P2

A) Proposal

The product being released is an album called dont be cruel which will feature a selection of old Billy Swan songs.

 The campaign is for a re-release of some of Billy Swans songs that revolve around the themes or genre of couples and romance and the album will be called dont be cruel.

The target audience is female and would be around the ages of 46 because they would have grown up around the time Billy Swan was releasing albums. they would also enjoy music within the country genre and would be a fan of Elvis Presley because of the similarities of the two artists and the shared songs.

 The campaign message is to bring more happiness and love into the world by being kinder and not being cruel to people.

B) Campaign schedule

The album will be released on the 1st of February two weeks before Valentine's Day I think by releasing The album just before Valentine's Day will help with advertisements and sales because Billy Swan was a country singer and the genre of country is seen as quite calming and romantic as well as the fact that many of Billy swans country songs are based on love, women and relationships all which match perfectly with the basis of Valentine's Day love, relationships and such. This match between the songs and Valentine's Day could result in people buying the album as a Valentine's gift for their partner.

The music video will release two weeks after the album has released on Valentine's Day on February the 14th and will be uploaded to YouTube. A competition will be held on BBC Radio 2 where people will have to ring in to the radio station and finish the lines for certain Billy Swann songs for a chance to win the album. The competition will run from when the album is released on the 1st of February and will go on for a week where there will be 3 callers a day to get the chance to win.

The print based advertisements will be put up on the 18th of January two weeks before the release of the album and will be located around central London. I chose these times and locations because the timing is two weeks before the album releases giving enough time for people to talk and see the advertisements before the release but not so short that it is barely seen or not too long that the release is forgotten about, the timing also helps with the fact that Valentine's will be soon giving onlookers the idea and chance to buy the album for Valentine's Day.

The locations I have chosen are very busy areas full of people and shops which will help as when it gets closer to Valentine's people will be walking around these areas looking for presents to give on Valentine's and so seeing the advertisements could entice them to buy it for their partner. 

M2 use for audio/visual advertisement within campaign

For the audio/visual advertisements the Billy Swan version of don't be cruel will be played throughout both the grand arcade, the grafton centre and certain areas arapind cambridge like the market on the 25th of January a week before the release so that people hopefully hear the song and enjoy it, the song is also very catchy and should stick with people. 

The song will only be played for a week so that people don't start to get annoyed with the song and associate it as negative but also so that it is played long enough for more people to hear the song and possibly hear it multiple times and enjoy it and wanting to buy the album.

 The song is also very romantic and calming and is about love and relationship and by having this song played around Valentine's could bring happy memories or thoughts of their partner to couples and could lead them to buy the album or recommend it to someone else.

Schedule for campaign

Launch of music video - 28th February

Launch of print campaign - 18th January

Launch of album/single - 1st February

Artist tour - 8th March

Artist press interviews - 20th February

Artist long-lead press interviews - 24th February

Artist short-lead press interviews - 28th February

Artist fansite interviews - 2nd March

C) Relevant legal ethical issues

The rule 4.3 within the ASA's guidelines state that reference to anyone who is dead must be handled with particular care to avoid causing offence or distress. Although Billy Swann is still with us the song that will be played for the audio advertisements "don't be cruel" is one of Elvis Presley's songs originally and Billy Swann had done a remix of it. So care must be taken with the song as it is a reference to Elvis Presley who is now dead.