terça-feira, 27 de novembro de 2007

O que é o marquetingue... or not.


Recadinho aos que trabalham com campanhas para fomentar o turismo de uma localidade: aproveitem o texto abaixo prum case. E, que tal revisar algo como, qual o público alvo desejável? Turistas são aliens como o ET ou como o oitavo passageiro? Uma questão para a comunidade envolvida, não?

"ALBUQUERQUE, N.M. - New Mexico bills itself as "The Land of Enchantment." But for weeks now, a contentious debate has raged among tourism officials here over a new state-financed advertising campaign aimed at attracting vacationers.

Instead of highlighting New Mexico's picturesque desert landscapes, art galleries or centuries-old culture, the ads feature drooling, grotesque office workers from outer space chatting about their personal lives.

To some, the 30-second TV spots — which lead in roundabout fashion to the tag line that New Mexico may be "the best place in the Universe" — are provocative, funny and bold.

But to increasingly vocal critics, the ad campaign is a possible threat to the well-being of the state's $5.1 billion tourism industry. In other words, while the ads may yield a chuckle or two, the joke is on New Mexico.

Critics say the less-than-cuddly, reptilian spacemen may be more apt to baffle or frighten away a tourist than reel one in.

"New Mexico has a lot to offer — we don't need to bring our standards down," said Ken Mompellier, head of the convention and visitors bureau in Las Cruces, the state's fast-growing second-largest city, which has refused to use the alien ads to bolster local tourism pitches, as it normally would.

"My first question would be: What does this campaign show of the things that we are known for?" Mompellier asked. "I look at this campaign and I don't see the fit. And the things I'm hearing from people, some of it is very negative."

Dale Lockett, president of the state's largest convention and visitors bureau in Albuquerque, addressed the issue in a speech at a statewide conference in October.

Lockett told the creators of the ads, Santa Monica, Calif.-based M&C Saatchi, that their handiwork, while innovative, appeals to the wrong audience. Why, Lockett wondered, was the state targeting its centerpiece ad campaign to a younger crowd when baby boomers have time and money to travel?

Rival neighboring states like Utah (with its "Life Elevated" campaign) and Colorado ("Let's Talk Colorado") appeal more directly to older, richer boomers in their tourism campaigns.

The ad makes no reference to New Mexico's most famous connection to aliens. In 1947, the U.S. military said a weather balloon crashed near Roswell in the desert, but legends persist that it was a UFO, and a small tourism industry has grown up in Roswell about the tale, complete with an annual festival and museums.

At a recent meeting of the state's tourism commission, M&C Saatchi representatives were urged to "soften up" the aliens in the ad.

Chris Stagg, a marketing executive at Taos Ski Valley who serves on the commission, said Saatchi's creative team might come back to the panel's next meeting with a "less harsh" version of the campaign.

Aliens are fine, he said, but do they need to be creatures "that look like they're going to suck your brains out?"

Creators and supporters of the campaign, which includes magazine print ads as well as the TV spots, got a boost when they learned the ads had won an Adrian Award honoring excellence in advertising and marketing.

The ads are the "envy of other tourism departments," said Stephen McCall, group account director for M&C Saatchi.

Defending the oddity of the campaign, McCall noted that New Mexico has unique challenges in competing in the hyper-competitive tourism market. New Mexico's main rivals — Arizona, in addition to Utah and Colorado — all have their own charms and more funding from their state legislatures. The ad budgets of those states each ranks in the top 10 nationally while New Mexico's budget ($2.9 million this fiscal year) lingers in the lower third.

Jonah Bloom, editor of Advertising Age, an industry magazine based in New York, said he sympathized with a state trying to get a big bang from a relatively small ad budget. "In a cluttered world you have to try to something different. When an alien pops up on your screen, you tend to be engaged," he said.

But after reviewing the alien ads online, he also said: "I can see why people in New Mexico might feel like this is hardly the best showcase of the state's greatest assets."

So far, the TV ads have aired in San Diego and Minneapolis, two cities with relatively affluent populations and direct-access flights to New Mexico. Print ads have run in magazines in the West and Midwest.

McCall said hits on the state's tourism Web site have risen since the campaign began. "There's nothing to suggest we have turned off any target (audience)," he said.

Yet the fate of the aliens remains up in the air, with the results of a study showing whether the ads actually make people visit critical to that decision, said Mike Cerletti, head of the tourism department."

"If that study shows what we think it's going to say, which is that the ad is effective, then obviously we are going to continue the campaign," he said."


