MRKT 453 Advertising Management IMC Brief - "The WestJet Careantía"

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In this assignment for MRKT 453 Advertising Management,my team and I were tasked to act as a marketing communications agency. We were assigned the Canadian Airline industry, and provided with a brand …

In this assignment for MRKT 453 Advertising Management,my team and I were tasked to act as a marketing communications agency. We were assigned the Canadian Airline industry, and provided with a brand brief for WestJet as the airline with aspirations to head to eight new South American destinations. Here is our fully-fleshed out IMC, and an example of my PowerPoint skills.

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  • 1. The Care-antía campaign MRKT 453 Advertising Management Gillian beech Léandre demers Ellie huang warren seuradge Andreanne stewart Ben veldman
  • 2. meet the cabin crew Client services Benveldman Media Gillianbeech production Léandredemers Creative Andreannestewart digital ElaineHuang strategy Warrenseuradge
  • 3. agenda Industry analysis and communication objectives Integrated marketing communications plan Implementation conclusion
  • 4. Industry analysis
  • 5. Canadian commercial airline industry Deregulated since 1987 Fragmentedand freefalling
  • 6. Canadian commercial airline industry $45 billion in economic activity Deregulated since 1987 Fragmentedand freefalling
  • 7. Canadian commercial airline industry $45 billion in economic activity Deregulated since 1987 Fragmentedand freefalling
  • 8. Canadian commercial airline industryFragmentedand freefalling $45 billion in economic activity travel and tourism competitiveness ↓4 spots from 5th in 2009 t0 9th in 2011   Deregulated since 1987
  • 9. Canadian commercial airline industryFragmentedand freefalling $45 billion in economic activity travel and tourism competitiveness ↓4 spots from 5th in 2009 t0 9th in 2011   Deregulated since 1987 Fear of losing out of lucrative, global markets
  • 10. Canadian commercial airline industryFragmentedand freefalling $45 billion in economic activity travel and tourism competitiveness ↓4 spots from 5th in 2009 t0 9th in 2011   Deregulated since 1987 Fear of losing out of lucrative, global markets Grand entrance of technology (Sky-fi, Online Check-in, etc.)
  • 11. Competitor Analysis SUNWING: high frills, low cost Air Transat: Your vacation people Air Canada: go Far
  • 12. Westjet: past brand values caring affordable Domestic airline west Strong associations domesticFriendly
  • 13. Pre-campaign Perceptual map High costLow cost National destinations (Canada) International destinations (South america)
  • 14. Communication objectives
  • 15. Communication objectives to Reposition WestJet from that of a regional to international carrier for south american flights in the mind’s of Canadian recreational/leisure/holiday travellers by april 2015
  • 16. Safety features of our imc (#1) Increase awareness of the brand as the airline to take you south from 0% to 60% (#2) Drive Conversations from competing airlines and towards referrals and recommendations (#3) Create Excitement about the Brand Budget: $3 Million Duration: 1 year (May/14-April/15)
  • 17. The Brief : From YYZ + YYC to 8 new SOUTH American Destinations
  • 18. Westjet: new brand values caring affordable International airline (Americas) Leveraging quirky and caring demeanor to differentiate itself from other competitors quirkyFriendly
  • 19. Post-campaign Perceptual map High costLow cost National destinations (Canada) International destinations (the Americas)
  • 20. Designing the message
  • 21. Westjet brand pentagram values: Commitment to safety; positive and passionate customer service; fun, friendly caring; honest mission: to enrich the lives of everyone in westjet’s world by providing safe, friendly, and affordable air travel attributes: quirky, caring, and loving. Character archetype: the “Caregiver” Benefits: Functional: price and performance emotional: humour appeals
