A Great Example of PR/Advertising

A music addict, you can be sure in May/June of '07 when The Spice Girls began enrolling fans in their "waiting list" to be chosen to purchase tickets to their Dec/Feb '07-'08 "The Return Of The Spice Girls" World Tour, my name was on the list minutes later.

As news swept across America (and overseas), that the five girls would be reuniting one last time, "Girl Power" was in full force. At the initial start of the official website opening, roughly over 1 million UK residents and 3 million US fans registered for their chance at tickets.

Around October an email hit my Inbox warning that someday in the next week, I'd be receiving a code to use when purchasing tickets (which would also be at a random unannounced time.) Around 10 a.m. on a Saturday, I received the email "BUY NOW!".. which began my notice of an extremely well planned PR/advertising campaign.



With shows selling out in seconds (literally!), the finalized tour dates listed 18 US/7 Canada/20 London/1 Madrid/1 Cologne, and it was announced that Roberto Cavalli would be sole costume designer for this World Tour. Likewise, Victoria Secret would be licensed pre-sponsors, selling the exclusive "Greatest Hits" Album at their stores and having them perform at their annual Fashion Show, where the girls also wore Victoria Secret fashion in their Music Video "Headlines (Friendship Never Ends.)"

Leading up to my show, over the Holidays I received chain emails, such as "Merry Christmas/Happy New Year..from The Spice Girls". Also, were links at the bottom directing to the website and online store.

Starting in January/February, I not only received a couple more "Spice updates".. but Prudential Center (my ticket venue) began sending preparation emails.

Prudential Center offered personalized maps (as well as linked bus/train schedules) directing the easiest route to their Arena. Also the week before the show, I was sent a text message number, where attendees could text the number (when inside the building) and receive coupons and locations to food companies-- at a discounted price.

While at the venue, the screens (before the show) advertised the online store and merchandise, and in the Program Book, the last pages were full paged ads featuring the girls' solo projects, such as Melanie C's latest albums and Geri's children books (and information on where they can be bought.. ex. Amazon.)

Upon arriving home after the show, I received a "Thank You" email from Prudential Center and a questionnaire, in hopes of "Making your experience better in the future."



All in all, I thought the PR/Advertising of this whole tour was amazing. I mentioned some of this in my PR Writing class, because I was honestly impressed with how many emails I received.

Now of course, I know The Spice Girls didn't actually sit down and send me a "Merry Christmas!" email (even with it saying "xxx Emma, Geri, Melanie B, Victoria, Melanie C"..haha), but the fact that they continued to keep in touch with ticket buyers.. all the way up to the event was nice. And for Prudential Center, with its new renovation, to take the time to reach out to their customers and send personalized transportation routes and discounts, definitely made me want to visit the venue again.

The television commercials I saw were also just as effective, not only promoting the "Greatest Hits" album (as the music played in the background) but provided tour information while flashing past and present pictures of the girls across the screen.

National VS. Local

Check out some local and national advertising. Try and figure out the marketing plan. Compare a local one to a national one from a critical standpoint.

Using newspapers as my media source, there was numerous noticeable differences when comparing a national ad versus a local one.


A marketing plan is a company's activity yearly documented and comprised of "the marketing process."
"Step 1: Research the consumer market and the competitive marketplace and develop a situation analysis.
Step 2: Set objectives for the marketing effort.
Step 3: Assess consumer needs and wants relative to the product, segment the market into groups that are likely to respond, and target specific markets.
Step 4: Differentiate and position the product relative to the competition.
Step 5: Develop the marketing mix strategy: Select product design and performance criteria, pricing, distribution, and marketing communications.
Step 6: Evaluate the effectiveness of the strategy" (Burnett, Moriarty, Wells 41/42).


While looking through the countless advertisements (in the Philadelphia Inquirer and USA Today), I noticed how flashy the national one's were. The sizes tended to be full page and or half, whereas the local were dispersed throughout news context (side-page ads). The national were more likely to be in color, containing eye-catching layouts and fonts as well.

The local advertisements were more informative, including more descriptions(on product/event/facility) and contact (phone numbers/emails). If the advertisement contained a picture, it was friendly and appropriate for all ages, where the national sometimes were more "dangerous" in their approaches.

It was quite common to see national advertisements promoting products, like Verizon (phone deals)-Cingular-AT&T..ect. and clothing companies (MACY's- Boscov's...ect.) Highly targeted to trendy, teen-middle aged audience. Where local companies focused on social concerns, such as education (Holy Family University-Penn State...ect.), banking (Commerce-Malvern Savings Federal Bank...ect.) and health care (Fox Chase Cancer Center-Frankford Hospital..ect). Their target audience was the everyday person, needing help and guidance toward important situations.


There was numerous times when the advertisements merged in similarities, but for the most part, clear differences stood as reminders of where each stood in the question "national vs. local?"

Advertising and Society

Does advertising emulate society or does society emulate advertising?

"What came first the chicken or the egg?"


In my opinion, there is no "either/or" side to this question, I believe it's a never ending circle. From the beginning of time, differing societies have cultivated their own ideals. Each person found like qualities among his/her peers and adapted to the perceived "perfection" to the best of their ability.

However, as time has evolved and the media has taken over, forced "perfection" is among us everyday. Whether turning on the radio or television, flipping through a magazine or browsing the internet, "the must have.." or "the hottest new look.." is an immediate feeling of want.. and need.

Advertising has built a formulated system in discovering a target market and intensely reaching out to them. They emulate society by way in which their ideas originate and then run with new, creative ideas of their own, re-shaping the already existing condition.

Nowadays, our culture is extremely "media-hungry" as society in turn, emulates advertising. The young and old alike, want instant gratification and are willing to go the extra mile just to "fit in." Accumulating products now serves as status boosters, and body image is of dire concern. Diet pills and thin celebrities set the "perfection" weights, and their styles are sought after.

Either way, this cycle will only be defeated if people are willing to change. There's no reason that advertisements can't just be ideas, an aid in which one uses to create their own ideals and "perfection." The negative attributes the media brings could be reshaped and turned into a positive.

"Perfection" one day could stand as one's own true happiness, instead of a level of peer acceptance and admiration.