Now here’s an example of a great use of marketing to respond quickly and effectively to things as they happen.
I hadn’t heard anything about Virgin Trains trying to cut down on people kissing and hugging at the passenger drop-off point at Warrington Bank Quay station. Apparently a sign banning kissing was put up in a light-hearted manner to ease congestion and suggest people should go to the short-stay car park (and pay!) if they want to hug and kiss someone leaving on a trip.
Instead, the first things I saw were:
It was apparently done by St Lukes, who handle advertising for Mills & Boon, and it’s timely, considering news about the sign only appeared two days ago.
But most importantly, it’s effective because it was done quickly, enthusiastically, and allows people to get involved.
As a result, if it becomes a huge runaway success, then it’s great. But if it only achieves minor success, then nothing has been lost except a bit of time.
And it ties in brilliantly with Mills & Boon promoting romance, rather than books about romance.
I’d guess it didn’t take much negotiation around permission and planning, which is a benefit of having clear beliefs and trust.
And suddenly a brand which I’d associate with my grandmother now seems lighthearted and fun enough to check out the next time I want to buy a romantic present.