From last week’s editorial:
“Overall, Kaylor said MLT has spent more than $1 million on sustainability and stewardship initiatives over the past year.
Which leads me to “The Perils of PR” piece I read in the July 3 issue of The Economist
“Any big business may need a team to handle its public image and to deal with the ‘reptiles’ of the press … but once you start employing PR people, it can be difficult to stop. In a variant of Parkinson’s law, ‘PR expands to fill the budget available.’ Companies can hire an in-house team while also choosing an external PR firm. And if bad news strikes, bosses often want to call in a firm that specializes in crisis management.
A company’s aim is to frame the narrative in a favorable manner. Any firm wants to be seen not as a money-grubbing corporation that pollutes the environment and exploits its workers but as an innovative pioneer with sustainable operations and a social conscience. An expert PR executive can hone such a message and identify the best way of communicating it to investors and the wider public, for example by selecting the journalists and publications which will lend it a sympathetic ear.”
What I didn’t share from the piece was the part about how PR teams are relentless. They email. They call. They’re so damn chipper. They’re so excited about the latest campaign.
So I get this call from a gal named Liz Lane. It’s like we’ve known each other for two decades. She references an email she sent to me the day before which I haven’t read. She talks about Bleepholes. I’m assuming she’s referring to the New York Yankees. Or the Manning brothers.
Team Fleisher Communications. Literally, that’s the name of her firm. Meet Team Dumbass (The Sheet). After I extricated myself from the phone conversation, I opened her email.
I spoke with Charles James of Sierra Wave and he said I should send you this pitch (Charles, that’s a demerit) about Mammoth Lakes new campaign. The pitch is below. Let me know if you want to speak with anyone about it.
As consumers turn to “revenge travel” in big numbers, most resorts, destinations, etc. are welcoming them with open arms. But one high profile, popular spot in California is actually telling visitors to stay away, if they can’t follow the rules! In other words, Nobleepholes.com
Mammoth Lakes California is known for its majestic scale and awesome natural beauty. It’s why nature lovers flock to the year-round adventureland. But there’s a problem. Not everyone travels responsibly in Mammoth Lake (uh oh, she’s channeling Kirk Stapp and using the singular). A good number of tourists seemed to not be getting the message – not properly extinguishing campfires, leaving dog poop on trails and leaving campsites a mess (which is not just unattractive, but attracts bears), etc.
It’s why Mammoth Lakes Tourism has just launched a campaign asking tourists to commit to following sustainable, responsible tourism practices and help Mammoth Lakes continue to offer an endless supply of awe to visitors and locals alike. The new campaign welcomes everyone but bleepholes to Mammoth Lakes. That’s right, “Don’t be a bleephole” is even set to song! Hear it @ visitmammoth.com/bleephole
*And just when I suggested we could save $400,000 by NOT producing a follow-up single to the “Mammoth Lakes Love Song.”
Move over Bobby Bones. Urdi may be gunning for your job as talent consultant to American Idol finalists.
Sorry for the interlude. There’s more.
The Shipyard is the creative agency behind this unique campaign, that stands out not just for its irreverence, but puts the spotlight on the real need for responsible and sustainable travel. The project includes an out-of-home billboard on the side of the road on the way into Mammoth Lakes with just the statement “Are You A Bleephole? NoBleepholes.com” to entice people to go to the website.
QR code posters will also be placed throughout prominent locations around town and at local lakes and trailheads to encourage people to scan and uncover some tips from Mother Nature.
Below are a few comments/quotes from the folks involved in the project below
Please let me know if you’d like additional details or have interest in speaking with the team.
Team Fleisher Communications
“We always appreciated people escaping to our beautiful destination to enjoy all that nature has to offer, but we have seen a handful of visitors who have not shown our community and environment the respect it deserves. The Bleephole song accompanies our lighthearted efforts to educate our visitors with just a slightly more forward approach. We hope this grabs attention and let’s everyone know that Mother Nature wants you to have fun, but also behave appropriately while doing so.”
– John Urdi, Executive Director, Mammoth Lakes Tourism
“By being bold, a bit blunt and having a sense of humor we thought we could get the message out in a memorable way. No one wants to be the asshole, right? It’s kind of shocking and uncomfortable, but I laughed out loud the first time I heard it. And the second and third. And so did everyone else we played it for. Sure, there’s always the fear that we might offend someone, but the way we looked at it, if you’re offended by the message to take better care of our natural resources, you might not be the kind of visitor Mammoth is looking for anyway.”
-Kerry Krasts, Executive Creative Director at Mering/The Shipyard
I know, I know. Let me step aside. These are the the lyrics. Really.
In Mammoth Lakes, we love our town and visitors
And we love Mother Nature but lately some behaviors are taking a toll
So we’re channeling Mother Nature to see what she’d say
Guess she kinda has a potty mouth because she says do come visit, do enjoy yourself but …
Don’t be an ***hole/Don’t be a ****head
A some kind of rude SOB
We’d love to see you out here in beautiful Mammoth Lakes
Just as long as you don’t come up here and **** up this place
But if you’re cool and kind
(Respect the outdoors, pick up after your dog, and put out your campfires)
We welcome you to join us and see what Mammoth Lakes is all about
But if you’re be an ***hole
Maybe you should just stay home
And if you’re cool and kind
You know, a considerate non-littering leave no trace kind of vibe,
We hope that you can join us and
Get out there and have yourself a great old time
But please try not to be an ***hole
And we’ll all get along just fine.