Originally Posted by waxman
i have a friend who has been rnked as high as 5th in the world in WC points for her discipline, her complaint is that "being a skier should be good enough, i shouldn't have to do press conferences/promotion etc." to which i answer Anna Kornikova was what? 64th at her highest ranking...now i am not saying get naked but little self promotion goes a long way...Rossi did some "promo" pictures of alpine canada girls a couple years ago where they all got fake tatoos of the Rossi "R" that were really tame but the campaign was killed as being to risque...
Rossignol had a phantastic ad about 5 years ago with a woman´s back full of some sun lotion where a finger was making a curvy path. It got a perfect, decently ambiguous wording in Czech (IMHO better than the English version which I don´t remember anymore). It may be the same time.
The Austrians know how to promote their stars. I remember their ladies that were presented in their SPORTMAGAZIN as bodypainting models, Christianne Mitterwallner on the cover. Beautiful!
The men were presented before St. Anton 2001 in historical outfit including old wooden skis. A bit an Austrian kitsch, most probably not original but not a bad idea.
I have a story about Lady Black and White. Back in 1999 I went to meet Hanni Wenzel at her place in Liechtenstein. She had with her husband (Harti Weirather) and brother Andy the WWP agency and they were in charge of a number of top racers (Hermann Maier was also theirs, at least till 2001, Janica Kostelic as well). There were some fresh photos of a young lady both in ski outfit and in some fancy dress, she was in black when the pics were on the snow and in white when they were taken in some surface coal mine. Awesome B&W pics. I told Hanni how I liked them. "She´s a racer," Hanni told me. "Oh, is she?" Not that I knew her... "Hilde Gerg," and I felt like a complete idiot. She was absolutely different and absolutely gorgeous in the pictures.
That´s what I call promotion!
There´s a continuation to the story. I persuaded Hanni to provide us (the magazine I did the interview for) a few of these photos. It was June and they were prepared for the fall. In September they somehow realized that we could bring them earlier than WWP and I had to promise to wait till some date. We did, I met Hilde in September at Hintertux and the result was an interview with those Lady Black and White photos. It was the only issue of any ski mag here in the last 10 years with a black-and-white cover - and one I like most.
Good promotion is important. As to the duty of the stars to be nice to media people my impression is that the top racers are reliable pros and they know what they are expected to do. (Unless they are Hermann Maier guarded more than the President, or Katja Seizinger who was an absolutely special case.)
Btw, two years ago I told our Sarka Zahrobska she should elaborate some light scandal to get more media space. She looked at me askance, most probably thinking that the guys of her father´s generation were all complete idiots and, fortunately enough, she decided to race well instead. A very wise decision, the WSC medal is definitely better.