Company had a poor image and needed to halt the decline in numbers renting. Heavy marketing by satellite competition meant consumers were unaware that films were available to rent 12 months before they could be seen on satellite. Although research showed that users were satisfied the company was perceived to be expensive.. Campaign aimed to revitalize interest in rental and improve awareness. 'Entertainment team' campaign, using TV, radio, press and posters. Led to an increase of 17% in total net revenue by the end of 1995, with even higher growth in film rental revenue. New members up by 25% in 9 months. Tracking showed communications of values and awareness improved