A SMOOTH TAKE-OFF
Client: Regional Airline
Situation:
- Intramarket Share had remained static for 24 months.
- Major competitor restructured to intensify competition.
- Competitor closes gap with introduction of new aircraft.
- Client efforts to augment performance through inhibited
by budget, awareness and trial
Objectives:
- Divert market attention from competition.
- Optimize business traffic while expanding market share.
- Accelerate trial.
Strategy:
- Create excitement wit in intramarkets.
- Position airline as business partner committed to community.
- Leverage tactical programs to build inbound traffic.
Results:
- Year one delivered airline’s largest market share
in corporate history.
- New volume, market and profit records ’93, ’94,
’95 and ’96.
THE SCIENCE OF DISCOVERY
Client: Public
Tourist Venue
Situation:
- Venue product tired and in need of refreshment.
- Competitive pressure increasing - new facilities opening
etc.
- Researched revealed consumers found venue “old, dull
and boring”.
Objectives:
- To revitalize consumer excitement for the venue.
Strategy:
- To engage audiences of all ages in the excitement of discovery.
- To inspire visitors of all ages to value facility as something
exciting, vibrant, challenging and stimulating.
- Utilize new exhibitions as catalyst to capture public imagination.
Results:
- Attendance peaked at an 8-year high and held at 1 million
visitors for 2 subsequent years.
- The venue maintained status as fastest growing visitor attraction
in Toronto in 1997 and 1998 despite heavy competitive activity.
