With the arrival of William and Kate’s baby expected next week, the Centre of Retail Research has announced it expects £240m to be injected into the UK economy as a result of the historic event.
Already, we’ve seen some major brands launch targeted, integrated marketing campaigns, designed to maximise on the patriotism of the British, during what is one of the most significant occasions for Britain – the birth of our future monarch.
For example, last week we reported on the new Argos advertising campaign’s pregnancy storyline, which, as experienced marketers, we don’t think is entirely coincidental just weeks before the Duchess’ due date.
While some would say ‘jumping on the bandwagon’ will simply lose your company amongst the noise of other brands doing much the same thing, we think if it’s cleverly and innovatively approached, then the opportunities for taking a cut of the £240m could well be too good to resist.
One of the more memorable examples of integrated marketing is that of Irish bookmaker, Paddy Power. Rather than launching TV ads, they sent a quartet of extremely strange looking ‘babies’ to a variety of London locations, including Buckingham Palace. This guerilla activity certainly raised a few eyebrows, and created conversation about the brand’s novelty bet offering, which asks players to guess the baby’s hair colour, amongst other wagers.
Sweet makers, Haribo, have also joined in the festivities, and will be launching a range of limited edition Royal Jelly Babies (it would have been a sad state of affairs if they hadn’t, really).
While there are undoubtedly hundreds of brands attempting to piggyback on the Royal birth, we believe it is only the most inventive and exciting integrated marketing campaigns that will create stand out, and raise their brand above the busy marketplace we’re expecting the next few weeks to be.
To see whether we can help your business, call 01706 600518 to arrange a free marketing consultation.