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Why the Co-op Dylan TV advert makes sense

February 16, 2009


I’ve mostly commented on internet-based marketing campaigns, such as Tourism Australia and Tourism Queensland with this blog, but hats off to The Co-operative group for tonight’s advert, which features Bob Dylan’s ‘Blowin’ in the wind’.

It’s clever on many counts. Grabbing our attention over an entire advert break, picking such a prime slot in the form of Coronation Street, and the protest angle; we’ve all had enough of the banks, and corporate greed, so choosing Dylan’s classic protest song is sure to strike a chord.

This massive campaign – somewhat later than expected if it wants to boost January bookings for its travel division – follows The Co-operative Travel’s confirmation that it is launching a tour operating division.

Also from a travel angle, this backs the fact that The Co-operative Travel is really sticking to its carbon-neutral eco-friendly guns.

Last month boss Mike Greenacre openly argued against a third runway at Heathrow.

It will be interesting to see how the campaign, created by McCann Erickson, goes down with Corry viewers.

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