Luxury album liner
October 29, 2008
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Josh Groban on the high seas
Josh Groban is teaming up with Carnival Corporation’s Princess Cruises to screen his Awake Live DVD on ship. The singer’s image will be projected onto 17 of the company’s cruise ships while the DVD of his concert is given an onboard broadcast. The cruise line has previously shown concerts in the past from artists such as Beyoncé, Diana Krall, and Tina Turner. However, in a unique move for Groban, both the DVD and other associated merchandise will be for sale onboard the cruise ship. The marketing firm, D & E Entertainment – which specialises in getting non-movies shown in theatres and other venues – was involved in the deal.
So what?: Although the polar opposite in so many ways, this campaign has many similarities to the recent Mötley Crüe Cruise. No, Groban isn’t peddling a heroin diary; nor does his piano turn upside down during a solo. However, what it does do in a similar way is aim to capture a special type of audience – a captive one. In an age where bands are fighting for visual space amongst a raft of digital media, netting an audience who, quite frankly, can’t escape you guarantees a certain amount of eyeballs. Not to mention a certain amount of disposable income.
“This may well result in a healthy conversion of those watching the screening then purchasing merchandise. However; the combination of the hard-sell of the DVD screening and then merchandise for sale, but not being able to walk away (very far), makes me a little uneasy.”
Emma Carter, Head of Marketing, Holler
[...] New Kids on the Block are to take a three-day cruise around the Caribbean with some of their biggest fans. The event will see performances from the reformed group and includes special ‘meet and greet’ sessions. The move echoes simailr water-bound activity from the likes of Motley Crue, John Mayer and to some extent Josh Groban. [...]