Can a marketing campaign really boost the profile of a logistics company?

Citation

Westaway, M. (2010), "Can a marketing campaign really boost the profile of a logistics company?", Strategic Direction, Vol. 26 No. 8. https://doi.org/10.1108/sd.2010.05626had.003

Can a marketing campaign really boost the profile of a logistics company?

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 3

Westaway M.Logistics & Transport Focus (UK), February 2010, Vol. 12 No. 2, Start page: 44, No. of pages: 2

Describes how Redhead International, the UK logistics company, proved that, by investing carefully in a marketing campaign based on creative design and public relations, while taking an innovative and creative approach to marketing, companies can enhance their profile significantly and increase sales enquiries, despite the current economic and financial crisis (“credit crunch”) and recession. Presents details of Redhead’s “Art of smartfreight” marketing campaign which was launched in September 2009 and featured famous works of art, including examples by Picasso, Andy Warhol, Damien Hirst, and Salvador Dali, cleverly modified to promote Redhead’s range of freight solutions. Reveals that one of the many new customers successfully gained as a result of the marketing campaign has been Environmental Technologies, Harrogate. Notes that, while the campaign was originally planned to run for only six months, its success has caused it to be extended and the new art concept has been introduced into other areas of the company’s marketing and promotional activity, including vehicle livery and advertising. Notes that, since the article cites only the products of one company (Redhead International), this could possibly be a source of bias.Article Type: Case studyISSN: 1466-836XReference: 39AH050

Keywords: Brand management, Distribution management, Marketing strategy, Organizations, Road transport, Strategic marketing