WE HELPED AN INTERNATIONAL HOTEL BRAND TAP INTO A WHOLE NEW MARKET
WE INCREASED AN ENTIRE COUNTRY'S RECYCLING BY 40%
WE TRANSFORMED THE BRAND OF A NYSE TRADED COMPANY
DESIGN EXCELLENCE FROM THE INSIDE OUT
A successful hotel in Bermuda that usually caters mostly to a business traveller was ready to increase their share of leisure visitors. Specifically, higher-income Americans based on the East Coast that were looking for a quick getaway at an adventurous and luxurious location.
Caught between the restrictions of the parent brand, and the desire to become a more contemporary option, they called on RBK to help escalate the overall brand perception through a new advertising campaign.
After they purchased a small media plan, we were tasked with developing an ad campaign consisting of full-page magazine ads, online advertising, a digital billboard, and a promotional video.
First and foremost, we had to understand the motivations of our target audience.
We discovered that cost wasn't a big factor in the decision making process. Two other key truths were more important: short travel time and the wonder of the location itself. This led us to our strategy and messaging – show the beauty of Bermuda and reinforce that it’s less than two hours from the U.S. East Coast.
Busy New Yorkers were exposed to stunning views of Bermuda and the key message that "paradise is less than 2 hours away" - whether it was in the paper, browsing online, or while stuck in traffic. They even voluntarily shared the campaign on social media - helping to generate even more awareness.
#ParadiseAwaits connected with East Coasters in a big way.
Our Client was extremely pleased with the creative and messaging strategy and the hotel experienced a very busy summer season.
Bermuda was showing low levels of recycling and many Bermudians didn't see it as a necessity.
When a state-of-the-art recycling facility was built to replace the aging plant, it was time to turn people's apathy, perceptions, and misconceptions around.
RBK pitched for the business and was awarded the project.
In order to make an impact, we knew we had to reach a very broad target.
We conducted extensive qualitative research - testing campaign concepts, logos, and more - with both recyclers and non-recyclers. Armed with these insights, we began to develop a multifaceted integrated campaign.
In addition to designing, executing, and producing the creative, our ultimate goal was to reach as many Bermudians as possible. A strategically targeted media plan was crucial so that the creative platform was able to go far and wide.
The campaign included:
• Color ads in print and digital media
• Radio spots at peak drive times
• Direct mail piece sent to all households
• Full-page ads on International Earth Day
• Posters distributed to all Government employees
• Posters distributed at a youth conference
• Primary school activity books, stickers, & more
Bermudians started recycling more – a lot more.
Following the campaign, the Government tracked a 40% jump in recycling from the previous year across the entire island.
After celebrating 5 years in business and having just gone through an IPO to become publicly traded, a major global insurance firm needed to rethink their brand and awareness levels within the market.
There were visual inconsistencies with the brand both internally and externally and the essence of the brand had not been clearly defined.
First, we did an extensive brand review by conducting qualitative research in several different countries. Through this research, we were able to identify global brand perceptions and opportunities.
To begin the transformation, we recommended a name adaption and then made the recommendation of adopting a completely new colour palette. While all the competition fought for a share of blue, we went red.
RBK managed the entire rebranding process – including development of a new corporate identity, comprehensive brand guidelines, design and coding of a new website, additional collateral, and a new ad campaign with messaging that resonated well with their target audiences.
The new identity and campaign were rolled out. A well respected trade publication measured the ad campaign as having 91% effectiveness – which was one of the highest they’d seen.
Several years later, they were ready to push their new global brand even further and issued an RFP to do so. RBK re-won the account.
Beyond an all-new ad campaign, their website went on to win 'Best in Show' and an 'Award of Excellence' at the Insurance Marketing Communications Association.
A global NASDAQ traded company had entered into new lines of business, expanding as a corporation. Their website needed to reflect this growth.
In late 2013, an RFP was issued to assess their web strategy and ultimately realign their 10 distinct sites into a single corporate website.
RBK won the business, and was selected to design and code the new website, as well as populate 200+ pages of content using a customized CMS.
As we began the project, some challenges arose regarding their brand architecture and RBK was asked to address them.
After meeting with Senior Management and key stakeholders, we re-designed their brand hierarchy to be much simpler, cleaner, and ultimately more effective. This re-design eventually became the blueprint for the business strategy behind the website's organizational structure.
The new website radically simplified the user experience - so much so that the marketing team was able to make daily updates to the site, without the use of a third party. The site received universal praise, both internally and externally.
RBK also set up full corporate brand guidelines, stationery pieces and financial one-page templates for the company to use moving forward.
As part of the brand review, RBK was re-engaged to create a style for corporate photography that could be implemented across all of the global offices. Not only did we establish detailed style guidelines, we managed the photographers and photo shoots worldwide as well.