Posted 22 February 2007 - 08:55 AM
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Victoria’s ‘perfect orgasm’ too risqué for Seattle
But publication OKs tamer message that culinary scene satisfies ‘lust for fine fare’
BY CARLAWILSON
AND ANDREW A. DUFFY
Times Colonist staff
The idea of finding the “perfect orgasm” in Victoria was a little too much for a Seattle magazine, which has refused to run Tourism Victoria’s new ad promoting our culinary delights.
Apparently, however, being able to satisfy one’s “lust for fine fare” is more than OK.
The decision by the to turn down the original ad for its magazine section is the latest problem for Tourism Victoria, which has been defending the edgy marketing campaign over the last week.
The most controversial ad in
Seattle Times
Northwest Life Sunday
the provocative series claims “your search for the perfect orgasm is over,” and is intended to refer to the region’s restaurant scene.
For the most part, the ads have run in culinary publications, but a advertising representative suggested the orgasm ad would be perfect for the magazine section, Melissa McLean, Tourism Victoria’s vice-president of marketing and communications, said yesterday.
“She said it was meant to be an edgier (publication) about the finer things in life and the ad would be a perfect fit.”
Tourism Victoria submitted the original ad, but “it was declined with the suggestion we add the word culinary to it,” said McLean, noting Tourism Victoria felt the addition of that word killed the ad’s impact. “So we chose to run an alternative ad.”
The replacement headline, which ran earlier this month, states: “Your lust for fine fare can now be satisfied.”
Corey Digiacinto, communications manager, said their advertising department regularly reviews ad con-
Seattle Times’
Seattle Times tent to meet high standards of integrity and quality. “We felt the content of this ad was inappropriate in its context and would be objectionable to a wide audience.
In such cases, we work with the advertiser to find alternatives that meet their needs. That was the case here as well.”
The ads are among the most recent developed by 10-year-old Trapeze Communications for Tourism Victoria. Trapeze created the “Victoria, B.C. Full of Life” theme launched last year, with the new ads promoting everything from golf, to scenery and the outdoors, to spas, and whale-watching. “We are using the advertising to demonstrate what ‘full of life’ means,” said Valerie Nathan, one of the owners of Trapeze.
Nathan, who wrote the orgasm ad, said it was designed to show people there is an incredible array of fantastic, succulent, delicious, and fabulous food here to experience. The tourism business is competitive and the aim is to show that Victoria is a vibrant place — perhaps more so than people might have thought in the past, she said.
Tourism Victoria does not have the same financial resources as larger cities, said Richard Fisher, Trapeze client services director. “Every ad has to work as hard as it possibly can.”
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