Case Study - CLEO Bachelor Of The Year

The ACP Magazines has created a set of objectives of which one of the top most priority is to achieve maximum media interests throughout the process of this campaign. In addition, some of the main challenges that the ACP Magazines is facing are the ability to maintain media interests and to leverage on its prestigious history to attract public's interests as well.

Having set aside their target group for this campaign, the ACP Magazines seemed well geared by engaging in several tactics such as getting celebrities to judge the event to gain further attention and to adopt catchy phrases as angles to get readers and the public to vote for the participants involved in the campaign. ACP Magazines obviously did not let off any factor that is deemed useful for publicity of the campaign. This is evident when they made use of seasonal occasions such as Valentine's Day to link it up to the media to create better angles for the campaign. Such measure has enabled the company to open up various opportunities for the publicity of the campaign. The readers would thus be exposed to a variety of perspectives that would either way give them incentives to tune into the campaign.

The overwhelming response received by the event has clearly shown how effective the ACP Magazines are in strategizing their campaigns and angles to attract interests from the public. The company has also demonstrated the ability to maintain media interests through the clever use of celebrities and seasonal hooks to create new perspectives for the campaign. The firm's flexibility has also enabled the media to tap into the live event such that they are able to conduct interviews with the participants and the winner of the event. This has also created incentives for reporters to follow the campaign to capture maximum coverage.

However, I feel that these tactics are somehow outdated as there are several companies that conduct campaigns using such tactics. Even though these tactics are effective as seen from the public's response, it is important for ACP Magazines to think of more creative ideas to maintain the crowd's interests. For instance, I feel that it would be good if the ACP Magazines to get the crowd involve in this campaign. Aside from voting, the company could get the public to participate in the competition such as being entitled to interview the participants themselves. Hence, this is not limited to the media's participation but also the public in generating greater responses.