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Thursday, April 29, 2004

An Interesting Strategy

Nova Scotia, land of my birth, and a province that is fast becoming a politically correct basket-case to rival B.C. (they're conservatives!?) has decided on a new tourism marketing strategy. They're pulling their ads from the American program "The Swan", admittedly a ridiculous, low-brow show (and for that reason likely a hit). Apparently it sends the wrong messages about health, and could even cause despicable American tourists to actually show up in Nova Scotia, demanding to spend their imperialist dollars. Instead they'll run the spots during a more wholesome presentation that will presumably send the 'right' messages. Silly me, I thought the point was to grab the attention of the largest number of people possible. I guess good old Nova Scotia doesn't want none of them there money totin' Mercans coming around if they don't have the right attitude toward "wellness". Do we need the Liberals back in power down there just to restore some common sense? God forbid.

Cross-posted at Occam's Carbuncle

Posted by Alan Rockwell on April 29, 2004 | Permalink


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Advertising is the engine that drives the media economy.

In the absence of evenhanded broadcast watchdogs (CRTC, CBSC and ASC), direct pressure on advertisers is the only way that individuals from "non-protected" groups can have a say.

Some argue that there should be more of this selective represenation. Otherwise, ad and media buyers make decisions which do not necessarily reflect the best interest of the company whose product or service is being advertised.

Why not swap ad space with the folks from ashleymadison.com? The swan would probably be right on that wavelength.

Ultimately the shows that one associates one's ads with does offer a certain reflection of the type of business that one conducts. Target advertising is effective.

Posted by: jonathan | 2004-04-29 12:23:17 PM

I thought they might be targeting average- Americans-with-money-to-spend-on-cheap-vacations-to-neighbouring-states. Seems like a good group to throw tourism advertising dollars at, unless you have some goofy politically correctuberagenda.

Posted by: alan | 2004-04-29 12:34:06 PM

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