Well at least we’ve got Glad
When the mayor announced that the city was going to attempt to find a sponsor for Mardi Gras 06, I wasn’t on either side. My thought from the start was that this Mardi Gras was for the locals anyway. We in the city really need something positive to latch onto, to get us re-invigorated for the next 6 months. Mardi Gras 06 hopefully will do that but it does cost the city money and clearly it’s money the city just doesn’t have, so on with the sponsorships.
Well Mardi Gras is here and alas the city has gotten only one sponsor. The makers of Glad trashbags have donated 100k bags for the cleanup and they did make a cash donation. Sadly they are the only national company to come through to this point and while hope remains for the 2 million sponsor to appear, it’s not going to happen.
Here’s the problem in my eyes. The company that is spearheading the search is Mediabuys LLC. While they are a respected well known national company, I don’t think they ever really understood what Mardi Gras is about around here and how to capitalize on it.
Click on the link and see what they are touting for the two million dollar sponsorship. National TV commercials? Ad’s in Top 10 market newspapers? WTF? What does any of that have to do with Mardi Gras? Look I’m not some advertising genius but I do have some experience in the ad world and what this company has come up with is frankly a joke. National TV commercials and newspaper ads for Mardi Gras frankly makes no sense whatsoever. No wonder they haven’t secured the big name company the city needed.
It’s not rocket science. Mardi Gras is a one of a kind event. Yes other cities have Mardi Gras festivities that are fantastic but most people nationwide associate the event with New Orleans. So if you want to sell Mardi Gras, then you’ve got to sell the local angle. How about a “block party” presented by _________ in the French Quarter. Signage all over town thanking ___________ for presenting Mardi Gras 06 (If we can have that stupid sign on the Superdome touting Tom Benson and his worthless team coming back, then we could certainly have a banner thanking _______ for helping with Mardi Gras). How about ________ mobile units at the parades so parade-goers can sample a product? How about a specially designed bead or doubloon with the sponsors logo on it? Maybe not thrown from the parade but available everywhere in the quarter and the airport when you get off the plane for free.
Don’t get me wrong. I don’t want to pimp out Mardi Gras. But it’s distressing that someone couldn’t have created something special for one of the most special events in the country.
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I’m not in advertising, but I agree. I tried to Google up some info on MediaBuys and 90% of what I found was copies of their own press releases! They don’t seem to have much standing in the traditional advertising world (insofar as that’s accurately reflected by what’s on the Internet.)
I’m sure you saw this article in today’s T-P. Nice passage here quoting MediaBuy’s CEO:
Ciccarelli said sponsorships are not MediaBuys’ main business concern, but it does have experience selling sponsorships related to entertainment events such as the Grammy Awards and Critics’ Choice Awards. “We do sell sponsorships, but it’s not our main forté,” he said.
Thanks RCS, no I had not read that article, I’m sick yet again and haven’t left the house. After reading it my question is why didn’t the city try and do this themselves? Zatarains was possible, seems like someone in city government could have created something specific for them, esp being local and all
Lets not forget the oil companies with those “record” profits last year. Would have been nice to see them pony up some good will in the name of public relations. (Considering several refineries in this area.)
I think they would have been my first phone call.
Hey Mayor, what is the finder’s fee for a two million dollar sponsor?
I totally agree. New Orleans 2006 Mardi Gras seems like such an easy sell right now, on so many levels. Someone dropped the ball and I guess we’ll have to wait for the investigation and the indictments before we find out who. At the least, this is more small-time thinking when we need to bring in the adults.
Mardi Gras ceased to be a truly meaningful event years ago. The primary draw for years now has been to appeal to drunken, cheap and utterly classes people who think lewd public behaviour and getting sick on the sidewalk is fun. If New Orleans wants to truly return Mardi Gras to it’s gradeur, I certainly hope they will use this opportunity to return some level of dignity and honour to the event. In all likelyhood it will return to becoming a cash cow that appeals to a bunch of drunken louts who haven’t a clue what Mardi Gras is really about.
The point is not how they advertise it. We need thier sponsorship money to help put the damn thing on. Hey, can do whatever they like after that. Sure advertising Mardi Gras would help to boost tourism, but I think this was meant as a quick fix for New Orleans and to be seen as a good will gesture from the company who may see a ROI by driving people to thier website. Afterall, one of the main draws for a sponsor is the exclusive wecasting rights. And people from all over the world tune in to the Nola.com webcast to see what we’re up to during Mardi Gras.
I’m in advertising and looked at their website. The $2million sponsorship package says that whoever signs up can have something especially designed to their needs. $2million is alot to come up with in a short time. I’ve seen several articles where it says they couldn’t get started until early January. Companies need time to prepare for that kind of investment. I think what people need to remember is that this is not a charity these guys are selling, its a sponsorship and corporations have to get an ROI.
Thank you for reminding me to buy Glad products to support the only sponsor who supports Mardi Gras this year. I will remind my friends here in Reno also.
Let us know about any sponsor who may jump in at the last minute so we can divert our American dollar in the correct direction.
Well maybe I should email my many friends who live all over the country to put their dollar where it counts.
Thanks again.
Mardi Gras was sold out in 1986 by the newly formed Louisiana Tourist Commission.
Those assholes are responsible for turning it into a drink yourself under the tableau contest!
We used to go every year til then and all dress up, after that year
I started going fishing on Mardi Gras. Just you an’ the fish….
Laurie