ADV 3200 Final

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Presentation to promote tourism in Argentina for ADV 3200.

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  • natalie
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  • Natalie- We don’t have a separate slide for this, so when explaining the SWOT you should try to include some of the background info for Argentina on the document we put together for our presentation.
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  • ADV 3200 Final

    1. 1. Discover the Adventure that Awaits<br />Argentina<br />
    2. 2. Our Team<br />Natalie Rivero<br />Heather McLaughlin<br />Chelsie Rachelle Soderman<br />Kelley Howard<br />
    3. 3. SWOT Analysis<br />
    4. 4. Target Audience<br />Young people and families (25-34, 35-49) who travel for fun <br />Germans—traveling for adventure and culture<br />Brazilians—traveling for luxury and skiing<br />
    5. 5. Why Target German Tourists?<br />Germany is culturally diverse, modern, and cosmopolitan. Germans enjoy celebrating carnival, wine and beer festivals, and music festivals.<br />Disposable income: The GfK purchasing power for Germany in 2011 will total EUR 1,610.2 billion, which is 2.6% more than in 2010. The average German can therefore expect purchasing power of EUR 19,864 in the coming year, to spend on consumption, rent and the costs of living, for example.<br />Germany has the 4th largest economy in the world and the largest population in Europe.<br />
    6. 6. Why Target Brazilian Tourists?<br />Brazilians could experience a "stay-cation" and enjoy new scenery and shopping while still staying in South America and close to home. <br />A new middle class is emerging in Brazil. The percentage of households with an annual disposable income over USD 7,500 has grown from 42.7% in 2005 to 57.1% in 2007. This new middle class has an appetite for consumption, and as in the case of all income levels in Brazil, they too attempt to reach products generally available only to higher income groups, as a way of demonstrating status.  <br />The highest-earning 10% of households earned an average disposable income of USD 72,932 in 2007, an increase of 124% since 2002. There were 390,100 households with a disposable income of more than USD 150,000 in 2007. 45.8% of disposable income is concentrated among the richest 10% of households. <br />Brazil does not have snow so Brazilians would be interested in staying at skiing resorts in Argentina.<br />
    7. 7. Events<br />Special<br />
    8. 8. Fiesta Nacional del Folcloro<br /><ul><li>The National Folklore Festival of Cosquin
    9. 9. Country's most important folklore festival
    10. 10. Hosts the most popular musicians and dancers of the country in the main square, "Prospero Molina”</li></li></ul><li>Tango Festival & Carnival<br /><ul><li>Buenos Aires Tango Festival organized by the Argentine ministry of Culture
    11. 11. Offers free tango classes, parties and performances of celebrated dancers
    12. 12. Carnival is celebrated all over the country</li></li></ul><li>ExpoAgro International Farm Show <br /><ul><li>Attractive for eco-tourists
    13. 13. Four-day agricultural exhibition
    14. 14. One of the most important and biggest open agricultural exhibitions in the World</li></li></ul><li>Dakar Rally 2012<br /><ul><li>Motor Race
    15. 15. Attractive for thrill seekers
    16. 16. Expected to bring in tourists from around the world to the region of Argentina and Chile</li></li></ul><li>ArteBA<br /><ul><li>Contemporary Art Fair
    17. 17. Held in Buenos Aires in La Rural Exhibition Centre
    18. 18. National and international art galleries, institutions and organizations  participate
    19. 19. Discussion sessions throughout the festival</li></li></ul><li>Fiesta Nacional del Esquí<br /><ul><li>National Ski Festival
    20. 20. Held at the La Hoya ski resort in Esquel, Patagonia</li></li></ul><li>Oktoberfest Argentina<br /><ul><li>Held in Villa General Belgrano, Cordova
    21. 21. Beer festival celebrating German culture</li></li></ul><li>South American Music Conference <br /><ul><li>Held in Buenos Aires
    22. 22. Offers a variety of Latin American electronic music
    23. 23. Attractive for Germans </li></li></ul><li>Día de la Tradición<br /><ul><li>Day of Tradition
    24. 24. Held in San Antonio de Arco
    25. 25. Celebrates the Argentine tradition of the Gaucho</li></li></ul><li>Individualizing Argentina<br />Creative Brief<br />
