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Using Shock for Event Publicity

Berlin Tattoo and Piercing Convention

— November 6, 2008 — Marketing
Berlin’s Tattoo and Piercing Convention had the right idea when they invited the most pierced woman in the world and the most tattooed woman in the world to attend the show. Elaine Davidson and Isobel Varley are the most heavily pierced and inked women in the world, respectively, and each accepted invitations to the Berlin show.

Davidson is from Brazil and has over 4,000 piercings, 200 of which are on her face and 500 of which are in her nether regions. The total weight of her piercings is over 3 kg (or about 7 pounds). Elaine Davidson currently lives in Edinburgh.

Isobel is a Yorkshire, England native who received her first tattoo at the age of 49. Both women are registered in the Guinness Book of World Records for their unusual forms of body adornment.
Trend Themes
1. Shock and Awe Press Strategy - Brands can leverage shock value from extreme outliers to generate buzz and engagement for their events and/or products.
2. Diversity and Body Positivity - Groundbreaking events that celebrate diverse body types and bring forward marginalized individuals can be a way to create inclusive and empowering spaces for attendees.
3. Record-breaking Mentions - Being associated with record-breaking individuals can help to create a lasting and memorable impression for brands or events looking to stand out and differentiate themselves from competitors.
Industry Implications
1. Event Management and Promotion - Event planners and PR professionals can use shock value and diversity as a way to create press industry buzz, drive ticket sales and generate a loyal following.
2. Tattoo and Piercing Industry - Companies in the tattoo and piercing industry should seek to support and foster diversity, promoting acceptance and inclusivity around alternative forms of body adornment.
3. Marketing and Advertising - Marketing and advertising professionals can learn from events such as the Berlin Tattoo and Piercing Convention by using provocative visual imagery and creative storytelling to evoke a powerful and memorable response from their audiences.
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