International Marketing Study Program 2000
MTV, New York
25 January 2000
Despite the fact that most of us have been feeling under the weather, everyone managed to get out of bed and turned up at the hotel lobby on time, preparing to head for MTV, located in the heart of Times Square.
It was initially planned for the group to arrive at MTV by foot, that would usually take only 10 minutes. Unfortunately, it was snowing heavily and freezing out there. In spite of the coldness, many were amazed by the lovely sight of New York, covered with snow. Eventually, most of us decided to take the subway while a couple of others decided to enjoy the city sight by foot.
After the whole ordeal of squeezing and pushing our way through in the subway, we finally arrived at the building where MTV was located. To top off our frustration, we received a rather unfriendly hospitality from the security who insisted that we stayed out in the cold 'til everyone had arrived. What a morning to start off with!
At MTV's boardroom, we were introduced to Christine Engelbrechtsen (MTVN International Ad Sales) who provided us with an entensive knowledge of how MTV operated world-wide. According to her, MTV is not only the most recognised brand but also the No. 1 cable network in the world. Through its graphic look, DJ's, music specials, documentaries, as well as its original strip programming, MTV has become an international instituition of pop culture and leading authority on music. We were also shown an interactive program on how the MTV brand is being portrayed globally.
Maria Rivera (MTV International Marketing) then brought us into the world of one of the most recent promotional activity called the Fly2K which turned out to be a great success. This was followed by the presentation conducted by Lisa Preston (MTV US Marketing), who showed us a couple of very houmours and attention-catching TV ads which were used to advertise the MTV brand.
Thereafter, we were introduced to Bruce Friend (MTVN International Research) who provided us with a detailed insight on how international research is conducted before MTV launches its program in the international markets. The last speaker from Nicklelodeon International Franchise Management then presented us with Rug Rats, MTV network's first animated cartoon and is the No.1 most popular cartoon characters after Pokemon.
Unfortunately, the presentation came to a close and it was time for us to make our way back to our hotel. The presentations were fantastic. The knowledge and the insights that the presenters have given us are invaluable and I believe will definitely be useful in our future endeavours.
Most of the tour members decided to grab a light lunch within the vicinity and then back to the hotel for a nice hot shower after all the snow and hail we drenched ourselves in. Take a good rest and thereafter I believe some others are headed for the Broadway Musicals.
Written by Sophie Khoo.
|
