Hemingway Was A Marketing Genius

It was my birthday last month so I went to Paris and took the train to Pamplona for the Running of the Bulls (San Fermin Fiesta). It was something I'd always wanted to do and it was my big 5-0, so I went for it.

Quiche Lorraine and a croissant in the Paris summer morning, a cup of espresso, then hopped the train through the plains of France, past Bordeaux, then the mountains of Spain, the salty sea air near Biarritz, then San Sebastian and you're there. I went straight to the hotel and out into the buzzing streets, popping in and out of bars for tapas and beer, and bought a scalped ticket for the bull fight.

I had a good seat, maybe 7-8 rows up, and on the shady side of the ring. Perfect. The first bull went as expected, but the second bull charged the matador and got too low and stuck his horns in the dirt, then flipped over completely and "poof" a blast of dust as he flopped to the ground. Some gasps and laughter, then a few boos among the cheers. The bull steadied himself and took another charge--and again stuck his horns and flipped over completely, rolling down his backbone and plopping to the ground. More boos, some cheers, but the matador turned and left the ring, and the picadors too. The bull was out there alone, tail twitching, confused, looking to charge. Then a pack of steers was let out, they milled around and surrounded the bull, and the whole group trotted out the gate. His life had been spared since he just wasn't athletic enough to put on a good fight. The only other time I'd seen that was in Mexico, but that bull put up such a good fight that they spared him, although he was covered in blood and panting.

After another bull or two and I left and returned to the teeming Pamplona bars for more tapas and beers.

The next day I flipped on the Spanish newscast and among the rapid Spanish gibberish one name came through clearly, over and over, "Ernest Hemingway."

And throughout the week, his name was bandied about. A writer friend of mine even had several dinners with Hemingway's grandson.

The next day was a big party and the following morning I actually ran with the bulls, (I'll detail that later) but then it was off to Barcelona and Prague for a book signing, and what was the first bar I saw when I climbed out of the subway? A Cuban bar with live salsa and a "Hemingway Salon."

So Hemingway created an image, such an enduring image, that it has been spread and exploited throughout the world -- 50 years after he blew his head off.

Now that's PR!