Hearts & Minds: The classic PR idea that keeps on giving

Some light relief before the US election results roll in. The Daily Express used to give its readers the chance to ‘own part of the moon’. The lucky winner was sent a map of the moon with a shaded area and a certificate stating that section was theirs. The contest was hugely popular and lifted circulation. Eventually, those in senior management who cared about the paper’s reputation called a halt.

Today, newspapers are reporting breathlessly that tourists are able to pay 10 euros for a sealed can of Lake Como air. The 400ml tins, adorned with a picture of one of the Italian lake’s iconic motorboats, are on sale among other, more typical souvenirs. We’re told they’re the brainchild of an Italian marketing company. “We wanted to create a reminder that people can easily take home in their suitcases,” said a consultant to the agency. “When the can is opened it obviously loses its charm a bit.”

But the gimmick is far from new and has been reported on numerous times. The Isle of Man, Iceland and villages in the Swiss Alps flog local air. So does Cornwall, although there a row once erupted because the ‘Cornish air’ was captured in neighbouring Devon.

It originated in Naples, turning empty food containers left by American GIs serving there after World War Two, into mementoes for visitors.

Nevertheless, attention is focused on Lake Como as if the cans are entirely innovative.

What this says is that news is cyclical, that journalists retire and younger ones enter, and the same applies to the sub-editors, who check these things, so nobody remembers reading about this before and everyone treats the tale as though it was breaking virgin ground.

So, don’t be shy in coming up with new ideas. Even if they’re not ‘new’ it might not matter. Do consider, though, whether the tie-in is really what you want, whether the brand is not being damaged.

Doubtless, one day someone will again dream up a marketing plan to offer sections of the moon. Meanwhile, those Daily Express certificates presumably languish in drawers, waiting for their owners to claim what they rightfully believe to be theirs.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.