Open highly-specialized vertical markets.

Challenge:Elevate the Finmeccanica brand above the competition with high-impact media visibility at the important Navy League Sea-Air-Space trade show.

Obstacles:Premium ad positions were already taken when we got the go-ahead to buy space. Our leverage was limited since the creative unit was a strip ad.

Approach:Invent new media space. When the publisher’s solutions fell short of our needs, we convinced them to create an exclusive spot in the show’s Special Report: World Navies.

Results:Defense News redesigned the report to meet our requirements. Not only was the position and page layout perfect for the brand, the publisher is now marketing its new premium position.