Archive for the ‘Publicity’ Category

‘Chill and Charge’ creating brand awareness at festivals through digital media…

Wednesday, February 15th, 2012

Festival Brand Awareness - Marketing CommunicationsReflecting on the success of brand promotions such as the Orange ‘Chill and Charge’ campaign at Glastonbury last year, Marketing Week released a report this week on how brands can get the most out of festival sponsorship.  The Orange brand had a tent that enabled festival attendees to charge their phone at festivals, ingenious idea from the phone brand.  Glastonbury will be back in 2013, enough time for the brand to create an exciting campaign for the event…

An increasing number of brands that are not associated with music including Persil, Timberland, and Dairylea are using festivals as a channel to spread their brand messages.  Organisations are taking this method of marketing seriously by preparing in advance and building this activity into their strategy in order to get deals signed with popular festivals across the country.  How are brands making the most of festivals as a method for effective brand promotion…?

Digital media is becoming more prominent in the lead-up to and aftermath of festivals and is an excellent opportunity for marketers to promote their products and create brand awareness in advance.  Cheese brand Dairylea had huge success from Camp Bestival last summer with their Twitter and Facebook campaigns.  The festival is known as the family festival of the year and Dairylea seized the opportunity to promote the brand through a family photo shoot competition on Facebook leading up to the event.

Festival Brand Awareness - Marketing CommunicationsIt is important to remember that consumers now expect more from brands; Marketing Week revealed that those brands that can add a new dimension to promotion at festivals will be more likely to see a return on their experiential investment.  We look forward to seeing more innovative activity from your favourite cheese makers at this year’s festivals.

 

Frocktober is the new October…!

Friday, September 30th, 2011

Frocktober - Cancer Research - Breast Cancer AwarenessIntroducing …‘FROCKTOBER’…! -If you haven’t already heard about it then get on board now! Cancer Research are launching the campaign in time for October, new name: Frocktober, as a way of getting the public to host glamorous events to get dressed up for.  Participants in these events are then encouraged to donate just £5.  This is a development from the ‘Movember’ fundraising campaign which focuses on raising money for men’s health and prostate cancer, by getting men to grow moustaches.

Cancer Research UK are looking to branch out to the female population with yet another revolutionary fundraising idea that not only raises money, but gets women feeling good about themselves.  According to Marketing Week, the campaign will involve the charity sending “handbag” packs to participants hosting the events which will include advice about what kind of event to host and posters to help promote the events etc…

With a view to increasing awareness, Cancer Research UK will continue to promote events through social media sites such as Facebook. The campaign homepage has already generated $8,145.00 worth of funds, and with the integration of Facebook this will dramatically increase as we approach October.

Community driven fundraising is becoming increasingly apparent with charities.  We discussed the partnership between M&S and Oxfam last month.  Oxfam’s more recent strategy to steer away from traditional advertising campaigns, include partnerships with university RAG (Raise and Give) groups.  The objective here is to get students to travel around four European cities whilst completing different challenges in order to raise money.

To find out more and order your pack today, please visit http://www.facebook.com/.

Is all publicity good publicity?

Thursday, June 9th, 2011

Ryanair have been known to push the boundaries in order to lower air fares and to gain publicity (remember ‘a pound to spend a penny’). Ryanair CEO Michael O’Leary has used controversial ideas regularly over the years as publicity stunts, and I think it’s fair to say that it works! Everyone in the country seems to have an opinion on Ryanair and the way it tries to reduce air fares.

A court case involving a popstar (Chris de Burgh) and his model daughter (Rosanna Davison) came to light, in which Chris de Burgh threatened to sue Ryanair over a press release which branded his daughter a racist.  This all started with Rosanna Davison taking offense over the Ryanair 2009 Charity Stewardess calendar, in which there were no Irish staff.

In the press release Ryanair stated: “Ryanair today hit back at comments made by Irish glamour model Rosanna Davison in relation to the absence of Irish cabin crew from Ryanair’s 2009 charity calendar, which ‘bordered on racism and demonstrated an elitist attitude against Ryanair’s international cabin crew’.”

As this case draws to a close with Ms Davison being awarded £70,000, will Ryanair continue thinking that ‘all publicity is good publicity’?

Marketing Communications: A Brand Narrative Approach discusses publicity:

“Publicity is marketing communications that is initiated by the company, but reaches the target audience through another medium and therefore is not perceived by the target audience as being generated by the sender.” (page 403)

Due to the low costs of publicity we can see why businesses would like to use this type of Public Relations.