bridgebuzz blog

5 Top PR Commandments for New Product Launch Marketing

Posted on Thu, Jul 23, 2015

The launch of a new product is a one-time opportunity and new product launch marketing is crucial. To let it go by without a proper media announcement is a public relations and marketing sin. Below are five tips on product launch public relations for making the most of a new product announcement to the media. 

 

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Tags: Marketing Communications, Public Relations, Integrated Marketing, PR Strategies, Communications Strategy

7 Tips: Crisis Management for Startups

Posted on Wed, Jun 24, 2015

Sometimes, companies launch marketing campaigns with slogans or events that leave consumers baffled. These campaigns prompt the question: what were the marketing teams behind them thinking?

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Tags: Public Relations, Crisis Management, PR for Startups, Reputation Management, Media Relations, Communications Strategy

Procrastinate & Socialize for More Productivity & Community Building

Posted on Mon, Mar 03, 2014

“I see you hanging out by the coffee machine a lot – you must not have enough work to do.” This comment, accompanied by raised eyebrows or a not-too-friendly tone of voice, probably sounds familiar to a lot of office workers. Many bosses feel that socializing at work is wasted time that decreases productivity. The late great Ben Franklin would have agreed. “Lost time is never found,” he warned.

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Tags: Public Relations, Content Marketing, PR Strategies, Communications Strategy

Environmental Scanning: A Key Component of Small Business PR

Posted on Tue, Feb 04, 2014

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Tags: Public Relations, PR Strategies, Communications Strategy

Cross-Cultural Communications Challenges: Meetings with Japanese

Posted on Thu, Jan 23, 2014

As a public relations and marketing communications agency that specializes in working with foreign clients, Bridge Global Strategies has a lot of experience with cross-cultural meetings. We know they can sometimes be frustrating. One of the biggest cross-cultural communications challenges for Americans is attending meetings with Japanese participants.

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Tags: International PR, Public Relations, Communications Strategy

MLK Day: Not Just A Long Weekend; A Chance to Deliver Key Messages

Posted on Mon, Jan 20, 2014

In about 1960, when I was a child, my family moved from New Jersey to Greenville, South Carolina. We lived there for four years. The schools were still segregated, there were separate water fountains and bathrooms for blacks, and the city's racial divide was clearly drawn.

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Tags: Communications Strategy

An Airline Safety Video Becomes a Brand Experience

Posted on Mon, Dec 02, 2013

At 30,000 feet, I’m flying high on an outstanding example of communications from Virgin America. I got on board the Thanksgiving-eve flight to San Francisco and heard the typical boring announcements from the flight attendants. Told that it was time to settle in and watch the safety video, I turned to my iPhone to read and send as many emails as I could before they made me shut it off.

I kept looking at my iPhone until I started hearing the music. On the little screen in front of me, Virgin America was showing a video with singing, dancing – break dancing even – and rap, featuring a cast of at least a dozen fresh young entertainers.  Could this be – is it really- yes, it’s the Sir Richard Branson version of the safety instructions!

I watched as a cast of over a dozen dancers cavorted across the screen, with music and rhyming lyrics spelling out the safety instructions. The characters were refreshingly irreverent, ranging from a gorgeous young woman dressed as a nun, whose smart phone was ripped out of her hands by the dancing crew members, to a little boy warning his fellow passengers they’d better not even think of smoking on board. I later discovered that the video featured former contestants from the TV hit, "So You Think You Can Dance."   

Richard Branson is known to be an adventurer, never one to play it safe. It’s somehow ironic that Virgin American has taken this big leap forward into integrated brand experience territory with its safety video.

Maybe I’m easily entertained. But I must say I actually watched the whole thing and listened to every word. As Mary Poppins has been known to say, a spoonful of sugar sure helps the medicine go down. Play it for yourself and I think you'll agree.

When I looked online to find the video (which, of course, was on YouTube), I discovered that I must have been hiding under a rock over the last month, because the video had over six million views. Page one of my Google search turned up media coverage of the video from Forbes, The New Yorker, CNN, USA Today and TechCrunch, among others. 

What a perfect example of an integrated marketing communications hit: here was a piece of video that was attracting the eyeballs of many thousands of Virgin American passengers, entertaining them while reinforcing the company's trailblazer brand experience, buzzed about online by social media, attracting many millions of impressions, and covered enthusiastically by top-tier media outlets.  There's even a digital billboard version of the video in Times Square in Manhattan.

This "...Shockingly Brilliant Customer Experience," as the Forbes headline called it, is not just happening on Virgin American flights. It turns out that Virgin is only one carrier to have launched safety-as-entertainment videos over the past couple of months. According to Forbes, Air New Zealand wins hands-down on the comedy front, with a video starring Betty White.  Domestic Japanese carrier StarFlyer has painted its planes on the outside with black ninjas and now shows a safety video featuring animated ninja warriers plucking cigarettes out of passengers' mouths.

Creative marketing and communications professionals have always hidden sales messages in entertainment, and they’ve helped savvy public health organizations and educators develop engaging and educational messages with their help for many years. I remember an HIV prevention message about 20 years ago that was delivered via a serial soap opera-like illustrated love story about the relationship of a young Hispanic couple and the sad consequences of unprotected sex. It was placed on ads in subway cars and had half of New York waiting with bated breath for the next episode. The Virgin America safety video is another example of what can be done when creative communicators are put to work to solve a problem.  

Just think of the other mind-numbing but important announcements and directions we’re subjected to that could benefit from a Richard Branson-style production treatment. How about the online video instructions on how to assemble the new gadget you just bought? Or the government tax form with four pages of instructions to read so you can fill it out and pay what you owe? Would we enjoy filing our income taxes any more if the IRS developed an all new customer brand experience with some musical intertainment and dancing? OK, I know the answer to that question!

 

By: Lucy Siegel
Bridge Global Strategies LLC

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Tags: Integrated Marketing, Communications Strategy, Digital/Social Media

Timing Is Crucial in Corporate Reputation Management, Walmart Shows

Posted on Fri, Nov 22, 2013

Unless you’ve been living under a rock the past few months, you’ve probably seen commercials from Walmart’s latest ad campaign, dubbed the “Real Walmart,” which sets out to revamp the company’s image as a responsible corporate citizen.

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Tags: Crisis Management, Reputation Management, Communications Strategy

Community Building Via Entertainment in the Social Media Era

Posted on Tue, Nov 19, 2013

Surfing channels last night, I came across the 2006 movie, “Superman Returns.”  This Superman was played by Brandon Routh with Kate Bosworth as Lois Lane and Kevin Spacey as Lex Luthor. I never saw this film in a movie theatre but had watched it (or part of it) on TV at some point before. I liked it; Superman was much more of a “mensch” than he was allowed to be in either of the two Superman TV series or the other Superman movies.

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Tags: Communications Strategy, Digital/Social Media

Disturbing Communications Trends: Untruths as “Controversies"

Posted on Tue, Oct 29, 2013

Over the last few weeks, I (and most Americans, according to polls) have been really disturbed by the war game launched by ultra-conservative Republicans in Congress, rife with illogical and blatantly untrue statements.  What’s really troubling is that many media and politicians have taken to calling these untruthful public statements “controversial.”

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Tags: Public Relations, Communications Strategy

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