Best On-line Brand Development

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Best On-line Brand Development

Winner 2010

Manchester Museums Consortium and Visit Manchester with Creative Tourist

Manchester Museums Consortium & Visit Manchester

The judges said

"In a category often dominated by agency-led campaigns to promote big-budget consumer brands, the judges felt that the winner of this category had clearly demonstrated how intelligent and cost-effective use of on-line media could significantly strengthen and develop a brand’s position, even in a highly competitive online sector."

Entrant’s description

Creative Tourist was developed by Manchester Museums Consortium, a group of nine separate museums and galleries that share a collective vision; to stage intelligent, thought-provoking and outward looking exhibitions and events that showcase the cultural credentials of Manchester in a national and international arena. It is the digital delivery tool for a strategic communications strategy that aims to enhance Manchester’s image as a culturally credible city, impress key influencers, increase visitors (especially of the high spending kind), drive tourism and support the sustainability of both the museums and galleries sector and tourism businesses.

Shortlist 2010

IAS b2b Marketing with Beat the Wolf
Manchester Museums Consortium & Visit Manchester with Creative Tourist
Mando Group with United Utilities Rebrand
Xentum Ltd with X marks the spot

Judging Criteria

An entry in this category must include a significant use of on-line media to develop or build a brand. Entrants should demonstrate the effectiveness of the on-line presence in strengthening the brand and its values.

Closing date for this award was 8 March 2010

Last year's winner

Code Computerlove with www.crownpaint.co.uk

Click to see bigger photo

The judges said

"There were so many entries to this year's Awards you'd imagine the judges blasting through each one with some rapidity. However, picture the scene as the entire Judging Panel dwells over the beautiful design and elegant code of the winning website, totally engaged by the level of interaction. Over and above this site delivering as tightly to the brief as you can get and delivering an 800% increase in sampling, it's quite simply the best of its kind."

Entrant's description

Crown’s brand vision is to “Create Change Together”.

By showing understanding that decorating is a complex and challenging journey for their customers, and offering real support every step of the way in the paint buying process with inspirational and truly useful content, the new Crown website (www.crownpaint.co.uk) has helped to position Crown as a ‘creative partner’ and expert in home decors - not just a manufacturer of paint, as well as build long-term relationships with customers by providing inspiration and encouragement at the start of their journey.