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FEBRUARY 2010
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www.opp.org.uk
Feature archive www.opp.org.uk/issues.asp
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61
Challenging realisation
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Clients have spent much less and still seen results, says McDonald (left). “How can we convince them it’s about more than PR when it’s all they’ve done?”
One of my clients received 70 enquiries from The Sunday Times Topping asked whether the specialists different brands.”
recently. I thought he said 17 at first and was still over the moon. were recommending vertical channels Pointing out that a Portugal pavilion
Ian Fry, eg Media like the World Travel Market or the Boat proved successful last year at A Place in
Show. the Sun, Bridge said the WTM was very
for nothing? (AIPP membership) to reassure clients “Absolute was invited to the WTM much an appointment based show that
“PR is not free, but clients often because their own is so well-known. by the Thai Tourism Authority and it overwhelms the casual visitor.
benefit from a lot of research that they “Have they read the papers? The whole was very successful because of our “But clients will always be attracted
don’t pay for,” said Topping. “And when estate agency industry is tainted,” he fractional offerings,” said Melsom. by the biggest show, whether it’s the
they are convinced by a proposal, they stressed. “It’s all about trust and no-one “It was also an opportunity to talk to right one or not. It’s our duty to steer
want to jump to fifth gear immediately.” is immune.” tour operators who have extensive them in the right direction,” said Read.
“But there are lots of first time On the PR side, new and traditional databases.”
developers who are being pressured media channels are helping to tell the Bridge pointed out that the Accountability
by big brand agents to get projects story - but as Melsom pointed out: difference between the WTM and a In a market with too many poor leads
to market so they can get their “Social media can’t be controlled.” show like A Place in the Sun is that and quality leads much harder to come
commissions quicker,” said Gregory- people are going to an international by, ego is the most expensive element
Peake, who added that a lot of media Friendly persuasion property show for the latter, and not for of any media campaign. Concluding
buyers have also been too quick to Advertising is easy to control, but does the former. that very few media buyers will turn
take the money. “The big agents are it instil trust? “No-one sees advertising
losing their foothold in the overseas as a persuader,” said Gregory-Peake, “it’s There are lots of first time developers who are being pressured by
sector, having failed to harness local about building brand.” big brand agents to get projects to market so they can get their
knowledge and invest in infrastructure Owen disagreed, saying that for the commissions quicker.
on the ground,” he added. “In today’s international homes market advertising Brett Gregory-Peake, Frank & Earnest
market they are not adding value.” was an opportunity to reassure
A pro-active and high profile consumers. “So much of the market is “But people consume a lot of down clients who want to spend
champion of the overseas homes inactive that the ad only really has to different media and the cross-over can money, but always conscious that a
industry in the UK, Paul Owen’s say ‘We’re still here’”, he explained. sell,” said Read, with the point made failed campaign doesn’t make anyone
bugbear is big name UK agents who Winding down the debate with a that A Place in the Sun has formed look good, the panel agreed that
say they don’t need another brand focus on what works and what doesn’t, alliances with both the Golf Show and everyone is more accountable in the
Ideal Home Show in the past. new media landscape.
We’re definitely seeing a better response from PR on a global “Where the WTM works really well In the final analysis, the new rules of
scale. A creative editorial programme, working closely with is the scale,” said Topping. “Whole media negotiation should be founded
journalists is very effective as part of an integrated approach. countries are competing, with on realism and a bit more honesty –
Charlotte Rose Melsom, Absolute destination stands hosting lots of whatever the cost.
FEB10_OPP_MAG.indd 61 28/01/2010 15:22
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