Elliott Yamin’s American Idol Return to Richmond Va was a huge success. The Virginia is for Lovers Campaign received a ton of Free Publicity. The tourism Board wasn’t the only Back stage that didn’t get kicked out :). From this photo you can see me taking pictures that I used on for this site. http://www.flickr.com/photos/pattiea/151569714/
( Top left above Elliott - black shirt -Bball Cap and Digital camera)
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Here is the story:
www.timesdispatch.com/
By the time Elliott Yamin took center stage at the James Center, state tourism operatives had the place staked out.
“I kind of made my way backstage, and nobody kicked me out,” recalled Tamra Talmadge-Anderson, national public relations manager of the Virginia Tourism Corp.
It was May 12 when Yamin, local karaoke singer turned semi-pro, made his triumphant return to Richmond.
From the moment he was named one of three finalists on an episode of “American Idol” two days earlier, the state tourism promoters knew they had only one day to prepare for his visit.
It was like a reality show within a reality show.
“We only had Thursday to hop into action,” said Martha Steger, public relations director of the state tourism office.
Their mission: Get their trademark “Virginia is for lovers” message on national TV.
The tourism promoters met for more than an hour and devised a plan to fan out across Richmond the next day. Using a relatively small budget — about $8,000 they printed signs and T-shirts based on their trademark message: “Virginia is for Elliott Lovers.”
It took some fast footwork, and some luck, to connect with Yamin during his whirlwind tour. But in the end, top business development and tourism officials said last week, the coming-home party proved to be a major hit for the state, the region and the singer.
Depending on how many hits Yamin scores in the future, officials sound ready to hitch a long ride on his “E-Train.”
“What he did with the No. 1 show on TV was really a nice shot of civic pride for our region, to see Richmond in such a favorable light,” said Jim Dunn, president of the Greater Richmond Chamber.
Dunn estimated it would have cost more than $1 million to buy that kind of national TV air time. Even then, he said, “I don’t think it could have been such favorable free publicity.”
Dunn and other area officials said there’s no way to measure Yamin’s influence in strictly monetary terms.
At the least, Dunn said, “Richmond looked great on national TV. Every community looks to receive good news and favorable reviews,” Dunn continued. “We know that millions of people saw that spot on Richmond. Who knows how that plays out down the road? But certainly it’s publicity we couldn’t have afforded to buy.”
State tourism officials calculated that a mere 2 seconds of coverage showing their “Virginia is for Elliott Lovers” sign was worth at least $32,000 of free advertising.
Plus, there was plenty more Elliott-returns-to-Richmond coverage by national print and TV media. That was worth another mother lode of free publicity.
“If Virginia Tourism was to purchase a 30 second spot on ‘American Idol,’ it would consume our entire TV budget for the year,” Talmadge-Anderson said via e-mail.
For other area economic development and tourism promoters, Yamin created an instant calling card.
“We use it as an icebreaker in small talk with clients,” said Gregory Wingfield, president of the Greater Richmond Partnership, the public-private corporate recruiting agency.
The “Idol” segment provided a “little travelogue,” he said, featuring Gov. Timothy M. Kaine, Mayor L. Douglas Wilder and lesser-known lights such as Yamin’s old work pals at Westbury Pharmacy on Three Chopt Road in western Henrico County.
Officials also said they liked Yamin’s humble, accessible image.
As he got off the plane here, he took a deep breath and said, “Oh, baby, I am home! Richmond, Virginia, baby.”
Not poetry, perhaps, but the kind of spontaneous reaction that couldn’t be scripted.
“He’s so down-to-earth and humble,” Dunn said. “It’s just refreshing to see something like that.”
Wingfield would like to take snippets of Yamin’s televised return and make it part of the partnership’s promotional video.
“It’s about the quality of life,” Wingfield said. “It connects with people and shows there’s a lot going on.”
Promoting a nationally known singer fits the tourism office’s plans to a T.
They’ve already touted other Virginia musicians, including Charlottesville’s Dave Matthews, to highlight homegrown talent and places to go.
Jack Barry, head of the Richmond Metropolitan Convention and Visitors Bureau, said Yamin’s visit provided an “uplift for the entire community. He was the ambassador for the Richmond region.”
Coverage continued on network TV many days after his third-place finish on the show. “It’s dateline Richmond,” Barry said, “even weeks after he’s been eliminated.”
While conceding there’s “nothing specific” in the works to try to recruit the singer to serve as a goodwill ambassador, Barry added, “We’d love to get him to welcome some groups. It depends where he resides.
“If he moves back,” Barry said, “a lot of celebrities promote their own destinations — like Elton John in Atlanta, and Dolly Parton in Nashville.”
Mark Bartholomew, the promotion manager at local Fox affiliate WRLH-35, said, “I could see him doing that kind of thing. If they approach him right about it, it’s a good image for the state.”
Talmadge-Anderson witnessed Yamin’s charm while she was on the stage during the James Center appearance.
She held up her sign — and got the tourism office’s 2 seconds of fame.
And, she said, when Yamin saw her sign, he chuckled and said, “That’s great.”
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