I’d like to preface by saying that I have yet to read the original memoir Eat, Pray, Love. I haven’t got much to say about the premise or written works of Elizabeth Gilbert, but what I am interested in are the marketing and publicity strategies behind the film. I think that the marketing team behind Eat, Pray, Love deserves a job well done for their promotional support surrounding the film, not only because they’ve created a massive buzz across all media platforms (online, print, television, you name it), but because they’ve also encouraged consumers to spend more money, period.

Not only will the major film conglomerate behind the movie cash in, but other industries like the food and travel industries will also reap the benefits.

Within the last two weeks I’ve noticed a plethora of promotions surrounding the movie – especially involving companies who service the film’s target demographic of females 30-50 years old. For example, the Home Shopping Network (HSN) teamed up to launch a program devoting 72 hours of air time to Eat, Pray, Love. Throughout the allotted time frame the network will not only promote the film but also incorporate more than 400 of their products across multiple categories that are somehow related to the movie. Brilliant right? Everyone’s a winner—the studio, HSN, and even the home shopper.

Today, I saw another promotion tied to Eat, Pray, Love—this time online.  The contest, living on Self.com, plugs the film and ties it back to a chance to win a free trip to Italy to “reconnect with the pleasure of food” just as Julia Roberts does in the movie. I thought the contest was cleverly done. Not only does the studio reach their target audience online at self.com, but they also encourage one lucky winner to travel to Italy and spend more money while they’re there.  Well done marketing team, well done.

All in all, I’m a huge fan of Eat, Pray, Love. Not necessarily of the book or movie (although I do love Julia Roberts), but more of the fabulous marketing and publicity surrounding it. I appreciate the efforts to submerge our pop culture with the idea to live your life to the fullest –and spend more money while you’re at it. Hey, when it comes down to it, our economy could use a little nudge. Just my two cents.