Double Fault: Nadal and celebrity advertising

Rafael Nadal has played his last match as the promotional face of the Balearics. An amicable parting of the ways between the Manacor muscle and the tourism ministry means that the latter will not have to cough up for the final part of its contract, some two million euros.

Is this a case of seeing sense that Nadal's celebrity amounted to buying a pig in a poke when it came to the islands' promotion? Actually not. There is an altogether different reason. The tourism ministry is technically bankrupt. It owes 47 million euros, much of the debt being in the form of repayments to financial institutions. The regional government has had to step in and find around 20 million to help the ministry out. The remaining 27 million will need to be recouped from what Joana Barceló terms a "stability plan".

Stability and the tourism ministry. Chance would be a fine thing. One has to have some sympathy for the minister Barceló, only the fifth incumbent in the post since the current administration took office in 2007. We have come to appreciate, thanks to the various corruption charges and hearings, that the ministry, via its agencies, was out of control. We hadn't appreciated, until now, just how much out of control it was. The ministry's debt equates to 70% of its entire budget.

Some months ago, I spoke to Antoni Munar the new director-general of tourism development. Pleasant chap, Sr. Munar, jocularly telling me that there wasn't any money. I knew about all the problems, he asked. Yes, I joshed in return. You don't know whether to laugh or cry. Munar and Barceló face one hell of a challenge.

The first challenge is knowing where on earth the money's coming from for promotion. The second is knowing on what to spend it. Wisely. And the celebrity promotion has been anything but wise: Douglas, Schiffer, de Lucia, Kournikova (Kournikova for heaven's sake!) and Nadal - where has any of it led to?

The casting of celebrities has, to an extent, been understandable, assuming, that is, you adhere to the principle of celebrity obsession. In no small part, the use of celebrities reflects the perception, of some, that Mallorca is a celebrity island. Perhaps it is, but such a perception creates a falsehood of shallowness and an image that is unrelated to the lives of many who live in Mallorca and, more importantly, who come to Mallorca on holiday.

Just one of the problems with celebrity advertising, and indeed much of the tourism advertising full stop, is that it treats its market as being one. This is a nonsense. There is no one tourism market, be it in terms of geography, age, income, and any other distinction you care to mention. It treats its market as one, but in reality speaks to hardly any of it. Nadal might have seemed appropriate, but he is also immensely wealthy and he was careering around on a luxury boat.

As a consequence, the advertising excludes the "ordinary" tourist. There may be an element of aspiration, but this is meaningless to an altogether more savvy and cost-conscious tourist than might once have been the case. Turn the celebrity image around, if you will, and imagine someone more "ordinary". For sake of argument, an actor such as Philip Glenister, one with some Mallorcan connection. Ordinary bloke. Believable enough. But ordinary blokes mean ordinary tourists. And this is exactly the point. Extraordinary celebrities mean extraordinary tourists, and they alone. Extraordinary tourists do not mean tourism in a Mallorcan style.

There were also logisitical and branding problems with the Nadal promotion. Adverts either not appearing or doing so at strange times of the night or on obscure channels. Nadal promoting a brand which doesn't exist - the Balearics - as opposed to those which do, the Mallorcan brand or those of the other islands.

It is not as though this latter aspect and the need to differentiate between different groups of tourist are not understood. Looking back at the 2009 season, in an interview with "abcmallorca" given by the then director of IBATUR Susanna Sciacovelli, she said that "we want to address customers by areas of interest" and that "every island needs its very own brand image". So what was with the Nadal promotion, then?

Celebrity advertising is well-established, but its effectiveness is very much open to debate. In India, cricketers are paid huge sums to endorse products. An article from rediff.com of September 2003 by Madhukar Sabnavis, the Ogilvy & Mather agency's country manager, pointed to advantages, such as the attention-grabbing nature of such advertising, but also to negatives. Take these. "Celebrity advertising is seen as a substitute for absence of ideas." "(The client) feels that the presence of a well-known face is an easy way out" (when a better alternative can't be thought of). "Few agencies actually present celebrity advertising as a solution to client problems."

Nadal was probably an easy way out. Mallorcan, famous, successful. He'll do. Here's Sciacovelli again: "TV advertisements featuring him ... in the UK and Germany ... are (were) highly effective." They were? And they and Nadal cost a fair wedge. Money that is no longer available, if it ever was. Joana Barceló is hinting that, though there is a hope that Nadal can still perform a promotional function, the days of celebrity advertising are over.

With less money around, let us hope that what there is will be spent wisely, but don't discount the celebrity making a return. Sabnavis also said that a further reason for celebrity advertising was "a desire to rub shoulders with the glitterati". And such a desire is the fault not just of those who commission such advertising. It is the double fault of an element of local society that is in thrall to celebrity. Be very careful what you wish for.


Any comments to andrew@thealcudiaguide.com please.