The Trafalgar marketing team provides brand awareness campaign at Chapman University. This presentation elucidated the beneficial attributes of Trafalgar European excursions.

1. Russell Goldberg | Carissa Onuma | Isaac Rosales | Thang Tong

2. SUMMARY
Unique Experience
Limited Budget
2 Test Markets
Target Millennials
Increase Awareness

3. Market Analysis

4. The Icon | The Experience | The People | The Journey

5. Procter and GamblePRODUCTS
At Leisure
Family Package
Cost Saver

6. PRODUCTS
TRAFALGAR EXPERIENCE
Hidden Treasure
Be My Guest

7. COMPETITORS
All-Inclusive Resorts
Cruises
Booking Websites
Globus

8. Current Target
Adults 40-65
Enjoy Traveling
Income $100K
Very Brand Loyal
Enjoy Reading

9. Current IMC
Value: Experiential
Position: Attribute/Benefit
Appeal: Rational/Emotional
Video: Testimonials
Web 2.0: Travel Community
Social Media: Informational Images

10. Current Channels:

11. Consumer Behavior

13. Millennial Profile:
25-34
Likes to Travel
Affluent
Highly Educated
Overachievers
Always Connected

14. VALUES
Quality
Experience
Appearance
Information
Achievement
Transparency

15. Creative Strategy

16. OBJECTIVES
Target Older Millennials: 25-34
Increase Brand Awareness

17. TARGET MILLENNIALS
Capture the Experience Visually
#BeMyGuest

18. Emotional Appeal
TARGET MILLENNIALS
Quirky Photos

19. CHANNEL:
Websites

21. CHANNEL:
Social Media
#BeMyGuest

22. PHOENIX
Crescent Ballroom
Club Red
Hollywood Alley
Chaser Bar
CHANNEL:
Physical Locations
CINCINNATI
Blue Wisp
MOTR Pub
Northside Tavern
Arnold’s Bar & Grill

23. INCREASE AWARENESS:
Trip-Give Away to Bloggers

24. INCREASE BRAND AWARENESS:
Mobile Showroom

26. Summary
Unique Experience
Limited Budget
2 Test Markets
Target Millennials
Increase Awareness