The New Food Fad Featuring PETA

            Trends in society are not just limited to fashion. A new fad in the food industry revolves around healthy eating. Popularity is increasing for gluten-free, non-GMO, grass-fed meats and dairy, locally grown fruits and vegetables, and even vegan food options, creating commotion for the current “health craze.” I have always strived to fill my diet with healthy foods. I also don’t eat red meat, although this is based on moral grounds. I’ve been a passionate animal rights advocate my entire life. My parents had three Great Danes when I was born, so my love for animals was engrained in me at a young age. That being said, my stance in strong support of animal rights aligns with that of PETA—People for the Ethical Treatment of Animals. I know many people are apprehensive or even repulsed whenever the name of this organization is mentioned. This reaction is reasonable since PETA is known for aggressive marketing campaigns, many of which have been very controversial. Despite a wide array of negative and positive responses, PETA successfully draws attention to their message and ensures it is heard worldwide. 

            Some of PETA’s advertisements are more tasteful than others. Although advertisements with straightforward, harsh statements definitely speak louder, they may not be as likely to compel any changes in their audience. PETA’s statements like “meat is murder” can shock its audience, causing them to become defensive because they do not think of themselves as murderers as this phrase suggests. As a result, people will feel like they are being attacked, and might block themselves off from this message as well as futures ones. However, more clever advertisements including pictures of adorable animals are much easier for people to relate to and elicit more of a response. All of PETA’s marketing campaigns strike an emotional chord in its audience. The key is to trigger an emotional response that inspires, rather than scares, people to change their individual habits.

            Even as a fervent animal rights enthusiast, I believe some of PETA’s marketing strategies are too harsh. This organization does have good intensions and an obvious passion to protect animals. From a marketing perspective, it is important to consider the audience’s reactions to campaigns in order to achieve the desired results. PETA has executed many successful campaigns in the past, proving aggressive techniques can work. Moving forward, PETA can better influence its audience by balancing more aggressive campaigns with softer, more “G-rated” ones.

Atlanta Rocks the Stage with Music Midtown 2015

Elton John performing at Music Midtown 2015

            Over 300,000 people. Thirty artists. Four stages. Two days. One park. And one day later, my ears are still ringing from the excitement of Music Midtown at Piedmont Park in Atlanta this past weekend. This weekend marks my fourth year attending this music festival, and I have observed the concert grow bigger and bigger each year. The festival originally began in 1994, ran annually until 2005, and then returned in 2011. There are many differences between my first year attending the festival in 2012 and my most recent experience this year, 2015. In 2012 there were much fewer attendees, less expensive ticket prices, only two stages, and one final act to close the show each night. This year, not only did the number of attendees, ticket prices, number of stages and performers increase, but also several extra amenities were added including artist markets, a Ferris wheel, an “artist signing shack,” increased number of vendors, and a useful Music Midtown app.ger each year. The festival originally began in 1994, ran annually until 2005, and then returned in 2011. There are many differences between my first year attending the festival in 2012 and my most recent experience this year, 2015. In 2012 there were much fewer attendees, less expensive ticket prices, only two stages, and one final act to close the show each night. This year, not only did the number of attendees, ticket prices, number of stages and performers increase, but also several extra amenities were added including artist markets, a Ferris wheel, an “artist signing shack,” increased number of vendors, and a useful Music Midtown app.

Music Midtown 2012

            Overall, the value of Music Midtown to both attendees and vendors has increased significantly. Even with the increased ticket prices, the music festival is still a huge bang for your buck. I was able to watch 15 out of the 30 performances, which amounted to only $11 per show. This is an incredible deal considering that a ticket to a concert of any one of the 4 final performers could easily be $165 alone.  Music Midtown also presents an amazing opportunity for businesses as well. With 300,000 people in one location, it is so easy for businesses to market themselves to an audience who may not have been exposed to the company otherwise. The department store Belk and car manufacturer Honda are 2 of the 14 largest sponsors, and they each had stages in their names. Between acts, their advertisements, as well as those of the other big sponsors, displayed on huge screens on both sides of the stage for all concertgoers to view. These company names were repeated countless times as attendees planned their schedules and traveled back and forth from one stage to another. Honda also sponsored a “signing shack” for fans to get autographs from their favorite artists, and Belk sponsored a lounge with meet and greets as well. Not only did these sponsors increase their word-of-mouth marketing, but they also connected their brands to a fun experience by which their customers will remember them.

