We’re now approaching the one year anniversary of the BP oil spill, which not only knocked the living crap out of the marine life in the Gulf of Mexico and beyond, but also put a sizeable dent into BP’s share prices too.
BP reported a £3.1bn loss in 2010, which was only a fraction of the loss the company’s reputation suffered.
But BP is currently attempting to put right what once went wrong, and has taken out a series of full-page ads in the national press, designed to raise awareness of the progress currently being made in the area, and administer a lick-of-paint to the company’s international reputation in the process.
The ads include an photo of the spillage site, taken on 28th September 2010, now with clean water. The strapline is: “One year later. Our commitment continues.”
The text in the ad includes: “This was a tragedy that should not have happened. Our responsibility is to learn from it and share with competitors, partners, governments and regulators to help ensure it never happens again”.
Other nuggets include: “From the beginning, BP has taken responsibility for the clean-up…”.
It’s all very cleverly worded and BP is careful NOT to say it was responsible for the actual disaster, merely that it has taken responsibility for the aftermath.
The ads are due to run until the 26th of April across all the national and Sunday press, as well as a handful of key magazines. But the one thing to glean from all this is that contrary to what you may have read elsewhere, and to what we may actually have alluded to in the past, traditional print advertising is far from dead.
via » Blog Archive BP campaign shows there’s life in print advertising yet… » blur Marketing.
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- BP buys Gulf Coast millions in gear (usatoday.com)
- Florida tourism gets a $30 million boost from BP (cnn.com)
- States on spending spree with BP spill money (msnbc.msn.com)
- BP cleanup money pays for iPads, concert tickets (cbsnews.com)
