The Week in Marketing


- RAC goes to drive-in

RAC is embarking on a fresh marketing strategy to engage drivers at its own events, rather than solely on service-station forecourts. The motoring services and vehicle recovery brand is holding a series of drive-in movie events in August, where it will show box-office hits and classic films. The events will take place at Weston Park, outside Birmingham, and Alexandra Palace in London.

- Ellis' novel strategy

Imperial Bedrooms, the latest Bret Easton Ellis novel, is being backed by an online campaign, created by Ralph, aimed at testing consumers' morals. An interactive video, central to the activity, places the user in charge of casting for a fictional movie and deciding how far to make the candidate go before offering them the part. The push is inspired by the book's plot and central character.

- Maverick hits problem

Virgin's plan to launch an iPad magazine called Maverick has incurred the wrath of an independent publisher, who has been producing a music title by the same name for eight years. Maverick also produces a weekly email bulletin and podcasts, available from its website at Maverick-country.com. The magazine is published by AAG Publishing, which is owned by editor Alan Cackett.

Beyond the name game, p15

- BA boarding pass app

British Airways is launching an iPhone app that will allow passengers to check-in at the airport using their phone. The app, developed in-house, will enable BA Executive Club members to display a scannable mobile boarding pass on their smartphones.

- Health365 launch

Not-for-profit private healthcare provider Westfield Health is to roll out an online direct health insurance brand, Health365. The organisation, which has about 350,000 UK policyholders, has hired Brilliant Media to work on its SEO, PPC and display advertising strategy.

- Fake Bake's New Look

Fake tan brand Fake Bake is launching a high-street range to be sold exclusively in New Look stores. The brand is teaming up with the fashion retailer to drive impulse sales.

- Ryanair ad climbdown

Ryanair has run prominent ads in The Daily Telegraph and The Guardian apologising 'unreservedly' for a previous print ad that referred to easyJet founder Sir Stelios Haji-Ioannou as easyJet's 'Mr Late Again' and depicted him as Pinocchio. Ryanair, which creates its ads in-house, came to an out-of-court settlement with Haji-Ioannou, who said he will donate the pounds 50,100 damages payment to charity.

- Boden web hiring

Clothing retailer Boden has appointed digital marketing agency iCrossing to run its UK paid search marketing activities following a competitive pitch. The agency will focus on driving traffic to the Boden site from non-brand terms, such as 'dresses'.

- Vedett mixes it up

Vedett, the premium Belgian lager, is embarking on a nationwide 'party tour' in a branded cement mixer truck. Starting in Nottingham on 30 July and ending in Brighton on 29 August, Vedett will visit 27 locations and host a series of parties. At the end of the tour, consumers will be given the chance to win the truck.

- Sky Sports vs BT

Sky is to kick back against rival sports content carrier BT with a cross-platform campaign for Sky Sports, starring former Manchester United star Eric Cantona and focusing on the additional services it offers. The campaign was developed by creative agency Brothers and Sisters, with media planning and buying handled by MediaCom.

- Waitrose growth plan

Waitrose intends to double the number of stores it operates by 2015. The supermarket chain is seeking to build on recent growth by implementing a rapid expansion plan; if it meets its targets, it will have 450 UK stores.

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