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Marketing NYC

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This assignment is based on an HBR case study. Its task was to create a communication strategy for New York City that would increase the number of tourists visiting NYC.

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  • In the second step of the planning process, planners are strongly influenced by co-workers, family, and friends in coming up with a short list of destination options. They are typically inspired after hearing about the vacations of others who may have just returned home.
  • In the second step of the planning process, planners are strongly influenced by co-workers, family, and friends in coming up with a short list of destination options. They are typically inspired after hearing about the vacations of others who may have just returned home.
  • Our Communications strategy is aimed at this step in the planning process, toward current visitors of NYC who have had/are having amazing experiences and having them share these experiences with friends & family.

Marketing NYC Marketing NYC Presentation Transcript

  • Marketing NYCANTHONY MARTINEZJULIAN SUCHMANLEANNE WHALING
  • MILLIONVISITORSANNUALLY BY 2015
  • NYC Visitors: 2005 34.7MM 6.7MM domestic international
  • NYC Visitors: 2005 86% 16% domestic international
  • NYC Visitors: 2015 41.9MM 8.1MM domestic international
  • NYC Visitors 41.9MM 2015 domestic 34.7MM 2005 domestic
  • POSITIONINGSTATEMENT
  • For people aged 35-54 from mid- tohigh-level income households who arelooking for a metropolitan getawaywithin the U.S.,
  • New York is the onlymajor city that offers them unsurpassedshopping, dining, culture and history,
  • so they can enjoy all the best big cityattractions in one easy-to-reach location.
  • Ta rg e t A u d i e n c e
  • 90MM
  • 55.3MM
  • People aged 35-54
  • 18.3MM
  • Mid- to high-level income
  • Looking for a metropolitangetaway within the U.S.
  • C o m p e t i t i ve S e t
  • major city
  • NY SF LVCh LA NO
  • Shopping
  • Dining
  • Culture
  • History
  • Re a s o n t o C h o o s e
  • New York is the only major city that offersthe target audience unsurpassed shopping,dining, culture and history MOST MICHELIN STAR 11 MOST RECOGNIZED TOP-RATED RESTAURANTS U.S. MUSEUMS ARCHITECTURE 7 OF AMERICA’S PROMINENT FIGURE WORLD-FAMOUS TOP 50 TOURISM IN U.S. HISTORY SHOPPING DESTINATIONS
  • Experience theA u d i e n c e Wa n t s
  • enjoy all the best big cityattractions in one easy-to-reach location.
  • 1.9 nights
  • POSITIONING New York is the only major city that offers unsurpassed shopping, dining, culture and history in one easy-to-reach location.Now
  • COMMUNICATIONSSTRATEGY
  • Planning Cycle Step 1 decide to getaway Step 2 Step 6 info gathering – return home destination ideas Step 5 Step 3 research go on costs & vacation timing Step 4 book travel
  • Planning Cycle Step 1decide togetaway Step 2 info gathering – • 4-plus months prior to trip destination ideas • Has a few destinations in mind • Friends, family and co-workers most influential in selecting Step 3 • More day-dreaming / fantasy; research time and costs not that important costs & timing • Financially savvy may start saving for trip Step 4book travel
  • Planning Cycle Step 1 decide to getaway Step 6 • Vacation = topic of conversations return Home • Visits with friends and family to share stories, photos and videos • Posts photos and videos online to extended network Step 5 • Inspires next set of travelers go on vacation Step 4 book travel
  • influencer influencer influencer
  • C r i t i ca l I n s i g h t
  • All I want is a fun, hassle-free getaway to do someshopping, go to a great restaurant and maybe catchsome sights or see a show; I don’t have many chancesto take time off, so I want to go somewhere I know I’llreally love. Not all cities are created equal and I wantto experience the best!
  • All I want is a fun, hassle-free getaway to do someshopping, go to a great restaurant and maybe catchsome sights or see a show; I don’t have many chancesto take time off, so I want to go somewhere I know I’llreally love. Not all cities are created equal and I wantto experience the best!I started researching a few cities for my next trip,
  • All I want is a fun, hassle-free getaway to do someshopping, go to a great restaurant and maybe catchsome sights or see a show; I don’t have many chancesto take time off, so I want to go somewhere I know I’llreally love. Not all cities are created equal and I wantto experience the best!I started researching a few cities for my next trip, buttravel brochures and Web sites are so impersonal Ican’t tell which city is right for me.
  • I like exchanging ideas with my friends andfamily on great new places to go and things todo, so when I travel, I look for all the bestplaces to stay, shop, eat and visit.
  • I like exchanging ideas with my friends andfamily on great new places to go and things todo, so when I travel, I look for all the bestplaces to stay, shop, eat and visit.Sometimes I post photos and updates aboutmy trips online, but I usually don’t think aboutit until I get home, so I don’t always getaround to it.
  • Objective and Rolefor Communications
  • Current Desired Pre-planning Next Add NYC toUltimate Target short list Vaca/Getaway Behavior
  • Current Desired Pre-planning Next Add NYC toUltimate Target short list Vaca/Getaway Behavior Ultimate Target Not sure NYC Wow! I’ve got Thinking “for me” to see for myself
  • Current Desired Pre-planning Next Add NYC to Ultimate Target short list Vaca/Getaway Behavior Ultimate Target Not sure NYC Wow! I’ve got Thinking “for me” to see for myself Waiting & Immediately Influencer Sometimes Sharing Behavior forgetting to Experience share Get NYC visitors to share an unsurpassed experienceObjective: from their NYC "getaway" with friends/family members
  • Current Desired Waiting & ImmediatelyInfluencer Sometimes Sharing Behavior forgetting to Experience share
  • Current Desired Waiting & Immediately Influencer Sometimes Sharing Behavior forgetting to Experience share Influencer I should tell my I have to tell myThinking/feeling friends/family friends/family about this about this now
  • Current Desired Waiting & Immediately Influencer Sometimes Sharing Behavior forgetting to Experience share Influencer I should tell my I have to tell myThinking/feeling friends/family friends/family about this about this now Amplify the influencers’ desire to share a personal Role: New York City experience with others.
  • B e n e f i t / P ro m i s e
  • •Nothing beats NYC for unforgettable, must- see city experiences that you’ll want to share with everyone•Image to come from Leanne Nothing beats New York City for unforgettable, must-see city experiences that you’ll want to share with everyone.
  • Re a s o n t o B e l i e ve
  • That’s because NYC offersdiverse cultural experiencesand top-rated attractions.
  • POSITIONING New York is the only major city that offers unsurpassed shopping, dining, culture and history in one easy-to-reach location. brand promise communications role communications objective target audienceNow
  • B ra n d Pe rs o n a l i t y
  • New York Cityis like…
  • complex and versatile serious and funnytough exterior with a heart of gold
  • straight-talking genuineestablished and well respected…
  • yet not afraid to reinvent itself
  • sometimes brilliant often inanejust as relevant to artists andacademics as to everyday people
  • an international household name
  • RECOMMENDEDTACTICS
  • New York City TreksA new way to experience NYC’s unsurpassedattractions, providing visitors with rewardsand incentives to share their adventures
  • NYC PassportA new way to shareand "like" thingsabout NYC
  • Marketing NYCANTHONY MARTINEZJULIAN SUCHMANLEANNE WHALING