Tag Archives: shame

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?

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Ignite my fire for PR

2 Jan

It’s the 2nd January 2013. New year, new resolutions and new outlooks for life are officially in place.

Today I got comfortable in my desk chair for the first time in two weeks, opened my to-do list and taught myself how to touch type all over again. I’m in PR. I can do anything and be anything.

Well, so I thought. But, as a 25-year old mixed race female in food and drink B2B PR, it seems that no one is ‘backing’ me as I read this evening that Ignite PR – the voluntary networking group that seeks to lobby for diversity within the communications industry – is set to close after just four years.

Bieneosa Ebite, chairman and co-founder of Ignite, has blamed lack of time for the group folding, but makes clear that the network has achieved more than she imagined since launching – by releasing manifestos and building a database of more than 400 individuals. From gender and ethnic equality to fair work ethics and advice on recruiting, Ignite fired on all cylinders.

A group like this has to. Especially when PR Week and PRCA’s last census revealed last year that less than 5,000 professionals (from a pool of 61,000 working in our industry) are from black and minority ethnic heritages.

But, sadly these figures aren’t shocking; just off-puttingly accurate, which adds weight to the great shame of Ignite extinguishing.

In my view, I don’t think time would be a factor for the founding team if the membership and engagement levels were right; the website looks and feels stagnant. But, perhaps this news will jolt more people – myself included – to be more aware and become proactive in sustaining the momentum that Ignite began.

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