Health plans and 401(k)s are fine, but some firms get creative in the perks they offer staffers.

Gale Group's early efforts succeeded in familiarizing editors with the brand, but it needed to shift their focus to Styli-Style's new products. Gale Group's strategy was to create fun themes around the new products, while also keeping a focus on function.

As Andre Izrailov and Simon Mirzokan prepared to open Okeanos, they faced the task of positioning the spa as something more than the commonly perceived downscale Russian bathhouse.

When Detroit was selected to host Super Bowl XL, there was skepticism of its ability to create an enjoyable experience.

Amid many carriers scaling back service in the airline market, AirTran Airways was looking for opportunities to expand.

Pizza Marketing Quarterly (PMQ), a pizza industry trade magazine, in 2004 hosted the first New York Pizza Show. Because the show fell on Election Day, "we lost a lot of media," says Jeff Blumenfeld, president of Blumenfeld & Associates PR.

With its target consumer increasingly turning to imports for high-performance vehicles, GM's Pontiac division had embarked on a brand revival to elevate its image. The launch of the Solstice roadster was a key component.