Rain rain go away…
Posted in Advertising, Marketing, Branwell Johnson, Latest reporters' blogs July 26th, 2007 by Branwell Johnson
So Walker’s has had to suspend a TV campaign due to sensitivities regarding the incessant bad weather and flooding but spare a thought for all those sponsors of this summer’s outdoor music and sport events.
Many brands, particular telecom and alcohol brands, have allocated a great deal of sponsorship investment into events from Wimbledon to Glastonbury, V Festival and beyond. Many of these events have been built as sponsorship and branding platforms and here’s hoping Innocent’s Village Fete and Ben & Jerry’s Sundae emerge unscathed. But at what cost is your sampling stand if the stream of unhappy looking punters are more intent on finding an umbrella stall than coming up to approach your sales guys and girls – who must be finding it hard to maintain a fixed grin in the drizzle?
Is there a rebate for sponsors who find their three day music festival turns into a mudbath?
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Threerooms’s comment is....
It could be argued that even with the bad weather the profile of the summer events are still raised due to all the media interest and the hundreds of determined fans still visiting the events.
Therefore the brands are still getting the exposure and maybe more awareness than they bargained for. With shots of the flooded festivals and rain drenched courts being beemed around the world the brands are still being projected and sending the desired messages.
The brands could use this to their advantage - link the determination and courage of the British people with the brand and project the image that the brand is strong, resilient, and untarnished by the weather. An excellent opportunity even if it does sound a little insensitive.
Chris
www.threerooms.com
Posted August 29th, 2007 at 9:05 am
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