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Posts Tagged ‘Jamie Oliver’

Britain Finds Novel Ways to Bond with Global Audience

London’s 2012 Olympic Games may have inspired love at first sight among the viewing public and attendees, but from a marketing communications standpoint it’s been a long, drawn-out courtship.

“We’ve been preparing for the Olympics since 2005. To inspire visitation, our strategy has been to socialize the travel experience and centralize content to support marketing and PR,” says Karen Clarkson, VP North America for VisitBritain. She spoke at the Association for Travel Marketing Executives’ Marketing Issues Forum on Thursday in New York, discussing her company’s Olympics efforts and plans for the next James Bond movie, Skyfall.

Britain has enjoyed extended time in the public spotlight this year, from the Queen’s Diamond Jubilee celebration in June to the Olympic Games in July, the Paralympics in August and London’s Fashion Week in September. As Clarkson noted, “It’s been an opportunity to influence information about London and beyond, and not limited to sports related content. For the Olympics, we established digital content partnerships with NBC, Yahoo, The Travel Channel, The Wall Street Journal, USA Today and Travel & Leisure magazine.” She said that these partnerships helped the company generated $600 million worth of earned media impressions.

While partnership marketing plays a key role in VisitBritain’s operations, “social is at the heart of everything we do,” Clarkson explained. She described a unique pre-Olympics project in which Britain worked with the U.S. Olympic Committee to “engage athletes and have them experience Britain firsthand before the Games.” They selected and sent seven American Olympics athletes to Britain in the fall of 2011 “to showcase the destination from a U.S. perspective and to appeal to a younger demographic.” The athletes generated visual content as they interacted with their fan bases on Facebook and Twitter.

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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

New Chef Corps Aims to Re-Brand American Food

Anyone who has seen a few episodes of “No Reservations” or “Top Chef” knows that the United States boasts a very active and incredibly diverse culinary culture. Unfortunately, many of our overseas brethren think that American food begins and ends with Colonel Sanders and the golden arches.

The State Department and the James Beard Foundation would like to change all that, and last Friday they officially named more than 80 big chefs from across the US as members of the first “American Chef Corps.”

The team includes such food-world luminaries as Dan Barber of Blue Hill and April Bloomfield of The Spotted Pig (sorry, we’re partial to New York), and their responsibilities will include preparing distinctly American meals for foreign dignitaries, conducting educational programs for audiences overseas, and inviting top chefs from around the world to cook in their stateside kitchens. Most importantly, they want to remind our overseas friends that American food is, in many cases, quite good. While they won’t get paid for the honor, they do get free uniforms.

This sounds like a fairly interesting idea!

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