b'One example of effective design ~ thinking outside the boxElkington CutleryI was briefed to launch Elkington as a retail product. Previously, Elkington was a well respected hotelware brand.There was one major problem, the client did not have any budget to promote the launch.The solution came through research. It was decided to offer the brand to one of the leading department stores as an exclusive brand, and that the launch would be supported with two major retail promotions. The condition placed on the store was that product had to be bought as arm sale.House of Fraser was chosen.The cutlery was launched and within twelve months the clients turnover with House of Fraser had risen by a multiple of 15.Importantly therm sale policy ensured that the cost of the initial promotion was covered by sales and subsequent sales brought in pro t.I was responsible for the overall marketing concept and the design and production of all the materials to support the promotion.The promotion itself was in two parts, one for the consumer, the other a staff incentive scheme.page 7'