Tamara Ecclestone at the Boat Show

[dylanwinter]

I have to say.....

this image of Tamara Ecclestone opening the boat show makes me wince


http://i.dailymail.co.uk/i/pix/2012/01/06/article-2083183-0F5B97CD00000578-351_306x873.jpg

and is reallly not going to encourage me - a 56 year old ditch crawler to go to invest £50 in going to the event - although I reckon I spend around £1,500 a year on boat related expenditure - what with gear, varnish, anti-foul, haul-outs, moorings, harbour dues etc etc

not sure if FBs and petrol should be included in the total - but I have left those two out

I am not a massive spender compared to the Oyster and Rustler blokes

but if one sails past the slug looking beautiful I would certainly be reaching for the camera to film your splendid boats



Does anyone else know who has opened the London boatshow in the past

I assume most of them knew the diffference between port sna starboard

Dame Naomi?

Dame Ellen,

Sir Francis,


as I mentioned in another thread I wondered about taking up the kind offer of doing a session at the knowledge box - I was hugely flattered - but I am not sure that KTL and LIBs is a very good fit

payment or the 4.30 slot was a place to park the car I would not be taking to the event

my dad always used to say that you get what you pay for

Dylan

PS - notice the slag tag on her ankle - my daughter has one as well - big sigh of despair

 

[Giblets]

Dame Naomi (James) might have known the difference between port and starboard but when she set out on her RTW voyage she got lat and long mixed up and made a right pig's ear of navigating until hubby Rob put her right by radio from the Southern Ocean.

 

[Kukri]

I have no idea who Tamara Ecclescake is but I do know port from starboard.

I think this event has lost track of what it is trying to do.

 

[VicS]

Perhaps Alison Balsom would have been a better choice.

 

[Marmalade]

yeah me too - busy here wincing.

 

[chewi]

Perhaps Alison Balsom would have been a better choice.

+1

 

[st599]

I have no idea who Tamara Ecclescake is but I do know port from starboard.

I think this event has lost track of what it is trying to do.

Her dad owns Formula 1.

 

[DJE]

I have to say.....

this image of Tamara Ecclestone opening the boat show makes me wince

I reckon I spend around £1,500 a year on boat related expenditure

Looks like that suit she's wearing cost more than that!

 

[DanTribe]

The Zombies summed it up.
"What's your name? Who's your Daddy?"

 

[FishyInverness]

Kelly Brook opened in 2009, go figure that one!

It's glitz, glam and the usual tried, tested and tired formula for getting a certain demographic to turn up...

 

[Sans Bateau]

Yes but it just goes to show how badly they miss the real target audience, and then wonder why numbers are dropping.

 

[Judders]

Does anyone else know who has opened the London boatshow in the past

Yes, it's been happening every year that I can remember, which I guess would be about the last six or seven. I said the other day that I think it rather demeans the show, sailing and frankly the overly made up non-entity girls they pay a fortune to do it... (ah).

Who does it appeal to? Probably the same people who turn up in their hundreds to gawp gormlessly at Sunseekers.

I'm not sure, but I think they boating public are taken for granted, we'll either go or we wont, but the Footballers Wives watching, orange skinned great unwashed will find having some girl in false eye lashes and too much make up 'glamerous' and may choose this show over shopping at Bluewater as a result.

 

[Boat Shows]

Hi all,
We just thought it would be a good idea to give our perspective on why we asked Tamara to open the Show this year – and indeed what the purpose of the official Show opening is.
Broadly speaking many of you are correct in surmising that the opening is not aimed at the kind of committed sailors who frequent these forums. The Show itself is for you, the opening is our tool to get the press to turn up and alert the wider public that the Show is on. When, in the past, we have had the likes of Sir Robin and Dame Ellen opening the Show we did not get anything like the numbers of press photographers present, or the number of articles written. The press scrum around Tamara at this year’s opening had to be seen to be believed, and we’ve had some fantastic coverage in, for example, the Daily Express, the Guardian, Daily Mirror, Daily Mail online, and entertainment news slots across many radio stations that we would not have had without Tamara in addition to coverage ITV London Tonight and ITV Meridian.
Every article that featured Tamara mentioned that she was opening the Tullett Prebon London Boat Show, and so brings the existence of the Show to a wider audience, who perhaps were not aware of it before, and it is part of our remit as the British Marine Federation to encourage new people to take up boating – in part by encouraging them to visit Boat Shows.

