The Power of Celebrity Endorsement – Is It Always a Win Win

The Power of Celebrity Endorsement – Is It Always a Win Win

With the Boss, Bruce Springsteen taking America to the brink of the Clinton campaign, and the likes of Stevie Wonder and Beyonce backing this ferocious electorate battle for the White House, America has been holding its breath as the United States has been divided with these two controversial candidates. But as effective as it is, these ‘A’ listers just haven’t managed to turn the Nation away from the ‘wild card’ and rank outsider Donald Trump.

But Corporations and Advertising Campaigns are now engaging the rich and famous to give weight to their brands as the competition steps up. So it works on a level of huge brand awareness.

Fame has taken on a new tag in the past decade with the evolvement of social media and the success of reality shows such as The Kardashians and Towie both sides of the Atlantic.

Formerly invisible candidates are now given their fifteen minutes of fame through a YouTube window or a Twitter campaign, and otherwise anonymous individuals are seeking exposure through Instagram or the newly emerging channels of global reach.

So why do we need celebrities? As a well-informed psychologist recently said, ‘Celebrity is a bit like Religion, and people need an identifier to follow to take the lead and fans are like family’.

Aspiring to fame and fortune is one thing, but believing it is the answer to our problems is another, and we tend to idealise celebrity in this way. But you only have to listen to icons like John Lennon to know that in fact it can add to any baggage you may carry. Remember his declaration that having all his money and the ‘house on the hill’ did not lead to happiness.

 

It may be difficult to understand the logic behind this, but if you can imagine that suddenly your life is not your own, and that you are now in the public eye day in and day out. Particularly in the case of reality stars, but more intensely if you are an overnight success and so carry a burden of responsibility.

Imagine you have the eyes of the World watching your every move, and so have to behave responsibly – or irresponsibly in the case of many Rock Stars.

I sat next to Twiggy at a friend’s birthday party some years ago and flippantly joked that she was responsible for so many young women needing to go on a diet.

She seemed upset and defensive and I realised I had touched on a sore point as she responded to me saying ‘I didn’t mean it to turn out like that – it wasn’t my fault’. I apologised profusely and realised that I had inadvertently insulted a national treasure through my own insensitivity.

She was right of course, as a naturally skinny teenager with a boyish figure she fortuitously created a new look which resonated in the sixties, in contrast to the Marilyn Monroe curvaceous image of the fifties. Fashion changes and there are casualties in the wake of change.

So when we are yearning for fame and fortune, or have a devilish desire for becoming a celebrity ourselves, perhaps it is best to leave it to the experts and remain anonymous for as long as we can.

 

The Caravan Club – A Heartfelt Experience

The Caravan Club – A Heartfelt Experience

The Caravan Club is an extraordinary organisation – and since I have had the privilege of being part of their events and activities, it feels more like an extended family with the support and genuine care that is offered unconditionally to its members.

TCC was started more than 100 years ago, when caravanning was for the wealthy adventurer, and before it became available as a more popular holiday for families on a budget.

In recent years we have seen a resurgence of the caravanning holiday with celebrity endorsements and high profile events covered by all forms of media.  Lorraine Kelly, Dame Helen Mirren and Jamie Oliver are just some of the ‘A’ listers who are part of the caravanning brigade, and they are helping to put it back on the map as a five star holiday experience.

I spoke to Nikki Nichol who has been a big part of the TCC team for more than 20 years, who has her finger on the pulse and works relentlessly to ensure that she covers all aspects of the club’s needs from the endorsement of high profile celebs to the awards events and entertainment.

I also had a chat with Brian Morgan who has been with The Club for 2 years and is the Head of Communications and Events, he works very closely with Nikki and they have a great synergy, as she tells me he has a fantastic strategic brain!  This is evident in his appreciation of the Club and their plans for the future.

I was then introduced to the very gracious Chairman Grenville Chamberlain, who made me feel special as he welcomed me into the fold – a real Gentleman in the old fashion sense, but with modern ideas and with a passion for the club and caravanning that is contagious.

I was positioned on a table at the recent awards dinner event at the NEC with legendary Olympic Gold Metalists Jamie Baulch and Roger Black, who are also great supporters of the Club and sat alongside the likes of Vicki Michelle and Arthur Bostrom of ‘Allo ‘Allo fame.

I know that my love of this club and newly found ‘family’ is supported by my own experience of caravanning dating back to when I was 6 years old, and have fabulous memories of when my grandparents would take me on caravan holidays across the UK.  I do believe that some of my fondest childhood memories were from those very special days and nights, where the caravan held a kind of magic as a child.

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It is great that so many families from all walks of life today are taking their kids back to nature – exploring country and coastal regions – only possible with the freedom of touring.  There is more freedom with cooking too of course, which is why so many people are abandoning the hotel break and going for a caravan vacation.

But this is just the tip of the iceberg, and you may want to watch this space and Glotime.tv as we explore over the next few months exactly what The Caravan Club has in store and one thing for sure – it is guaranteed to come packaged with shed loads of TLC.

Kim Kardashian – Beware of the Great Pretender

Kim Kardashian – Beware of the Great Pretender

When The Kardashians hit the screen more than half a decade ago, I vowed I would never switch on, believing that they were just a crass family who had made a fortune through default – and would disappear as quickly as they came.

Who would have thought that the World would accept them on such a huge scale, only previously awarded to Hollywood movie stars or Royalty. Has the World gone completely mad I continued to ask myself or have I been desperately out of touch with what people want – as we are moving so fast and furious in an ever changing World of social media.

As the Kardashians have moved centre stage, we are all bemused by the position they hold, but they are providing a talking point, love them or hate them.

I was astonished to hear that the earnest actor Sarah Jessica Parker even gave Kim and Kanye the time of day, complimenting them for the attention given to her family during a recent visit to the rapper’s concert.

Are they now becoming accepted in revered circles of the Hollywood elite, in spite of their lack of pedigree?

Then the inevitable happened – and Kim, who had been flaunting her wealth on Instagram by showing off her engagement ring worth a meagre 4.5million dollars, was held at gun point by robbers who tied her up and cleaned out her entire magpie collection.12-kim-kardashian-engagement-ring_w750_h560_2x

Kanye was seen abandoning his show in New York, with a heartfelt statement that he had a family emergency, and needed to be by their side.

It is the stuff that major movies are made of and the Kardashians were pushed into global limelight once again playing out their parts in an international Drama.

When the news was announced, I did have a flicker of doubt as to the validity of the event, but felt that even the Kardashians would not stoop so low, and waste valuable police time – especially in Paris where terrorism is rife. But I was surprised to learn that 70% of Hollywood do believe it to be a scam.

My own daughter who is educated and savvy is also a fan of the Kardashians and assures me that they are not just a talentless bunch of morons, but in fact a strategically brilliant family who are acting out their own soap opera – knowing what the world is waiting for stage by stage.

A family run business, who rather than putting pen to paper, are putting their own lives on the line, and yes, making a fortune in the process, but forgoing their own privacy – similar to royalty – and living out dream in a world desperate for escapism and fantasy.

So does this now make me want to watch their shows – hang on, let me get back to you on that one!

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