Fox Kalomaski

Ekornes have “broken all records” with their latest nationwide Stressless ‘Atlantic' recliner retail campaign, according to their marketing company Fox Kalomaski.

The campaign proposition, 'The Innovators of Comfort', has generated a 95% uptake among retailers and delivered a staggering 229% increase, against an overall market decline of 18%.

Mike Haines, Managing Director of Ekornes, said: “Over five million Stressless units have been sold worldwide. The number of dealers who now sell our brand in the UK has increased to over 160.”

Stephen Fox, Managing Director of Fox Kalomaski, explains: “Our creative strategy communicates the feeling of well-being imparted by the recliners, substantiated by simple technical explanation and emphasis on value for money in today’s operating climate.”

By Branwell Johnson

Fred. Olsen Cruise Lines is overhauling its marketing strategy to target a broader and younger demographic of customer.

The cruise line has appointed travel and retail specialist based Fox Kalomaski as its advertising and marketing communications agency to help develop the strategy.

The agency will work on a fully-integrated campaign, including online and offline brand advertising and direct marketing, taking in e-mail, search and social media.

The new campaign is set to launch in January 2011. It will address the cruise line’s core audience of over-60s but will also be designed to boost awareness among people who might enjoy “the relaxed, traditional style” of a Fred. Olsen cruise.

Fred. Olsen marketing manager, Mike Bird says: “Through this partnership, we will be well placed to continue to differentiate and further develop the Fred. Olsen Cruise Lines’ brand in the highly competitive cruise industry, both to the travel trade and consumers.”

The company’s cruise itinerary for next season includes a new Red Sea cruise. The ’Red Sea Voyage’ brings together a number of ports never before featured on the same cruise, such as Alexandria, Tripoli and Sharm el Sheikh.

Interactive content has been introduced to a revamped Tunisian National Tourist Office website.

The website homepage at cometotunisia.co.uk now includes embedded video content and image slideshows. The site also includes a live weather feed, travel advice and accommodation details.
 
A travel planner allows visitors to see the country’s sites and activities plotted on an embedded Google map. They can then add to a holiday ‘shopping basket’ as they plan their trip.

News and information on events and festivals is included.

TNTO UK and Ireland director Anissa Ramoundi said: “Now offering a unique and innovative showcase of everything Tunisia has to offer, we hope more web users will exchange the artificial glare of the computer screen for some real sunshine in the Sahara.”

The new look site has been unveiled following British Airways and Tunisair raising capacity from the UK and Jet2.com launching a service from Gatwick, she added.

Marks & Spencer (M&S) is Britain's most trusted retailer for the second year in a row, according to a new online YouGov survey.

The Insight Survey, which this year explores consumer trust in the retail and financial services (FS) sectors, reveals M&S as the most trusted retailer in Britain with 39% of consumers rating it as one of their top three most trustworthy retailers

John Lewis (26%) and Boots (23%) complete the top three in the trustworthy stakes. Tesco's dominance of the supermarket sector (according to the survey, 82% of consumers have used the supermarket in the past 12 months) fails to translate into trust, coming one place and one percent behind Asda (at 20%) in fifth with 19%.

Since consumers are much more likely to trust retailers they use, trust as measured in relation to usage/ market penetration, the new leader is confirmed as John Lewis with a 64% trust rating amongst its customers. M&S drops one place to second with 54%, but Waitrose jumps four places to third with 45%.

When asked to state the main reasons why retailers are trustworthy, consumers rank 'good reputation' as the most important (55%). 'High quality products' and 'Good value for money' came out as joint-second with 42%.'

Lesser still were factors such as 'good selection of products' (33%), 'Ethical business practices' (18%), 'Knowledgeable staff (16%), and 'Low prices' (15%). Marketers may be surprised to see 'Live up to the promises in their advertising' relatively low on the list with only 16% of consumers stating it was one of their top three reasons for being trustworthy.

Significantly, it's only when you compare the trust levels of retailers with financial services companies that you see how well retailers have done at gaining consumers' trust.

While the top ranked retailer is M&S with 39%, the top ranked financial services company is Nationwide, however it only scores 15% in comparison. Indeed, if you were to combine the trustworthy rankings of the retail and financial service companies, retailers would make up eight of the top 10. Nationwide, the highest ranked financial services company, would only come joint 7th with Waitrose.

While you might assume that most people would think a traditional financial services company would be best placed to look after your money, the survey in fact reveals that only 39% of the population think that a financial service did the best job when compared to a retail company.

In a damming indictment of the FS sector, nearly a third of people (28%) stated they 'Don't know', which is effectively a vote against financial service companies. Only 6% think retail companies would do the best job of looking after their money, which is reflected in the apparent difficulties retailers face in converting a good retailer performance on trust into the financial services market.

For example, when rated on their trustworthiness the major supermarkets' financial services offerings rank relatively low with the following percentage scores: Tesco Finance (4%), M&S Money (4%) and Sainsbury's Bank (2%). However, the fact that over a quarter (26%) of the population think both retailers and financial services companies are no better or no worse at looking after your money suggests that all is not lost for retailers looking to strengthen their position in the FS market.

Sam Jordan, managing director, Baber Smith said: "What's interesting about these results is how quality products and value for money have grown in importance as the main reasons for trusting retailers.

"Consumers seemingly have a clear preference for retailers that offer acceptable quality at reasonable prices, rather than those that just offer rock-bottom prices. Striking this fine balance has clearly paid dividends for the likes of M&S, which once again comes out as the UK's most trusted retailer.

Scandinavian Airlines (SAS) has increased its number of departures this autumn on several routes within the region. Two daily flights will be added between Copenhagen and Stockholm due to popular demand.

Frequencies will also be increased on the Copenhagen-Bergen; Copenhagen-Oslo; Copenhagen-Stavenger and Oslo-Stockholm routes.

“Besides a record high load factor, we have also noted a positive booking trend within our Scandinavian network,” said SAS Chief Commercial Officer Robin Kamark. “In order to provide our customers with the most and best departures, as well as transfers, we will offer an additional 62 new departures this autumn.”