The Mallorca Branding Of Bradley

Yesterday, I referred to the small attention that the Balearics tourism promotion action plan is to give to cycling tourism. As cycling tourism is meant to be a key component of winter tourism, this small attention seems perverse. And as Mallorca is currently in the midst of yet more Wiggo fever, it seems doubly perverse that not more attention is planned and that Bradley Wiggins isn't a part of this promotion.

On the face of it, the face of Wiggins would make a perfect fit with Mallorcan promotion of cycling tourism and tourism promotion in general, especially to a UK market. He spends much of his time on the island, he has expressed his fondness for the island, he is able to benefit from its diverse geography in his training. Wiggo, the face of Mallorca, or a facet of Mallorca makes sense.

However, it isn't quite this simple. The Wiggins face and the Wiggins name are two of the most marketable assets in sport at present. His are not assets as strong or as recognisable as, say, Beckham, Bolt or Messi, but they are strong nevertheless. And such strength means value, the value that comes from both image and name rights.

Wiggins has a smart agent. He is Jonathan Marks of MTC. It is Marks who looks after many of his affairs and it would be he who would advise on image rights. If it hasn't already been done, the Wiggins name is surely worth protecting, branding it as a trade mark and name. The Wiggins image - that hugely recognisable face - would be worth even more from its intellectual property protection.

There is some grey area about the use of a name for marketing purposes, but there is also a growing amount of case law that makes even the use of a name something to be wary of doing. The protection of a person's physical image is better understood and more clearly made under law, but whether it is just name or both name and image, then any organisation which might wish to gain from using either should watch out.

So, using Wiggins, his name or his face, would potentially be fraught with risk were they to be used without permission. It doesn't automatically follow that permission means payment, but normally of course it does, and for a highly recognisable "brand" such as Wiggins, the payment would almost certainly not be cheap.

Given Wiggins' affiliation with Mallorca and especially Alcúdia and Pollensa, he may feel personally that he wants to give something back and would so waive the need for compensation. He may feel this, but would his agent? It is his role to do as much as he can for his client and to ensure that he optimises the return on himself as a brand.

Mallorca has of course used names and images in the past. How successful any of this celebrity association has been is hard to say. Michael Douglas may be the one exception to an otherwise questionable investment in various "faces", but I say may be. The tourism ministry has pretty much turned its back on these endorsements and relationships, recognising that they don't necessarily work. This said, one reason for them not working lies with the fit between the celebrity and what is being promoted. Wiggins equals cycling tourism most certainly does fit, so there may be grounds for revisiting the whole issue of celebrity association. A caveat to this, however, would be just how well known the Wiggins image is internationally.

The relationship, though, is two way. What might be good for Mallorca, might not necessarily be good for Wiggins. Hot property that he is, requests for his image are doubtless hitting Mr. Marks desk every day. Not all will be agreed to. Strategic development of the Wiggins image demands that agreements coincide with this development. Then there is the man himself. He is, as most of us are now aware, less than comfortable with the trappings of celebrity. As a part-time resident of the island, would he really want his face being more known than it already is?

Suggestions as to celebrity associations are sometimes made without fully understanding the implications. A prime example was Pollensa's idea of using Agatha Christie, an idea about which nothing more has been heard. I suspect I know why. Firstly, the image was wrong (unless Puerto Pollensa does wish to promote itself solely as a retirement home for ageing dames, as the typical Christie image would convey). Secondly, the Christie estate guards the image jealously, which means a high tariff being placed on it.

Wiggins is altogether more sensible, but if cost were a factor, and it more than likely would be, which part of local government would be prepared to bear the cost? At present, none would probably be the answer.


Any comments to andrew@thealcudiaguide.com please.