Abduzido deste original

yutube-se com a propaganda em questão

New Mexico Department of Tourism

segunda-feira, 26 de novembro de 2007

Sarallcaba Cultural For All ! That's Música na Cidade



A profa. Alissandra e a turma do turismo convidam: "A Última apresentação do Projeto Música na Cidade do campus Sorocaba, com o grupo musical *Forró Maromba*, acontece na próxima *quarta-feira, dia 28/11, às 17h30, na Arena do Teatro Municipal Teotônio Vilela*. O grupo vem estudando e interpretando o forró pé-de-serra e explorando as fronteiras possíveis entre esta linguagem musical, os ritmos brasileiros e universais, de um lado: o xote, o baião, o xaxado, o arrasta-pé, a quadrilha, e do outro: o rock, o reggae, a própria MPB, o frevo, o maracatu, o jazz. O Forró Maromba conta com João Kalango (violão e voz), Jé Psycho (acordeão e voz), Eduardo (triângulo e voz) e Monstro (zabumba e voz). *Após o show haverá um sarau *organizado por alunos do primeiro ano de Turismo. O sarau terá a *participação do grupo teatral - Coletivo KD - da UNISO*. Haverá também apresentações de poesia, dança e música com os alunos da UFSCar, os alunos da UNESP de Sorocaba também serão convidados pela comissão organizadora. *A inscrição para apresentação no Sarau também pode ser feita na hora.
*Aguardamos todos!"


Ainda, se a situação do nosso campus está numas que dá Drurys, amanhã a sinuca de bico é no Pirilampus Bar da Santa Rosália, com o evento organizado pelos primeiranistas do Turismo OS FEDERAIS x OS ESTADUAIS, Campeonato de Sinuca. Na realidade, um contra entre UFSCar e Unesp. A partir das 18h na Rua Aparecida, nº 500. Lá, é tudo festa, com sorteio de estadia no Motel Gregus para TODOS os presentes. Prestigiem, pois, mesmo que não esteja tão confiante no seu taco. Também, mesmo porque, torcendo pela dupla de sua simpatia, a premiação é Absolut, não é Dreher, não!

Atualização: lançamentos

Além dos DVDs de Educação Ambiental na Escola, com noite de estréia hoje à noite - vide o mencionado no post anterior - nesta quarta-feira, no mesmo local, colegas do turismo como Claudia Astorino, João Marincek - o Jota, Guilherme Lohmann, Mirian Rejowski lançam, juntamente com Débora Cordeiro Braga (quem os reuniu neste trabalho), o livro Agências de Viagens e Turismo - Práticas de Mercado. Parabéns por mais esta contribuição à turismologia.

quinta-feira, 22 de novembro de 2007

Ecos de EcoUC

Como rescaldo das comemorações pelos 70 anos do Parque Nacional de Itatiaia e a realização do II EcoUC e o CONECOTUR, congresso nacional de ecoturismo, desde a quinta-feira passada, registram-se aqui remissões para as matérias que tal evento produziu na imprensa local e regional. Sobre o conteúdo científico em si, caso haja interesse, procure pela Physis e solicite sua cópia em dvd-rom com os artigos completos aprovados. E prepare-se para o próximo encontro, daqui a 2 anos, em terras capixabas.
"Encontro de Ecoturismo será aberto hoje"

"Aberto o II Encontro Interdisciplinar de Ecoturismo em Unidades de Conservação"

"Encontro de Ecoturismo foi um sucesso"

"Cidade recebe evento nacional de Ecoturismo"

Aproveitando o ensejo, agora no dia 26, segunda-feira, a partir das 19:30, na Livraria Cultura Villa Lobos, há o lançamento da coleção em dvd de Educação Ambiental, descrito na imagem abaixo, cujo diretor da Physis, Zysman Neiman é um dos participantes.

segunda-feira, 5 de novembro de 2007

Missing the Electric Apagão

o povo não aprende nem em bom português brasileiro, então vai em inglês estadunidense mesmo.

Getting savvy about standby power

By Noah Buhayar, Fellow, Rocky Mountain Institute (www.rmi.org) | Posted Fri Nov 2, 2007 2:47pm PDT


It turns out that these "vampire" loads are gradually sucking away power—a lot of power.

An estimated 13 percent of household electricity use, according to a recent study published by the California Energy Commission, is from appliances in low-power mode (which is to say, not performing any of their primary functions).

Standby mode, the least amount of energy an appliance can use without powering down, is just one example. Many appliances have multiple low-power modes.

A DVD player, for instance, may have both a standby and sleep mode. Computers, as well, often save power by shutting down one or more components without turning completely off.

