Thursday 19 January 2017

'Social forecasting' for Meteor and TV3

Published 15/09/2011 | 05:00

The weather seems to have finally tipped over into proper autumn territory, and the arrival of Hurricane Katia only seems to have accelerated the move towards winter.

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As the winter approaches, broadcasters are lining up their winter schedules, and TV3, which recently launched its winter programming, has scored a coup with a deal for Meteor to sponsor its weather bulletins.

From the start of this week, the mobile network is rolling out a series of 10-second stings that Meteor claim "builds upon the irreverent and loveable tone that the brand has become renowned for" through its TV ads and other sponsorships.

The stings, which will play out before and after the forecast, take the form of a "social" forecast for Ireland. The main character is 'Fintan McCloud' who will be forecasting various scenarios depicting what might be going on within our population's own social networks at any given time -- with entertaining pictures, text messages and more.

The stings will help reinforce Meteor's 'Your social network' strategy, which has seen the company successfully position itself in the lucrative youth market.

Meteor's head of brand and advertising John Anslow said TV3 has a "unique" style when it comes to delivering the weather.

"The opportunity to incorporate Meteor's 'Your social network' message into a key part of everyone's daily viewing, through TV3's weather forecast, is a perfect fit for Meteor.

"No matter what the weather is like, Meteor has 99pc of the population covered in Ireland and we feel the social forecast concept will really resonate with TV3's viewers," he added.

Indeed, now all we need is for the weather forecast to be blazing sunshine and 25 degrees all winter. . .

Dublin taxi firm rebrands

VIP Taxis has completed a rebrand of the company that saw two of the Dublin firms, ABC Taxis Dun Laoghaire and Fonacab Blanchardstown, incorporated under the VIP Taxis umbrella, making it one of the largest taxi providers in the country.

VIP's director Liz Callaghan, said: "The taxi industry has come under a lot of scrutiny recently following the 'Prime Time' report on rogue drivers. It is up to all taxi drivers to return credibility to our sector."

Vodafone is on to a real winner

Sponsorship is always a prickly topic, especially when it comes to high-profile sports teams.

Last summer when the Dublin footballers started the summer slowly against Wexford and Meath, and the hurlers looked as far away from a championship run as ever, it was easy to accuse Vodafone of backing the wrong horse when it agreed to sling €6m into the teams.

Now anybody involved in the business will tell you that companies shouldn't spend too much time worrying about the win/loss record of the teams they are involved in, but now it looks like Vodafone couldn't have done much better. A hurling semi-final and a football final as well as success at Under-21 and minor level is about as successful as it gets for teams and sponsors.

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