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

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

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