Agricultural, Industrial & Building

Big

Awareness of New York is well established. The challenge was to develop a tactical campaign with very specific lead generation objectives to win back American vacationers who saw the Mall Of America or Epcot and Disneyland as preferable alternatives. The trick was to identify and leverage the tremendous equity inherent in the nation's awareness of New York City into a very tangible, action oriented, reason to discover the rest of New York State. The target for the campaign was to generate 50,000 leads - the highest number of leads generated by any previous I LOVE NEW YORK campaign. The campaign eventually far exceeded that goal generating over 117,000 leads with a high conversion rate of 56%.

Brand: NY State Dept. of Economic Develop.
Client: NY State Dept. of Economic Development
Agency: Anderson & Lembke, Inc.
Language: English

How To Speak Australian

In late 1993 a number of internal and external factors had resulted in a loss of top-of-mind awareness and more importantly sales declines for the Foster's franchise. The 'How To Speak Australian' campaign was run in high volume markets and a spend test was implemented in to two steepest declining markets to test the brands responsiveness to advertising. The campaign consisted of highly impactful and cost effective fifteen second commercials and Outdoor boards which positioned Foster's as the definitive Australian Beer, an easy-drinking import that is unconventional, uncomplicated and doesn't take itself too seriously. The campaign not only stemmed the declines but completely turned around the franchise, which will end the year with double digit growth.

Brand: Foster's
Client: Molson Breweries USA, Inc.
Agency: Angotti, Thomas, Hedge, Inc.
Language: English

1992 Lifesaver Campaign

Brand: Richmond Ambulance Authority
Client: Richmond Ambulance Authority
Agency: Arnold Finnegan Martin
Language: English