Posts tagged #Modern marketing

Spanish Food and Wine Connects to the Future with iPavement Tiles

The first decade of a new century is the perfect time to launch change and embrace the future. And no European city has done that better than historic Madrid, Spain’s classic and captivating capital. 

Working with the members’ of ASEPI, which include the best of the best among Spain’s universities, manufacturers, computer experts and skilled installers, the very new iPavement tiles have been laid in Madrid’s main square, la Puerta del Sol.

Each digital tile enables those in the Square to connect with the Internet and receive information about hotels, restaurants and culinary events in Madrid and beyond. Now in place, this new technology has brought this historic Square forward into a future where the cities of tomorrow will become dynamic digital habitats, not merely residential domains.

The ancient Romans who came to Spain in 214BC (and fell in love with the country as so many have) understood that roads were really about commerce.

Without smooth stone roads, Roman wagons full of goods could not move. Trade stopped.

Today the Internet is the new road of commerce. The insightful members of the ASEPI consortium understand that fact and so have laid new stones, using the innovative iPavement, to create a pathway to the future that can, for those with imagination, includes us all.

These amazing ‘stones of the future’ enable hotels and restaurants to move beyond traditional marketing beginning now. Their application points are nearly endless. 

The ancient Romans, who so loved Spain’s wine and cuisine, would have died to have such stones! Aren’t we lucky to be in the 21st century!  

 (City of Art and Science - Valencia, Spain) 

 Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2012

Air France Uses Social Media Effectively via NYC Food Truck

One has to have one’s head stuck in the ground not to recognize how massively marketing within the industry has been affected by social media. From Facebook to LinkedIn, there seems to be a nearly endless array of access points. Yet the critical question seldom addressed is how to use the new technology effectively. 

For four days in March this year, Air France USA showed New York City that they know how to use the new components of the Internet by creatively combining texting and great cuisine with Facebook and food trucks.    

Starting with a menu created by Michelin rated Chef Joel Robuchon, an Air France food truck moved out onto the streets of New York, it’s arrival destination pre-announced via Twitter and Facebook. Driving the near viral number of emails that started to zip through Manhattan was the fact that the first class cuisine to be served would be FREE!

Was Air France serious – premiere grilled beef filets garnished with a wine truffle sauce and then smoked salmon and shrimp rondelles for FREE? Absolutely! And here’s why: Through the efforts of the chefs preparing the elegant cuisine (Jacques Lalzace, Paulo Ferreira, Eric Augustine, Henri Alcade and Michel Quissac) Air France USA:

  • Gained world-wide marketing exposure
  • Obtained thousands of e-mail contact lead addresses
  • Localized the image of Air France by requesting diners donate to City Harvest
  • Shared with over 3,000 lucky individuals, literally, the taste of first class service on Air France.

Not bad for a single day’s work. Now that’s modern marketing at its best.

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011