Anyone who has recently been around Waterloo station can hardly have missed the immense promotion efforts for the new Jurassic Park film.
The trailer runs on screens between train announcements. There are banners detailing the different kinds of dinosaurs.
Then there are signs on the floor and escalators.
And how could I almost forget: There are actual dinosaur replicas right next to the ticket machines.
This opulent display topples on the edge of simply too much, especially for commuters who have to wade through the dinosaur promotion jungle every day, bumping into people who are taking selfies with the dinosaurs. It’s easy to understand why the promotion team decided to focus their marketing efforts on Waterloo, considering how many passengers pass through every day. But does it take that many different promotional materials to get noticed?
Let’s look at another example. This statue is situated on the Southbank, an area frequented by a lot of people working in nearby offices or people going for a drink after work, and not to forget: tourists. This statue is also conveniently placed that when you take a picture you get the skyline of the North bank in the background, a snapshot many tourists are stopping to capture. There is no overwhelming brand message in written form, only the company logo and the campaign motto and hashtag.
I wonder which of these two promotion strategies was preferred by the people passing it. What do you think, dear readers? I’m looking forward to reading your comments.