Today s agenda
•    LateRooms	
  
•    Market	
  
•    Consumer	
  
•    LateRooms	
  and	
  Market	
  
•    Target	
  Aud...
Where are we now?
LateRooms
what people think
•    Book	
  late	
  	
  
•    Great	
  Deals	
  
•    Choice	
  
•    Efficient	
  
•    Easy	
  to	
  us...
The market
•  No	
  dominant	
  brand	
  for	
  business	
  OTA	
  hotel	
  
   market	
  
•  Poten8al	
  for	
  brand	
  ...
Competition
Company               Positioning
Booking.com	
         Pleasant/Efficient	
  
Lastminute.com	
      Time	
  is	...
Where do we want
     to be?
Competition


Leisure	
                   Business	
  
Needs                       Needs
Competitive threats
Company              Positioning
Booking.com	
        Pleasant/Efficient	
  
Lastminute.com	
     Time	
...
Consumer
•    People	
  want	
  to	
  book	
  whenever.	
  
•    Have	
  specific	
  demands	
  –	
  Loca8on,	
  Wi-­‐Fi	
 ...
-    No set booking period
-    Ease of Booking
-    Availability
-    Convenience             “EASY”
-    Good review sec...
Market Observations	
                        LateRooms can offer	
  
•  Booking	
  has	
  shiFed	
  towards	
     •    “Ea...
Market Observations	
                        LateRooms can offer	
  
•  Booking	
  has	
  shiFed	
  towards	
     •    “Ea...
Market Observations	
                        LateRooms can offer	
  
•  Booking	
  has	
  shiFed	
  towards	
     •    “Ea...
Target audience
How will we get
    there?
Creative strategy
1) Building business
    relationships
2) Face-to-face meetings
3) “EASY”
Proposition
1)	
  	
  Building	
  Business	
  RelaBonships	
  

2)	
  Importance	
  of	
  face-­‐to-­‐face	
  meeBngs	
  
...
Proposition

   LateRooms.com	
  makes	
  building	
  business	
  
rela5onships	
  through	
  face-­‐to-­‐face	
  mee5ngs	...
Business	
  Needs




‘Hard	
                            ‘Easy	
  
Booking’                        Booking’




          ...
Business	
  Needs




Not	
  MeeBng	
                         Meeting People
People




                     Leisure	
  
 ...
Why?
•  Side-­‐Steps	
  compeBtor	
  messages:	
  
       Time	
  	
  
       Pleasant/Efficient	
  
•  Give	
  LateRooms.co...
Why?

•  Overlaps	
  with	
  an	
  important	
  aspect	
  of	
  the	
  
   target	
  audience.	
  
•  Current	
  strength	...
Why?

•  Connects	
  on	
  a	
  funcBonal	
  and	
  emoBonal	
  level	
  
•  At	
  a	
  Bme	
  when	
  people	
  are	
  mo...
Communication objectives
•  To	
  increase	
  awareness	
  of	
  LateRooms	
  as	
  a	
  business	
  travel	
  agent	
  wi...
Indicative creative
Creative context
They	
  need	
  to	
  feel	
  that	
  LateRooms.com	
  makes	
  their	
  life	
  easier	
  so	
  
they	
 ...
copy prompts


                  es s people
95%      of busin business
                  ng
a g re e that goi        y to...
Copy examples
   Easy Business Booking
                                           We would like th
                       ...
visuals
visuals
visuals




Chris
 Dent
visuals
layout
	
  	
  Minimalist	
  	
  	
  	
  	
  	
  	
  	
  	
  Central	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  One	
  foc...
Meet.	
  Greet.	
  Seal	
  the	
  deal.	
  
Let	
  us	
  take	
  care	
  of	
  the	
  rest	
  
We provide the Room.
You make a big deal out of it
Meet.	
  
We provide the Room.                                              Greet.	
  
                                   ...
Media plan
Media objectives
•  To	
  target	
  business	
  travellers	
  aged	
  25-­‐45	
  in	
  the	
  ABC1	
  demographic	
  
•  T...
Media Choices
•  Outdoor	
  
•  Print	
  
•  Internet	
  	
  
•  Mobile	
  App	
  
•  Direct	
  Mail	
  
•  Viral	
  
outdoor


                        Meet.	
  
                        Greet.	
  
