Home' Trinidad and Tobago Guardian : November 20th 2014 Contents B1
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Milk in the
Alert commuters may have recently
noticed a curious herd of black
and white cows "grazing" in the
Queen s Park Savannah. Like an echo from
the 19th century---when the Savannah was
indeed a vast cattle pasture---the black and
white spotted herd was a creative promotion
for the brand Moo! Milk. While some
observers objected, notably members of the
group Citizens for Conservation who have
a longstanding campaign against billboard
advertising of any kind in scenic areas, oth-
ers were amused and lapped up the "moo-
The ad campaign was a collaborative effort
between the senior marketing team at Hand
Arnold Trinidad Ltd and the ad agency Pepper
Advertising to promote Moo! Evaporated
Milk (whose main competitor is Nestle recon-
stituted milk products). Hand Arnold owns,
markets and distributes the Moo! Milk brand,
which they say is made from fresh milk from
The boxy billboard herd attracted interest
from Port-of-Spain drivers and pedestrians
who have not been accustomed to seeing
such displays---especially in the Savannah.
"The response has been fabulous, judging
from feedback we received on the social net-
works and word of mouth," said Ravi Maharaj,
who is the Hand Arnold divisional manager
of food and beverages.
"This style of advertising is new to Trinidad
considering it is a mobile, 3D, transient bill-
"Since inception we have tried to have
consumers interact with and relate to our
brand in innovative and interesting ways.
The objective has been to take a basic and
traditional product like milk and make it
exciting and cool by using new approaches
to communication, innovative and attractive
packaging, and most of all, having healthy
and great-tasting products."
"Great advertising" is how some described
the project on the Moo! Milk marketing Face-
"I giggled when I first saw the cows... I
was so excited, I loved them and wanted to
take one home," said one mature female
observer to the Guardian.
Proper permissions---and objections
Hand Arnold said it received proper per-
mission to have its billboard cows graze in
the Savannah from the Ministry of Food Pro-
duction, which oversees the Horticultural
Services Division, which is in charge of the
Queen s Park Savannah.
"We liaised with them and got permission
for five days," said a representative.
However, some see any form of advertising
in a public park as a desecration of public
space. Visitors to the Savannah who wish to
enjoy the beauty of nature should be free
from the assault of various ads, they argue.
Christine Millar, a member of the Citizens
for Conservation, said last Wednesday: "All
billboard ads in scenic places are illegal. The
Savannah is supposed to be sacrosanct, free
from ads,...all those ads you see there, every
one of them is illegal."
She said according to the Advertisements
Regulation Act of 1931, which she notes has
not been repealed, the Savannah is not to be
used for advertising.
"All the ads on the Lady Young Road, and
all ads in our scenic places, including the
Savannah, are illegal. Since 1985, when Cit-
izens for Conservation formed, we ve been
fighting advertising in the Savannah and
She said such ads in our places of beauty
"destroy our landscape."
But Maharaj said: "While we understand
everyone will never be in 100 per cent agree-
ment with any project ... the general con-
sensus was, a small herd of cows would fit
in beautifully with the ambience of the Savan-
nah/green area for a very short space of time."
He noted the Savannah was originally used
as a pasture for cattle up to the 19th century,
and said having the Moo! cows there would
be "a nice link to our past."
What ad policy
guides QPS use?
Why, and on what basis, does the Hor-
ticultural Services Division allow firms to
run ads in the Savannah?
Well, it s not entirely clear. While some
say ads are technically banned, ads do pop
up in the territory in and around the Savannah
all year round, and some billboards---such
as the NCC one opposite Knowsley---seem
Multiple stakeholders use the Savannah,
including sponsors of marathons, walkathons,
recreational users, a kite-flying festival, Car-
nival masqueraders, on one occasion a circus,
and even at times private businesses running
small temporary promotions.
What is the policy determining usage? Are
there different fees involved for different
kinds of usage? Where do any fees go?
A telephone query on November 12 to the
division to explain its advertising and usage
policy led to a promise to reply soon; two
later calls to the Communications Unit of
the Ministry of Food Production, and ques-
tions e-mailed last Thursday, did not produce
official answers up to last night.
It is understood, however, that the Hor-
ticultural Services Division manages most
uses, using its discretion to manage requests
on a case-by-case basis. No permanent ad
• Continued on Page B3
...ad campaign sparks giggles, criticism
Tobago is among the ten islands
nominated for the Best Romantic
Caribbean island in this year's 10Best
Readers' Choice Travel Awards.
The contest, which is being promoted
by USA Today, gives voters four weeks
to vote for the candidate of their choice.
The winner will be announced on 10Best
on December 10.
The 10Best Readers' Choice is chosen
by readers of USA Today and 10Best.
Each week USA Today asks its readers
to assist in picking the 10Best in a single
category which can range from food,
lodging and destinations to travel gear
and things to do.
Its travel experts, Monica Hortobagyi
and Chelle Koster Walton, select the 20
top nominees and readers make the
When the T&T Guardian contacted
the Tobago House of Assembly (THA)
Division of Tourism and Transportation
(Dott), secretary Tracy Davidson-
Celestine, said it was not the first time
the island had been nominated for the
award but to be nominated again is
evidence that the hard work Dott has
been doing to position the island as a
destination for romance and weddings,
has indeed paid off.
• To vote, log on to www.10best.com
Tobago nominated for 10Best Award
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