Voyager World Tour (Trinidad)

Background:

The Agency was given the challenge to execute a Johnnie Walker Blue Label ‘PR Spectacular’ that would run over several days. Its aim was to honour local Game Changers and celebrities in 4 unique, luxurious events. These events would be hosted onboard the JW & SONS Voyager, a 183ft luxury yacht which was arriving in Trinidad as part of its epic world tour.

Objectives:

• Invite over 300 guests and media.
• Conceptualise and create novel, keepsake invitations, event themes and a memento.
• Coordinate and manage the list of invitees and deliver both digital and physical invites.
• Stoke media interest and coordinate all media coverage prior to and during the period of the events and earn real PR value.

Achievements:

• 100% turn out of all invited guests and media houses.
• Prime coverage in local media and exclusive regional magazines and webzines.
• PR value earned was in excess of US$85,000 in just a 17 day window.

Rebranding/Launch Campaign

Background:

IBL Bank was transitioning to JMMB Bank, a Jamaican owned company. This was happening at a time when International Relations between Jamaica and T&T were strained due to immigration issues.

Objectives:

• Inform, educate and raise public awareness of JMMB Bank. Instill confidence in existing customer base. These and potential customers needed to be reassured that this transition would be seamless and in their best interest.
• Develop a corporate and product campaign.
• Rebrand all existing IBL Bank locations to JMMB Bank.

Achievements:

• A fully integrated campaign was implemented and all locations were seamlessly rebranded.
• The local market embraced the new JMMB Bank and its offering. Existing Clients were maintained and growth via new customers has been tremendously positive.

Marlboro Launch

Background:

Marlboro was sold in T&T in early 2000’s, distribution was poor and cigarette advertising was restricted to trade and special events. The market leaders, Benson & Hedges and Du Maurier’s distribution was well established. As a result Marlboro sales suffered and they quietly exited the market. In 2016, Marlboro made a decision to re-launch themselves in T&T with a new and more dynamic distribution network. The brand therefore needed to create awareness, interest and trial.

Objectives:

Re-introduce Marlboro to persons 22 years old and over (upper to middle income) via Consumer Engagements. A paid launch event targetting 500 attendees with a projected 50% turnout was planned. This would be followed by several smaller Consumer Engagements.

Achievements:

• Increased brand awareness via online engagement and promotion of the event with a reach of over 15,000 and post engagement of over 1,200 on Facebook over a 10 day period. On Instagram we achieved over 122 posts with over 2,000 likes over a 10 day period.
• Total number of attendees at the event was over 400, achieving just over 80% of our targeted reach.
• Although the creative process including concept, design and décor for the event was in place over a month in advance, approval to proceed was received 2 weeks before the planned event. The process of raising awareness, selling tickets and execution of the event took place within that 2 week period. Notwithstanding the tight timeframe Client’s expectations were surpassed.

Haliborange Vitamin C Campaign

Background:

Haliborange Vitamin C was sold as 20 tablets in a canister for roughly $48.00, however it’s primary competitor Emergen C was sold as single-serve sachets for $5.00 per pack. Emergen C was positioned at the cashier while Haliborange was positioned in-aisle.   Additionally the local market does not practice preventative care and as such only purchase and take Vitaimin C when they feel a cold/flu coming on.

Objectives:

• To raise awareness of the Haliborange Vitamin C product.
• To show why it is so important to boost your immune system daily.

Elements Used:

Press, Radio (Spots, Radio Segments, endorsements by Radio personalities), Online, Social Media, POP, in-store sampling

Achievements:

• Engagement with over 100,000 persons (unique views) online.
• Increased awareness as Haliborange became a natural part of conversations with call-in radio listeners.

Note: The campaign was then adapted to different occasions when you need to boost your immune system e.g. Carnival.

(Anchor and Mainland Dairy Products)
Brand and Product Advertising

Background:

Advantage Advertising Services Limited is the official advertising agency for Fonterra within the Caribbean region and in some parts of Latin America. Upon embarking on working with this client it was obvious that the brand look and feel was not consistent and this was having an adverse impact on brand recall and top of mind awareness, We therefore developed a consistent brand look that was implemented across: press, print and radio elements for various projects.

Objective:

• To raise and maintain brand and product awareness.

Achievement:

Agency created a more consistent and structured look for the brands Anchor and Mainland. Additionally these brand ads focused on products within the range and showcased its appetite appeal which encouraged interest and trial. The region saw, across the board, greater trial and consequently sales of both the Anchor and Mainland brands notwithstanding price increases in some markets.