                     Seal	
  the	
  deal.	
...
print
Internet advertising

      We	
  provide	
  the	
  rooms	
                          Easy	
  business	
  booking	
  
     ...
Mobile applications


MeeBng	
      MeeBng	
       Alarm	
  
                                         Expenses	
  
Contact...
viral



“How	
  NOT	
  to	
  conduct	
  
 a	
  business	
  mee5ng”	
  
Direct mail
schedule
	
  Media	
                      Sept	
     Oct	
     Nov	
     Dec	
     Jan	
     Feb	
     March	
   April	
  ...
Budget
                                                                     ConBngency	
  	
  


                         ...
How will we know
   when we ve
    arrived?
Measurement
• 	
  Exposure	
  Tests	
  

• 	
  SoW	
  Measures	
  
       • 	
  Altudinal	
  Studies	
  
     • 	
  Brand	...
Is it campaignable?
•  Creates	
  a	
  very	
  unique	
  and	
  disBncBve	
  posiBon	
  in	
  the	
  
   market.	
  
•  Su...
?	
     ?	
  
                     ?        ?	
  
                             ?	
  
  ?
?	
  
                           ...
Final Year Pitch
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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

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Final Year Pitch

  1. 1. Today s agenda •  LateRooms   •  Market   •  Consumer   •  LateRooms  and  Market   •  Target  Audience   •  Proposi8on     •  Communica8on  Objec8ves   •  Indica8ve  Crea8ve   •  Media  Plan   •  Measurements  
  2. 2. Where are we now?
  3. 3. LateRooms
  4. 4. what people think •  Book  late     •  Great  Deals   •  Choice   •  Efficient   •  Easy  to  use   •  Differences  between  website  opinions  
  5. 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. 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. 7. Where do we want to be?
  8. 8. Competition Leisure   Business   Needs Needs
  9. 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. 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. 11. -  No set booking period -  Ease of Booking -  Availability -  Convenience “EASY” -  Good review section -  Flexibility
  12. 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. 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. 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. 15. Target audience
  16. 16. How will we get there?
  17. 17. Creative strategy
  18. 18. 1) Building business relationships
  19. 19. 2) Face-to-face meetings
  20. 20. 3) “EASY”
  21. 21. Proposition 1)    Building  Business  RelaBonships   2)  Importance  of  face-­‐to-­‐face  meeBngs   3)“Easy”  
  22. 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. 23. Business  Needs ‘Hard   ‘Easy   Booking’ Booking’ Leisure   Needs
  24. 24. Business  Needs Not  MeeBng   Meeting People People Leisure   Needs
  25. 25. Why? •  Side-­‐Steps  compeBtor  messages:   Time     Pleasant/Efficient   •  Give  LateRooms.com  a  strong  and  unique   posiBon  in  a  growing  market  
  26. 26. Why? •  Overlaps  with  an  important  aspect  of  the   target  audience.   •  Current  strength  can  be  kept  and  moved  over   to  the  market.  
  27. 27. Why? •  Connects  on  a  funcBonal  and  emoBonal  level   •  At  a  Bme  when  people  are  moving  to   technology  rather  than  face-­‐to-­‐face  
  28. 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. 29. Indicative creative
  30. 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. 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. 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. 33. visuals
  34. 34. visuals
  35. 35. visuals Chris Dent
  36. 36. visuals
  37. 37. layout    Minimalist                  Central                      One  focal  image            Logo  in  corner  
  38. 38. Meet.  Greet.  Seal  the  deal.   Let  us  take  care  of  the  rest  
  39. 39. We provide the Room. You make a big deal out of it
  40. 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. 41. Media plan
  42. 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. 43. Media Choices •  Outdoor   •  Print   •  Internet     •  Mobile  App   •  Direct  Mail   •  Viral  
  44. 44. outdoor Meet.   Greet.   Seal  the  deal.   Let  us  take  care  of  the  rest   Easy  business  booking  
  45. 45. print
  46. 46. Internet advertising We  provide  the  rooms   Easy  business  booking   You  make  a  big  deal  out  of  it  
  47. 47. Mobile applications MeeBng   MeeBng   Alarm   Expenses   Contact   Schedule   Clock  
  48. 48. viral “How  NOT  to  conduct   a  business  mee5ng”  
  49. 49. Direct mail
  50. 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. 51. Budget ConBngency     Direct  Mail   Viral  MarkeBng     Mobile  App   Outdoor   The  Metro     Internet     AdverBsing    
  52. 52. How will we know when we ve arrived?
  53. 53. Measurement •   Exposure  Tests   •   SoW  Measures   •   Altudinal  Studies   •   Brand  RecogniBon  Test   •   Brand  Recall  Tests  
  54. 54. Is it campaignable? •  Creates  a  very  unique  and  disBncBve  posiBon  in  the   market.   •  Sustainable   •  PotenBal  to  spread  to  leisure  market  
  55. 55. ?   ?   ? ?   ?   ? ?   ?   ?   ?   Easy  Business  Booking  

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