What it costs
The costs of these low-power modes are enormous. Standby power alone accounts for 5 of that 13 percent of household electricity use.

In 2000, a group of researchers from Lawrence Berkeley National Laboratory estimated that each year Americans spend about $4 billion just on standby power.

Generating that electricity puts roughly 27 million tons of CO2-equivalent emissions into the atmosphere (more than 3.7 million cars' worth) every year.

While the amount of low-power mode energy required by most new appliances is going down, the number of appliances (from washing machines to air conditioners) with continual power needs is increasing—eclipsing those savings. The U.S. Department of Energy estimates that standby power could consume as much as 20 percent of household electricity by 2010.

Further losses
Worse yet, some of our electronics never go into low-power mode because they're hooked to networks that require constant feedback. Most desktop computers are left on all the time for just this reason—drawing (on average) a steady 70-watt current. The monitor may be off, but the processor, fan, and other hardware may still be running.

Your cable box, too, is perpetually drawing current as it talks to the network. Have an Internet phone? That, as well, is always on, ready to take a message.

Energy-efficiency experts are busy identifying ways that manufacturers can reduce the amount of energy required to maintain a network presence, hold a channel, or answer the phone when you're not there. Some promising work can be found here.

Why we don't sacrifice convenience?
If the net impact of all our leaky appliances is so huge, why aren't we compelled to change our habits—or do without a little convenience?

A colleague of mine here at Rocky Mountain Institute shares a useful anecdote. His home A/V system (TV, cable box, DVD player) and communications system (cable modem, WiFi router, Internet phone, and cordless phone with answering machine) uses about 45 watts of electricity continuously.

Even though he'd like to save that energy, he leaves the system on all the time. If he turns off the power bar that links everything to the wall, his phone won't take messages and he'll lose Internet connectivity.

What's the cost of this convenience? He estimates about $40 dollars a year.

What you can do
If you're looking to reduce your energy use and tread more lightly on the planet, changing your habits is a good starting point.

* Shut your computer and printer down (all the way) when not in use. Some people find it useful to plug all their IT equipment into one power bar, then flip the switch once they've shut down.

* If you have an A/V system that can be turned off entirely without sacrificing performance, do so.

* Keep cell phone chargers out of the wall when you're not charging the phone. Those little power bricks often draw a little current—even when you're phone's not connected.

Making informed choices
Most importantly, educate yourself. The U.S. government's Energy Star program rates appliances and often has information about their standby (or low-power) mode energy use. For home electronics, low standby power use is a key criterion for qualifying products.

In 2006 alone, the program saved some $14 billion on Americans' utility bills and helped avoid more than 35,000 megawatts of peak power demand (equivalent to the capacity of 70 new power plants).

These small changes may not make a huge dent in your monthly electricity bill, but they can add up.


Source: Yahoo!Green

quinta-feira, 1 de novembro de 2007

Garantia de futebol até 2014: nem a Telefunken dava!

Agora sim, relaxa e goza: vai ser futebol e futebol. Talvez com carnavais e micaretas intercalados. Daqui a 7 anos ou, que nada, desde 1950 e pra além de 2014, só vai rolar isso, por mais que haja as Olimpíadas de 2008 e 2012 ainda por vir. Aquele apelo publicitário dos televisores garantidos até a próxima copa vai ter de melhorar. Mas, o que não vai melhorar, afinal, o futebol não faz milagres? E porque futebol, ora, o futebol deve ser a solucionática deste país "maravilhoso e do futuro".
Leia citação de Dadá Maravilha e mais (um pouco só) de futebol neste link que dá acesso a reportagem sobre tese que propõe mais integração entre o esporte, o turismo e o ensino, cuja introdução se destaca a seguir.

O futebol brasileiro faz parte de nosso folclore, é uma importante manifestação cultural e tem potencial para incrementar o turismo no País. Partindo destes pressupostos, Sérgio Miranda Paz defende que ele deve ser incluído nas disciplinas de Cultura Brasileira do ensino superior. O engenheiro elétrico, bacharel em ciências da computação, também formado em Educação Física e Turismo, levou esse assunto tão a sério que produziu a tese de doutorado O Futebol como Patrimônio Cultural do Brasil: estudo exploratório sobre possibilidades de incentivo ao Turismo e ao Lazer, apresentada na Escola de Comunicações e Artes (ECA) da USP.


E quem vai querer ficar de fora de tanta bolada? Até a Carta Maior já se pronuncia sobre o futebol. Chega de futebol? Intervalinho pro carnaval, tá logo aí mesmo...