This was an integrated media effort from the start as the media team worked together to strategise the best vehicles for the various phases of brand development in the consumer cycle – awareness, interest, desire, action. The Internet media team created a unique plan that reached new users but also reinforced the message to a duplicated audience by using the online counterparts for the offline properties utilised by the print group. The print group developed and negotiated an effective plan that drove traffic to the Internet hub designed for the promotion. The print group successfully secured added value that translated into in-mall promotions in key areas and the plan also employed media placements and newsletter advertising.