  • 22. Sharing is caring in 2014 travel trends, but… (1) Sharing economy Millennial-centric: Not entirely our TM (2) Eat-with Potential liability problems in South america (impedes on Customer safety) (3) Tinder For Meeting Friends abroad not congruent with WestJet’s Core Values
  • 23. Sharing is caring in 2014 travel trends, but… (1) Sharing economy Millennial-centric: Not entirely our TM (2) Eat-with Potential liability problems in South america (impedes on Customer safety) (3) Tinder For Meeting Friends abroad not congruent with WestJet’s Core Values
  • 24. What is the The core Message? From April 2009 to march 2014 The “Care-Antee”: -we will always give smiles and thank yous -high-value, low-cost
  • 25. What is the The core Message? From April 2009 to march 2014 The “Care-Antee”: -we will always give smiles and thank yous -high-value, low-cost
  • 26. What is the The core Message? From April 2009 to march 2014 April 2014-May 2015 The “ -we will always give smiles and thank yous -high-value, low-cost The “Care-Antía”: -we care a lot about you , as per usual -high-value, low-cost -…and we fly to south america
  • 27. What is the The core Message? Care-antía [kâr-AHN-tee-ah] noun 1.  Set of promises WestJet vows to uphold in good times and bad, underscoring a commitment to exceptional service and value as they fly to south America 2.  Slogan: Your care-line to south america
  • 28. Media
  • 29. Linking the Care-antía to the Media Leveraging the Quirky, caring demeanor of “WestJetterS” (Employees) in each ad Copy
  • 30. Linking the Care-antía to the Media Leveraging the Quirky, caring demeanor of “WestJetterS” (Employees) in each ad Copy Against the backdrop of the 8 new South American destinations
  • 31. Linking the Care-antía to the Media Leveraging the Quirky, caring demeanor of “WestJetterS” (Employees) in each ad Copy Against the backdrop of the 8 new South American destinations Because we’re “Your Care-line to south America”
  • 32. Digital marketing Pr/publicity Advertising Direct marketing Sales promotion Personal selling The media dashboard
  • 33. Digital marketing Pr/publicity Advertising Direct marketing Sales promotion Personal selling What we’ll fly with
  • 34. #1:PublicRelations Press Release May 2014 + October 2014 •  Announce expanded flight network to south america •  Announce “Southern Migration” Contest News Release WestJet Expands to South America WestJet announces daily year-round service to new South American destinations and the launch of its Care-antía campaign. CALGARY, May 1, 2014 /CNW/ - Just in time for the holidays, WestJet announces daily, year-round service to new South American destinations. This new expanded network consists of eight direct flight routes out of Toronto and Calgary to Buenos Aires, Rio de Janeiro, Manaus, Quito, Valencia City, Salar de Uyun, Medellin, and Lima.  Effective October 30, this new network will be the most expansive and frequent direct service to the continent. Combined with its always low- pricing, beating competitor rates by up to 50%, this expansion makes WestJet the ideal airline for a trip down South.  This expansion also signals the launch of WestJet’s new nationwide “Care- antía ” campaign that extends the WestJet’s Care-antee to South America. The campaign will showcase WestJet’s core company values of caring, commitment, passion, positivity, fun, and friendliness, that set it apart from other airlines. Translatable to Spanish and Portuguese, this campaign marks WestJet’s continued effort to bring its standard of care to new and exciting destinations.  For more information on WestJet’s new South American service, visit: www.westjet.com/careantia     SOURCE  WestJet     © WestJet. All rights reserved.   Press Release
  • 35. #1:PublicRelations •  challenges Air Canada as the nation’s top airline for international travel •  Reinforces WestJet’s “rags to riches” brand narrative •  stories in major Canadian newspapers Press Release
