Bat Parrot Blog

London 2012 Olympics introduce 'pay your age' tickets!

The London 2012 Olympics have released their ticketing prices for the Games, and they look great.

In summary, 75% of all tickets will be available to the general public, with the other 25% reserved for sponsors, Games officials, athletes etc.

Whilst the top-class ticket to the Opening Ceremony is priced at GBP 3,200, two-thirds of all general release tickets are available for GBP 50 or less. Ticket prices start from just GBP 20.

The most expensive event ticket is for the 100m men's athletics final.  Cleverly, seniors aged 60 and over pay a discounted price (from GBP 16), and they have introduced a 'pay your age' ticket for kids aged 16 and under. That is, if you are 9, your ticket will cost GBP 9, which I think is fantastic!

Some 2 million Brits have pre-registered their interest for Olympic Games tickets, and it seems from this very early stage, they have a good strategy in place to fill the stadiums.

For more information on the ticketing prices and strategy, see the London 2012 website.

I like the logo too!

AFL Legends Luncheon raises $67K for homeless youth

Bat Parrot has again organised a memorable and heart-warming Devine AFL Legends Luncheon event - a major fundraiser for the AFL Foundation's Ladder program for homeless youth, raising an enormous $67,000 for the charity.

This event just gets bigger and better. With a sold-out corporate audience of over 400 people in the Members Dining Room at the MCG, it was a 'goalkicking legends' theme, and guests were treated to the company of some of the game's absolute greats, the announcement of the 'Top 10 Goals of All-Time', plus entertainment from comedian Andrew Startin.

The star-studded panel comprised of Leigh Matthews, Wayne Carey, Peter Daicos, Malcolm Blight and Matthew Richardson. The host was Brian Taylor.

Each of the legends voted on their favourite goals from 30 contenders dating back to 1974, and Mick McGuane etched his name in history as the kicker of the greatest goal of all-time - his famous 7-bounce run from the centre square against Carlton in 1994 at the MCG. See final top 10 list below.

               

However the star of the show was Maddy, a courageous and inspiring 19-year-old (or so) girl living in the Ladder housing and life program. This is her story.

At 16, Maddy’s family were moving and she was not invited to move with them. Maddy thought it was a joke or simply not true, until the removals van arrived. Maddy was all of a sudden homeless with nowhere to go. Discarded onto the streets without a second thought, to fend for herself.

Maddy roamed the city, Swanston St / Flinders St in Melbourne for over a year in survival mode. "Scumming" cigarettes, money, food as best she could, and hanging with the wrong crowd getting into trouble. You've seen them. So have I, and I've never really stopped to think "I wonder how she came to be in this situation?" The story continues.

Maddy became extremely sick and took herself to hospital. She screamed  "I'm gonna die, I'm gonna die!" She moved around, and within a year had lived in 19 different places, including a room (pretty much a tiny cell) that was rat infested, dark and cold. A terrible place to stay. I gather this is simply a 'holding pattern' at best and delays the inevitable with most kids.

Do you know that suicide is accountable for more deaths in Australia than road accidents? True.

After two years of being homeless, and faced with a decision to give up or fight, Maddy chose to fight. Maddy decided to move into a refuge in Fairfield as she was fed up and felt her luck was running out. She set herself goals. Her first goal was to eat three times a day. She had only managed to eat once a day at best for a long time now. This was a big decision, of her own making, and one that was not simple to achieve by any stretch. With sheer determination, and with the help and support of her boyfriend, Michael, Maddy was taking a positive step forward.

Maddy's progress was noticed and her case manager at the refuge told her about the Ladder program starting, and encouraged her to apply. She did and she was accepted. A massive lifeline, and a path to more dreams and a brighter future. I do wonder though how many kids applied. How many need this? There are only a dozen places at the moment....but thankfully, this will expand.

The Ladder program provides temporary housing units in Hoddle Street to around 12 homeless youths, plus life training, mentors and support. Many AFL footballers are actively involved as mentors. It's a shame you don't see Mitch Morton (Richmond) teaching kids to cook pasta on the 6pm news, or David Myers (Essendon) helping kids to repair bicycles, or Sarah Jamieson (Olympic 1500m runner) taking the kids to a day of lawn bowls. But that's what happens.

Maddy now has other dreams and aspirations. She has completed studying a hospitality course, amd her biggest dreams now - to attain community housing, and then, to start her own cafe and be her own boss.

My money is on Maddy, and I believe she will do it.

The AFL Legends Luncheon will return next year,  in the first week of August at the MCG, and with another exciting 'legends' theme. Thanks to all attendees who made a difference by attending, and giving further on the day via the auction, raffle and donations.

Think we add some spice into next year's event - what about a 'Rough 'n Tough Legends' theme featuring Matthews (again), Mal Brown, Glenn Archer, Barry Hall, Jonathan Brown, and Brad Scott?

Maybe. We'll see.

View Event Photo Gallery

Top 10 Goals of All-Time, as voted by AFL goalkicking legends.

1. Mick McGuane (1994, Coll v Car) 7 bounce run from the centre square
2. Peter Daicos (1991, Coll v Rich) Famous checkside from the boundary at Vic Park
3. Malcolm Blight (1976, NM v Car) 80m torpedo kick after the siren to win
4. Cyril Rioli (2009, Haw v Ess) Ducking and weaving, totally elusive effort
5. Wayne Carey (1999, NM v Ess) Spills mark, recovers, kicks left-foot checkside from boundary
6. Phil Manassa (1977, Coll v NM) Famous run from the back-flank in GF replay
7. Peter Bosustow (1981, Car v Gee) Diving smother, recovers and snaps from tight in fwd pocket
8. Gary Ablett Snr (1989, Gee v Coll) Contests pack mark, swoops on loose ball, snaps from 50m
9. Michael Mitchell (1990, Rich v Syd) Runs the length of the ground, 7 bounces, goals
10. Lance Franklin (2010, Haw v Ess), Gathers on wing, 3 bounces at speed, goals from boundary

3AW People's Choice Award Winner: Malcolm Blight

Melbourne half-Hearted

With the new Hyundai A-League franchise, Melbourne Heart, stepping out for its first high profile hit-out last night against Everton, there seems to be a lot of groundswell behind the new team.

Just short of 20,000 people turned up at Etihad Stadium, midweek, on a wet and rainy night to see the practice match - which by all accounts is a very positive crowd figure. Sure, there would have been a lot of free tickets given away, as Heart have been visiting a lot of schools and local soccer clubs the past few months. And yes, the majority of the crowd was there to see Everton star, and national hero, Tim Cahill.

So, how will Melbourne sports fans embrace the Melbourne Heart?

I attended a corporate luncheon prior to the FIFA World Cup in Melbourne, The Irvine Club - a male dominated business networking group who are passionate about sports, and raising funds for charity. Representatives from the Heart were there, and a quick straw poll of over 400 guests taken.

Who follows the Victory? Hands go up.

Who will follow the Melbourne Heart? More hands go up. Very interesting. I'd say the split was 60/40 in favour of Melbourne Heart.

A radio poll taken last night on sports broadcaster, SEN, confirmed as much. 50% of callers will barrack for the Heart.

Why is Melbourne Heart such a credible alternative to the well-established, popular and very successful Melbourne Victory?

Victory have done such a great job in creating a powerful brand. It's supporters are enthusiastic, some fanatical, certainly soccer-mad, and very parochial. It should be noted, Victory have also done a great job encouraging families and women to their audience too.

I think given Victory's level of parochialism, it has in a sense made it a barrier for the 'general sports' fan, who enjoys soccer, to enter the realm of the Victory. So Victory may indeed 'own' the avid football fan, but the door is certainly open for the hearts (excuse pun) and minds of many other Melburnians, crazy about sport.

Melbourne Heart brings a certain level of nicety to its brand. It's possibly less intimidating, possibly more family-oriented, and represents an entry point for those fans wishing to now join in. Which is great.

Who will own the corporate audience?

Victory has done a great job in building it's corporate network, through a special business group called 'Victory in Business'. Traditionally, soccer is a very hard 'sell' to Australian corporate organisations wanting to entertain clients and guests. Unless Australia is playing Uruguay in a World Cup Qualifier. So it will be interesting to see whether the Heart can crack this nut. Having Westpac as a major sponsor is a great start.

So I watch with interest how the Club continues to unfold, and whether the early interest in Melbourne Heart will translate into memberships, strong attendances and corporate support.

And I can't wait for the 'derby'.

Sydney Hobart Yacht Race Steps Up!

I really like what I have seen from the 2009 Rolex Sydney Hobart Yacht Race!

Are we about to see this event take its rightful place as one of the great events in Australia, and possibly the best yacht race in the world? I hope so!

Its a tried and tested formula for making a great event - it begins with getting the very best talent, add a celebrity angle, and engage the major TV networks.

The 2009 Sydney Hobart event took a significant step forward in this regard by assembling a field of maxi yachts unrivalled and not before seen anywhere in the world. What a difference it makes!

A record eight maxi yachts took to the start on Boxing Day, with high profile entrants from Australia, New Zealand, UK and US, with world-renowned skippers and crew. Simply, it was the best 'big' fleet ever assembled, with favourites Wild Oats XI, Alfa Romeo and ICAP Leopard. This created much more intrigue and interest in the event, and many more interesting media angles than in previous years.

Australians would likely watch a ferret race, if and only if, these were the very best ferrets in all the world! Oh, and it was broadcast on free-to-air, on Boxing Day.

Then, there was 'the celebrity yacht', Investec LOYAL, which boasted Danny Green (boxing), Grant Hackett (swimming), Phil Kearns (rugby union), Phil Waugh (rugby union) and Larry Emdur (TV) on the decks. Celebrities have sailed before in the race, but not to this extent. Through this vehicle, the LOYAL Foundation aims to raise $1m for struggling charities. Another good story to tell.

TV broadcaster, Network Seven, increased its coverage and exposure. The start was broadcast nationally for 90 minutes, on TV and on the net (for the second year running), and there seemed to be additional 'race updates' for the 2-3 days following, and regular news updates and 'crosses'.

Seven leveraged its involvement further by sponsoring major race contenders to promote its new 'Seven Two' station (see logo on the Alfa Romeo headsail). Station star Larry emdur also carried a handycam and recorded some brilliant footage onboard LOYAL, and this was aired on Seven's 'Sunrise' program.

 

If you think about it, there's a good degree of similarity here with the Emirates Melbourne Cup strategy - arguably Australia's most successful event. VRC scouts travel the world and extend invites to likely horses / stables from all parts of the world. Coupled with a high profile 'fashion' angle, these are the two cornerstones for a successful event at Flemington.

So I hope that this is a firm and planned strategy for the Rolex Sydney Hobart event. With a top-class field next year, there will be even more interest and more exposure, and more lead-up coverage. From there it snowballs, just like The Melbourne Cup. More sponsors. An increased value in TV rights. More innovation. More coverage, and then who knows?

What's the next extension? Here's a few ideas, for what its worth...a quick brainstorm...

• A 'reality yacht', backed by a TV series giving up-and-coming sailors the opportunity for a place on a leading yacht. Cameras of course on board to document the race experience first-hand.
• Build up the 'nation v nation' angle, or Australia v the International Raiders. I can see a pre-race press liftout / formguide now! A good way to raise the profile of the sports stars.
• Work with betting agencies to offer a more exotic range of betting options to add interest and revenue return (eg: winner, place, each-way, first out of the harbour, boats to start, boats to finish, winner's time, handicap winner, last boat to finish etc)
• Partner with other leading international 'big boat' races to establish a formal 'World Series' of racing, with points awarded, cash bonuses etc. This will give 'year-round' exposure and also encourage more international entrants.
• Build up a more formal 'lead-in' regatta on Sydney Harbour pre-Christmas and increase its exposure, culminating in the Sydney Hobart race
• Create a more formal 'race owned' charity angle, such as a Christmas Charity fund, and call it the 'Boxing Day Sail'.
• Build up the Hobart arrival experience, and partner with travel operators to sell packages
• Add-on a New Year's Eve party event in Hobart, with music, food, wine etc on the docks

BAT PARROT GETS BUSY WITH THE B-52'S!

Bat Parrot clients and guests have been spoilt with two knockout corporate events in Brisbane and Melbourne at the recent 'A Day On The Green' series, featuring renowned party band The B-52's!

The ADOTG series is a fantastic corporate option. Set in stunning vineyards with magnificent scenery and backdrops, lovely food and wine, and generally a more convivial crowd than your average "rock show", the ADOTG has been a huge hit for Bat Parrot clients.

Bat Parrot clients and their guests enjoyed a private and exclusive marquee at Sirromet Winery (Mount Cotton, QLD) and Rochford Winery (Yarra Valley, VIC), situated in prime position delivering both a special and very personal experience for guests.

Each day started with a private wine tasting session with the head winemaker, before indulging in beautifully prepared food and wine. The music kicked off with legendary Aussie rockers, Mental As Anything (they were fantastic!), followed by Scottish icons The Proclaimers, with the main act, The B-52's taking to the stage for over 90 minutes of pure unadulterated party fun.

The weather in Brisbane was a scorcher, and the setting devine. Sirromet is the most beautiful place, with a truly natural amphitheatre providing the ultimate outdoor music venue. The Bat Parrot marquee was situated front and centre, on top of the hill, with a 'Funplex' theme featuring black and white throughout, electric blue chandeliers, glo blue cocktail glass centre pieces, plus an outdoor garden area with white picket fencing overlooking the stage, and crowd beneath.

The weather in Melbourne could not have been any different! As the clouds rolled in on what was still a rather mild day, the rain had set in for the B-52's and the crowd LOVED IT. Rochford quickly became the scene for an enormous party with much dancing...in the rain, and in ponchos! Bat Parrot guests had the luxury of the only private marquee on the winery, and so could enjoy the spectacle from within, or outside the marquee at their premium reserved seats in front of the stage. Most preferred the latter! And The B-52's were simply awesome!

 


 

 Bat Parrot deliver premium and memorable client experiences! The 'A Day On The Green' series continues throughout Summer / Autumn at beautiful vineyards right around Australia. Acts coming up include Ronan Keating, Diana Krall and the one and only Tom Jones!

Call Bat Parrot Marketing now on (03) 9520 2313 for bookings and information, or email: patrick@batparrot.com, or visit: www.batparrot.com

BAT PARROT DELIVER COMPETITIVE EDGE ON SYDNEY HARBOUR!

Bat Parrot Corporate Hospitality & Events Division delivered a knock-out event for senior Hyder executives and their top-level clients and partners.

 
  
Guests took to the waters of beautiful Sydney Harbour in two Volvo 60 Ocean Racing Yachts, steered by world champion skippers for a match racing series like no other.

Divided into three teams, two team raced each other (fiercely!) up the harbour at any one time, whilst the resting team enjoyed a beautiful lunch and beverages aboard the luxury 'mothership' catamaran, Morpheus.

 
The crews were put to the absolute test throughout, working hard on the 'coffee grinders', hoisting sails, managing the spinnaker and much more. I've never seen guests reach for such a well-earned drink when boarding the 'mothership' following their race! Guests were exhillirated.

After 3 races, a champion team had emerged. Some bruised and battered, but all completely elated and enthused for having the opportunity to actually race such magnificent high-powered yachts as these!

The event was an absolute winner. Guests had an experience of a lifetime, they immersed themselves into the racing, and forgot about work completely...all whilst engaging with the client brand, working in a team environment, and forging strong and lasting relationships. Plus, all guests have a sure-fire story to tell at Christmas time, and for long after I suspect!

Bat Parrot 'CH&E' division manage and deliver client hospitality programs nationally, specifically targted to achieve your specific business objectives, to budget and designed to deliver uniqueness and memorability.

LEGENDS LUNCHEON RAISES $75k FOR AFL FOUNDATION!

Bat Parrot Marketing managed the 2009 Premiership Legends Luncheon on behalf of client Devine, raising $75,000 for the AFL Foundation's 'Ladder' Program to support homeless youth.

The event was sold out ($350 - $395 pp) with over 400 corporate guests attending the function in the Members Dining Room at the MCG, on Thursday 6th August.

   

view PHOTO GALLERY

Hosted by Channel 7's Hamish McLachlan, the Premiership Legends panel was first-class with Leigh Matthews, Michael Voss, Tony Shaw and Robert Walls voting on the Top 10 Premiership Moments of All-Time - and a special video countdown of the 'Top 10 Premiership Moments of All-Time' was a great highlight.

Guests enjoyed live entertainment from soul singer Jade MacRae, brilliant theming and special 'insider' footage of the 2008 AFL Grand FInal, as we unravelled from go to whoa the 'whole Premiership experience'!

A Main Auction featured an amazing opportunity to walk the Kokoda Trek with the Hawthorn FC in the 2010 pre-season (selling for $7,000)! Other items included a 3AW Breakfast Studio experience, HRT Hot Laps, and a signed and framed St Kilda jersey that fetched $4,200!

The Major Raffle was a huge hit, with close to 1,000 tickets sold on the day (1 for $20, 2 for $30, 5 for $50....and a book of tickets for $150). First prize was a holiday for two to Vanuatu, flying Air Vanuatu, with 7 nights accommodation at fantastic Breakas Resort.

Special thanks to all event partners including Channel 7, 3AW, Brisbane Lions FC, Hawthorn FC, Crown, Holden Racing Team, and Air Vanuatu.

The day was a huge success, and we will create another great 'Legends' theme next year...possibly 'Goalkicking Legends', 'Rough & Tough Legends'...stay tuned to the website at www.legendsluncheon.com.au and feel free to contact us if you would like to receive an invite for next year's event!

Top 10 Premiership Moments of All-Time (as voted by Leigh Matthews, Michael Voss, Tony Shaw, Robert Walls, Hamish McLachlan)

1. Wayne Harmes "Bounday Line Tap" (Carl, 1979)
2. Leo Barry "Leaping Leo's Big Grab" (Sydney Swans, 2005)
3. Barry Breen "Saints First Flag" (St Kilda, 1966)
4. Dermott Brereton "Flattened at the Bounce" (Hawthorn, 1989)
5. Brisbane Lions "Three-peat" (Brisbane Lions, 2003)
6. Alex Jesaulenko "Jesaulenko, you beauty!" (Carlton, 1970)
7. Darren Jarman "5 goal final quarter" (Adelaide, 1997)
8. Kevin Bartlett "7 goals and that celebration" (Richmond, 1980)
9. Darren Millane "Ball aloft in triumph" (Collingwood, 1990)
10. Robert DiPierdomenico "Dippers punctured lung" (Hawthorn, 1989)

What is the most popular desktop calendar program?

So, what is the most popular desktop calendar program today?

A decade ago, through the popularity (rather dependence) of Microsoft Office and the dominance of PC's over Mac, MS Outlook was simply part of the 'Office' package and considered the default desktop calendar program. Just five years ago, Microsoft would estimate that around 85-90% of Australian computer users had access to MS Outlook. However, this is all changing.

With the rise of 'free' mail accounts such as Hotmail and Google, and their extension into other products such as calendar programs (Windows Live Calendar, Google Calendar) and browsers (now, Google Chrome), coupled with the popularity of Mac over PC, there has been a shift.

So, here are the most popular desktop calendar programs across a broad selection of E-DIARY users in Australia, New Zealand, US, UK, South Africa mainly.

    

MS Outlook (65.2%), Google Calendar (7.8%), Windows Vista Calendar (7.7%), Windows Live Calendar (6.0%), iCal (5.5%), Lotus Notes (2.1%), Other Calendars (5.7%).

Top 10 Hospitality Deals Under $150, part 2

Here's part two of my Top 10 hospitality options under $150. Another five ways to entertain your important corporate guests in these uncertain economic times.

1. Jet Boating on Sydney Harbour

 

Get the heart pumping with a few twists and turns on beautiful Sydney Harbour. It's a great way to see the harbour from a different perspective, and you can easily tie-in a private lunch at Wildfire, or even a visit to Luna Park, Taronga Zoo or the Aquarium.

2. Wine Tour and Luncheon

 

The Yarra Valley (Vic) and the Hunter Valley (NSW) are perfect places to escape the city rush, and enjoy a beautiful lunch at one of the country's best wineries. It's always worthwhile entertaining guests away from the office environment for a more personal and intimate chat. Try Domaine Chandon, Yering Station, Rochford, and St Huberts in the Yarra Valley, and McWilliams Mt Pleasant, Hope Estate, Major's Lane, Poole's Rock and Tempus Two in the Hunter.

3. Movie Premieres in Gold Class

 

Book a 'gold class' cinema exclusively for your guests to see a new blockbuster 'flick'. Fantastic for inviting along partners mid-week, or even children if the movie suits (eg: Shrek, Harry Potter etc). Your clients will appreciate the effort to invite partners, and the escape of a night at the movies. Tie-in with food, beverages and a cocktail afterwards!

4. Golf Day

 

There are soooo many fantastic golf courses throughout Australia, but your clients MUST love golf in the first place. Golf is also very time-consuming, so best to start early in the morning, and finish with a nice lunch in the Clubhouse. The Mornington Peninsula has a plethora of fine courses with magnificent views and dining, such as The Dunes. If you are going to Tassie (or willing), get to Barnbougle Dunes, rated #1 public course in Australia, #7 public course in the world, and #35 best course in the world! Almost worth the trip!

5. Strike Bowling

 

OK, ten pin bowling is not hugely imaginative, but it is a lot of fun! Strike Bowling bars are now located right across Melbourne and Sydney, and they do a great job. Tie-in a cocktail menu, drinks and even private karaoke afterwards. Create some awards, and you have a good fun night of entertainment!

I hope this list helps spark the imagination. In the current economic climate, we are finding that our hospitality / event clients are cutting back on the high priced options (eg: box at the AFL) and looking for more unique options that don't necessarily cost the earth. Entertainment doesn't need to be expensive in order to build that customer relationship. It takes time, effort and some imagination. Few businesses are dropping entertainment altogether! Cutting back? Yes. Removing altogether? Absolutely not. We encourage clients to do a good range of interesting entertainment and one 'signature' event for which they become 'famous'!

You'll find a wide range of Corporate Hospitality options here!

Etihad Stadium Style Guide. "Brilliant."

I love a good style guide, to be honest I kind of find them exciting...is that wierd?!!

Anyhoo, I like Etihad Stadium's Style Guide. In a word its "Brilliant".

Etihad Airlines have assumed naming rights of the previously named Telstra Dome, a 55,000-seat boutique sports / entertainment stadium in Melbourne, with a retractable roof and located on the Docklands, right next to the city. Naming rights for Etihad kicked in on the 1st March.

Before being known as Telstra Dome, it was Colonial Stadium. It's sometimes difficult to effectively re-brand a stadium, but it's a high-power 'awareness' strategy if done well. This begins with first defining your objectives, your positioning and brand strategy. It's from there that you can build a meaningful, thorough and effective Style Guide. It's 'change management' on a very large scale...and brand is just so so important. Everything must be "singing from the same songbook"!

The new logo and it's tagline reinforce a clever new positioning strategy. "Get inside the experience. Brilliant." Come to think of it...what was the positioning of 'Telstra Dome'? Not sure there was one.

I like this. Instantly we think of the stadium's key points of difference....it's an 'indoor' stadium, it's more than just a sports venue, and it's "brilliant" - helping to reinforce the heightened atmosphere inside the venue, the faster speed of play, and the closer view of the action on-field.

There is no other product or service that I can think of using the word "brilliant" in Australia. So that's a good find. It's a word that has a broad degree of appeal.

The arch on the logo also reinforces the shape of the venue, a depiction of the arch of the roof at Etihad Stadium, a unique feature. Again, a direct association to the venue.

So what goes into a good style guide? It's actually termed a "Brand Identity Guide", such is the importance of first defining brand and positioning strategy. The welcome page states: 

"These guidelines control the tangible aspects of the Etihad Stadium brand, reflecting its objectives and enabling the consistent and accurate application of the Etihad Stadium brand logos, graphic devices, typefaces and colours on all brand collateral."

The guide covers: What creates a brilliant experience; Brand essence and positioning; Venue strategic business plan; Brand essence chart; Brand loyalty pyramid; Marketing slogan; Tone of voice; Power words and phrases; Visual identity; Brand marks; Clearspace; Embroidery; Minimum size; Colour palette; Correct use; Incorrect use; Brand typefaces; Visual brand graphics and devices; Uniforms; Signage system; Accessing files; File naming convention. 

As you would expect, a range of logos have been created for all uses and membership types in the guide (eg: Medallion Club). It extends further to all signage, and to include primary colours, secondary colours and even "Tone of Voice" and "Power words and phrases".

Here are some of the "Power words and phrases" you can expect to hear in the promotion of Etihad Stadium: Brilliant; exciting; close to the action; friendly, fund and safe; spectacular playing surface; under one roof; dynamic; one of the world's great stadiums. 

The strategy of Etihad to use stadia (worldwide) as a key brand awareness strategy in its new travel markets is reinforced with other integrated promotion. Here's a tram spotted running alongside the stadium in the lead up to the 1st March. I have also since heard radio ads, seen TV ads, a billboard on the way to the airport, and received a direct email. Nothing..eh-hem...NOTHING beats an integrated marketing campaign in building a better brand.

 

Time will be the judge of how effective the campaign has been, but it is off to a good start! Look out for the new '2009 Etihad Stadium e-diary' we will be launching soon too!!

Coldplay deliver and prove less is more

Coldplay have arrived in Melbourne! No need for any pre-publicity appearances on 'Rove' or 'So You Think You Can Dance' or anything like that. Last night, their music and their show did the talking.

The concert last night at Rod Laver Arena, their first of three Melbourne shows, played out with minimal fuss, minimal distraction, with no meaningless banter, no messages on poverty, no planet-saving, no water saving...in fact the only message was a sincere thank you to the crowd for coming to the show from wherever they had come from, including bushfire areas. This showed an understanding and a genuine sincerity. And so the party played on.

Coldplay belted out all their recent hits. Lead singer Chris Martin, whose birthday it was the day before (and was believed to have celebrated the occasion with friends at the Gin Palace) gave his all. The sound was brilliant, songs tight but still fluid and raw. The beauty of live music played well.

It was only a few days ago Bono (U2....and planet-saving fame) publicly criticised Martin as arrogant and casting him as, well...not a great person. There was no mention of any of this by Martin at the concert. Why would he? His band was there to entertain. Not save the world.

The stage was relatively simple but the production brilliant - and proved, like Martin that less is more. Amazing beams of light moved through the arena. A huge screen with clever imagery provided the backdrop, and four large illuminated globes hung from above the crowd. These globes were amazing, displaying a close-up feed of the concert under a variety of filters...including even a 'cartoon-like' filter!

 

The highlight was for the song 'Yellow'. Out of the roof fell a field of large yellow balloons, in a variety of sizes, they bounced around the arena, pushed by the fans throughout the whole of the stadium.

One was popped and the crowd then discovered that each of the balloons were filled with coloured paper. There were splashes of colour and surprise throughout.

Another memorable moment was when the band ran off the stage, into the crowd, and to the upper section. There was of course some microphones and leads waiting, and they played a semi-acoustic song with 'the people'. Nice and entertaining.

It was a production and a concert that had a clever 360-degree mindset, and importantly there was never too much going on at the one time. It remained focussed. It wasn't too long, and there was just one encore. I never really understand having two encores (if this in fact makes any sense!).

What did I see from a product marketing perspective? Take a look at this photo below taken after the concert. Quick quiz: Which company has the soft drink rights at Rod Laver Arena?