GATEWAY COMPUTER
Gateway Computer combined a global repositioning effort with its move from NASDAQ to the New York Stock Exchange. A "Country Store" concept was developed for the US and 12 European and Asian countries leveraging off the company’s rural roots and its famous black and white cow graphics. The Concept developed a clear product offering amidst a multi channel sales strategy. Multi-nation media training with messaging adapted to the cultures of the individual countries for the individual sales forces ensured foreign media coverage. "Cow Spots" were picked up by numerous foreign print and broadcast media with footage of a Holstein cow being led from the NASDAQ to the NYSE as part of the "MOO"ve over campaign the day Gateway traded on the NYSE. Gateway’s brand recognition was boosted to 18% within 6 months of the campaign.