  • 36. #2:Digitalmarketing
  • 37. #2:Digitalmarketing
  • 38. #2:Digitalmarketing
  • 39. #2:Digitalmarketing
  • 40. #2:Digitalmarketing •  Renowned for viral content •  Tremendously successful in terms of followership on youtube •  Well-aligned associations with brand values
  • 41. #2:Digitalmarketing ...Humour appeals are also dangerous as it can weaken source credibility and, hence, brand equity
  • 42. #2:Digitalmarketing youtube July 2014 to December 2014 •  8 Mini-videos to be released, juxtaposing westjetters onto each of the 8 new destinations •  Condensed video featuring all 8 employees in November •  Imbued with rational (Price and Performance) and humour appeals https://www.youtube.com/watch?v=0Bb-UV9s9-8&feature=youtu.be
  • 43. #2:Digitalmarketing Instagram June to December 2014 •  June-August 2014: 15 second employee snapshots on instagram •  Create hype and excitement
  • 44. #2:Digitalmarketing
  • 45. #2:Digitalmarketing Twitter June 2014 to April 2015 •  Real-time marketing •  Generating conversations •  Build excitement and recognition •  Leverage existing reach amongst followers •  Trend #CAREantia
  • 46. #2:Digitalmarketing 1. WestJetter Susan crashes the finals at FIFA 2014 in Rio de Janeiro Branded Content Advertising December 2014 •  Builds excitement •  Drives conversation away from air canada •  Synthesizes campaign into single feed •  coheres with quirky brand values •  Shareable 1. WestJetter Susan crashes the FIFA 2014 finals in Rio de Janeiro
  • 47. #2:Digitalmarketing facebook June 2014 to April 2015 •  Underpin and synchronize all other social media activities onto single feed •  Shareable •  Low-cost
  • 48. #3:Salespromotion “Southern Migration” Contest October 2014 to December 2014 •  Leverage social media as platform for the contest •  Drive participation •  Keep brand top-of-mind •  Drive conversation away from competitors •  Select an individual at random who shares an “employee” Snapshot
  • 49. #4:advertising •  Located at key access points in three major cities: Toronto, Calgary, and Montréal •  2 per city = 6 billboards total •  Location-specific messaging •  Highest-volume WestJet Traffic (Toronto And Calgary) •  Highest Volume Travel to South America (Toronto and Montréal) Out-of-Home Advertising billboards October 2014 to February 2015
  • 50. #2:advertising Out-of-Home Advertising
  • 51. #4:advertising Print Media Newspapers October 2014 to april 2015 •  Placement: life or travel sections •  Toronto Star: Most widely read newspaper across Canada •  La Presse •  Calgary Herald •  1x/BIweekLy on Saturdays in each newspaper •  Rational appeals: price and performance Magazines October 2014 to april 2015
  • 52. #4:advertising Print Media
  • 53. #4:advertising Print Media
  • 54. #4:advertising Print Media
  • 55. #4:advertising
  • 56. #4:advertising Television advertisement Fifa Finals Ad July 2014 •  Placement: CBC Canada •  Reach: 5.131 million Canadians •  Strategically feature Rio De Janeiro Ad (Employee Story Snapshot)
  • 57. Implementation
  • 58. Care-antía Media blocking plan (2014-15) May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr (I) AWARENESS (ii) EXCITEMENT (iii) LAUNCH Publicity/ Public Relations Digital Advertising Sales Promotion Advertising
  • 59. Care-antía Media blocking plan (2014-15) May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr AWARENESS EXCITEMENT LAUNCH Publicity/ Public Relations Digital Advertising Sales Promotion Advertising May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr (I) AWARENESS (II) EXCITEMENT (III) LAUNCH Press release Facebook twitter Instagram youtube buzzfeed contest billboard Tv ad during fifa 2014 Magazines Newsprint
  • 60. Media patterns TimeLine Reach Digital marketing May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Press Release #1 Tv Advertisement (FIFA) Advertising (Out-Of-Home) Press Release #2 Contest
