Magazine article Marketing

This Week

Magazine article Marketing

This Week

Article excerpt

Marketing's comprehensive digest of the most significant industry news from the past seven days.

- BA to broadcast Olympics

British Airways has revealed plans to broadcast the London 2012 Games at a dedicated viewing area in the Olympic Park, writes Loulla-Mae Eleftheriou-Smith.

BA is a domestic tier-one sponsor of the Games and has partnered LOCOG to create the event, called 'Park Live', which will have the capacity to host 10,000 people.

Consumers will be able to watch the Games on giant screens within the parklands of the Olympic Park, as well as live interviews with athletes on the presenting stage, live entertainment, short films and visits from Olympic and Paralympic athletes.

Tickets to enter the park will be available both to those with and without tickets for Olympics events, and will be issued on a first-come, first-served basis.

- T-Mobile joins Jubilee fever

T-Mobile has become the latest brand to tap into the excitement surrounding the Queen's Diamond Jubilee, launching a TV campaign featuring celebrities including Louie Spence and David Dickinson, writes John Reynolds.

The campaign, by Saatchi & Saatchi, continues the theme of its 'Giving Britain what Britain loves' spot, and is again voiced by comedian and TV presenter Harry Hill.

The ad shows the balcony at Buckingham Palace occupied by an eccentric group of Brits, including a choir, some streakers, and puppets Sooty and Sweep. They make way for the guest of honour, Dancing on Ice judge Spence, who takes on the role of the Queen.

A host of brands including Marmite and Tate & Lyle have launched Jubilee-related marketing over the past few months.

- Samsung unveils latest Galaxy

Samsung last week revealed its latest Apple-challenger smartphone, the Galaxy S III, and announced plans to invest heavily in marketing positioning it as 'effortlessly smart and intuitively simple', writes Matt Chapman.

At the launch event in London, Loesje de Vriese, head of marketing at Samsung Mobile Belgium, claimed the phone 'will be the hero of the Olympic Games'.

A global ad campaign, created by Cheil Worldwide, will highlight the phone's 'intuitive' features. The creative depicts important milestones in people's lives, with the strapline 'Designed for humans'. The phone will launch in the UK on 30 May.

Helen Edwards, page 24.

- M&S hires brand heads

Marks & Spencer is bolstering its fashion efforts by expanding its general merchandise marketing team.

The appointments will bring the number of 'head of brand' roles up to six, twice that on the food team. The additions come after like-for-like sales of general merchandise dipped 2.8% in the quarter to 31 March, compared with a 1.0% increase in food sales.

Brand director Rob Weston will oversee the roles as part of his general merchandise remit, which was added to his existing food responsibilities following the departure of general merchandise brand director Alison Jones.

Steven Sharp, executive director of marketing at M&S, said the appointments were to 'spread out the work' across the retailer's numerous sub-brands, which include Autograph, Limited Collection, North Coast and Blue Harbour. MC

- King of Shaves Sub deal

Male-grooming brand King of Shaves is going head-to-head with rival Gillette by offering consumers a subscription service that delivers three razor-blade cartridges for pounds 3 a month.

Consumers who subscribe online to the 'King of Shaves Sub' will receive an Azor 4 razor handle and three cartridges. Each month, subscribers will receive three replacement cartridges in the post, plus additional loyalty benefits such as discounts on the brand's other grooming products.

Founder Will King directly referred to rival shaving brand Gillette when he revealed the subscription service, citing a report in the Daily Mail that claimed Gillette's cartridge prices had increased by 99% over the past three years. …

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