A very fun piece of wibble

Chad Parkhill visited Italy as a guest of Gruppo Campari

So, journo gets a freebie. And they are fun freebies, a wander around Italy, decent meals, nice hotels, visits to distillers of amari, wondrous actually. The quid pro quo being that you’ve then got to get a piece or two describing the underlying subject, amari, into the papers.

*Headscratch, headscratch.*

How, The Guardian, hmm, what angle?

What kind of carbon footprint, I wonder, is contained in the average bottle of Averna or Bràulio? And how could anyone ever know, given that the recipe is such a closely guarded secret that neither Fici nor Peloni can answer any of my questions about which other parts of the world provided the base ingredients for their amari? (Gruppo Campari responds to my queries about the sustainability of their products with general comments about how the group has “always invested in the quality of its products, the health and safety of its workers and in safeguarding the environment”.)

Climate change! A week in Italy and a decent Guardian fee are secured!

Yes, this is how newspapers work.

Or as I put it over there:

Just to let others know how this works.

So, Campari organises a PR trip. Oooh, something like a week long all expenses paid trip around Italy for an Oz based journalist. Nice lunches and dinners, decent hotels, go see one of our amari producers in Sicily, another at the other end of the country, in the Alps, you know, a very fine press jolly.

The quid pro quo being, get our products into the newspapers. Please. No pressure, of course. But we’ll be running another jolly about, say, vermouth, next year as well.

No, really, this is how it works. One Spanish city once invited me to an all expenses paid (only within Europe to be sure) three day jolly for an announcement about their installation of solar powered LED street lights. Woo Hoo!

Really, these things are the journalistic equivalent of “What I did on my holidays” essay we all faced in the first week of September at school.

The trick is to find something to say about the product so as to get a placement in a paper. Thus the climate change angle. You know, whatever gains the space because there are more jollies next year.

12 thoughts on “A very fun piece of wibble”

  1. So Much For Subtlety

    I am already calculating the air miles to Thailand.

    Anyone got an editor’s number for an expose on the greenhouse gases involved in the Thai sex trade?

  2. It’s basically Guardian porn. Their readers get a Special – ooh, lovely Italy trip AND climate change self-loathing.

    Just goes to show the Guardian prints only what it’s readers want to see every bit as much as the Sun does. The Sun doesn’t deny it though.

  3. What i want to read from a hard hitting serious socially conscientious journalist is to get to the bottom of “how does anyone in buggeration like the taste of Campari?”

  4. Mr Lud, at some point maybe, should confirm my first and only previous impression. Perhaps an hipsterish gift for a dinner host, and suggest an imbiblical version of pull a pig after the cheese.

  5. What kind of carbon footprint, I wonder, is contained in the average bottle of Averna or Bràulio?

    I dunno, Mr. Journalist, but it’s painfully obvious that your brain is using far less oxygen than it should.

  6. Are you suggesting, Rob, that both the Sun and the Guardian make their livings from tits?

    The Sun does, the Guardian depends on twats.

  7. Campari and soda in an italian bar – wow, that guy’s cool

    Campari and soda in an English pub – You a pooftah, mate?

    Aperol at least has the good grace to be orange, not pink …

    Either is great with sparkling wine, subject to the colour, of course.

  8. how does anyone in buggeration like the taste of Campari?

    In a Negroni*, of course.

    * Are we allowed to say that, in these ‘enlightened’ times?

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