Borlotti Buitoni’s deft piece of comms

An unexpected delivery today through the letterbox. A spongy brown envelope in which was a tote bag and a face mask.

Inventive marketing I thought. Arresting communications, as I retrieved the Borlotti Buitoni Trust branded mask and bag.

I’ll admit that I still don’t like wearing a mask. It’s dehumanising. I hate not seeing other people’s smiles. Face masks feel like prisons. Middle class prison.

But it’s a punchy medium. Imagine having your key message emblazoned across someone else’s face. What would that message be? What would you say to others?

The bag was on reflection a far more sobering experience. I peered at the names printed on either side. A handful were familiar to me: previous podcastees; previous discoveries.

The inevitable questions arose. How are they faring? When will I hear them perform again? Will it really be next year at the earliest?

Yes. It will. And what I learned today is that there’s still a significant number of people who think that the money musicians earn from their craft is so small and insignificant as to not be worth banging the drum for.

That’s the next challenge. We need to go old school. We need to build more momentum. From the ground up. This campaign is a marathon not a sprint.

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