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FEBRUARY 2016 •
PPB
• 35
Silver Winners |
Category:
Internal
Communication Programs
Distributor:
Summit Group, Inc.
Type of Client:
Airline
Target audience:
23,000 employed flight
attendants and 100 trainers educating
the primary group on new technology
Timing:
The rollout commenced in June
2015 at the hub airports around the globe.
Program’s primary objective:
Create a
packaging solution plus relevant products
supporting rollout of iPhone 6+ for all
flight attendants. Requirements: it must fit
in company-issued totes and protect all
the pieces as one unit, be useful to
ensure the devices are charged for work
duties and have a unified brand presence.
Total program cost:
$445,000.
Strategy and execution:
Two months
prior to rollout, the airline realized it
needed a single unit for the iPhone 6+,
credit card device and chargers. The
bag/case had to fit in the company-
issued tote. The solution was a custom
zippered case with elastic and mesh to
organize the items within stringent safety
and compliance parameters. Also included
was an international travel adapter; cus-
tom case to protect the phone when not
in flight; custom dual port USB adapter
to charge devices, uniform shirts for
trainers and journals for note taking.
Results:
The package design was suc-
cessful, fitting into the existing tote. The
rollout was highly successful, trainers were
easily visible and the airline was pleased
with the products and is now making
them available on their intranet catalog.
Category:
Internal Communication Programs
Distributor:
The Planet Group, an iPROMOTEu affiliate
Type of Client:
Shopping center
Target audience:
Approximately 250 representatives from each store along with mall
management and administrative staff.
Timing:
An invitation went out two weeks prior to the event to each store, inviting
them to attend the annual retailers breakfast meeting.
Other media:
Email, hand-delivered invitation
Program’s primary objective:
Mall management wanted to thank its 220 retailers for
their support in 2015, and share the 2016 marketing and construction initiatives. The
meeting had to leave the retailers with a feeling of recognition and ensure they were
excited for how manaagement would spend its 2016 marketing fund.
Total program cost:
Approximately $30,000
Strategy and execution:
To create excitement for a fun and lively morning-show-
themed breakfast meeting, printed invitations were inserted into ceramic coffee mugs
that were hand-delivered to the 220 retailers. At the event, a custom-made marketing
binder was given that included informational tab inserts for quick reference and easy
filing of future correspondence.
Guests left with a logoed bag filled with a glass iced-tea infusion water bottle, a
pen, two mobile phone silicone card holders and a 4GB USB, all color-matched to
their fashionable new branding colors of black, purple and white. Since guests have
limited opportunity to use personal items while at work, these items were chosen for
their personal mobility and non-competitive nature to the retailers.
To create excitement for a fun and lively morning-
show-themed breakfast meeting, printed invita-
tions were inserted into ceramic coffee mugs that
were hand-delivered to the 220 retailers.
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