We helped Air New Zealand build brand awareness, enhance customer experience, introduce new products and services and drive U.S. ticket sales through a variety of novel and engaging campaigns.
CRT/tanaka helped implement a promotional survey capturing consumer attitudes about “à la carte” travel fees.
CRT/tanaka has created a family of materials to support the launch of the brand, including a Web site, www.moveforwardpt.com, to help bring the brand to life among members and consumers, and a brand video to support the launch at a major APTA conference in February 2009.
The program, called Reggae-TONE Your Body/Ponte en Forma con Reggeton, encourages participants to get involved through dance lessons, a dance contest and a healthy cooking competition with a celebrity chef from Telemundo. In addition, it provided an opportunity for AMERIGROUP staff to connect with members and potential members.
Within one year of the launch, CRT/tanaka’s campaign reached more than 38 million consumers with a media value in excess of $1.7 million (a 500 percent return on investment).
Avocados from Mexico has been a CRT/tanaka client for nearly 15 years. The growth of the avocado industry has been exponential in the United States and as the public relations agency of record, CRT/tanaka is tasked with continuing to find new ways to continue to promote and grow the segment.
The California market opened to Avocados from Mexico (AFM) in February 2007. Prior to 2007, only California avocados were available in the state. While AFM sales in the United States market have been exponential each year, a target area for growth was identified as the Hispanic market in the Los Angeles area, because of its sheer size and affinity for avocados. In addition, AFM’s market research showed that authentic messaging was shown to resonate with the group, compared to traditional nutrition or superior taste messaging used in the Anglo market.
CRT/tanaka created "Take the Avon Pledge for Better Breast Health" as an umbrella theme to support sales of Avon's fundraising product – a pen adorned with a pink ribbon – and to underscore the crusade's core message that early detection saves lives.
We have coordinated several pet event sponsorships to help BISSELL establish and promote its product lines geared toward pet owners, as well as to generate awareness for its involvement with pet adoption.
CRT/tanaka has developed a number of community outreach initiatives for Bon Secours, ranging from building community support for new facilities to developing marketing and public relations programs to raise awareness and reduce risk factors for heart disease among African-American women.
The repositioning among health care professionals was validated in the field through a survey of Pedia-Lax’s detail force. Later, it was validated through ad testing in one of the leading journals as the top winner in three out of five measures.
CRT/tanaka was charged with filling Cancún hotel rooms during a traditionally slow season – made worse by the negative attention brought by Hurricane Gilbert – while building overall awareness for Cancún to support a full recovery during high season.
As a result, CRT/tanaka has helped Schwab to secure top placements in more than 75 media generating more than 300 million impressions. Additionally, participation in the Boys & Girls Club has reached more than 75,000 teens and close to 1,000 clubs. Visits to Schwabmoneywise.com have increased sharply because of public relations alone.
We developed internal communication materials, a Web site and television ads, and is now in the process of creating advertising geared toward physicians.
In year one of the “Life…supplemented” campaign, CRT/tanaka generated more than 71 million “earned” media impressions in key outlets targeting our Boomer audience, including Prevention, Woman’s Day and Better Homes & Gardens’ Web site, bhg.com.
In October 2007, CRT/tanaka worked with the BBB to create and launch the organization’s new brand identity externally, which has resulted in significant media coverage, including a lengthy article in The New York Times, as well as coverage in U.S. News and World Report (online) and Inc. magazine (online).
Total publicity for 2002 through 2005 included 2,000 placements, more than 1.5 billion impressions, a $16.7 million ad equivalency and a PR value of more than $50 million.
Media coverage in prominent business media, including Forbes Fortune, BusinessWeek, The New York Times, The Wall Street Journal and USAirways Magazine. In addition, Ellen Siminoff was named to Forbes’ E-Gang list (biggest media hit) with a feature article in the September 2005 issue.
Most recently, the agency designed and launched a new Web site, www.purecanadamaple.com, to revitalize the Quebec Maple Syrup brand and generate buzz about its wide range of products.
