Marketing Puts a Big Smile on the Mona Lisa

Agee, Tom
July 2006
NZ Marketing Magazine;Jul2006, Vol. 25 Issue 6, p8
This article presents the author's experience of traveling across Europe and back to New Zealand and witnessing the ubiquitous marketing of the controversial film Da Vinci Code. The most highly visible marketing campaign which seemed to follow us everywhere was for the opening of the Da Vinci Code film, involving huge merchandising and promotion support. A major London radio station was running a two-week contest as a build up. Even in Rome, where, of course, the Vatican found it contentious, the billboards were everywhere. What was true and what was fiction in Dan Brown's book was great fodder for TV talk shows and media debate everywhere.


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