Taylor Swift has been working hard releasing a new album and touring around the world. Accordingly, promoters are also working equally hard to quickly create trends for her tours and appearances.

In fact, last October, Heinz launched a “Ketchup and Seemingly Ranch” seasoning blend after a flurry of social media posts about the sauce Swift used when she attended a Chiefs game.

Heinz once launched a new sauce in response to rumors that Taylor Swift was dating football player Travis Kelce.

Meanwhile, ahead of her highly anticipated The Eras Tour in Singapore next month, Marina Bay Sands has also released special hotel packages that play on words from her famous songs such as the “Stay Stay Stay” package. Prices start from S$10,000 and the “Wildest Dreams” package starts at S$50,000. Both packages are sold out.

Recently, Jewel Changi Airport also announced that they are holding a music event. They invited Swifties to pick up their jewelry at Shiseido Forest Valley and sing along to her song Bejewelled.

In early March, Jewel Changi Airport created a playground, increased promotions, and provided a resting place for passengers coming to watch Taylor Swift’s The Eras Tour.

As the list of marketing campaigns promoting the singer’s fan base, music and personality continues to grow, MARKETING – INTERACTIVE , Asia’s leading promotional information media channel, spoke to six Industry experts on what makes Swift the focus of the new marketing hype.

Continuously appearing and constantly breaking through to lead the trend

According to Fiona Bartholomeusz – Managing Director at Formul8 , Taylor Swift really sneaks into marketing campaigns because she always knows who she is and what she can create.  “After she announced her album, brands like Lazada created social media posts following the trend of the announcement,” Bartholomeusz explains .

Taylor Swift and The Eras Tour were warmly received by fans around the world

In fact, when tickets for her tour went on sale in Singapore last year, a list of brands such as IKEA, Sentosa and foodpanda also appeared in social media posts and memes.

“Her pure personal appeal and the fact that Taylor Swift is extremely knowledgeable about her market make her a brand favorite,” says Bartholomeusz .

Peter de Kretser – Managing Director at GO Communications shares: “The more frequent headlines follow, the more people want to know about it so they don’t feel like they’re missing out, which is what people do. my late father once said. Any publicity is good publicity. With just a guitar and mic in hand, Tay Tay becomes an outstanding artist even when not on stage .” 

“In any case, the bright-eyed country singer of yesteryear has proven the power of a transformative (personal) brand that goes beyond its industry, building Breakthrough to the top with superior ability to push ‘Shake It Off’ to the top in terms of product sales!”, Krester shared.

Bethany Bloch, head of content at Mutant Communications , said: “Celebrities like Taylor Swift, who have spent years cultivating a loyal and dedicated fan base, are always attractive to brands. ”.

Since Swift’s only APAC concert stops are in Japan, Australia and Singapore, Bloch also said that with many fans traveling internationally to see her, it’s no surprise that brands would take advantage of the show. concerts and her star power.

“Whether they choose to do their due diligence, actually curate their campaigns and events for Swifties, or just use the superstar’s name as a way to get people in the door will be what determines whether they use Miss Swift as an advertising trick or not,” Bloch explained.

Taylor Swift’s music touches the hearts of many generations

“What makes Swift so marketable is that her music appeals to the whole family with parents, children, aunts, uncles, nieces and nephews singing along to her music,” said Seewal, President at Redhill, Singapore talked about the female singer’s music. She also said, “brands want to associate with her to appeal to a broad audience while appearing ‘on-trend’ like Swifties.”

“Everyone wants a piece of Taylor for Swifties – she has such a loyal and widespread fan base that being associated with her will do wonders,” shares Casey Loh, Creative Director of The Clan . magic for most brands.”

Constantly breaking through, constantly changing, Taylor Swift always knows how to become the “darling” favored by brands.

“Her impact on the NFL and the Kaizer Chiefs through her relationship with Travis Kelce has been tremendous. But of course, it’s not something that happens overnight,” he added.

Because Taylor Swift herself is a brand that took decades to build along with her aptly named The Eras Tour. It would be a shame if brands didn’t take advantage of her presence and name.

Syed Mohammed Idid, GM of strategic communications at West Coast Expressway , shared: “I have also participated in discussions about the appeal of Taylor Swift’s music to different age groups. This makes her especially famous in the brand world . “

“As the father of Swifties, in my mind, Taylor Swift’s image is more than just a marketing gimmick. Her strength is her personal brand that appeals to her audience.” with the most accessible youth segment and young souls with unimaginable purchasing power ,” he explained.

Idid also added: “Marketers can learn from Taylor Swift in knowing how to properly express their personality and stick to their brand guns . “

With a huge and sustainable number of fans in all countries around the world along with her constant innovation and calculated creativity, Taylor Swift has been a bright gem for the advertising industry. international. However, according to experts’ predictions, that pearl will shine even brighter in the near future.