Bloomberg, the financial powerhouse, saw an opportunity to penetrate the highly lucrative market for branded annual planners that competitors such as American Express had so successfully mined. Our custom publishing capabilities and brand-oriented focus made White Horn Group the obvious choice to develop the new product.
Extending the Bloomberg brand into a new product area called for a solution that would not only leverage the prestigious brand but would also reinforce its reputation as a provider of innovative and effective business resources. White Horn Group answered the challenge with the first-ever CD-ROM/desk diary combination, offering two diaries in one package at a very competitive retail price. Effectively marketed through all the Bloomberg media, the double diary included promotional materials for other Bloomberg publications and services, further leveraging the brand with all its audiences.
Creating an attractive and distinctive product worthy of the Bloomberg brand and perfectly suited to its clientele, White Horn Group created a new and profitable business for a respected firm via the existing distribution channels and marketing network. At the same time, we effectively promoted the company’s website, publications, and services through all retail channels and corporate special sales, enhancing brand continuity and recognition.