Marketing Research Awards: Travel, Leisure and Entertainment

Article excerpt

WINNER Client: Buena Vista Home Entertainment Agency: Carat  WINNER Client: Parador Properties Agency: Mintel  COMMENDED Client: South West Trains Agency: MORI 

Film distributor Buena Vista Home Entertainment (BVHE) wanted to improve the measurement of the contribution made by its marketing activities to sales of its video titles among its key target audience of housewives with children.

In particular, it wanted to find out who best to target, what motivates children and what media to use.

The nature of BVHE's sales, with its short release windows providing only a limited number of data points for each title, meant that a standard econometric methodology was not viable.

In partnership with Carat, a sales evaluation study of the launch campaign for The Lion King 3 DVD was undertaken, using the agency's ICE Behaviour evaluation technique. This is a two-phase approach combining a quantitative study of a specific consumer segment with statistical modelling that identifies the effect marketing activity and other factors have on sales.

The judges were impressed by the breadth of the results. The research quantified the strengths of BVHE's different marketing activities, showing how they contributed to sales.

WINNER

Parador Properties has risen to become the UK's leading vendor of freehold domestic property since its birth seven years ago, selling almost EUR500m (pounds 331m) worth of property in Spain and Cyprus last year.

The firm was happy with its standards of service, but the overseas property market as a whole has suffered from a poor reputation among prospective UK purchasers for many years. …