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1 April 2004 Nature Reviews Microarrays Collection: an integrated marketing tool for Affymetrix As market leader with a prominent market positioning and effective marketing programme, finding new ways to re-enforce your products’ benefits and drive awareness in new and emerging markets is a challenge. Working with its client Affymetrix, Northbank liased closely with Nature Publishing Group (npg) to develop the concept for the second in Nature’s “Reviews Collection” supplements, the Microarray Collection. An integrated on-line and off-line product, the Reviews Collection provides a valuable printed supplement of 4-5 leading reviews selected from across Nature’s Reviews journals together with news editorials, sponsors’ advertisements and a sponsor’s editorial. The supplement was circulated with magazines of the sponsors’ choice from across the npg stable. A full on-line version is available free for six months, promoted widely by Nature and providing additional promotional opportunities through banner and skyscraper ads, and editorial. “The Nature Reviews Microarray Collection is a valuable and highly credible vehicle to increase market awareness of our array products and their cutting edge applications to life science research and medical audiences” commented Dr Trevor Nicholls, Chief Commercial Officer for Affymetrix. “We have had a tremendous response to the supplement through our own and Nature’s marketing efforts”. See http://www.nature.com/reviews/ “Northbank is creative in thinking laterally across PR, advertising, direct mail and online vehicles for its clients” said Claire Hines, Business Development Director at npg who worked closely with Northbank’s CEO Sue Charles to develop the Microarrays Collection concept. “As the leading science publishing house npg is looking for innovative ways to deliver valuable resources to its readers and effective marketing vehicles to its commercial customers.” she said. Northbank is currently negotiating further Reviews Collections and novel marketing vehicles with npg. To discuss how we might help your marketing campaign, contact s.charles@northbankcommunications.com. |
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