NEWS: MTV apologises for publicity stunt that spoiled poster sites

campaignlive.co.uk, Friday, 29 March 1996 12:00AM

A furious row has erupted between MTV Europe and major poster contractors over MTV’s cheeky launch tactics for its new magazine, Blah Blah Blah, which involved defacing existing poster sites with ‘blah blah blah’ speech bubbles.

A furious row has erupted between MTV Europe and major poster

contractors over MTV’s cheeky launch tactics for its new magazine, Blah

Blah Blah, which involved defacing existing poster sites with ‘blah blah

blah’ speech bubbles.



Mills and Allen, together with several other poster contractors and

clients, have hit out at MTV, outraged by the hijacking of their sites.

MTV is now removing the speech bubbles that were flyposted on to 20

different sites in central London.



Michelle Poole, the UK marketing manager for MTV Europe, has apologised

for the stunt in a letter to David Pugh, the Mills and Allen marketing

director.



The letter reads: ‘The tactic adopted was to flypost only a handful of

sites, 20 maximum. We unfortunately had no warning of what type of sites

would be hit, which is our gross oversight.



‘With this small-scale campaign we hoped to create a buzz surrounding

the launch of Blah Blah Blah magazine. We also hoped the speech bubbles

would not overly detract from any ‘host’ creative. We realised last

week...this is not the case, and hence stopped all flyposting activities

with immediate effect.’



MTV says that removing the speech bubbles does not damage the 48-sheets

and prevents contractors from having to re-post.



However, Pugh commented: ‘We have taken a very serious view of this

recent activity. The costs to us are considerable. MTV has sent us a

grovelling apology, and we will send it a bill for the costs incurred.’



This article was first published on campaignlive.co.uk

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