To say I was gobsmacked by a proposal from City of London staff would be an understatement.
On Tuesday, a city committee will be asked to consider a marketing campaign to launch when London hosts the World Figure Skating Championships in March. The pitch is that international media and visitors will be here, so what better time to promote the hell out of what we offer? In principle it sounds great. The campaign itself, which I have seen, is a bit lame and short-sighted. It rebrands this city as Canada’s London which strikes me as more than a little bit insecure. The logo itself (below) is in script and unclear. But what councillors will care about most is the $200,000 price tag for a cash-strapped city. (Half from city reserves and half from corporate partners.)
But it’s not the campaign itself that has me seeing red. It’s the marketing plan. Posters and other printed materials as well as videos are earmarked for: bus shelters, billboards, busboards, television, social media, a newspaper insert, brochures, banners and advertising in hotels, restaurants and local businesses as well as online ads.
Notice anything missing? Radio! There is not one mention of doing anything at all on radio. Oh you can bet they’ll be coming to us for interviews and free promotion while they spend city (our) dollars on our competitors. So while every other (dying) media in this city is targeted for an advertising buy, those whose job it is to design these things have chosen to completely overlook radio. On behalf of my industry I take this very personally. Thanks for nothing, City Hall. You’re planning to invest in everybody but us and although we really can’t do much about it, or even use it against you, we certainly won’t ever forget it.
Is it worthwhile – or even possible – for GMs of London radio stations to get together and make a “no free publicity” pact until they buy? I’ll bring your blog to the attention of our GM with Rogers. No wonder you’re livid. It’s like the artery cloggers at Krispy Kreme – they NEVER bought radio, but just had to send in a free box and knew the DJs would be all over them (we weren’t) on and off the air. Time to stand for something – or fall for anything, as the saying goes, right?
I agree. We’re the first stop for publicity tours when the airtime is free. It’s valuable then, right? So why leave us out of an actual “buy”? Grrrr.
Who is the agency contracted to do the marketing? That should be ‘Radio’s’ target. Why are they not “radio-centric’? It sounds like there is some sour milk in the mix between the two. What does some bureucrat at a municiple level know anyway?
However, that is only a challenge for someone to tackle and repair. jmo
Bill
Well the info from the city said a “marketing company” but didn’t say whom. That will probably be revealed at the meeting. It sure ruffles my skirt though.
So – if an appeal to the marketing geniuses behind this plan doesn’t prove effective, will London radio have the cojones to ignore the event? Or will the Bell or Astral stations getting $$$ from TV and/or billboards, capitulate? Keep us posted on “As the Worm Turns”, won’t you?