  • 61. Media patterns TimeLine Reach Digital marketing May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Press Release #1 Tv Advertisement (FIFA) Advertising (Out-Of-Home) Press Release #2 ContestFlighting/Bursting
  • 62. Media patterns TimeLine Reach Digital marketing May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Press Release #1 Tv Advertisement (FIFA) Advertising (Out-Of-Home) Press Release #2 Contest Pulsing
  • 63. Media patterns TimeLine Reach Digital marketing May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Press Release #1 Tv Advertisement (FIFA) Advertising (Out-Of-Home) Press Release #2 Contest Continuous
  • 64. Communications strategy Communication vehicle Frequency Target audience Communication objectives Core Message Press release Facebook twitter Instagram youtube buzzfeed contest billboard Tv ad during fifa 2014 Magazines Newsprint 2x 1-3x/day 3-5x/day 1-3x/day 2-4x/month 1x 1x - 1x 1x/week 1x/week News media/Journalists General public General public General public General public Millennials General Public General Public Sports Enthusiasts Baby Boomers Baby Boomers Awareness Excitement + Conversation Excitement + Conversation Excitement + Conversation Excitement + Conversation Excitement + Conversation Excitement awareness awareness Awareness Awareness Care-Antía (your care-line to the south)
  • 65. Measuring the impact
  • 66. Media budget allocation ($3M CAD) 312,770, 11% 264,000, 9% 400,000, 14% 408,930, 15% 1,422,000, 51% Digital Advertising Outdoor Billboards Television Magazines Newspapers
  • 67. NewSpapers 12 12 12 1,374,000 524,000 861,000 $52.4 $28.6 $50.5 Execution Reach CPM 12 1,374,000 $52.4 12 524,000 $28.6 12 861,000 $50.5
  • 68. Magazines 12 524,000 $28.6 Executions Reach CPM 6 3,817,000 $2.8 6 7,100,000 $12.6
  • 69. Billboards Execution Reach CPM 1 170,100 $3.14 1 143,000 $3.03 1 151,200 $3.09
  • 70. Television Executions Reach CPM 1 5,816,000 $20
  • 71. Financial step-down analysis •  Average Flight Time: 7.7 Hours •  Operating Cost/Hour: $7,326 •  Average Operating Cost: $56,755 •  Average Ticket Cost: $823 •  Seats per plane: 125 •  Seats filled (60%): 75 •  Average Revenue Per Flight: $61,725 •  Profit per Flight: 4,969.44 •  Flights per day: 2 •  Flights per year: 365 Profit: $3,627,691 Marketing ROI: 20.92% Assumptions Expected results (2015)
  • 72. measurement (1) List the first three Canadian airlines that travel to South America (Recall) (2) What words come to mind when you think of WestJet? (3) What words come to mind when you think of Air Canada? (4) What airline would you take for your recreational/leisure needs? (5) What Airline(s) have you taken for your Rec/Leisure needs in the last 12 mo? Pre-test: may 2014 Post-test: April 2015
  • 73. Post-Campaign measurement Press Release: •  # of Newspaper articles covering story •  Reach of newspapers/ magazines •  Type of publication •  Positive, balanced, neutral or negative tone •  # of Reprints or syndication of articles Public relations Digital marketing Sales promotion Billboards: •  cost per thousand •  number of impressions TV spot: •  number of impression •  % Difference between forecasted and actual # of impressions •  Cost per thousand •  Gross rating point Print (Mag/news): •  cost per thousand •  number of impressions advertising Facebook: •  # of Interactions for the contest (Shares) Youtube: •  # of Followers •  # of Views Instagram: •  Avg # of likes per picture •  # of followers Facebook: •  # of likes •  # of Interactions (Comments) Twitter: •  # of RTs •  # of Followers Buzzfeed: •  Unique page visitors •  Cost per thousand
  • 74. Post-Campaign measurement Market development index share development index customer retention Net Marketing Contribution Marketing Return on investment Corporate-wide metrics Market potential and future market growth opportunity to grow market share Opportunity to grow customer profits (annually) Marketing’s Contribution to Company Profits Return on Investment in Marketing and Sales marketing performance metric Marketing metric insight
  • 75. Thank you, and have a safe flight!