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Airlines
by Tanya Irwin "The launch of this global marketing campaign and TV ad is a crucial step in shaping and advancing the brand in this new economic landscape," Virgin Atlantic Senior VP, North America Chris Rossi tells Marketing Daily. "In addition, this spot will remind our fan base why they continue to choose Virgin Atlantic and showcase our unique offerings to a new audience. Returning to TV will allow us to visually showcase the brand's innovation and creativity while bringing to life our signature products and memorable services to passengers." ...Read the whole story >>
Automotive
by Karl Greenberg
A spokesperson says BMW won't use the program as a marketing platform. "We don't have an agenda we are pursuing; it's a worldwide cultural engagement," he says. "We have, for 40 years been doing hundreds of international projects focused on architecture, design, classical music, jazz, so it's really about being a good corporate citizen. The subtlety of our approach talks to the sophistication of how the company is doing sponsorships." ...Read the whole story >>
Retail
by Sarah Mahoney "We expect consumers to shop, but we think they will be subdued, restrained, and really mindful," James Russo, VP/Global Consumer Insights of the Nielsen Company, tells Marketing Daily. "Employment issues, ongoing pressures on the housing market, and low consumer confidence are reflected in their spending." ...Read the whole story >>
Food
by Karlene Lukovitz
The research confirms that consumers often see local origin or purchasing as a way to get certain product benefits, such as freshness, geographic convenience or good customer service, not just as a way to "do good." It also shows that consumers seek a sense of personal and civic connection to products, brands, manufacturers and retailers. ...Read the whole story >>
Automotive
by Karl Greenberg Mazda's partnership involves daily blog posts and downloadable content, including the previously unreleased track "No Strings." There is also a Web site that has information about the tour as well as an advertisement featuring Hawthorne in which everywhere he turns he sees people who look just like him. The video has Mazda branding and vehicles, and a convenience store where a Hawthorne doppelganger drinks a Mazda energy drink from a cooler with Mazda signage. ...Read the whole story >>
Entertainment
by Aaron Baar
"'Star Wars' is this great brand, and LucasArts is an amazing videogame company that sells more units than a lot of people think. But they need to talk to more than just the vertical gamers," Rich Antoniello, CEO of Complex Media, tells Marketing Daily. "A lot of the traditional advertising wouldn't play for them from a messaging perspective because it's about game play and ratings. There are 'Star Wars' freaks that are [just] casual gamers." ...Read the whole story >>
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