Faced with continued criticism over everything from its food sourcing to marketing practices aimed at children, McDonald’s is taking a proactive approach to reputation management by launching a microsite designed to rubbish a few myths about the company.

The behind-the-scenes website, whatmakesmcdonalds.co.uk, launched yesterday (May 15th) in an attempt to dispel some of the more negative attitudes to the restaurant chain ahead of its Olympic sponsorship drive.

Ethical food bodies the Marine Stewardship Council and Compassion in World Farming are ...

LateDeals is utilising a fresh new website design to help reposition the brand as a premium travel search site.

The updated website features an enhanced search tool to make it easier for holidaymakers to pick from thousands of deals offered on the site.

LateDeals.co.uk specialises in last-minute package holidays from fellow TUI companies Thomson and First Choice, as well as Airtours and Thomas Cook.

The rebranding is designed to distance the firm from low-cost deals and places an emphasis on the quality of holidays.

Brand ...

Virgin Atlantic is overhauling its digital marketing strategy following insights gained from customer feedback.

The carrier is announcing a renewed online strategy with a “revamped” website after research showed it could see immediate benefits and return on investment.

Already the company reports that it is witnessing improved satisfaction rates after beginning to phase in major changes to their website’s design, functionality and usability.

The airline is using a tailored insight programme from eDigitalResearch, which includes Rate this Page feedback forms on newly designed ...

Flybe is hoping to distance itself from the traditional low-cost carrier image with a major new brand repositioning strategy.

The £9 million advertising campaign introduces the strapline “making flying better” and includes TV, press, outdoor, radio and digital activity.

Key to the brand repositioning is the promotion of transparent pricing, an issue that has cast a shadow on the reputation of low-cost airlines, many of which add supplementary charges to their advertised fares.

The new positioning is aimed squarely at business passengers, who ...

Auto Trader is turning to website design to reposition the brand as a one-stop information source for motorists.

The website redesign contains a number of new features that move the brand forward from a place where people can buy and sell cars to an indispensable point of contact for motorists.

Jonathan Williams, consumer marketing director at Auto Trader, told Marketing Week that he wants the brand to “own buying and selling and all that is in between”.

New rich media content includes video ...

Bytes Document Solutions is aiming to go viral with a humorous brand awareness campaign aimed at office workers.

The managed print services provider has created a tongue-in-cheek video that it hopes employees in office environments will share via email, raising its profile among its key business audience.

Launching today (April 13th), the ad taps into the everyday frustrations of office workers, featuring staff smashing printers to a mix of dubstep and classical music.

The ad appears on the firm’s website and on a ...

Sportswear brand UVU set a new benchmark for extreme outdoor marketing stunts when it set up shop at the North Pole.

The company launched a pop-up shop way up in the Arctic Circle to help promote its range of premium performance clothing.

Built to withstand the extreme conditions, the shop, which was little more than a tent, contained the full range of UVU race and training wear, as well as a satellite link to feed live footage of the launch back to ...

Emirates is launching a major cross-platform campaign to reposition the carrier as a global lifestyle brand with the new strapline, Hello Tomorrow.

The airline is seeking out a younger market of well-travelled “globalistas” with increased social media activity, as it bids to position itself as the “enabler of global connectivity and meaningful experiences”.

Integrating marketing activity will launch on April 2nd featuring TV, print and digital activity that will include billboards in major cities like New York and Milan.

The Dubai-based carrier is ...

Logica, the business service and technology provider, is launching a new European digital marketing campaign to showcase its sustainability work.

The company has created a campaign microsite that highlights examples of sustainability projects and invites other companies to upload their own stories.

It is also offering €20,000 of free consultancy work to the project it likes best, as part of a B2B marketing campaign designed to connect it with other firms.

Logica provides business consulting, systems integration and outsourcing to clients around the ...

Brands should not rely on click through metrics as the sole measurement of online display advertising effectiveness, according to a major new study from the Internet Advertising Bureau (IAB).

Research on customer conversions with four leading companies in the automotive sector shows display advertising can act as a brand building tool similar to TV, outdoor or cinema advertising.

Display advertising produces a “positive latent brand effect”, according to the researchers, who used specialist software to track 50,000 consumers on their “path to ...