Tag Archives: resources

Alton Towers attracts younger crowd with CBeebies Land

16 Oct

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CBeebies, the dedicated TV channel for under fives which is home to shows such as In the Night Garden and Charlie and Lola, may be losing viewers but that’s not enough to discourage Alton Towers from launching CBeebies Land.

Merlin Entertainment is planning on rebranding part of the park to bring the struggling CBeebies brand to life – through rides and live experiences. It will also give children the opportunity to meet their favourite characters. Think of it a bit like Disney World but without the excitement.

Although it’s not been disclosed if the BBC will financially benefit from the project, it’s great for brand awareness – with its core target market already allowed free access to the park. But I’m yet to see how it will increase viewers. Surely young people’s emotional attachment to the characters stems from them already being fans of the programme. Not the other way round. And most kids don’t have influence over the remote control anyway.

After the BBC was urged to do more for young people, this just comes across as a money-making stunt that ticks boxes with bosses a the same time.

The news has generated a lot of national and regional coverage but I think this is as good as it gets. In my opinion there’s nothing more to say (unless someone gets hurt at CBeebies Land.) The attraction’s got a limited audience because few will pay Alton Towers’ prices for it. And if they do it won’t have a significant impact the channel’s growth.

It’s simply a ‘nice to have’ rather than a well thought out step to strategic success. What do you think?

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PR: Lost in translation

23 Oct

Have you ever spoken so passionately in client meetings that you don’t even understand what your saying? You know the meetings I mean – pitching in that big idea to get closer to your contacts to show them what you can do.

Today, I’ve done something similar. I’ve spoken a pidgin English; a combination of PR and social media buzz words that have, quite frankly, scared me at times to the point that I don’t even know what they mean anymore. Can you put me right?

1. Influencers
Who are these people? Working in food, drink and hospitality I assumed they were high-profile chefs but now they could be a figment of my imagination.

2. Engage
I’ve promised to engage with so many people today. I’ve positioned that I’ll do this by becoming everyone’s favourite brand to follow. In reality, could this be just a quick ‘hello’?

3. Drive traffic
It’s been such a long time since I was behind the wheel, but I’m acting like a Formula One racer, driving online traffic here, there and everywhere with instant wins.

4. Leverage
I’ve boasted about leveraging resources, contacts, sponsorships and followers today to grow our brand awareness on Twitter ten-fold. Surely this can’t all be done by one person? Help!

5. Network
Social networks, chef networks and consumer networks. Oh, what a tangled web we weave. This is going to be confusing.

So, that’s my day in five words. How would you sum up yours? Do you need a PR-English dictionary to bring you back to reality?

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