Not content to let the media moguls over at The Herald have all the campaigning fun, it was great to finally see The Dom get in on the act this morning – and finally a newspaper campaign that I can get behind myself!
This morning’s front page announces the launch of A Dominion Post campaign to “halt the slaughter of more than a thousand whales in the Southern Ocean”.
Marketing disaster. You’re sounding like a bunch of wordy press secs.
Dear Dom, you’re not going to whip anyone into a frenzy with a convoluted explanation like that. Halt? Slaughter? Thousand? Whales? Way too demanding for an early morning read.
While your campaign appears significantly more worthy than the over-the-top assault The Herald launched on the EFB you might want to take a leaf out of their book when it comes to a catch phrase.
“Let them live” isn’t bad but it’s a bit wishy-washy. Maybe whales do deserve to live (though what have they done for you lately?) but I’m pretty sure you could find something that deserved to die.
These little crustaceans have had it too good for too long. Down there at the bottom of the food chain there’s just no incentive to pull their weight. They’re lazy little aquatic bludgers and it’s time we did something about it.
Where do I send the cheque?