September 16, 2003
Written by Bob Meyer, Editor of BarterNews
ABC & McDonald's Doing $26 Million Dollar Deal
ABC television is embracing barter to improve upon last season's fourth-place finish among the major broadcast networks. They are planning their biggest fall marketing campaign ever in a new $20 million promotion with McDonald's.
No paid advertising dollars will change hands in the barter deal, but ABC will get significant signage in the 14,000 McDonald's restaurants for two weeks starting September 15. (ABC will be promoting their TGIF programming—four television shows that air every Friday this fall.)
In exchange, McDonald's will get advertising spots on ABC to promote its new marketing campaign.
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U.S. Travel & Tourism Industry Thinking Global
A $50 million federally funded campaign will attempt to boost the U.S. tourism industry by focusing on potential travelers in Japan, Mexico, Canada, Germany, and the United Kingdom.
Travel and tourism has lost billions of dollars since the 9-11 attacks, and the future of the industry depends on how well the U.S. can woo back people from around the globe.
The new effort will center around an emotional campaign that represents America, the wonder of its people, the grandeur of American attractions, and its cities.
It will incorporate all forms of media—television, print, the Internet, and direct mail. Ten million dollars have been earmarked as funds used to match private sector commitments.
Editor's Note: The Travel Industry Association is concerned about recent visa and passport rules that will deter U.S. visitors. Starting October 1, rule changes will mean that visitors from the visa-waiver countries (many Western European nations, Japan, Singapore and Australia) will be required to obtain visas or computer-readable passports, as the administration says old-fashioned passports are too easily tampered with. The high-tech passports are very new and will have far-reaching effects, because many citizens don't have them yet.
At the same time, the Travel Industry Association points out that other areas of the world are actively seeking to lure would-be travelers to their markets...namely Europe and Canada.
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Strategy Guru Looks At Today's World...
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"What we have here is a failure to communicate!"
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