{"id":184,"date":"2007-10-30T15:38:46","date_gmt":"2007-10-30T04:38:46","guid":{"rendered":"http:\/\/www.thinkevans.com.au\/WordPress\/?p=184"},"modified":"2016-01-06T11:09:32","modified_gmt":"2016-01-06T00:09:32","slug":"goodbye-mary-wells","status":"publish","type":"post","link":"https:\/\/www.thinkevans.com.au\/WordPress\/goodbye-mary-wells\/","title":{"rendered":"Goodbye &#8216;Mary Wells&#8217;"},"content":{"rendered":"<p><strong>Client: Contiki Holidays (Australia)<\/strong><\/p>\n<p><a href=\"https:\/\/www.thinkevans.com.au\/WordPress\/wp-content\/uploads\/2012\/03\/Contiki.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-185\" title=\"Contiki\" src=\"https:\/\/www.thinkevans.com.au\/WordPress\/wp-content\/uploads\/2012\/03\/Contiki.jpg\" alt=\"\" width=\"119\" height=\"53\" \/><\/a>Task &#8211; Strategy Update: Review of 2006 census and historical data and reconstruction of client typographies for target client group.<\/p>\n<p>Effectively since its inception, the Contiki brand has centred its marketing strategy around a conception of women 18-25 which was iconically based in the women typical of the times &#8211; known to the team as &#8216;Mary Wells&#8217;.<\/p>\n<p>This study considered meta-data and large data set sources to reconstruct the picture of the modal client for Contiki products &#8211; and discovered that the new icon is probably called &#8216;Jessica&#8217;.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Client: Contiki Holidays (Australia) Task &#8211; Strategy Update: Review of 2006 census and historical data and reconstruction of client typographies for target client group. Effectively since its inception, the Contiki brand has centred its marketing strategy around a conception of women 18-25 which was iconically based in the women typical of the times &#8211; known&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[42,50,48],"class_list":["post-184","post","type-post","status-publish","format-standard","hentry","category-client-activities","tag-demographic-modelling","tag-market-analysis","tag-strategic-direction"],"_links":{"self":[{"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/posts\/184","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/comments?post=184"}],"version-history":[{"count":6,"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/posts\/184\/revisions"}],"predecessor-version":[{"id":1664,"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/posts\/184\/revisions\/1664"}],"wp:attachment":[{"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/media?parent=184"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/categories?post=184"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thinkevans.com.au\/WordPress\/wp-json\/wp\/v2\/tags?post=184"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}