BP seeks 'more positive' sentiment with return to advertising
BP plans to return to above-the-line advertising next year with a campaign showcasing the contribution the company makes to society, as it looks to draw a line under the 2010 Deepwater Horizon oil spill in the Gulf of Mexico.
BP: plotting campaign to launch in 2013
The brand is developing a push, to roll out in March, focusing on BP's cultural sponsorships, including its long-term partnerships with the Royal Opera House and British Museum and this summer's Olympic Games.
The TV, print and online activity is intended to 'make people feel more positive' about BP nearly three years on from the devastating oil spill, according to a source.
A BP spokesman said 'no final decision' on a campaign had yet been made.
BP pulled its UK marketing in the wake of the spill, and returned only this year with a campaign to promote its sponsorship of London 2012.
BP was recently hit by the biggest fine in US history, after agreeing a $4.5bn settlement with the authorities over its part in the disaster, which killed 11 workers and dispersed millions of barrels of oil into the Gulf of Mexico.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Copywriter fishtank 25k to 40k per year GBP, Marlow, Buckinghamshire
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Head of Marketing fishtank 45k to 60k per year GBP, United Kingdom
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Marketing Executive Warner Bros £ Competitive + benefits, Holborn, London
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...