Guerilla Tactics

Our friend and creative genius Amadeus Mozart has started his event promotion strategy for the extremely popular idealweekender. I suspect that there is a jungle theme – I just had to share this image with the world.

It reminded me that there is no one size fits all in marketing terms and perhaps this is a case of Guerilla marketing at its best.


The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson  in his book Guerrilla Marketing (1984). The term has since entered the popular vocabulary, well for anyone who is into this stuff anyway.

It doesnt mean however that this is a low cost, illconceived approach – in Amo’s case its not – he knows the demographic and how they react to the quirky, high energy and fun vernacular.  The detail will be there, the design, imagery, messgaes, clarity of proposition and deployment.

I’ll interview him at some stage and post a video of how this sort of promotion works. Its not core to Communicate’s business but more brands are making it part of the mix.  Its a top down advertsing and bottom up trending strategy that meets in the middle with inceased levels of revenue from establishing a credibity and on-trend status.


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