The April-May 2014 issue of Marketing is now on sale on newsstands, for most digital devices via Zinio (and specifically for Android via Google Play) And remember, to always get new issues ofMarketing first (and cheaper), subscribe today.

Here’s what’s inside…

COVER STORY
CASE STUDY: WESTPAC’S AIR RESCUE PRIME-TIME DOCUMENTARY SERIES
To mark the 40th anniversary of Westpac’s partnership with the Lifesaver Rescue Helicopter Service, an integrated communications strategy was developed that extended across multiple platforms including events, in-branch activity, above the line advertising, publicity outreach and social media integration. This milestone also offered Westpac the ideal opportunity to venture into branded content featuring the Service, and engaged MediaCom on making Air Rescue a reality. 

Other case studies this issue include: Kleenex’s Pinterest campaign; V and Halo gamer promotion; International expansion of start-up 99designs; and, Tourism Australia’s online video cloud project.

FEATURE
VODAFONE: STEERING OUT OF THE SKID
It’s been a tricky few years for Vodafone. After customers staged a mass exodus and it aired one of the most controversial TVCs in recent times, things are finally starting to look up for the telco in Australia. Now it’s recorded its first mobile subscriber growth in almost two years – is the brand on its way back up?

FEATURE
THE PRICE OF PROMOTION
Brand health versus sales volume – it’s a delicate and often misunderstood conundrum that only those deep in the marketing trenches truly understand. By Nina Hendy.

CAREER PROFILE
MELISSA MADDEN
From orange aeroplanes to blue police call boxes, Melissa Madden ditched the legal career for the high-flying world of airline brands and broadcasters, and is now heading up regional marketing for BBC Worldwide where she oversees brands like Doctor Who and Top Gear.

REPORT
2014 B2B MARKETING OUTLOOK
Now in its fourth year, the annual ‘B2B Marketing Outlook’ report for 2014 shows that personalising every buyer touch point to achieve the fabled ‘one-to-one’ relationship is proving a challenge for Australia’s business-to-business marketers.

AND NOT TO BE FORGOTTEN:

•  Infographic: Advertisers’ future media use, metrics and pressures
• The Valos Advantage: Innovation for the CMO: skills, mindset and making it happen – by Michael Valos
• Brand Talk: Three brave ‘predictions’ for 2014 (now that it’s April already) – by Karl Treacher
• The best opinion and analysis from Marketingmag.com.au, this issue featuring Moensie Rossier, Christine Khor and Mat Jacobson
• Brand In Hand: Smart beacons beckon – by Joe Barber
• Brain Trust: Advice for improving sales-marketing set-ups, with wisdom from Peter Zafiris, Jackie Cook and Sarah Gordon, and
• The Way Out: Con Stavros’ five factors for successful online businesses.

Enjoy.