Tag Archives: British Roast Dinner Week

lastminute.com is behind the times with copycat campaign

9 Nov

Competitions are PR gold because they drive engagement with your target market. I’ve launched a few of them in my micro career – from the Best British Roast Dinner to the Best Dressed Pub – and it’s safe to say there’s no campaign that won’t allow you to bring out consumers’ competitive streak.

But the one that the PR industry remembers – which broke all the rules, offered a top prize, won awards and international coverage – was Queensland’s 2009 ‘Best Job in the World‘. So, when I saw the lastminute.com was looking for a ‘spontaneity champion‘, to indulge in luxury mini breaks across the world and share their experiences with the brand, I was a little disappointed.

There’s no shame in being inspired by other campaigns, but if it doesn’t take it to another level then have you really done your job? (#JustSaying)

lastminute.com’s competition has already been talked about by almost every UK national newspaper, but to add some extra sparkle, I’d promote it in the following ways:

Pack a suitcase
Package the competition up as part of a wider feature with top tips for frequent travellers; travel blogger profiles; and ‘how to…’ articles on spending 24hours in the most popular cities. The content can be run as part of an advertorial within a magazine like Time Out or pitched into a range of websites.

Pin it to win it
lastminute.com is on the right track when it comes to social media, by encouraging the eventual champion to share their experiences, but it could take it one step further by utilising Pinterest.

This story is great, but there’s nothing worse than reading about a competition you didn’t win, so why not continue the celebrations by giving people a chance to win a trip to the destination on a picture they ‘re-pin’?

Talk to the experts
If you’re sending someone on a ‘trip of a lifetime’ every weekend for a year, they’re going to become experts in destination hotspots, hidden culture and emerging trends. So leverage their expertise by hosting a press event at the end the year for a campaign round-up. lastminute.com could go it alone, if they have the budget, or partner with a well-known travel conference and secure a speaking opportunity as part of a sponsorship package.

By inviting journalists and bloggers to hear the stories, and also do a ‘big reveal’ for next year’s campaign, they can keep the brand in the news.

So, there it is. Three ideas to better organise the campaign around the spontaneity champion. Are you up to the challenge?

20131109-223655.jpg

Advertisements

PRs say they lack creativity

28 Nov

20121128-075034.jpg

This week I came across the headline ‘PR scores itself poorly for creativity’ on website PR Moment and had to read more.

The survey by the Holmes Report and training specialist NowGoCreate questioned 650 professionals from 35 countries on how creative they think the industry currently is – the answer is not very much. More than 60% believed the industry was lacking BIG ideas.

The reasons for this included: lack of budgets, clear objectives and an understanding of clients’ businesses.

There’s a correlation here. If you don’t understand your what your client wants then the budgets to deliver BIG campaigns won’t materialise.

Obviously most PRs will find these survey findings insulting. I’ve been lucky enough to work on some great campaigns (Unilever Food Solutions’ ‘Ambu-lunch’ and British Roast Dinner Week) this year and be part of a wider agency that refuses for barriers to come between great projects (Make Decent Coffee skip idea and the first-ever chocolate hotel room). If the idea is there, it’s down to PRs to be brave and pitch it in – brief or no brief.

I agree that more can be done to bring out the creativity of PRs in the workplace – and small additions to brainstorms that I blogged on last week can make this happen. Get people engaged with the brief and set challenges to work together to polish the ideas once agreed.

Let’s go through some of the other reasons PRs felt were imposing on their creativity:

Lack of time
Brainstorming and scoping ideas is an investment – for business and personal development. Get involved and learn how it works.

Difference in opinion about what ‘creativity’ really is
If you’re questioning whether you are creative, you’re probably not.

Leadership don’t view it as important
Don’t expect your business to grow with this attitude.

We’re in a rut
Make an effort to get out – show your clients why they hired you.

How creative do you rate your agency?

20121128-075025.jpg

Prime Time Blog

PR-IN-MY-EYES

belfastdad

parenting, music, food, photography, tech, fashion

Global Talents

Let's have a laugh about all the silly situations we find ourselves into on today's job market

Mashable

Prime Time: 'PR in my eyes'

A Cup of Lee

Digital Communications in Ireland

Bucket List Publications

Indulge- Travel, Adventure, & New Experiences

Juddz' shower of thoughts

My shower of thoughts will detail fresh ideas to intrigue and inspire

OMNIRAMBLES

sporadic blogging by @dfergpr

%d bloggers like this: