In yesterday's New York Times, Julie Bosman reports that marketers are spending over $ 75 million "to reach the 18 to 24 year-old demographic, which is typically resistant to traditional advertising, (and) to associate their brands with the positive memories students have of their vacations."
Marketers, who in the past have set up tents on the beach and given away free samples, are going to greater lengths to get attention. Company brands are represented on pillowcases and shower curtains. Axe (a Unilver line of men's deodorant and shower gels) is putting their logo on room keys, providing "Mission in Progress" door hangers and putting up posters in hotel lobbies and in elevators.
" 'It's sort of a veritable wasteland for logos and branding and that
kind of thing, but not so much in engaging with that audience,' Kevin
Roddy, the executive creative director for Bartle Bogle in New York. 'If it isn't done right, it's irritating, especially to this audience.' "
Would you be irritated by this, if you'd spent $ 229 a night for a room at a resort where you just wanted to have a good time and escape?
I can't wait to hear how they respond.