Here is a photo I took of the photographers jostling for position when Tamara was cutting the ribbon.

 

[Lakesailor]

Perhaps they should get Tim Bartlett to cut the ribbon next year.

 

[chinita]

My SWMBO is available for next year.

A quote from her:

'I remember port as Port is red and I think - No Port Left. I can't remember the one for starboard though'.

 

[emsworthy]

Hi all,
The press scrum around Tamara at this year’s opening had to be seen to be believed,...

Had to read that three times before I realised it wasn't a typo!!

 

[Twister_Ken]

Kelly Brook opened in 2009, go figure that one!

It's glitz, glam and the usual tried, tested and tired formula for getting a certain demographic to turn up...

Maybe it will occur to them that the more tacky the celeb, the more people stay away.

But, maybe not.

 

[Twister_Ken]

Hi all,
We just thought it would be a good idea to give our perspective on why we asked Tamara to open the Show this year – and indeed what the purpose of the official Show opening is.
Broadly speaking many of you are correct in surmising that the opening is not aimed at the kind of committed sailors who frequent these forums. The Show itself is for you, the opening is our tool to get the press to turn up and alert the wider public that the Show is on. When, in the past, we have had the likes of Sir Robin and Dame Ellen opening the Show we did not get anything like the numbers of press photographers present, or the number of articles written. The press scrum around Tamara at this year’s opening had to be seen to be believed, and we’ve had some fantastic coverage in, for example, the Daily Express, the Guardian, Daily Mirror, Daily Mail online, and entertainment news slots across many radio stations that we would not have had without Tamara in addition to coverage ITV London Tonight and ITV Meridian.
Every article that featured Tamara mentioned that she was opening the Tullett Prebon London Boat Show, and so brings the existence of the Show to a wider audience, who perhaps were not aware of it before, and it is part of our remit as the British Marine Federation to encourage new people to take up boating – in part by encouraging them to visit Boat Shows.

Here is a photo I took of the photographers jostling for position when Tamara was cutting the ribbon.

Ok, I'll bite, as a marcoms professional.

The first question to ask with any planned marketing communications activity is "who is the target audience?" You then plan the activity to communicate to them.

So, who is the audience for a boat show? Presumably, those who will spend money on boats and associated products and services.

How do you communicate with them? By talking the language they speak and using it in the media (in the broadest sense) that they see.

You then have to construct a proposition that will appeal them, convey it in the right language, and put it where it will be seen.

As part of that process you may (or may not) decide some celebrity endorsement will be worthwhile. If so, then you choose a celeb that the target audience will identify with.

If the chosen celeb hasn't appeared on Big Brother that doesn't matter, because the target audience won't identify with a BB celeb, and - worse - may actually be put off by the thought of someone who doesn't know port from starboard, or bow from stern, being given the 'honour' of opening the show.

If having a non BB celeb doesn't pull photographers from Hello Magazine, Men's Health or Women's Weekly, that doesn't matter. Column inches and broadcast minutes only count* when they appear in media that is seen and respected by the show's target audience. Anything else is, at best, peripheral and at worst, negative.

If a personality that the target audience identifies with and respects endorses the show, and - better still - says nice, believable things about it, then attendances might begin to recover, and spend per exhibitor begin to rise. That is - presumably - the organiser's objective for the show, not producing a photographer scrum for 15 minutes.

Here endeth the first lesson in marketing communications.

*Except to the PR agency, who feel getting three lines in Pig Breeder and Slaughterer helps justify its exorbitant fees.

 

[Seajet]

I'm with Twister Ken on this one.

even if I didn't hate Excel, when I see things like Tamara & huge Sunseekers on the TV, I think 'thanks for the tip' and plot a reciprocal course !

 

[Monique]

Let's be glad they didn't choose the huge fitted (Spelling checked) brainless Katie Price!!!

Ok I'm outa here.