    26. 26. How to Promote Argentina<br />Main Challenge: Lack of awareness of what Argentina has to offer<br />Key Objectives: Increase tourism and raise awareness about Argentina’s diversity<br />Past Campaigns: Argentina is known for its meat, wine and tango. Campaigns in the past have often promoted wine tours and fine dining. <br />
    27. 27. What’s the Big Idea?<br />To draw people to<br />Adventure in Argentina <br />
    28. 28. How Do People View Argentina?<br />Many people with a lack of knowledge about Argentina are concerned about safety and economic strife dating back to 2001<br />Those who have visited have positive things to say…<br />
    29. 29. Consumer Insights<br /> “The wine tasting itself took place in an enchanting ambiance. The tour definitely performed its task to show different tastes of wines that are growing in different areas and conditions. In the terms of tasting the wines it fulfilled all my expectations perfectly.”–Karla, Berlin, GermanyVisited Mendoza in 2011<br />
    30. 30. Consumer Insights<br /> “We have seen glaciers at Gray Lake at Torres del Paine, Spegazzini and Moreno itself by boat, but the Moreno tour walking by the brand new catwalks is breathtaking. When you get to it by the lower and closer levels you start to hear and see the roar and thunder of the falling ice in the water and it turns out to be a unique rush, very unexpected.”– Sergio, São Paulo, BrazilVisited El Calafate in 2009<br />
    31. 31. What Do We Want Them to Think?<br />Argentina is a place for having an adventure or exploring in a fun and safe environment <br />A trip to Argentina has added value—tourists can experience a more luxurious vacation for less<br />
    32. 32. How Can We Gain Interest?<br />Flight and hotel packages<br />Better group rates to draw larger crowds <br /><ul><li>Family Packages
    33. 33. Study Abroad
    34. 34. Conferences
    35. 35. Destination Wedding Packages</li></li></ul><li>What Sets Argentina Apart?<br />Offers South American culture and appeal with a European twist<br />Extensive biodiversity and a variety of activities within each of its six provinces<br />
    36. 36. What’s the Most Important Thing to Say?<br />Discover Argentina<br />
    37. 37. Have a coldone<br />
    38. 38. Or have a hot one<br />
    39. 39. Shop by day<br />
    40. 40. Or dine by night<br />
    41. 41. Adventure by land<br />
    42. 42. Or by water<br />
    43. 43. Discover your sophisticated side<br />
    44. 44. Or your inner party animal<br />
    45. 45. Escape<br />Explore<br />Experience<br />Argentina<br />
    46. 46. Why Choose Argentina?<br />Supporting Rationale: There is so much to do in Argentina; ski, hike, horse back riding, water sports, shopping, relaxation, dancing, eating and drinking, etc.<br />Emotional Reasons: Argentina’s diversity appeals to individuals by combining modern day sophistication with old world charm.<br />
    47. 47. Strategies<br />Interactive <br />Campaign<br />Advertising<br />Campaign<br />Public Relations<br />Campaign<br />
    48. 48. Direct Mail<br />Tactics<br />Social Media <br />A Facebook or social media campaign<br />Photo sharing: people could post pictures from their own vacations/ experiences that they have had in Argentina for others to see<br />Contests to win trips to Argentina<br />Post all upcoming events for travelers to have plenty of time to book hotels/airline<br />Website<br /><ul><li>Consisting of important information relating to travel including: hotels, airlines, events, safety, dining and shopping</li></ul>Targeted to Germans and Brazilians in their 30’s<br />“Picture yourself in Argentina”<br />
    49. 49. Picture Yourself inArgentina<br />Direct Mail & Interactive Media Pieces<br /><ul><li>Gives people a personalized “preview” of what their vacation could look like
    50. 50. Allows them to get involved in the campaign
    51. 51. Potential to create a buzz</li></ul>Picture Yourself inArgentina<br />
    52. 52. Sample Ad &Messaging<br /><ul><li>Tagline: Escape, Explore, Experience Argentina
    53. 53. Slogan: Create Your Own Adventure.
    54. 54. Ad copy: With rich culture, fine meat & wine, and something to do at every turn, a trip to Argentina is as diverse as you are.</li></ul>or have a hot one.<br />Have a cold one<br />Escape, Explore,<br />Experience<br />Argentina<br />Create your own adventure. With rich culture, fine meat & wine, and something to do at every turn, a trip to Argentina is as diverse as you are.<br />
    55. 55. Escape, Explore, Experience<br />Argentina<br />

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