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Final Year Pitch

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BA (Hons) Advertising & Marketing Communications pitch for Final Year Live Brief to MediaCom for the LateRooms business a/c

BA (Hons) Advertising & Marketing Communications pitch for Final Year Live Brief to MediaCom for the LateRooms business a/c

Published in Travel , Business
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  • 1. Today s agenda •  LateRooms   •  Market   •  Consumer   •  LateRooms  and  Market   •  Target  Audience   •  Proposi8on     •  Communica8on  Objec8ves   •  Indica8ve  Crea8ve   •  Media  Plan   •  Measurements  
  • 2. Where are we now?
  • 3. LateRooms
  • 4. what people think •  Book  late     •  Great  Deals   •  Choice   •  Efficient   •  Easy  to  use   •  Differences  between  website  opinions  
  • 5. The market •  No  dominant  brand  for  business  OTA  hotel   market   •  Poten8al  for  brand  loyalty   •  Market  is  climbing  out  of  recession   •  Online  providers  are  adap8ng  from  leisure  to   business   •  Travelling  less  
  • 6. Competition Company Positioning Booking.com   Pleasant/Efficient   Lastminute.com   Time  is  precious-­‐Pleasure/entertainment   Expedia.co.uk   Small  world,  big  savings   Hotels.com   Provides  accommodaBon  during  sold  out  periods   Egencia   Large  professional  enterprises  
  • 7. Where do we want to be?
  • 8. Competition Leisure   Business   Needs Needs
  • 9. Competitive threats Company Positioning Booking.com   Pleasant/Efficient   Lastminute.com   Time  is  precious-­‐Pleasure/entertainment   Expedia.co.uk   Small  world,  big  savings   Hotels.com   Provides  accommodaBon  during  sold  out  periods   Egencia   Large  professional  enterprises  
  • 10. Consumer •  People  want  to  book  whenever.   •  Have  specific  demands  –  Loca8on,  Wi-­‐Fi   •  Loca8on  is  the  most  important  accommoda8on  need   •  Short  lead  8mes  =  limited  expecta8ons   •  Business  trips  are  not  enjoyable   •  Prefer  face-­‐to-­‐face  mee8ngs  
  • 11. -  No set booking period -  Ease of Booking -  Availability -  Convenience “EASY” -  Good review section -  Flexibility
  • 12. Market Observations   LateRooms can offer   •  Booking  has  shiFed  towards   •  “Easy”   leisure   •  Quality   •  “Easy”   •  Availability   •  People  travel  less  oFen   •  Good  review  secBon   •  Prefer  Face-­‐to-­‐face   •  ‘Dizzy  With  Choice’   •  FuncBonal  appeal   •  Not  enjoyable   •  Low  expectaBons  
  • 13. Market Observations   LateRooms can offer   •  Booking  has  shiFed  towards   •  “Easy”   leisure   •  Quality   •  “Easy”   •  Availability   •  People  travel  less  oFen   •  Good  review  secBon   •  Prefer  Face-­‐to-­‐face     •  ‘Dizzy  With  Choice’   •  FuncBonal  appeal   •  Not  enjoyable   •  Low  expectaBons  
  • 14. Market Observations   LateRooms can offer   •  Booking  has  shiFed  towards   •  “Easy”   leisure   •  Quality   •  “Easy”   •  Availability   •  People  travel  less  oWen   •  Good  review  secBon   •  Prefer  Face-­‐to-­‐face     •  ‘Dizzy  With  Choice’   •  FuncBonal  appeal   •  Not  enjoyable   •  Low  expectaBons  
  • 15. Target audience
  • 16. How will we get there?
  • 17. Creative strategy
  • 18. 1) Building business relationships
  • 19. 2) Face-to-face meetings
  • 20. 3) “EASY”
  • 21. Proposition 1)    Building  Business  RelaBonships   2)  Importance  of  face-­‐to-­‐face  meeBngs   3)“Easy”  
  • 22. Proposition LateRooms.com  makes  building  business   rela5onships  through  face-­‐to-­‐face  mee5ngs  as   easy  as  possible  by  providing  a  simple,   convenient  and  flexible  booking  process  
  • 23. Business  Needs ‘Hard   ‘Easy   Booking’ Booking’ Leisure   Needs
  • 24. Business  Needs Not  MeeBng   Meeting People People Leisure   Needs
  • 25. Why? •  Side-­‐Steps  compeBtor  messages:   Time     Pleasant/Efficient   •  Give  LateRooms.com  a  strong  and  unique   posiBon  in  a  growing  market  
