FROM BRICK TO CLICK, AND NOW FROM CLICK TO BRICK

Files under General | Feb 2nd

The first ever “Guardian Open Weekend” is a fantastic idea.

When many newspapers are in the “brick to click” mood, The Guardian Open Weekend extravagance is a very much needed “click to brick” marketing strategy.

INNOVATION‘s Javier Ramirez is a well known expert in this field and has been telling our clients around the world about the importance of this kind of initiatives, specially now that “virtual and digital relationships” are so “politically correct” in the media business.

The Guardian editor’s Alan Rusbridger writes today:

“… we are opening our doors -hosting a weekend at the end of March for a festival of idras, innovation and entertainment… We are looking to welcome thousands of readers to take part in the weekend of 24-25 March for an extraordinary mix of debates, talks, workshops, music, comedy, poetry, food and fun…A newspaper in 2011 is more than words printed on paper…The Guardian has no proprietor. Owned by the Scott Trust since 1936, it has been absolutely independent for more than 190 years, its main relationship always with its readers… The journey the Guardian is on is an open one…”

My talk: welcome to real people experiences, personal relationships marketing, real readers in real places. That’s the great advantage of any newspaper or media company with “soul” and loyal readers and advertisers. A new trend that has fantastic cases like the ones lead by The Times of India or the Toronto’s Globe and Mail.


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CELEBRITY, A SMART CRUISE COMPANY THAT KNOWS WHAT’S MARKETING

Files under General | Apr 22nd

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A brand new £500 million cruise ship is right now in Bilbao (Spain) boarding hundreds of tourists stranded by the Icelandic ash cloud.

Free.

The 122,000-tonne Celebrity Eclipse was to be in Britain for inaugural celebrations before a two-day launch cruise, but they changed plans.

Smart move.

They are getting now:

Hours and hours of free media coverage.

Including reporters that were invited aboard, like Jo Palmer that writes for the Hampshire & Isle of Wight BBC website and twitters from the ship.

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Tons of free publicity, and the goodwill of cruise market costumers.

Bilbao pick-up will be restricted to customers of Thomson, First Choice, Thomas Cook and Co-op Travel Group who have been allocated a space aboard the ship.

Eclipse, which can carry 2,850 passengers, will get back to Southampton tomorrow and should dock at the City Cruise Terminal at around 6pm.

Brilliant!


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