunity.
The need to raise awareness of Scotland as a holiday destination and
accentuate Scotland’s assets (ruggedness, romance, natural beauty and
escapism) were the same throughout the country. The key difference
between London and other areas was breaching the biggest barrier in
people’s minds against coming to Scotland - the time and cost of getting
there. A multi-media strategy was designed for London that would alter
both of these perceptions.
Because of the high cost of appearing on Carlton TV, the weight of TV
exposure was significantly lower in London than in other regions. The
decision was made to use London Underground posters to highlight
Scotland’s thematic appeal and also remove the barrier of the time and
the cost of travel.
The London Underground campaign, which was launched in August 1995,
succeeded in raising awareness and propensity among tube users to higher
levels than among the general London population. The only reason for
this is their exposure to the poster campaign.
Gold Award
Product: Scottish Tourism
Agency: Faulds Advertising
Client: Lorna Easton, director,
UK marketing, Scottish Tourist Board
Account Directors: Tom Gill, Helena Ward
Media Director: Robin Jack
Account Planner: Mark Cuthbert
Creative Director: Jim Downie
Art Director: Brian McGregor
Copywriter: Pete Bastiman
Typographer: Brian McGregor
Photographers: Colin Prior, Paul Tomkins
Commendation
DMG EXHIBITION GROUP
In 1996 DMG Exhibition Group needed to revitalise its
78-year-old-flagship brand, the Daily Mail Ideal Home Exhibition. Its
main marketing objectives were to encourage a younger, higher spending
customer, to sell the exhibition as a full day out and to boost
attendance figures generally.
Posters were the lead medium, supported by radio (London and
South-east), magazines and newspapers. The outdoor campaign had three
segments - transport, roadside and a unique mobile sitting-room
featuring moving mannequins.
The results were dramatic. Attendance went up by 9 per cent, the drive
resulted in a 45 per cent advertising awareness, compared with 22 per
cent in 1995. Forty per cent of exhibition visitors knew about the show
from the ads. Advertising on London Underground had a 56 per cent recall
and 18 per cent on roadside sites.
Commendation
Product: Daily Mail Ideal Home Exhibition
Agency: CIA Medianetwork, Outdoor Focus
Client: DMG Exhibition Group
Account Director: Tim Mortimer
Media Director: Rupert Slade
Account Planners: Rupert Slade, Tim Mortimer
Creative Directors: John O’Sullivan, Chris Whittaker
Art Directors: Chris Whittaker, Adam Mandelstaw
Copywriters: John O’Sullivan, Daniel Fagg
Illustrator: Colin Mier
Silver Award
NORTH WEST WATER
Since privatisation, the water industry has borne the brunt of criticism
for profiteering. This translates into a customer perception of high
cost.
In reality, research showed that only 2 per cent of North West Water
customers were aware of what they were actually paying for. In 1996, the
company decided it was time to reclaim the public agenda and identified
the objective of repositioning itself as ’delivering value for money
services’.
The campaign - covering 400 poster sites - ran in the first two weeks in
November 1996. The strategy was to make customers sit up and take
notice - so a teaser campaign was launched. TV and posters were used to
complement each other; posters carried a 60p message (the average daily
household cost) while TV highlighted household items that could be
bought for the same amount of money.
Having intrigued customers with the cost message, North West Water
needed to educate them further on how their water rates were spent.
Outdoor was used with TV to deliver easily digestible facts. These
poster treatments were split over 250 sites regionally from 16 November
to 26 December 1996.
An NOP tracking study revealed that the posters enhanced the recall of
the 60p message by 72 per cent. Awareness of waste water treatment was
90 per cent higher for those who has seen the posters. Similarly,
awareness of 3,000 tests was 50 per cent higher among those who had seen
the outdoor campaign. Recall of value for money as the main message from
the advertising was 47 per cent higher for those who had seen the
posters.
Silver Award
Product: North West Water
Agency: BDH Advertising
Clients: John Drummond, communications director;
Andrew Hewitt, communications manager, North West Water Account
Director: Belinda Miller
Media Director: Dawn Offland-Golding
Account Planner: Nicole Ten Thij
Creative Director: Al Dickman
Art Director: Gary Hulme
Copywriter: Jayson Rothwell
Typographer: Damian Rawcliffe
Photographers: Tim Ainsworth, Jonathan Cakes
Commendation
NIKE UK
Nike saw the Euro 96 football championship as a major opportunity for
the brand to be seen. Manning Gottlieb Media created six outdoor
strategies that allowed Nike to get the message across to supporters and
be seen by the general public.
MGM visited each football stadium - eight in all - and picked out
individual 96-sheet and 48-sheet sites that would guarantee presence at
every Euro 96 match. Nike did not use TV advertising for the final,
instead using a Mills & Allen 48-sheet national blitz comprising 2,350
of its best sites for the week before the final.
In a BMRB Survey of 2,016 adults in July 1996, Nike achieved 23 per cent
recall as an official Euro 96 sponsor - when it wasn’t. Nearly half the
official sponsors scored lower than Nike. RSL’s Signpost (an interview
of 300 people between 4 June to 6 July) showed that Nike scored twice as
high as all other poster campaigns for awareness and brand
attribution.
Commendation
Agency: Manning Gottlieb Media,
TBWA Simons Palmer
Client: Claire Dobbie,
advertising manager,
Nike UK
Account Director:
Hilary Taylor
Media Director: Colin Gottlieb
Media Planner: Colin Gottlieb
Creative Directors:
Andy McKay,
Paul Hodgkinson
Art Director: Andy McKay
Copywriter: Paul Hodgkinson
Typographer: John Tisdall
Photographers: Tim O’Sullivan, Seamus Ryan
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