Girl Scouts of the USA (GSUSA) has long recognized that the fast-growing Hispanic market is crucial to maintaining robust membership, yet it quickly became apparent that engaging Hispanic families requires much more than developing Spanish-language materials and believing in the value of diversity and inclusion. Research by CRT/tanaka sister agency Conexión identified specific barriers to increasing Latina participation in Girl Scouting, including one primary barrier: Latinas’ parents had misconceptions and a lack of information about the benefits of Girl Scouting.
The agency executed the most successful publicity campaign for GSUSA’s girls’ self-esteem program – uniquely ME! – gaining exposure for the program’s spokesperson with Seventeen, Teen Vogue and Alloy among others.
The City of Charlottesville adopted a housing strategy to outline the city’s goals, policies and programs to provide more affordable housing. The city also is pursuing special state legislation that would allow it to require a quota of affordable units in all housing developments in Charlottesville.
CRT/tanaka is working with the specialty pharmaceutical provider Intelliject to educate key audiences about the company’s four technology platforms and its lead product in development.
CRT/tanaka and Liz Claiborne received a “Lifetime Achievement Award” for the campaign at the 2002 SABRE Awards. The campaign was named one of “The Best Campaigns of the Decade” by Inside PR magazine.
CRT/tanaka developed and executed a strategic plan primarily focused on increasing enrollment among Virginia students who want what Longwood has to offer: small campus/rural town setting, great faculty dedicated to teaching students, the opportunity for real world experience before graduation and a growing community.
More than 1,000 broadcast hits across the United States, including all major U.S. networks and seven of the top 20 markets. Both CNN and NBC’s “Today Show” carried live segments featuring reporters flying the device.
The TMNT25 Web site successfully launched on January 1, 2009 and in the first week, received more than 55,000 page views.
In the last half of 2008, Network Solutions saw a significant rise in positive discussion about the company, indicating improvement in the company’s online reputation.
NextWave selected CRT/tanaka to provide strategic counsel and support services as it brought these products to market and develop positioning to differentiate the company in oversaturated categories.
NVHA engaged CRT/tanaka to help its member hospitals refine and align their existing crisis communications plans, and to develop a training regimen for key leaders and response team members.
CRT/tanaka conducted a communications assessment to determine what associates knew about PFG and its vision for the future, what they wanted to know; and how they wanted to learn about it.
In addition to targeting traditional media, CRT/tanaka deployed an aggressive social media strategy targeting 100-plus top marketing bloggers and analysts (i.e. Forrester, Gartner, Aberdeen), as well as social networking platforms that reach its targeted audiences.
CRT/tanaka worked with Schering Plough to develop media materials and a slide presentation targeting medical journalists, medical directors, online medical sites, international media and business and pharmaceutical trade media.
More than 90 percent of avid fans were aware of Nextel as the title sponsor within the first year of the sponsorship. Market share increased 4.4 percent among avid NASCAR fans.
The George Washington Foundation’s discovery of George Washington’s boyhood home made history around the world. An Associated Press story, with photographs, was picked up by more than 700 media outlets worldwide. International media outlets covering the announcement included Reuters India, Agence France-Presse, NOS (the largest Dutch news service) and The Sunday Mainichi (a major Japanese weekly magazine).
Since 2001, the blueberry campaign has reached more than 40,000 key opinion leaders in health and nutrition and resulted in more than 900 million consumer impressions, with a return on investment in excess of 1,500 percent.
“In a few short quarters, Tridium went from an unknown entity in the building automation and energy markets to a company that everyone has on their radar screens as the most innovative and up-and-coming company in the industry. We are the targets of competitors’ aims and on the very short list of solutions for end-user customers."
CRT/tanaka developed a brand platform that supported Waubridge’s long-term goal and positioned the fabric used in the blanket as an ingredient brand, rather than the end product. To that end, the fabric was named KOVENEX, and the blanket and subsequent products were renamed to reflect the KOVENEX brand.
In early 2008, Wine Enthusiast magazine named Rioja “Wine Region of the Year.”