Situation
In 2006, Mattel and GC&A had the idea to create a customized, real-size car for grown-up Barbie fans, and their daughters. It had to be an aspirational, chic vehicle, inspired by the World’s most famous doll.
The North Face – Dean Karnazes Italian Book Tour
Situation:
The North Face is the world’s leader supplier of technically innovative outdoor apparel and equipment. The North Face has a team of more than 60 professional global athletes from around the world which includes snowboarders, skiers, rock climbers, mountaineers and endurance runners. Among the latter, Dean Karnazes stands out as the Ultramarathon runner par excellence, having completed several endurance events, most notably the Endurance 50: 50 marathons in the 50 American states on 50 consecutive days.
New England Law|Boston
Situation
Century-old and prestigious law school, New England Law|Boston, selected The Castle Group to create and execute a year-long public relations and marketing campaign to raise the school’s visibility, differentiate the school from peer institutions in the region and promote its centennial year. The year-long program culminated with a signature convocation and celebration. This project was a fully integrated public relations and events management program.
CA/CDW Overachievers
Situation
CA, a worldwide leading information technology management company, partnered with Castle to produce a customized sales incentive program to incent CDW sales personnel to sell CA’s products. CDW is a reseller channel partner of CA’s.
Landis Communications Inc./Old Navy Case History
Situation
LCI’s challenge was to position and promote Old Navy’s affordability, value and style while not cannibalizing its sister divisions, Gap and Banana Republic.
Rockwool Passive House
Situation
The Rockwool Group is the world’s leading producer of stone wool – a material that improves the quality of life for millions of people and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain. Moreover, Rockwool insulation gives us pleasant indoor environments by keeping out the freezing cold, while in hot climates, stone wool helps to keep indoor temperatures comfortably cool.
Main goals of the company were:
- to communicate to Italian journalists its leadership position and arising, all the while, its brand awareness
- to boost new model-building paradigms application
Ford: Launch of Ireland’s first biofuel car
Introduction
The Focus FlexiFuel Vehicle (FFV) was billed as an ‘everyday’ car which could deliver 70% fewer CO2 emissions, run seamlessly on any mixture of renewable bioethanol or conventional petrol – and all at a marginal cost over the equivalent petrol car.
Already the country’s best-selling car, the Focus FFV arrived in Ireland with a new USP (advice what is USP) of particular relevance to an agricultural community in need of future outlets for their products.
Genzyme
Introduction
Genzyme, one of the world’s leading biotechnology companies, hired The Castle Group to create a strategic communications plan and promote their ortheoarthritis treatment Synvisc and procedure Carticel.
Fantail Communications “Get’s Cracking”
Introduction
The Canadian Egg Marketing Agency (CEMA) wanted to increase the consumption of eggs. The ad campaign of the time communicated the message of how nutritious, tasty eggs are and how easy it is to prepare them, so why not eat them outside of breakfast occasions. CEMA wanted more bang for their marketing buck and hired Fantail to provide their first ever PR/event marketing program to take this message to the grassroots level.
Steelback Brewery: From Ruin to Respectibility
Introduction
Steelback Brewery, the beer brand with little respect in the Ontario market, got a new lease on life when a new owner took the reins of the organization. The unfavourable reputation, and poor business decisions, of the previous owner, reflected poorly on the beer’s brand and the new incarnation recognized the road to overcome this history would be steep.