Dulux is offering 100 litres of its Weathershield exterior paint to recoat each of the 310 surf clubs around Australia.
Whilst this is a hugely generous commitment to the surf life saving community, it is a marketing campaign to sell more paint. But unlike other big business that sponsor an array of generic community events like sporting teams and arts projects, Dulux have conceived a clever initiative to target their audience.
The campaign reaches the parents of over 60,000 young nippers. Parents of growing families in homes that, may need renovating. Dulux are promoting the quality of the Weathershield product by painting buildings exposed to some of the harshest conditions produced by the sea and the sun. They’re creating a great back catalogue of case studies to support the brand positioning – worth doing, worth Dulux.
Funding maintenance of clubs is difficult, with equipment to save lives being the priority. Dulux’s contribution means greater focus can go to doing this and we can still live in a world of colour.
22 November, 2012
The New Aurizon
Yesterday QR National’s share holders voted over whelmingly in favour of changing its name to ‘Aurizon’ at its extraordinary general meeting in Brisbane. Cornwell has been consulting with QR for over three years, and provided brand consulting to support the Queensland Government’s listing of QR National on the Australian Securities Exchange in 2010. Now a top 50 ASX company, the change to Aurizon has been a
15 November, 2012
Rewinding Melbourne’s Pause…
On Saturday I was fortunate enough to attend the Pause Stage Conference (Melbourne Exhibition Centre) aimed as professional development for the creative industries. It was part of the third day of the Pause Digital Festival. Pause Festival is a series of events held annually over the second week in November. To see more visit: http://www.pausefest.com.au It was a real meeting of the (digital) minds from around
23 October, 2012
The World of
As the Apple Map debacle continues, I thought we could take a look at an array of worldly examples of maps that actually work. Maps are continually used in today’s world to visualize data; from their classic functional purpose to get to A to B or to the intertweb’s interoperation for tracking geodata and trends. Below are some examples of the best: Weeplaces: Check-ins are a record of your experiences, activities, and places you’ve been.
17 October, 2012
RB stands for artists – thousands of artists. Redbubble is an online resource for artists allowing them to share and even sell their creations with a growing audience of art lovers spanning the globe – hungry for artworks as unique as they are. Cornwell was engaged to develop a communications strategy and new brand that not only captured the essence of their offer but one that
26 April, 2012
Developing Brands for…
Contemporary brand communications isn’t about choosing one channel over another; it’s about rethinking how all of the marketing channels are working together. The way a majority of marketers “coordinate” their marketing channels right now is broken: Even today, most marketers develop their TV ads first and then hand them to an interactive team in the hope they can build a site or a banner campaign that
24 April, 2012
IDEAS OF INFLUENCE
Democracy as we know it, is being redefined. The images that play out across our multiple screens of uprisings across the Middle East and Africa, act more as light entertainment before a deliciously mind-numbing episode of X Factor rather than something significant that impacts the way we live. Social networks and the socially connected web have been powerful rallying tools in helping us change this behaviour.