Firms capitalise on 'green' effect
Media & Marketing
"IMAGINE someone walked into the chief executive of Coca Cola's office and told him they could create a marketing package that would see the US president receive a symbolic coke can in front of the world's media, cause cities around the world to come to a standstill in the company's honour, bathe buildings from the Pyramids to the Empire State and the London Eye in its corporate colours . . . what do you think that would be worth? It's priceless, isn't it? Well, that's what we have with St Patrick's Day. Priceless marketing." So said Tourism Ireland chief executive Niall Gibbons in an interview with Postscript last year.
His organisation's annual Global Greening Initiate, whereby famous buildings around the world are lit up in green on St Patrick's Day , has been one of its biggest achievements. This year Sleeping Beauty's Castle at Disneyland Paris, the Holmenkollen ski jump in Oslo and the UNESCO World Heritage Site of Petra in Jordan are all set to join the club.
This year Bord Bia is making a particular effort to capitalise on the marketing opportunity the day presents. The Irish food promoter is planning events from Moscow to Shanghai in an effort to big up Irish food and drink exports, teaming up with the various government representatives dispatched en masse around the world for the national holiday. The piece de resistance of its campaign will see Taoiseach Enda Kenny present a hamper of Irish food products to First Lady Michelle Obama during his visit to the White House.
In the UK the group is taking part in an Irish food market in Trafalagar Square and has launched an advertising drive targeting some of Britain's biggest recipe websites, like jamieoliver.com. The UK is Ireland's principal export destination with exports valued at €4.1bn, taking two fifths of all Irish food and drink exports last year.
In France, the country's second most important export market, high street supermarket chain Monoprix is planning a large promotion on Irish beef. Tanaiste Eamon Gilmore has been sent to Paris, so he'll visit Irish food companies participating at the Wabel Frozen Food Summit next week. Promotions and meet-ups are also organised for Belgium, Italy and Germany, Russia, China, South Korea, Lagos and Abuja.
SWEET TREAT IN STORE AT THE O2
MOST of those who made it to Beyonce's four-night run at the O2 arena this week didn't need any other reason to be excited. But a lucky few got a big treat when representatives for Nestle chocolate brand M&M pulled them from the crowd at random and brought them up to the stadium's third floor, where a pop-up VIP area has just been launched.
Known as the M&M Zone, it will open for four more gigs in 2014 – Kodaline and The Wanted in March, Miley Cyrus in May and Little Mix in June.
It offers gig-goers willing to pay a premium a free bar, canapes, a DJ set with Red, Yellow and Ms Green bopping along and all the M&Ms they can eat. There's space for about 250 so those in attendance get to avoid the crowd.
The brand will be running competitions offering upgrades on Facebook and is running an extensive marketing campaign alongside the launch that it says should reach one million consumers.
DISCOVERY TO LIST BOND ON THE GEM
MEDIA giant Discovery Communications has chosen the Irish Stock Exchange to list its first ever corporate bond.
The US company specialises in documentaries and educational programmes and operates more than 190 television networks around the world including The Discover Channel, Animal Planet and OWN, the Oprah Winfrey Network.
The €300m bond it has just issued, which carries a 2.375pc interest rates and matures in 2022, is listed on the Global Exchange Market (GEM), the ISE's market for professional investors. It was arranged by law firm Arthur Cox.
"Banks, corporates and sovereigns from over 75 countries around the world list their debt with the Irish Stock Exchange and we now have over 22,000 debt securities listed with us. Discovery joins other well-known corporate brands which list bonds on the ISE," said the ISE's director of international primary markets Gerard Scully.