MARK BLAYLOCK PORTFOLIO 2009 The right strategy coupled with the right tone of voice gets the right results, every time.
SAVE THE VULCAN an integrated campaign to raise £1m in just 10 days This group of flying enthusiasts came to me to see if it would be possible to raise £1million in just 10 days to save the Vulcan bomber – a design classic of national importance. I created posters, emails, an eBay auction for flights alongside the Vulcan and a microsite to collect donations. I also contacted PR companies and was able to get them 2 minutes on ITV News and a spread in The Mail on Sunday. And yes, it did raise £1million BUT in just 8 days!
She fought for us in the Falklands. Now her fight for life is closer to home.
In 1982 she helped us win the Falklands War. Now she needs your help. In 1982 the Argentinean Junta invaded the Falkland Islands. But even though they were 8,000 miles away, the Vulcan was able to deliver a blow that caught them completely by surprise. Today, the last flying Vulcan needs your help.
In 1982 the Argentinean Junta invaded the Falkland Islands. But even though they were 8,000 miles away, the Vulcan was able to deliver a blow that caught them completely by surprise. Today, the last flying Vulcan needs your help.
We need to raise £1Million by March 7th ’09 to keep this revolutionary British design airborne. As part of the rescue package; if we reach our target, the Vulcan will be used by museums and air shows to inspire the engineers and designers of the future. So, show your support for the plane that fought for us all – make a donation today.
GIVE WHAT YOU CAN TODAY
www.savethevulcan.com
We need to raise £1Million by March 7th ’09 to keep this revolutionary British design airborne. As part of the rescue package; if we reach our target, the Vulcan will be used by museums and air shows to inspire the engineers and designers of the future. So, show your support for the plane that fought for us all – make a donation today.
GIVE WHAT YOU CAN TODAY
www.savethevulcan.com
POSTERS
SAVE THE VULCAN an integrated campaign to raise £1m in just 10 days This group of flying enthusiasts came to me to see if it would be possible to raise £1million in just 10 days to save the Vulcan bomber – a design classic of national importance. I created posters, emails, an eBay auction for flights alongside the Vulcan and a microsite to collect donations. I also contacted PR companies and was able to get them 2 minutes on ITV News and a spread in The Mail on Sunday. And yes, it did raise £1million BUT in just 8 days!
SAVETHEVULCAN.COM
HTML EMAIL
FACEBOOK GROUP
No.10 REPLY TO PETITION AND MAIL ON SUNDAY COVERAGE
DR STUART’S PRESS CAMPAIGN FOR THIS RANGE OF HERBAL TEAS Having created the strapline: There’s a better you inside, I then built on this strategy with a warm, humorous approach that informed, yet never preached. This campaign ran for just 4 months yet increased sales by 60%. It was voted “Best consumer campaign’ by readers of Holland and Barrett health magazine.
PRESS ADS
This ad ran the day after an article about prisoners drinking Dr Stuart’s Herbal Teas appeared in The Times
SURE GIRL fully integrated campaign that included Bebo, posters etc This campaign launched Sure Girl at 12-16 year olds using Bebo and the creation of Style Exchange parties where girls could swap their clothes.
BEBO PAGE: http://www.bebo.com/Profile.jsp?MemberId=4532937894
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How to avoid those embarrassing fashion moments
Party Guide
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POSTER AND LEAFLETS FOR HOSTS OF THE PARTIES
KIA MOTORS a European campaign to PROMOTE their sponsorship of the Euro 2008 Championship The strategy behind this campaign was simple – show Kia Motor’s support for the game by showing the fans’ passion for the game. This campaign raised brand awareness and reached 28 million European football fans. The commercial was supported by an online game: http://euro2008.kiamotors.com/
In a series of vignettes we see football fans from around Europe dressing their Kias with their team flags and other adornments. Showing their love for the game with their love for their car. They then all race to the stadium to see the Kia sponsored ball carrier bring the ball onto the pitch for the start of the Euro 2008 Championships.
RESPECT THE PASSION - KIA MOTORS
NEWMARKET RACECOURSE PRESS/POSTER CAMPAIGN FOR tHE 2007 GUINEAS AT NEWMARKET The aim was simple, get more non-race goers to attend Newmarket. The approach was to treat the horses as athletes to appeal to sports’ lovers. Sales for the 2007 Guineas were the highest they have ever been.
