Posted by Abe Sauer on July 3, 2012 12:06 PM
As tentpole movies increasingly become vehicles to move items off store shelves, one "product" that has excelled at leveraging onscreen placements is "geography." And when it comes to comic book titles and their real life cities, probably no hero is better at local marketing than Spider-Man.
No surprise then that, with a brandtastic new Spider-Man reboot hitting cinemas today, Sony and Marvel marketers leveraged Peter "Spider-Man" Parker's real life New York City home as part of its amazing marketing campaign, with one mild-mannered exception.Continue reading...
Posted by Shirley Brady on June 27, 2012 01:19 PM
Everyone knows the funniest Americans were born in Canada, so why not leverage that to bring a few tourism dollars north of the border?
Now playing in New York City: a series of spots featuring Canadian expat actor Eric McCormack, pitching the great white north to Manhattanites and visitors. The "Canada for Fun" tourism and branding campaign, from a consortium of Canadian tourism boards, aims to boost awareness of "why Canada is such a fun place to visit." It just launched in the New York metro market on NBC-owned TV stations; online at CanadaForFun.com and YouTube, where you can watch more of the spots; in taxis (where this expat Canadian caught the campaign); and on digital signage in commuter rail stations such as Penn Station.
"Humour is an intrinsic part of our culture and is a great way to give Americans who haven't had a chance to visit Canada an inside look at their northern neighbours. We hope they enjoy Eric's take on our myths and realities," noted Greg Klassen, SVP of the Canadian Tourism Commission. Follow along on Twitter: @canadaforfun and #canadaforfun
Posted by Abe Sauer on June 25, 2012 11:51 AM
Brands Spotted: 0 (if you don't count Scotland)
Standout Placement: N/A
Most Memorable Placement (positive): N/A
Most Memorable Placement (negative): N/A
Overall Product Placement Integration Grade (1-10): N/A
Comments: Some critics have called Brave, Disney/Pixar's new film, formulaic. It's an easy conclusion to reach. The idea behind Brave appears to be taking the popularity of young women archers (cue The Hunger Games, and already a Brave-themed attraction at Disney Parks), pinching some themes from other recent popular franchises (How to Train Your Dragon, Shrek), updating the Disney Princess juggernaut, and wrapping the whole thing in the aura of an earlier epic Scottish tale of bravery (Braveheart*). But Brave's guts aren't the only formulaic element of the film.Continue reading...
Posted by Abe Sauer on June 22, 2012 11:54 AM
Disney Pixar's latest film Brave opens today and promises to clean up at the box office. The film's official partner, Visit Scotland, is hoping audiences will want to "Experience the land that inspired Disney-Pixar’s Brave" (even as the Atlanta Braves have their legal issues with the movie).
Brave's opening means that Madagascar 3, the nation's top film for two weeks running, is about to be forgotten until DVD time. As Madagascar 3 pushes off, and with Brave's Scotland tie-in in mind, we have one nagging question before it goes: why the hit animated franchise failed to make the obvious marketing tie-in with New York's Central Park Zoo? Continue reading...
ready for takeoff
Posted by Shirley Brady on June 12, 2012 03:39 PM
JetBlue Airways and Air China are partnering in a landmark arrangement for both airlines. The agreement marks JetBlue's 20th partnership and its first partnershipwith a Chinese carrier.
Later this summer, Air China and JetBlue will launch interline connections between their networks at New York/JFK as well as at Los Angeles International Airport (LAX). Then, subject to government approval, China's national airline this autumn plans to enter into a codeshare with JetBlue and place its “CA” designator on flights operated by JetBlue.Continue reading...
ready for takeoff
Posted by Mark J. Miller on June 5, 2012 05:03 PM
London Heathrow is the third-busiest airport in the world, moving close to 70 million people down its two runways each year. It can feel a bit cramped there and anybody who has walked its floors might tell you that all 70 million of those folks were in the place the day they were there.
The government has threatened to scuttle a proposed third runway, which has Heathrow operator BAA threatening to sue as it's eager to expand capacity. And from the "you can't please all the people all the time" dept., one group of Brits would love the 83-year-old airport to be leveled and converted into landscaped gardens, a residential area, and a university. Yet customer surveys indicate that over 70% of passengers at the airport rate their experience as 'Excellent' or 'Very Good.'
As it looks to become more efficient and truly "make every journey better" in order to bump those customer survey results even higher, Heathrow's retail partners and shoppers are certainly happy. According to an airport spokesperson, “Heathrow has the highest retail sales of any airport in the world ahead of Incheon airport in South Korea in second place.”Continue reading...
Posted by Mark J. Miller on June 1, 2012 03:07 PM
The “I Love NY” advertising campaign in the mid-‘70s was one of the most memorable of all time and certainly ranks up there at the top as far as tourism promotions go. But it’s been more than three decades now and the logo (by ad legend Milt Glaser, who reinterpreted it for JetBlue), tagline and accompanying song are pretty well lodged into the collective cultural consciousness.
So whatcha gonna do? Change it up, natch. New York State has taken the heart (but not the love) out of the logo for its "Follow Your Heart" summer campaign and replaced it with user-submitted symbols and images of things to do around the state.
The goal is to have visitors not just think (or visit) the Big Apple — a smart move for a place branding campaign that is so often mistaken as an image campaign for New York City instead of New York State.Continue reading...
Posted by Sheila Shayon on May 18, 2012 10:01 AM
Competition for locals looking to book "nearcations" in New York City's tri-state area is heating up. While the Big Apple doesn't need much help on the marketing front, Connecticut just launched its big tourism campaign. Now New Jersey's fabled Atlantic City is wooing northeastern residents to visit — and not for the reasons you might think.
The Atlantic City Alliance, a non-profit funded and operated by local casinos, is focused on increasing tourism by pitching. The marketing challenge: how to promote a city synonymous with gambling without focusing on casinos? The strategy: woo potential visitors on the city's other charms, as part of a campaign titled "Do Anything. Do Everything."Continue reading...