  • 26. Why? •  Overlaps  with  an  important  aspect  of  the   target  audience.   •  Current  strength  can  be  kept  and  moved  over   to  the  market.  
  • 27. Why? •  Connects  on  a  funcBonal  and  emoBonal  level   •  At  a  Bme  when  people  are  moving  to   technology  rather  than  face-­‐to-­‐face  
  • 28. Communication objectives •  To  increase  awareness  of  LateRooms  as  a  business  travel  agent  within  the   target  audience  by  75%  aFer  6  months   •  To  ensure  that  60%  of  our  target  audience  view  LateRooms  as  their  first   choice  of  accommodaBon  provider  within  12  months   •  To  associate  LateRooms  with  building  personal  business  relaBonships  so   that  60%  of  the  core  target  audience  agree  with  the  statement:      “LateRooms.com  makes  building  personal  business  rela5onships  as  easy  as   possible”  
  • 29. Indicative creative
  • 30. Creative context They  need  to  feel  that  LateRooms.com  makes  their  life  easier  so   they  can  concentrate  on  the  purpose  of  the  trip  (building   business  relaBons)  rather  than  the  booking  process.    LateRooms.com  must  be  perceived  as  a  responsible,  reliable,   easy  to  use  and  convenient  travel  agent.   Professional  yet  approachable,  down-­‐to-­‐earth  and  trustworthy  
  • 31. copy prompts es s people 95% of busin business ng a g re e that goi y to fa ce is ke s face-to- lationship   re building
  • 32. Copy examples Easy Business Booking We would like th e e  deal.   et.  Seal  th pleasure of your Meet.  Gre the  rest   e  care  of   company Let  us  tak Meetings are We provid e the room You make . important. a big deal out of it Let’ss faceeitd a yo u n e me Someti dleman Build Ties mid
  • 33. visuals
  • 34. visuals
  • 35. visuals Chris Dent
  • 36. visuals
  • 37. layout    Minimalist                  Central                      One  focal  image            Logo  in  corner  
  • 38. Meet.  Greet.  Seal  the  deal.   Let  us  take  care  of  the  rest  
  • 39. We provide the Room. You make a big deal out of it
  • 40. Meet.   We provide the Room. Greet.   Seal  the  deal.   (You’ll make a big deal out of it). (Let us take care of the rest). Easy  Business  Booking   Easy  Business  Booking  
  • 41. Media plan
  • 42. Media objectives •  To  target  business  travellers  aged  25-­‐45  in  the  ABC1  demographic   •  The   implement   a   12   month   naBonal   campaign   with   media   that   covers  and  effecBvely  reaches  the  TA  across  the  U.K   •  To  use  media  that  does  not  restrict  creaBve  execuBon   •  To   use   media   that   will   effecBvely   transfer   the   core   message   of   Laterooms     •  To   achieve   a   constant   reach   of   60%,   addiBonally   achieve   a   constant   frequency  of  3.5    
  • 43. Media Choices •  Outdoor   •  Print   •  Internet     •  Mobile  App   •  Direct  Mail   •  Viral  
  • 44. outdoor Meet.   Greet.   Seal  the  deal.   Let  us  take  care  of  the  rest   Easy  business  booking  
  • 45. print
  • 46. Internet advertising We  provide  the  rooms   Easy  business  booking   You  make  a  big  deal  out  of  it  
  • 47. Mobile applications MeeBng   MeeBng   Alarm   Expenses   Contact   Schedule   Clock  
  • 48. viral “How  NOT  to  conduct   a  business  mee5ng”  
  • 49. Direct mail
  • 50. schedule  Media   Sept   Oct   Nov   Dec   Jan   Feb   March   April   May     June   July     Aug     Outdoor   Metro     Internet  Adver8sing     Mobile  App   Viral  Marke8ng   Direct  Mail  
  • 51. Budget ConBngency     Direct  Mail   Viral  MarkeBng     Mobile  App   Outdoor   The  Metro     Internet     AdverBsing    
  • 52. How will we know when we ve arrived?
  • 53. Measurement •   Exposure  Tests   •   SoW  Measures   •   Altudinal  Studies   •   Brand  RecogniBon  Test   •   Brand  Recall  Tests  
  • 54. Is it campaignable? •  Creates  a  very  unique  and  disBncBve  posiBon  in  the   market.   •  Sustainable   •  PotenBal  to  spread  to  leisure  market  
  • 55. ?   ?   ? ?   ?   ? ?   ?   ?   ?   Easy  Business  Booking