THE EARLY MORNINGS. THE STRICT DIET. THE INTENSIVE TRAINING. ALL FOR one weekend. THE STAN JAMES GUINEAS FESTIVAL, Newmarket. SATURDAY 5TH – SUNDAY 6TH MAY 2007.
To see the best of the best racing, call our ticket hotline on 01638 675 500
www.newmarketracecourses.co.uk
i was bred to compete. trained to race. now all i have to do is win. THE STAN JAMES GUINEAS FESTIVAL, Newmarket. SATURDAY 5TH – SUNDAY 6TH MAY 2007.
To see the best of the best racing, call our ticket hotline on 01638 675 500
www.newmarketracecourses.co.uk POSTERS
NEWMARKET RACECOURSE PRESS/POSTER CAMPAIGN FOR tHE 2007 GUINEAS AT NEWMARKET The aim was simple, get more non-race goers to attend Newmarket. The approach was to treat the horses as athletes to appeal to sports’ lovers. Sales for the 2007 Guineas were the highest they have ever been.
I’m focused on just one thing. THE FINISHING POST. THE STAN JAMES GUINEAS FESTIVAL, Newmarket. SATURDAY 5TH – SUNDAY 6TH MAY 2007.
To see the best of the best racing, call our ticket hotline on 01638 675 500
www.newmarketracecourses.co.uk
a lifetime of training all comes down to how fast i run a single mile. THE STAN JAMES GUINEAS FESTIVAL, Newmarket. SATURDAY 5TH – SUNDAY 6TH MAY 2007.
To see the best of the best racing, call our ticket hotline on 01638 675 500
www.newmarketracecourses.co.uk POSTERS
LYNX fully integrated campaign that included PRESS ADS AND MICROSITE Lynx have produced a miniature version of their deodorant for guys to use when they’re out and about - to ‘boost’ their chances. This positioning made the product relevant without cannibalising their sales.
PRESS ADS
LYNX fully integrated campaign that included PRESS ADS AND MICROSITE Men are encouraged to go to the Lynx Bullet microsite. There they can use their mobiles to register when they’ve had some female interest, whenever and wherever that may be. Using GPS, the microsite then pinpoints their exact location so they can keep a track of their ‘hotspots’ and know where the best places for them to pull are.
MICROSITE
FLY JUMPERS A VIRAL 40” that formed a part of this integrated campaign An edgy approach and strategy that achieved 240,000 hits in just 10 days on http://www.metacafe.com/tags/fly_jumpers/ This ad has also been shown on Channel 4 News, Dave, ITV1 and ITV2.
A young man flees two security guards at a bank by effortlessless bounding over numerous obstacles. Once safe and sound back in his flat with the ‘loot’ he jumps up with joy, but gets his come-uppance thanks to a ceiling fan.
FLY JUMPERS A VIRAL 40� that formed a part of this integrated campaign An edgy approach and strategy that achieved 240,000 hits in just 10 days on http://www.metacafe.com/tags/fly_jumpers/ This ad has also been shown on Channel 4 News, Dave, ITV1 and ITV2.
PRESS ADS, PROMOTIONAL PACK AND WEBSITE
PENTAX PRESS CAMPAIGN TO PROMOTE THEIR DIGITAL CAMERAS Lynx have produced a miniature version of their deodorant for guys to use when they’re out and about - to ‘boost’ their chances. This positioning made the product relevant without cannibalising their sales.
PRESS ADS
47 PARK STREET PRESS CAMPAIGN FOR tHIS EXCLUSIVE ‘TIMESHARE’ Talking to a sophisticated audience I used a strategy that whispered sophistication and talked less about the financial aspects and more about the exclusivity to entice responses. This approach worked with all sales targets being exceeded.
47 Par k Str eet – M ayfair – London W1K 7EB
47 Park Street – M ayfair – London W1K 7EB
M AYFAIR. HOME TO THE RICH, THE FAMOUS AND THE EXTREMELY SHREWD. Mayfair is not generally associated with sumptuous luxury at a fraction of the normal cost, but then 47 Park Street is unique. As London’s first property to introduce the concept of fractional ownership, 47 Park Street provides a striking alternative to second home ownership. It allows you to own a share of a residence, to be used at your convenience, while providing the amenities and service of a luxury hotel. This is why we are proving to be as popular with the financially astute as with those looking for the most tastefully furnished pied à terre. To find out more, please contact us or simply visit our show residence any time daily between 9am and 5pm.
