Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Advertising Guidelines topic
No spam. Unsubscribe anytime.
Symphony urges committee to revisit new advertising tagline requirement
Summary
Alan Jordan, president and CEO of the Hilton Head Symphony, asked the committee to reconsider a newly mandated tagline for ATAX-funded TV spots, calling the requirement "onerous" for 30-second ads and asking for a shortened audio option so the ad can still drive attendance.
Alan Jordan, president and CEO of the Hilton Head Symphony, told the Accommodations and Tax Advisory Committee that the symphony’s reimbursement request for TV advertising was denied because the spots did not include a newly mandated tagline.
Jordan said the 30-second ad format limits copy to about 60 words (or roughly 100 syllables), and requiring up to 12 words of an audio tagline—he estimated about 22 syllables—uses more than 20% of the script and undermines the ad’s goal to attract attendees. He said the symphony is "happy to recognize ATAX support" but asked the committee to consider a revised, shortened tagline for audio spots to avoid reducing the ad’s effectiveness.
Committee members did not take an immediate vote on Jordan’s request during the meeting; Jordan’s remarks were recorded as public comment for committee consideration.
