2. challenge
Reduce the demand for products, production of
which increases the risk of extinction of rare species.
3. challenge strategy
Use the places that every tourist faces.
Airport Taxi Hotel Museum Airport
Main emphasis – communication in Museum
4. challenge strategy idea
• Souvenir is a trip reminder.
• Most attractive – unique, rare & original souvenirs.
• Tourist usually buys souvenirs at the end of the trip.
• He doesn’t care how souvenirs were made. That’s why
he doesn’t realize buying at the black market - stealing
from nature.
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Museum – best place for contact TA:
1. Tourist hasn’t bought souvenirs yet
2. He is open to media
5. challenge strategy idea
The museum exhibition concept:
• Cooperation with the artists all over
the world, who is concerned about
animals extermination.
• Artists show brutally in their works
animals, killed in order to enrich.
• We mix artists’ works with beautiful
souvenirs & products made of ivory,
corals, tigers leathers & etc.)
• We give the viewer understand that
these works of art, if they are
sold on the black market created
by the blood of animals.
6. challenge strategy idea activation stage 1
Airport Arrival
Standard advertising of the museum (where our
performance will be):
• Posters, banners, lightboxes
• Put emphasis on the "vitality" and "nationality" and
"uniqueness" - because that is what attracts tourists
7. challenge strategy idea activation stage 2
Taxi
• In the taxi, we use non-intrusive advertising.
• Cooperation with taxi services
• Main goal – WoM, advices to visit the museum
8. challenge strategy idea activation stage 3
Hotel
Standard media:
• Fly cards, TV spots, banners
+ Word of Mouth (receptionist’s advices to visit the
museum)
9. challenge strategy idea activation final stage
Museum
• There are some stands named “free of death” in museum
hall, that explain, that all seen – is true only for black
markets.
• Souvenirs from legal shops don’t kill animals.
• There are stickers and magnets here with words “I haven’t
steal nothing from nature” with IFAW logo.
– Magnets is possible to take home.
– Stickers is for attach them in airport to a special wall in departure
room. People will be interested in that slogan. They find the
meaning on IFAW page.
Museums to be involved (e.g): Asian Civilisations Museum,
Museum Africa, Museum of New Zealand Te papa Tongarewa
and etc.
10. challenge strategy idea activation summary
• Direct hit on TA
• The impact on the mind at the moment when
people do not expect
• Shocking TA perception of the black market as
the death
• Understanding that the beauty can
often be connected with the death. Especially if
it's not legal beauty
• Increase number of visitors at IFAW page
• Thank you!