Not so much keeping up with the Joneses as surpassing the Windsors As you leave the Mayfair pavement behind and step into the regal surroundings of 47 Park Street, you instantly recognise that here is a residence as exclusive as its address. Elegant, comfortable and exquisitely finished, these 49 impeccably appointed one and two-bedroom apartments are residences of rare distinction. Relaxing in your spacious lounge you can see 47 Park Street for what it is; a home away from home for the privileged few. 47 Park Street is more than a Regency property, it is a lifestyle. Whether you want a particular vintage wine or impossible to get tickets to the opera, for our Members it is all part of staying here. To find out more, please contact us or simply visit our show residence any time daily between 9am and 5pm.
Perfect, for the right person
www.47parkstreet.com Enquiries: +44 (0)20-7950-5528
PRESS ADS
Perfect, for the right person
www.47parkstreet.com Enquiries: +44 (0)20-7950-5528
47 PARK STREET PRESS CAMPAIGN FOR tHIS EXCLUSIVE ‘TIMESHARE’ Talking to a sophisticated audience I used a strategy that whispered sophistication and talked less about the financial aspects and more about the exclusivity to entice responses. This approach worked with all sales targets being exceeded.
47 Par k Str eet – M ayfair – London W1K 7EB
47 Park Street – M ayfair – London W1K 7EB
SERVICE AS IT SHOULD BE. WITH ANTICIPATION. OURS AND YOURS. London. It is good to be back. And as your cab glides through traffic you realise just how much you have been anticipating this welcome return to your home away from home. Peter, the concierge, welcomes you as you step into 47 Park Street’s elegant hallway. And as you open the door to your residence, the scene is comforting and familiar. Letters to open on a hall table. Family photographs on a desk. A pot of your favourite tea with scones by the window. It is because we anticipate and cater to your every need every need, that from the moment you leave us, you will be counting the days until you can come back. To find out more, please contact us or simply visit our show residence any time daily between 9am and 5pm.
THE FINEST qualities OF A HOTEL, IN A HOME. Imagine being able to arrive at your Mayfair pied à terre whenever you like, knowing your fridge is stocked with favourite foods, your clothes are freshly laundered and hung out and your bed has been turned back. 47 Park Street is perfect for the frequent visitor to London. With our 24-hour concierge always on hand to cater to your every whim, you can enjoy superlative service whilst relaxing in the comfort of your own apartment. It is the ideal way to enjoy all the conveniences of owning a second home, with none of the burdens usually associated with property ownership. In fact, because your home will be constantly maintained, you need do nothing, except relax and enjoy your exquisitely furnished residence. To find out more, please contact us or simply visit our show residence any time daily between 9am and 5pm.
Perfect, for the right person
www.47parkstreet.com Enquiries: +44 (0)20-7950-5528
PRESS ADS
Perfect, for the right person
www.47parkstreet.com Enquiries: +44 (0)20-7950-5528
MERCURY RECORDS INTEGRATED CAMPAIGN TO LAUNCH DAVID JORDAN As a then unheard of Mercury artist, I had to give David real cut through. His title song was A Place in Your Heart. I launched this through youtube.com and www.placeinmyheart.co.uk. It was a thought provoking film where people were asked what had ‘A Place in their Heart?’ This was then supported by posters. The SUN picked the story up and starting talking about David as the hottest young star - which resulted in him being fully booked. www.davidjordanmusic.co.uk
POSTERS
VIRAL FILM
MERCURY RECORDS INTEGRATED CAMPAIGN TO LAUNCH DAVID JORDAN As a then unheard of Mercury artist, I had to give David real cut through. His title song was A Place in Your Heart. I launched this through youtube.com and www.placeinmyheart.co.uk. It was a thought provoking film where people were asked what had ‘A Place in their Heart?’ This was then supported by posters. The SUN picked the story up and starting talking about David as the hottest young star - which resulted in him being fully booked. www.davidjordanmusic.co.uk
WEBSITE
PRESS COVERAGE
HUGO BOSS A 30” GLOBAL TV CAMPAIGN THAT ACHIEVED RECORD RESULTS Our target audience was 40+, affluent males. By making an ‘older’ man the hero meant that Baldessarini became ‘their’ fragrance. Procter and Gamble confirmed that this has been their most successful fragrance launch ever - grossing over $60million in 6 months.
Excalibur - 3 young pretenders attempt to remove the fragrance from the plinth. Our hero steps up to the plinth and pausing, suceeds at the challenge easily.
FVO: Baldessarini from Hugo Boss Separates the men from the boys
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