MARKETERS MOVE CAUTIOUSLY FOLLOWING ATTACKS
Marketers readjusted their calendars and reviewed campaign launches last week as business resumed following the Sept. 11 terrorist attacks.
Activities pegged to cancelled sports events resumed last week as professional leagues returned to play. The Miller Lite and NFL Tailgate Tour resumed Sept. 23 via GMR Marketing, New Berlin, WI. Some mobile marketing vehicles were rerouted, but most sampling events went off as scheduled, with field marketing crews wearing or displaying flags.
Separately, Miller Brewing Co., Milwaukee, postponed its Blind Date sweepstakes trip (taking eight winners and guests to the Bermuda Triangle) originally set for Oct. 6-8, also via GMR. Miller held off because “the travel industry is in such disarray, and if we can pull back and reassess once more, that’s good,” says GMR president Gary Reynolds. “Huge anchor events – stand-alone events like the Super Bowl – will be impacted more” than disrupted season schedules.
In fact, the NFL may reschedule the Super Bowl, a move that could affect millions of dollars in promotional tie-ins, especially ones that include trips to the game with accommodations booked as long as year in advance.
The NFL is considering three options: Postpone the game one week, to Feb. 3, in New Orleans. The league is talking to planners for a car dealership convention set for that week about a swap; play championship games Jan. 27 in New Orleans, then hold the Super Bowl for Feb. 4 in another city; or play wild-card games mid-week to keep on schedule for the Jan. 27 game. “Regardless, we will have the Super Bowl,” says NFL spokesperson Brian McCarthy. The NFL has not consulted with sponsors, but will help them reschedule hospitality events if need be, he says.
Elsewhere, Walt Disney World, Orlando, FL, cancelled an Oct. 1-3 press event for the launch of its 15-month 100 Years of Magic celebration, which has $250 million in paid marketing support via partners including McDonald’s, Coca-Cola, and Hallmark. The p.r. blitz was expected to draw 3,000 media outlets worldwide; the campaign will kick off Oct. 1 as scheduled.
Airline marketing remained in limbo as American Airlines, Dallas, and United Airlines, Chicago, each laid off 20,000 employees and cut flight schedules by 20 percent. (Other companies also announced cuts. Neither returned calls for comment. “The content [of United materials] hasn’t changed, but the amount of work [they’ll assign] for 2002 is up in the air,” says Dan Rose, president of Chicago-based Frankel, which handles United’s promos.
