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Article: Summer's essential chill-out brand.(marketing of Ibiza island)
- Article from:
- Brand Strategy
- Article date:
- October 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Dan Phillips explains why every marketing manager young enough should hurry to Ibiza
Ask anyone in the UK over the age of 14 and under 40 to name the global capital of dance music. The chances are that the response will be: Ibiza -- the White Isle, the Dog's Balearics, the undisputed world heavyweight champion of holiday hedonism; the huge, shining diamond in the centre of the dance-music firmament's bejewelled crown.
Your interlocutor would be correct. Indeed, virtually anyone, from children raised on e-numbers, disposable fads and dance music, to pensioners baffled by youth's seeming obsession with drugs, loud clothes, and even louder music, would ...