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Smart Destinations (Creative)
 

Smart Destinations (Creative)

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Creative Thinking @ Emerson College

Creative Thinking @ Emerson College
Creative Concepts For Smart Destinations

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  • -Tagline: positions SD as enabler/giver of control, shows our role/value, emphasizes control through “easy”, creates emotional connection, rolls off tongue as memorable-Signposts: people can go whichever way they want = control, create their own story-Round font – more casual and emotional
  • -Logo Signposts: Control, continuity with signposts of SD to show product relationship-Logo Color: Continuity-Card front: Emphasizes company name and product, city skyline continuity-Card back: SD.com, continuity with existing card
  • Change in name to create product continuityUse Go logo for continuityExplorer has its own logo to distinguish, separate brand personalityWheel in the O shows control, historical naval explorers
  • 925-705-2724
  • Hand shows human connectionRemote control/tagline = control , story telling, remote gives control/informationVisually arresting, shows possibilities for little cardBody copy explains product benefitsURL/phone are call to actionRepeat visual elements for continuityMedia neutral
  • Hand shows human connectionKey/tagline = control , story telling, key gives access/controlVisually arresting, shows possibilities for little cardBody copy explains product benefitsURL/phone are call to actionRepeat visual elements for continuityMedia neutral
  • Hand shows human connectionMagic lamp/tagline = control , story telling, genie answers questions/ends fears/gives controlVisually arresting, shows possibilities for little cardBody copy explains product benefitsURL/phone are call to actionRepeat visual elements for continuityMedia neutralLocal POP unit shows attraction info for continuity

Smart Destinations (Creative) Smart Destinations (Creative) Presentation Transcript

  • Creative Concepts for Smart Destinations
    TenzinGelek
    Zeenat Rasheed & Ben Saufley
  • Step 1: Problem Definition
  • Problem #1: Brand Positioning
    One Low Price. Hundreds of Attractions.
    One Ticket. X Attractions. One Low Price.
    Strengths
    Weaknesses
    Lacks emotional connection with consumer
    Lacks brand personality
    Emphasizes product benefits
    Convenience
    Access
    Value
  • Lack of control
    Dissatisfaction
    Consumer Insight
    • Vacation planning process often creates Analysis Paralysis
  • Key Consumer Need
    CONTROL
  • Brand Opportunity
    To position Smart Destinations as the solution to an emotional need
    Provide a sense of control and empowerment over an overwhelming process
  • Problem #2: Product Portfolio
  • Brand Opportunity
    To clarify the brand portfolio
    To create a distinct brand personality for the corporate and each product brand
  • Step 2: Creative Strategy
  • Control
    Logos
    Taglines
    Creative executions
  • Brand Positioning
    Emphasize Smart Destinations
    Enabler/giver of control
    Distinguish product positioning
    Go Card: anyone in the country going on vacation
    Explorer Pass: for local/regional explorers
    Visual and thematic continuity between all elements
  • Step 3: Creative Execution
  • Campaign Elements
    Design
    Smart Destinations Logo/Tagline
    GO Card Logo/Card
    Explorer Pass Logo/Card
    Website
    Guidebook
    Creative execution
    Advertisements
  • Thought Process
  • Smart DestinationsTagline & Logo
  • GOcard
  • GOcard Explorer
  • SMARTdestinations.com Homepage
  • SMARTdestinations.com Site Architecture
    Home
    About Us
    Products
    Destinations
    Partners
    Testimonials
    Purchase
    Contact Us
    Destinations
    Company
    GOcard
    Reseller Opportunities
    Customer
    Phone
    Individual Cities
    GOcard
    Team
    Destinations
    Agents/Wholesalers
    Attractions
    Attractions
    VIP Extras
    B.O.D.
    Travel Trade Organizations
    Travel Blogs
    Buy Now!
    Buy Now!
    Purchase
    Affiliate program
    Affiliate Opportunities
    Partners
    Address
    GOcard Explorer
    Attractions
    Attractions
    Restaurants
    VIP Extras
    Retail
    Buy Now!
    Products
    Professional
    Accreditations
    GOcard
    Explorer
    Corporate Solutions
    Media (In the News)
    Live Chat
    Group Sales
    Destinations
    Information Form
    Buy Now!
    Custom Technology Solutions
    Purchase
    Careers
    About Us
    Press Room
    Careers
    Contact Us
    Travel Blogs
    Sitemap
  • Criteria for advertisements
    Control
    Memorable
    Create emotional, human connection
    Understand product benefits
    Call-to-action
    Continuity with design elements
    Media neutral
    GOcard
    National magazines, Internet
    GOcard Explorer
    Local/regional magazines, Internet, Outdoor, POP units
  • The Key
  • Remote Control
  • Magic Lamp
  • Questions?
    Thank You!