Promo - July 2008 - (Page 10)

The Players beautiful bovines Painted cows to pitch Japanese New Year/Patricia Odell The glorious cows of CowParade, those Design House, a media and publishing company in Korea, memorable herds of dozens of colorful and funky fiberglass is staging a show in Seoul. The show will open in January bovines seen grazing along sidewalks and in plazas in various 2009 and run for six months, the longest time period for a cities across the U.S. since 1999, are about to wow Japan and single CowParade display. other parts of Asia. Executives of Design House are recruiting prominent In a five-year deal with licensing agency Korean designers to create the 65 cows. Design Amana Images Inc., likenesses of the entire House publishes a magazine for the upscale collection of more than 5,000 cows are being Hyundai Department store chain, which is offered to Japanese advertising and marketing already selling CowParade figurines. agencies that will pitch the images to about “This has a lot of legs,” Elbaum says. 500 of the top Japanese corporations and Plans call for a CowParade in Shanghai other businesses to promote the Year of the during the last quarter of 2009, but that Cow in 2009. has not been finalized. “Our cows are unique,” says CowParade Once the exhibits close, the bovines President Jerry Elbaum. “It will be a major are auctioned off to the public via live and program and it’s obviously very apropos Internet auctions with a substantial portion because of the Year of the Cow.” benefiting charities. More than $25 million In Tokyo, the CowParade is already has been raised so far, Elbaum says. well known, making the pitch to use The Chicago auction raised $3.5 milthe bovines in marketing materials all lion, including $1.4 million online and the easier. $2.1 million at the live auction Exhibits were held there in assisted by Sotheby’s. The aver2003 and again in 2006 when age bid price on the 140 cows 65 cows were placed around was nearly $25,000, with the the Marunouchi district, a top cow, HANDsome, selling large commercial shopping for $110,000. The CowParade area considered to be the New York 2000 Charity most upscale area of the city. Auction raised an equally The 2009 exhibit, to be impressive $1.4 million benheld throughout September, efiting several New will be sponsored by the York City charities. At most CowParades, about 100 cows are placed around a host city in strategic Mitsubishi Estate Co., the real The highest winning locations and unexpected nooks. New estate arm of the Mitsubishi bid was $ 60,000, for York, however, staged one of the largest Group. The centerpiece of the Tiffany Cow. The averevents, identifying locations for 500 of the fantastical creatures to pose for the district is the Marunouchi age bid was $18,257. enjoyment of passersby. Building, the headquarters of Before each event, Mitsubishi Estate. The building houses the a call goes out inviting most upscale mall in all of Tokyo. There, a retail store local and regional artists to submit designs. The event sponwill open to offer CowParade products for sale during the event. sor then selects the artists and designs. In Taipei, FunCapital, a Taiwan-based public relations The lift-size cows, billed as the world’s largest public art and marketing firm, will sponsor the CowParade during the exhibit, have appeared in 60 exhibits so far. first quarter. CowParade has also spawned product lines including replica figurines, housewares, apparel and giftware, which are sold at www.cowparade.com and by thousands of retailers W For more articles on promotional marketing go to around the world. www.promomagazine.com This year about 60 CowParades are being held across Newsletter RSS Conference the globe, including an event now taking place in Tijuana, Web Webinar Podcast P Mexico, and one to open in Madrid, Spain, in October. l 10 July 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.cowparade.com http://www.promomagazine.com http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - July 2008

Promo - July 2008 Contents Editor's Note Shelf Help Beautiful Bovines Rest Stop Who Let the Dogs Blog? A Helping Hand Commentary Solid Gold Q and A: Mighty Mattel Flying the Coup Putting E-mail in Motion Resource Center The Agency Center The Young Prefer Mail Index of Advertisers

Promo - July 2008

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