Explaining the ads to appear in Y&Y
We are trying a new approach with 12 ads in Y&Y for 2008. The first will appear on 22 February in the Dinghy Sailing Show supplement and the others will follow at two week intervals in Y&Y itself.
The basis of the advertising approach is “Persil washes whiter.” Not the most imaginative ad but the most successful because it appears over and over again and says the same thing each time.
The central message that we want to get over is that many sorts of people sail and love Squibs. So the format of each ad will be the same. The subject changes but within a common message.
Amy sails a squib … with Bill
Unique description – all in the Squib Fleet
The Squib … takes all sorts
www.squibs.co.uk
Each ad is the same size - quarter page across – and will appear in the editorial pages of Y&Y, not in the small ads section at the back. The ads can be viewed by fellow Squibbers at http://squibs.co.uk/Galleries/PRandAdvertising.aspx
The ‘models’ in each ad are, of course, real Squibbers doing real Squibbing. We have tried to reflect the wide variety of Squib folk, being limited only by the need to find a suitable photo. We are very grateful to Peter Newton for allowing us to use several of his. I hope I have submitted each ad to the people in it for their approval – but now I think of it, I am not sure that I did so with Malcolm and Sarah. I do hope that they think theirs is OK. It is my favourite.
I hope others get the joke – the ‘quote’ from the film, “The Blues Brothers.”
Elwood: It's 106 miles to Chicago, we got a full tank of gas, half a pack of cigarettes, and we're wearing dark glasses.
Jake: Hit it.
We’d like to thank the models for their gracious permission over their ‘image rights’ - without charging us several million pounds/euros. (In a way, I am glad that David Beckham does not sail a Squib!)
Individually, the ads are designed to get over the following
Mark Hogan – message: world class sailors, from many other classes, Squib as a seriously competitive class.
The Barsbys - message: lady helms, really competitive, beginners in a Squib, once tried hooked forever, you don’t have to be a teenager (although, of course, Margaret is.)
Tiffany Brien – message: young people, lady, really successful, world class again, Ireland.
Lou – message: lady again but mainly family thing, Squibs are sailed by at least three generations.
Owen Delaney – message: Olympics, Ireland, unique boats, match racing, even grown ups can hike!
Marcus / Ernie – message: inclusive, age does not matter, all walks of life. (Ernie is 83.)
Peter Wallace – message: big fleets, really competitive, strap line ‘easy to sail, tough to win.’ Subsidiary: boys and girls both at the front.
Alan and Deo – message: married couples, both sexes, all good friends in the fleet, not all hard work, sunshine, lovely smiles.
Emmet and Neal – message: fleets all over, Ireland again, specific mention of Royal Tay, great action shot.
Malcolm and Sarah – message: younger folk, lady crew, humour (I hope), cult movie for a cult class, focus. Great pic anyway!
Peter and Adrian – message: cruising people, learning, older males (if still very good looking!), sunshine, relax, good company.
Vernon and She (she is there!) – message (December publication), tough boat, all weathers, married couple out in a blow.
However, they all have the same main message – all in the Squib Fleet; The Squib … takes all sorts; www.squibs.co.uk
The other ad on the gallery is a combination one, basically on the same theme, but used for the Clubs and Classes supplement for Y&Y in November 2007.
We will try to place pics here that are used in the press.