Travers Beynon…love him or hate him.
The point I’m arguing is neither, and if you fall on either side you have been sucked in like the rest of them…
Tobacco advertising in Australia is incredibly restricted.
Marketing with restricted channels is frigging hard!
I’ve done it before in different industries.
So what would any publicist or marketing strategist do if they are working with restricted channels?
Think outside the square.
And usually, you can reach far more prospects with far less money because of it.
If you create a ruckus (AKA a stunt), the media will pick up on it.
And so they have.
That is exactly what he wants: advertising, but for free.
1,270 free media hits in mainstream publications.
Filter Google’s SERPs via News for “Travers Beynon” and you get 1,270 media articles.
You can go to each publication’s Rate Card and multiply it out for the article sizes and calculate just how much the advertising he has received for free.
It’s astounding.
Everything he does is a stunt.
If you like him, you have fallen victim.
If you hate him, you have fallen victim.
If you write about him, you have fallen victim (yes I realize the irony, but I’m attempting to prove a point.)
This article is about his company logo, FFS!: http://www.dailymail.co.uk/news/article-5351627/Travers-Candyman-Beynon-girlfriends-company-logo-tattoo.html?ito=social-facebook_australia
Whoever is his publicist or marketing strategist is a genius.