Yesterday we wrote about how the Barbados Tourism Authority could have capitalized on the Grammy Awards by pumping up that six-time winner Adele’s musical director Miles Robertson is a Bajan.
Today Adrian Loveridge describes how the Aruba Tourism Authority received free worldwide press riding on the coattails of the Super Bowl.
It seems that unless it costs big money, the BTA doesn’t think the effort is worthwhile.
Take it away Adrian…
Aruba Tourism was ready for the Super Bowl; BTA was not…
There perhaps, in these trying times, can be no more apt expression than Carpe Diem or seize the day in terms of exploiting every possible opportunity in destination marketing. As an example, even before the dust had settled on the Super Bowl final or the victors partying had abated, within hours the Aruba Tourism Authority was out there, offering the losing side, a complimentary holiday.
In a press release the CEO of the authority, Ronella Tijn stated ‘ We want to acknowledge and celebrate the hard work, dedication and season-long success of the team, despite their loss. We believe there is no better place to recover after a loss than Aruba. After all, we are known as One Happy Island’.
Whether or not the New England Patriots take up the offer, massive attention throughout the US media has been grabbed in the wake of one of the most watched sporting events in the country, at very little, if any cost.
I don’t suppose for a single second that Ms. Tjin woke up the morning after the event and suddenly thought of this idea.
I am sure if their advertising agency, especially if it is based in the United States would have had it among suggestions to maximise awareness, especially at such a critical vacation booking period.
It cannot be suprising then that any canny sales driven organisation would want to be associated with this event, which attracts over 111 million viewers. Each 30- second paid commercial aired during the game costs a staggering US$3.5 million.
Again, it comes down to identifying and having the people who recognise that more can be done even when budgets are constrained.
Some years ago, the highly subsidised Caribbean Broadcasting Corporation, announced that they were going to increase the local programming content of their television station. Little at the time did we realise that this would largely be achieved by adding two hours daily of Caribworld shopping offerings.
As a marketing person with decades of attempting to achieve big picture results with very modest budgets, maybe I have always looked at things a little differently. But in anyone’s eyes, the broadcast time between the ever popular, Days of our Lives and the prime news segment would surely demand peak advertising rates and the largest viewer figures.
Yet, so often, these 6 or 7 minutes ‘fillers’ feature overseas recording artists like Toni Braxton and Kenny G. As much as I like these outstanding performers, would it not be better to highlight some of our rising stars?
Bajan band Cover Drive
I think in particular of Cover Drive and their amazing achievement by capturing the Number ONE spot in the British singles chart with ‘Twilight’.
The band and its promoters clearly recognise the use of social media with over
two and a half THREE million views (so far) of the official Twilight video, globally.
But I am sure there is a local audience, of all ages that would be inspired and possibly motivated by showing the video locally.
When the going gets tough, the tough go shopping.
Savvy marketers look for, seize and exploit opportunities where they arise.
BFP Editor’s note: This opinion article was printed as received from Mr. Loveridge with the exception of our opening comments and the title and subtitle that are BFP’s creation.