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.
1 comment:
I definitly agree with your decision on the PR/Advertising for theSpice Girls Reunion. Who ever was in charge with getting the message out to the public did an excellent job.For me the Spice Girls Reunion sucess wa due to the ads/commericals for it.I remember one ad had them sketched drawn in designers clothes. At first I thought is was a fashion ad and what was out until I took a closer look and noticed it was the Spice Girls the women they are "today". This caught my eye because I am into to fashion and I enjoy look at what is the next thing for fashion.
The people who created the ads for the Spice Girl Reunion understood their demoghaphic's need and wants. Along with what will catch their eye. They were able to reach them on more than one account. It's like they had a few tricks up their sleeves.
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