POSTCARDS, FOR ONE, ARE A CHARMING WAY TO SHARE AND PRESERVE THESE MEMORIES.
THEY REVEAL A SNAPSHOT OF THE PLACE AND, BETTER STILL, ALLOW FOR PERSONAL STORIES TO BE NARRATED, CRISPLY.
WHICH MAKE POSTCARDS A RATHER EFFECTIVE TOOL TO „ADVERTISE‟ DESTINATIONS.AND THAT BRINGS US TO DESTINATION AWPR.
THE OBJECTIVEPersuade our target audience to come to AWPR„country‟ with friends and family to experience the past,present and future of the United Arab Emirates. In otherwords, make it an enticing destination. Here‟s how.
THE IDEA: POSTCARDS FROM AWPR.Creative rationale: “Send me a postcard” issomething you often hear people tell someone who isabout to embark on a trip to someplace interesting.We used this well known phrase to launch into ouridea, which is to send our target person an alluringand personal postcard from the various destinationsvisited in and around AWPR so as to position it as anenriching journey with many memorable experiences.Here are three cases in point. (If need be, we can doone for every attraction at Destination AWPR. In fact,we should.)
POSTCARD FROM SZDLCOur tactic to coax people to visit the Sheikh ZayedDesert Learning Centre (SZDLC) is to create aseductive and intimate postcard that contains aquote from the late Sheikh Zayed, a gorgeouspicture of the centre, a personal note about theexperience of being there addressed to our targetperson (the recipient), and a unique „stamp‟ ofapproval from the „Father of the nation.‟ All signed offby a fellow explorer. Have a look-see.
POSTCARD FROM ENTRANCE PLAZAOur tactic to showcase the pleasures of the EntrancePlaza is to create a postcard that unveils the plaza,showcases the facility, carries a relevant quote fromthe late Sheikh Zayed, a concise note about theexperience of being there addressed to our targetperson (the recipient), and a „stamp‟ of approval fromthe „Father of the nation.‟ Like so.
POSTCARD FROM THE UAE WORLD DESERT Our tactic to highlight what‟s on offer at the UAE World Desert is to create a postcard that presents the exhibit, shows off some of the attractions, carries a relevant quote from the late Sheikh Zayed, an affectionate note about the experience of being there addressed to our target person (the recipient), and a „stamp‟ of approval from the „Father of the nation.‟ See what we mean.
“WHEN YOU COME TO A FORK IN THE ROAD…TAKE IT.” YOGI BERRA
A DIFFERENT ROUTE TO THE SAME PLACE Creative rationale: When we travel, one of the more important things we do is pack our bags. And while we go here and there, our bags get tagged. The way we see it, a trip to Destination AWPR is much like a voyage to multiple destinations within a destination.
READY?Now close your eyes…and imagine what your bags willlook like once you‟re back from an „Eduvacation‟ withmultiple stopovers in and around AWPR country. Next,open your eyes and have a look.
AMBIENT MEDIACreative rationale:Because advertising can only do somuch, we need to find other ways to gently remind ouraudience that something of consequence is coming theirway. Here are some of the methods of doing this. Ofcourse, this isn‟t an exhaustive list of non-traditionalmedia ideas. (Nothing ever is.)
AMBIENT MEDIATravelling bus-bag: This „bus-bag‟ will be festoonedwith tags of the different attractions at AWPR. Theambient idea here is to recreate the „travel bags ad‟idea on buses. Inside/beside/outside the bus/eswehave a stand/sthat urge travelers to pick up a postcard,or three, and read more about the destinations. Have alook-see.
AMBIENT MEDIAAWPR fuel dispensers at petrol stations: Sinceeveryone will get to our destination by road, at petrolstations across the UAE, we set up an AWPR fueldispenser. What this dispenser distributes is „Fuel forthought.‟While motorists are waiting for their tanks toget filled, they look at this and are encouraged to pickup a postcard, which tells them the fuel for thoughtis/are the coming attractions at destination AWPR.
AMBIENT MEDIAAirport arrivals lounge/boards: A country within acountry seems like something worth talking about atthe airport. That‟s why at the airport, on the ETAboard/screen, we have a constant message„Announcing the expected time of arrival of Phase 1 ofthe project.‟ Furthermore, to complete thecommunication, we have an AWPR check in counterdisplaying literature in the form of postcards et al aboutthe attractions.
AMBIENT MEDIAAirport conveyor belts: Incoming passengers, whilewaiting for their bags, see AWPR bags installed on thecarousel. These bags convey the message that a newtravel destination is coming soon. Since these bags willkeep rotating and nobody will pick them up, they willdraw the attention of the waiting travelers. These bagswill also have a dispenser attached, which willencourage them to visit the AWPR check in counter atthe airport to learn more about the coming attractions.
AMBIENT MEDIAParking lot at AWPR: When you have a car, youinvariably end up looking for parking. This installation issomething else folks will check out at while doing so.The copy on the sign placed at the parking lot indifferent locations might simply say,„This space willopen in March 2013. Check into the ticket booth formore details.‟
AMBIENT MEDIAA „ticket counter‟ next to the regular one: At theAWPR entrance, you have a ticket counter, which isclosed. It says, will open in March 2013.‟The ticketcounter is decorated with tags of the differentattractions and has a dispenser that encouragescurious visitors to pick up a postcard to read moreabout the coming attractions. This installation can beduplicated at all places around the UAE that sell ticketsfor any sort of travel. For instance, at bus stations,metro stations and the like.
AMBIENT MEDIAAt travel agencies around the Emirates: We set up„Visit AWPR country‟stalls/stands with postcards andother promotional literature that one usually finds aboutvarious countries at a travel agency. The idea is tomake it seem like another gorgeous country within theEmirates. So when people are thinking of travellingsomewhere, we plant the thought in their minds totravel to „AWPR country.‟
“IF YOU WANT TO SUCCEED, YOU SHOULDSTRIKE OUT ON NEW PATHS, RATHER THAN TRAVEL THE WORN PATHS OF ACCEPTED SUCCESS.” JOHN D. ROCKEFELLER
THANK YOU FOR JOINING US ON THIS TRIP. SEE YOU SOON.