Working in marketing in the travel sector I am oft to notice other travel advertisements. I’m always thinking how are our prices looking, could our images be better or are we missing the ‘next’ big destination?
This online ad from Emirates Airlines did catch my eye recently but for slightly different reasons. Book in your leave, buy the guidebook & pack your dreams you’re heading to…
Kabul you say. Hmmm…doesn’t actually state whether these are return airfares, I guess the terms and conditions are on the website. Well I suppose First Class is the only way to travel to a desolate war-ravaged country.
Looking forward to next weeks hot deal…
Hurry set sail with this hot offer Two for one on Somalian Sunset Cruises. Don’t wait! No we’re serious, we can’t the navy’s coming!
Hmmm…we as marketers are constantly trying to innovate. Finding new ways – and locations – to engage our audience.
However is this going too far? The Melbourne airport urinals. Long have the ‘Gents’ & ‘Ladies’ bathrooms been an advertising bastion based on the perception of a captured audience.
However a QR at the gents trough, I believe, is an epic marketing fail on two fronts.
Splash oops there goes the iphone. Without any gauche detail it won’t have been held with two hands
Worse. No boys I’m just scanning this code, honestly. Um no, I’m not filming!!!
As you may know from this blog I’m a massive fan of the QR code. That said the Quick Response you might get at busy urinals from your neighbour when de pocketing your phone replete with camera may not be quite as expected!
NB No I didn’t have company when taking the pic for this post. Ha ha
Unquestionably outdoor media is becoming more & more popular in the Australian marketplace. It offers very attractive pricing when compared with traditional offline newspaper advertising (abhorrently expensive by the way) and certainly comes in well under TV.
Another appeal – if you get the right site (all important that) – is the stickability of your ad. You can’t change the channel, use TIVO to skim through ads or flick the page of your morning newspaper. A great Outdoor site has very high impact (wanker term = cut through) and there are normally a very limited amount of these prime locations in a city. Here’s one in Melbourne, Australia…
'High' profile literally
So three marketing managers have spent tens-of-thousands of their marketing budget dollars to achieve some power presence at one of Melbourne’s best Outdoor sites. A massive intersection with enormous reach. In short a top dollar site.
Unfortunately sometimes the best laid plans by some of the best marketing minds can come undone and go…err well, tits up. If they made a card game called Marketing 500 then – CK trumps, um whoever the other brands are & glamorously photographed cleavage trumps bottles. Well most things really.
Shhh...don't tell anyone. Um actually maybe like tell loads of people?!
So Noosa is certainly a well-to-do holiday hamlet about 2 hours north of Australia’s 3rd largest city Brisbane. Exclusive might not be too much of a stretch but it is slightly too mass market for that to be entirely accurate. That background is necessary because in a place like Noosa boutique sells.
All well & good but is it just me that has a little problem with the Belmondo’s advertisement?
Firstly it’s placed in a cheesy tourist map. Think a free London map with the nearest Hard Rock cafe or TGI Fridays marked. Gourmet & chessy doesn’t sound that palatable? Next is the cachet of such a venerated local institution, spoken of only in whispers, somewhat contradicted by, um you know – advertising.
Lastly & possibly leastly why are they actually advertising at all if they are a Noosa incrowd icon. Just a nod, a Belmondos market bag & a knowing smirk ought be enough surely?
Anyway could you tell that it rained alot while I was there? Mind wanders when…