Friday, August 21, 2009

Writing about place -- relinquishing control over your brand

Heathrow airport and the PR firm Mischief in London have undertaken a really smart textscape. It's a promotion of the airport through working with Alain de Botton -- giving him free reign, as writer in residence, to write anything he wants in his diary about his week in the airport. Neither Heathrow or the PR firm will have any control of the content. The book will be published independently. In new/social media, we talk about giving up trying to control your brand; your consumer owns and defines the brand, you don't. The Heathrow promotion shows how that principle can also apply to traditional media/marketing. I'm especially impressed by the selection of Botton.