Advertising & Promotion Campaigns

Droga5 put to the test on VB mid-strength spin-off

The Sydney Morning Herald
Page: 28 : 14 August 2008
Original article by Julian Lee

LexisNexis Summary: Advertising & Promotion Campaigns

Foster's Group will launch a new advertising campaign for its Victoria Bitter (VB) Gold mid-strength beer. The TV advertisement was developed by Droga5, and will air in the XXX Gold-dominated markets of northern New South Wales and Queensland on the weekend of 16-17 August 2008. The VB Gold product was introduced in 2007, and now boasts a six per cent market share. A new campaign for the full-strength VB product will be launched in October

V-Day in battle of the skies to LA

The Sydney Morning Herald
Page: 28 : 14 August 2008
Original article by Paul McIntyre

LexisNexis Summary: Advertising & Promotion Campaigns

Virgin Blue Airlines will launch its long-haul brand V Australia Airlines with a campaign during Seven Network's coverage of the Beijing 2008 Olympic Games. V Australia will offer economy fares to Los Angeles (LA) for around 16% less than Qantas Airways and United Air Lines. The V Australia TV, print and outdoor campaign features radio personalities Hamish Blake and Andy Lee, and has been developed by Droga5. Virgin wants to use large TV audiences during the Olympics to build awareness of the brand, with the first V Australia flight to LA not scheduled until mid-December 2008

Products & Services

Head of the pack: Galella takes new turn

Ragtrader
Page: 6 : 8 August 2008
Original article by Assia Benmedjdoub

LexisNexis Summary: Products & Services

Milliner Donny Galella is expanding into men's clothing. Galella, who presents a styling segment on "Sunrise", says he decided on the progression after hearing many men complain about a lack of fashionable, affordable clothes on the Australian market. He says the garments will be competitively priced, with long sleeved shirts retailing from between $A120 and $A130 and vests priced at $A105. Galella says he aims to secure 100-to-200 stockists within two years, and that metropolitan Sydney is an initial point of focus

E-Business

Google in privacy stoush

The Age
Page: 23 : 14 August 2008
Original article by Asher Moses

LexisNexis Summary: E-Business

Google has been criticised for failing to act promptly to remove photographs from its Australian Street View service. Australia's Privacy Commissioner, Karen Curtis, notes that images have remained on the site many hours after people asked for them to be removed. Curtis describes this as "completely unacceptable", adding that the issue will be raised with representatives from Google. One man who complained to Google about images of his house that appeared on Street View and were not removed for several days says he has received advice from a solicitor that a class action may be possible

Marketing Strategy

F&P cooks up new kitchen strategy

The Sydney Morning Herald
Page: 28 : 14 August 2008
Original article by Paul McIntyre

LexisNexis Summary: Marketing Strategy

Fisher & Paykel (F&P) hopes to persuade architects and designers with a preference for European whitegoods to recommend its range. F&P will launch its luxury Izona range in August 2008 through a mobile designer showroom, targeting endorsements from housing design advisors rather than retailers. F&P is hopeful that the marketing strategy will launch its reinvented kitchen range into the premium market. National marketing manager Peter Russell said the company wants customers to move beyond seeing the F&P brand for just its washer and dryers, and make more emotional purchases such as the stovetop and oven

Lasting the distance in world trade marathon

The Age
Page: B10 : 14 August 2008
Original article by Tim Harcourt

LexisNexis Summary: Marketing Strategy

The success of the Business Club of Australia (BCA) is testimony to the argument that global trade is much like the world of sport. Networking between business and governments through the BCA began at the Sydney 2000 Olympic Games, and the program has since generated $A1.7 billion in trade. Highly competitive activity will be on display at the Beijing 2008 Olympic Games during August, from exporters as well as the athletes. Australia performs well to its geographical and social comparative advantages, in both sport and trade

Back to the Tim Tam future

The Sydney Morning Herald
Page: 28 : 14 August 2008
Original article by Julian Lee

LexisNexis Summary: Marketing Strategy

Arnott's Biscuits marketing director, Susan Massasso, is able to develop and implement ideas without having to seek approval from owner Campbell Soup Company. Not many Australian marketers have that level of freedom, Massasso notes. Arnott's was able to increase its share of the $A1bn biscuit market by 1.5 share points in 2007-08. The business has benefited from a focus on plain and cream biscuits such as Nice and Monte Carlo, with Massasso noting a trend of consumers returning to simpler and well-known brands. It is believed a new campaign for Tim Tams will focus on the "core brand" of the popular biscuit range. Arnott's agency of 70 years, George Patterson Y&R, will reportedly have to contest the campaign

New logos to ram home wool message

The Weekly Times
Page: 7 : 13 August 2008
Original article by Brian Clancy

LexisNexis Summary: Marketing Strategy

New wool logos were revealed by Australian Wool Innovation (AWI) on 12 August 2008. The new designs mark the beginning of a ambitious three-year promotional campaign costing $A120 million. The logo revamp includes a new graphic representing AWI and a new symbol identifying Australian Merino wool. Craig Welsh, CEO of AWI, says the 100 per cent Merino wool logo will be offered by invitation to firms that form partnerships with his company. He reports that invitations have already been extended to Herringbone Australia and Isetan, a Japanese retailer

Consumer Behaviour

Growth stunts but Foxtel's iQ scores

The Age
Page: B2 : 14 August 2008
Original article by Jesse Hogan

LexisNexis Summary: Consumer Behaviour

Despite a slowdown in customer acquisition, Foxtel is confident that market volatility will work in its favour. Announcing doubled annual earnings of $A157 million on 13 August 2008, Foxtel CEO Kim Williams stated that in-home entertainment will become more significant as Australians spend more time at home. Foxtel signed up 106,000 new customers in 2007-08, compared to 150,000 the year before, but customer disconnections also increased from 12% to 13.4%. Foxtel's iQ digital video recorder is now in 25% of subscriber households, and 10% of viewers have signed up for its new high-definition service

Seven's ratings bonanza

The Age
Page: 14 : 14 August 2008
Original article by Debi Enker

LexisNexis Summary: Consumer Behaviour

The Seven Network's coverage of the Beijing Olympic Games ensured that it had a big win in the national ratings race in the week ended 9 August 2008. Seven had a 34.8 per cent audience share, with the Nine Network running a distant second with 24.8 per cent of viewers. The Games' opening ceremony had a total viewing audience of almost six million, including 4.43 million in the main major capital cities. Meanwhile, Seven gained 32.1 per cent of the audience in Melbourne for the week, followed by Nine with 24.9 per cent and Ten on 20.8 per cent

No good tidings on home front

The Australian Financial Review
Page: 62 : 14 August 2008
Original article by Michelle Singer

LexisNexis Summary: Consumer Behaviour

The Australian housing market is not expected to recover for some time. Deutsche Bank has a conservative outlook, predicting that consumer confidence and housing activity levels will not improve until after two interest rate cuts. Emily Behncke of Deutsche Bank says buyers will not return to the market until there is a significant rise in consumer confidence. Harley Dale of the Housing Industry Association has also previously forecast that home building will remain weak in 2008-09 before a moderate recovery in 2009-10