hospitality marketing online course discussion 4
PUBLIC RELATIONS AND SALES PROMOTION
Please reply to the question and comment constructively on a classmate’s posting.
PART 1 – Reply to the question
Question 1 –Taco Bell PR campaign
Hospitality companies should shift some of their advertising dollars to public relations.
See the attached file for Taco Bell’s successful PR campaign. What are the advantages of such campaigns? Can you give a PR campaign example of a hospitality company that you remember or find on the Internet or the company’s social media?
PART 2 – Reply to the question
Here is a classmate’s posting from the question. Please write a comment.
There are many advantages to running pr campaigns. Firstly, people are more apt to trust an objective source as opposed to paid-for advertising messages. Secondly, a good pr stunt has a very good chance of getting picked up by several news outlets, exposing it to a larger audience. And lastly, it is cost effective. A good pr campaign can reach a larger audience than paid advertising media placement, making it a more economic option.
In 2016, a British hospitality firm named Warner Leisure Hotels was looking for ways to vamp up liquor sales and came up with a gimmick that could spike sales. That gimmick is anti-aging gin. They teamed up with Bompas and Parr to create this unique libation, and claim that drinking this gin will keep you looking youthful for years to come. It is distilled with collagen and contains various antioxidants and “skin-healing” botanicals to “help reduce cellulite and sun damage.” It is marketed as Anti_aGIN. Get it? Anyway, this campaign worked for them as people came in asking for this gin by name after seeing it on the news, and as a result the hotels’ liquor sales spiked. This is a great example of a brand generating buzz from something outside the realms of its core product offering, and great example of how a great pr campaign can make all the difference.
