Every brand and company worth its name is exploiting the Royal Wedding as a commercial opportunity. They are creating merchandise and memorabilia and promotional events centered on the Royal Wedding. No doubt, the curiosity value of the wedding is extremely high and the estimated viewership of the live broadcast of the event is set to create records in broadcasting history. It is no surprise that Swarovski has also jumped on the band wagon. No one wants to miss the bus and focusing all their marketing efforts on and around the wedding,
Hayley Quinn, director of Swarovski UK and Ireland explained about the campaign they are running in the build up to the wedding. They have teamed up with Magic 105.4 fm to celebrate the wedding of the century. The campaign they have planned will climax on April 29 during Neil Fox’s ‘Magic Breakfast’ show. Two pairs of listeners who are engaged to be married will be invited in to the studio to play for a prize of £20,000. The series of promotions for the competition will start this week on the radio.
The other major event that Swarovski is undertaking to promote the Radio campaign would be held at Westfield shopping centre in London on 23 April. The “Royal” Mini Cooper in crystals will be shown by Prince William and Kate Middleton look-alikes. Swarovski is celebrating the occasion in a big way with release of a range of Royal Wedding merchandise such as pens and card holders. Magic 105.4 fm is also excited about the high profile association. It will be reporting on location from Westminster Abbey from 5.30am to 7pm.
Via: marketing magzine
