The PR Guru

December 16, 2010

Zai Bennett moves from ITV to BBC, hotel is getting publicity from having the most expensive Christmas tree ever and Lady Gaga’s Meat Dress was a PR triumph and has been voted Fashion Statement of the Year

It is hard to know what to think when someone goes from one company to its competitor, but that is exactly what has been making headlines today…

Zai Bennett, the ITV director of digital channels, has been appointed the controller of BBC3.

Bennett succeeds Danny Cohen, who became the controller of BBC1 in October. His BBC start date is yet to be confirmed.

BBC3 had an £88m budget in the year to the end of March. But BBC3’s budget is likely to be cut next year as the BBC deals with the licence fee settlement. With the licence fee frozen for six years, the BBC is facing a 16% cut in funding.

So was it really a wise move for Bennett then? And it begs the question of why de decided to move from ITV in the first place…

He started his TV career in the post room at Carlton Television in 1995, occasionally delivering David Cameron’s post to him when the prime minister worked as the ITV broadcaster’s communications director.

In other news, vying for publicity today, is the Emirates Palace hotel in Abu Dhabi, which has a jewel-encrusted Christmas tree it says is worth over £7m.

The idea came the hotel’s marketing team. The hotel has a tree every year but this year they wanted to do something different.

Items of jewellery studded precious stones are draped on the tree’s branches, along with more traditional baubles and lights. It is the jewellery that dramatically increases the value.

The bracelets, necklaces and watches which adorn the 13m tree contain 181 diamonds, pearls, emeralds, sapphires and other precious stones.

The tree sits in the lobby of the 302-room hotel.

Previous publicity-seeking efforts by the hotel include the creation of a $1m Valentine’s Day package and the installation of what was said to be the world’s first gold vending machine.

Finally, the famous meat dress worn by Lady GaGa at the Video Music Awards (VMAs) back in September has been named as the fashion statement of this year, by Time Magazine.

The magazine said, “If making fashion statements is your primary raison d’être, it’s easy to get bored. Exploding bra? Flamed out. Dress made of bubbles? Please. Using your hair as a bow? Not again. But a dress made of meat — with shoes, hat and purse to match — well, that’s fresh.”

It generated so much publicity for the singer and helped her to become one of the most popular singers of the year.

Eight different waxwork models of the singer were unveiled in Madam Tussauds across the globe this month – all in the unique and spectacular outfits fans have grown accustomed to.

In London, GaGa is a dial icon with the Philip Treacy hat she wore on the Jonathan Ross chat show this year to plug her single Telephone.

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