Last March, The National Parks Foundation (NPF) announced a proposed revision to its policies that would allow corporate sponsorships at national parks, including naming rights, logos, printed materials and interpretive exhibits and digital media. Immediately the press started to joke about using Old Faithful to pitch Viagra.
The folks at NPF say that the donors will only be allowed to do something tasteful like they do at universities and museums. But they also say that corporate donors are wary of being associated with the commercialization of national parks. (Tkaczyk, 2016)
This week Levi Strauss announced that they will be bringing lessons on water conservation to 1.5 million grade-school kids. Levi's is already heavily invested in the initiative. Did you hear how rarely the CEO washes his jeans? But there are some who question the intent of the "Our Watery World" program, which is aimed at kids in grade 3 -5. (Mahoney, 2016)
As we discussed last week, there is ample evidence that cause marketing can be effective. But what do you think about these examples? Do you think they will make people want to buy something? Why?
Tkaczyk, C. (2016, May 10) No, the US National Parks Will Not Be Sponsored by Viagra. fortune.com. Retrieved September 30, 2016, from http://fortune.com/2016/05/10/national-park-service-advertising/