Word: hobart
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...This is such a fundamental change from anything we've done in the past," says Lauren Hobart, chief marketing officer for Pepsi-Cola North America Beverages. "It's a big shift. We explored different launch plans, and the Super Bowl just wasn't the right venue, because we're really trying to spark a full-year movement from the ground up. The plan is to have much more two-way dialogue with our customers." (See the 19 stadiums that have hosted the Super Bowl...
...seems like a good cause. But don't leave Super Bowl advertising for dead. CBS, which will broadcast the game, just sold out its Super Bowl ad inventory, and stalwarts like Coke and Anheuser-Busch are still running spots. "This is our big effort for 2010 and beyond," says Hobart, the Pepsi marketing executive. "We think it's a flagship for our company. But I would never say we wouldn't entertain Super Bowl advertising again." If Pepsi realizes it fumbled by skipping this year's Super Bowl, there is no doubt that it will rush right back into...
...Peppermint Bay This is a maritime city so best get out on the water and take the half-day Peppermint Bay Cruise, tel: (61-3) 6231 5113, which departs from the Hobart Cruise Centre at Sullivan's Cove. Heading out into the estuary of the Derwent River can be hair-raising when the Southern Ocean is choppy, but it's bearable on a large, luxury, high-speed catamaran. Soon you enter the tranquil waters of the d'Entrecasteaux Channel - named by early French explorers, who had friendly contact with local Aborigines before the British arrived and devastated the indigenous culture...
...Salamanca Market Held every Saturday from 8:30 a.m. to 2:30 p.m. at Hobart's historic Salamanca Place, the Salamanca Market, www.salamanca.com.au, is one of the city's most established tourist attractions. Just five minutes' walk from the city center, it's a surprisingly orderly affair set between a line of graceful plane trees and the mellow sandstone façades of historic warehouses. You'll be entertained by all manner of buskers while you browse stalls selling local arts and crafts (hand-worked glass and Tasmanian timber feature strongly). Afterward, wander up the Kelly Steps, built...
...winter, the icy blast of wind coming off the Southern Ocean reminds you that southward, the next stop is Antarctica. Indeed, when not exploring, Australia's Antarctic flagship - an impressive research-and-resupply vessel named Aurora Australis - is usually docked here. To familiarize yourself with Australia's (and Hobart's) involvement with the icy continent, visit the riveting "Islands to Ice" exhibit at the Tasmanian Museum and Art Gallery, tel: (61-3) 6211 4177. Don some funky glasses, watch a spectacular 3-D film that lets you wander across the ice, bracing against the katabatic winds while imagining how awful...