From September onwards as the peak holiday season approaches, there is a barrage of tourism ads on channels like CNN. So I have sat through Amazing Thailand, Enchanting Vietnam, Infinitely yours- Korea, Cambodia- The Kingdom of Heaven, Kenya- The Magic of Africa, Egypt-The gift of the Sun. Most of these ads have a visual tapestry which is quite similar to each other. Shots of beaches, wildlife, forests, waterbodies, iconic heritage sites, smiling people and tourists having a ball of a time. Continue reading
Hyundai cars have amongst the highest quality ratings in US as per JD POWERS, improving from 13th position in 2008 to 4th in 2009. Hyundai was the ADAGE 2009 marketer of the year in US this year for its innovative “Lose your job, Return the car” campaign. Hyundai might also be the hands down winner of the lamest new brand campaign, which just broke in Asia. It is titled “Our unique way of making better cars: It is inside you”. Go figure. Continue reading
Cheil has been re-appointed as the agency for Korea Tourism. I hope they do a better job than the current campaign – Korea, Sparkling.
If ever there was a big , economically successful and visible country ( via its brands) which needed a clear positioning in the minds of the world’s tourists, it is Korea. Korea doesn’t need a generic campaign like SPARKLING KOREA (you can see the clever marketing logic yourself as interestingly the communication strategy and thinking has been put out for public consumption). It needs a unique point of difference which can give people a reason to add it to their list of destinations. It doesn’t help that the capital city, Seoul has its own campaign: “Seoul- the soul of Asia” , which is a clever play on words but lacks credibility and pull factor especially for people who haven’t been there before. It might reinforce what past visitors have experienced.
The marketing challenge as I see it, is not “repeat and loyalty” but “trial”.
C’mon Korea. Give me a reason to believe ..visit ( beyond the cheap won). We know you can do better.
P&G is one organization which continues to amaze with its hunger for “more and better” in everything. Its arguably by far the best consumer goods company in the world. Outstanding people are the foundation of this reputation and they have been trained and groomed largely internally. But in today’s fast changing marketing landscape, even P&G is realising that it doesn’t have all the answers and needs to reach out and learn. Connect & develop was one such initiative to accelerate its product innovation pipeline efficiently. Now in another interesting move, there is a planned talent swap with Google with the stated purpose of – “to learn more about each other and about targeting customers”. Read more here.
If Connect & Develop was about maximising the value of R&D dollars, this is about maximising the media dollars. Think about what this early dalliance can lead to : The world’s largest advertiser ties up with what is perhaps the world’s largest media property.
The timing is also good. With the recession led pressure on margins and costs, anything which helps maintain or increase share of voice with a reduced media spend is welcome. P&G wants to know more about the online media habits so that it can confidently shift more media dollars away from mass-media. For Google, getting a convert like P&G would mean other companies will follow soon.
Well done !! Stock up on both the scrips.
Posted in Brand strategy, Creative strategy, Marketing, Media strategy, New media, Talent, Technology
Tagged Business Strategy, google, Innovation, Marketing, Media strategy, P&G, Talent