            Music Midtown also performed wonderfully on social media, making use of several different channels. The festival has 82,256 likes on Facebook, 11,200 followers on Instagram, and 44,000 followers on Twitter. Posts were frequently written with accompanying photographs and video footage before, during, and after the festival to engage their audience and increase excitement.

Music Midtown Facebook Page Statistics

            For myself and thousands of my fellow festivalgoers, Music Midtown is one of the highlights of the year. From the line-up release, to ticket sales, and throughout the concert, the festival marketing team successfully builds hype for the weekend that continues to exceed my expectations every year!

Countries Are Brands Too

            After three airplanes and three days of travel, I finally arrived in the Land Down Under, with New Zealand just two weeks away. This past May, I journeyed to the opposite side of the world for a study abroad program about international business and sustaining human societies. Australia and New Zealand have always been at the top of my list of dream destinations. I have a strong sense of adventure, and I was eager to explore all the beautiful sights these countries have to offer. Tourism is a huge industry in both countries and was a major focus of my study abroad courses. I had a unique perspective as a tourist, and I gained many valuable insights by speaking with workers in the tourism industry as well.

            My desire to visit Australia and New Zealand stemmed from my curiosity during past history and geography classes and viewing breathtaking pictures on various websites like Tumblr, Pinterest, and Instagram. However, other peoples’ curiosities could be sparked with promotional materials, fueling their desires to travel to these destinations. Although it may seem strange, countries do run promotional campaigns just like any other brand, resort, amusement park, or other vacation destination. On my study abroad program, I was exposed to tourism campaigns from each country. After the class viewed video advertisements from both countries, we all unanimously agreed New Zealand’s video was significantly more powerful and successful in attracting tourists. I analyzed where Australia’s video was lacking and why New Zealand’s campaign worked so well.

            First, let’s look at Australia’s 2006 campaign, “Where the bloody hell are you?”

            This global campaign, launched by Tourism Australia and costing $180 million, was considered a disaster and did little to promote Australia’s profile overseas. Although the slogan was intended to demonstrate Australians’ friendliness and warm hospitality, the language crossed the line. The ad was temporarily banned in Britain, Australia’s third largest tourist market, because of its use of the word ‘bloody.’ For many other countries with more conservative attitudes towards language, the word ‘hell’ was also ill advised.  In addition, this ad did not translate well in many foreign markets and generated negative media coverage.

            This ad also failed to cut through the clutter of sameness in tourism destination marketing. The video features bikini-clad model Lara Bingle on an idyllic white sand beach, not unlike hundreds of other beach-getaway commercials. The nature of this ad is very basic and “babies” its audience, which is ineffective for targeting the more intellectual, adventure-seeking tourists in Australia’s target market. Australia’s marketing efforts need to take a more sophisticated approach to showcase Australia’s natural beauty and allow the country to speak for itself.

            Now, let’s compare the 100% Pure New Zealand campaign, originally launched in 1999.

Tourism New Zealand’s 100% Pure New Zealand campaign made tourism the country’s second largest export industry. This campaign successfully branded New Zealand in a positive light as ‘pure’: clean, green, and environmentally friendly. Unlike Australia’s video, New Zealand’s ad uses few words in explanations, but instead lets the culture and land speak for themselves. The use of a signal slogan and many different pictures and videos to represent New Zealand’s culture embodies the country’s warmth, diversity, and unique identity.

This marketing campaign succeeds in setting New Zealand apart from other tourist destinations by providing a unique product proposition. The video tells the story of how the country’s unique combination of landscapes, people, and activities cannot be found anywhere else in the world, creating a 100% Pure New Zealand visitor experience. 

Countries must craft their marketing campaigns with extreme care because they represent an entire country and nationality of people. These marketing efforts have the ability to positively or negatively shape the opinions of people all around the world, so it is imperative they are meticulously planned, executed, and monitored to achieve the desires results.