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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 Presentation Transcript

  • 1. Marketing NYCANTHONY MARTINEZJULIAN SUCHMANLEANNE WHALING
  • 2. MILLIONVISITORSANNUALLY BY 2015
  • 3. NYC Visitors: 2005 34.7MM 6.7MM domestic international
  • 4. NYC Visitors: 2005 86% 16% domestic international
  • 5. NYC Visitors: 2015 41.9MM 8.1MM domestic international
  • 6. NYC Visitors 41.9MM 2015 domestic 34.7MM 2005 domestic
  • 7. POSITIONINGSTATEMENT
  • 8. For people aged 35-54 from mid- tohigh-level income households who arelooking for a metropolitan getawaywithin the U.S.,
  • 9. New York is the onlymajor city that offers them unsurpassedshopping, dining, culture and history,
  • 10. so they can enjoy all the best big cityattractions in one easy-to-reach location.
  • 11. Ta rg e t A u d i e n c e
  • 12. 90MM
  • 13. 55.3MM
  • 14. People aged 35-54
  • 15. 18.3MM
  • 16. Mid- to high-level income
  • 17. Looking for a metropolitangetaway within the U.S.
  • 18. C o m p e t i t i ve S e t
  • 19. major city
  • 20. NY SF LVCh LA NO
  • 21. Shopping
  • 22. Dining
  • 23. Culture
  • 24. History
  • 25. Re a s o n t o C h o o s e
  • 26. 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
  • 27. Experience theA u d i e n c e Wa n t s
  • 28. enjoy all the best big cityattractions in one easy-to-reach location.
  • 29. 1.9 nights
  • 30. POSITIONING New York is the only major city that offers unsurpassed shopping, dining, culture and history in one easy-to-reach location.Now
  • 31. COMMUNICATIONSSTRATEGY
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. influencer influencer influencer
  • 36. C r i t i ca l I n s i g h t
  • 37. 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!
  • 38. 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,
  • 39. 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.
  • 40. 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.
  • 41. 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.
  • 42. Objective and Rolefor Communications
  • 43. Current Desired Pre-planning Next Add NYC toUltimate Target short list Vaca/Getaway Behavior
  • 44. 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
  • 45. 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
  • 46. Current Desired Waiting & ImmediatelyInfluencer Sometimes Sharing Behavior forgetting to Experience share
  • 47. 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
  • 48. 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.
  • 49. B e n e f i t / P ro m i s e
  • 50. •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.
  • 51. Re a s o n t o B e l i e ve
  • 52. That’s because NYC offersdiverse cultural experiencesand top-rated attractions.
  • 53. 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
  • 54. B ra n d Pe rs o n a l i t y
  • 55. New York Cityis like…
  • 56. complex and versatile serious and funnytough exterior with a heart of gold
  • 57. straight-talking genuineestablished and well respected…
  • 58. yet not afraid to reinvent itself
  • 59. sometimes brilliant often inanejust as relevant to artists andacademics as to everyday people
  • 60. an international household name
  • 61. RECOMMENDEDTACTICS
  • 62. New York City TreksA new way to experience NYC’s unsurpassedattractions, providing visitors with rewardsand incentives to share their adventures
  • 63. NYC PassportA new way to shareand "like" thingsabout NYC
  • 64. Marketing NYCANTHONY MARTINEZJULIAN SUCHMANLEANNE WHALING