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Branding Project
The document outlines a brand strategy focused on creating emotional connections for travelers through audio guides that embody the essence of cities. It provides a market overview, consumer insights, and recommendations for a comprehensive integrated marketing communication strategy to attract modern, tech-savvy travelers. Key elements include defining the brand identity, establishing a competitive pricing model, and promoting through various online and traditional marketing channels.
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Branding Project
- 2. INDEX Introduction Market Overview Consumer Insight & Segmentation Brand Concept Brand Identity Integrated Marketing Communication (IMC) Recommendations
- 3.
- 4. OBJECTIVES To developa brand strategy To establish the direction, leadership, clarity of purpose, inspiration and energy for the Brand To propose an implementation strategy that is effective and consistent with the Brand 05. RECOMMENDATIONS
- 5. 02. MARKETOVERVIEW
- 6. 02. MARKETOVERVIEW
- 7. TRAVEL MARKET TRENDSHeightened need for information Time: Scarce Commodity Gap between expectations and experience Pressure on leisure time are likely to lead to more but shorter trips Competitive global environment with tourists looking for more economical travel experiences through the Internet Companies are able to trade more freely across borders Increasing need of information to be accessible through all the latest Internet and communication channels 02. MARKET OVERVIEW
- 8. SWOT ANALYSIS 02. MARKET OVERVIEW WEAKNESS Startup company New brand and product Constraint of languages and cultures Doesn’t provide as much information as other travel guides Difficult to reach consumers in other countries STRENGTH Entertaining and friendly content Easy to carry Travel at your own pace Ability to live emotions Unique way to know the city THREAT Many competitor in different sectors “ Audio Guide” has a negative connotation People think audio shuts them off from city Fragmented market Many people have visited the cities Economic downturn OPPORTUNITY Increase in short trips (2-3 days) Internet and new platforms make it easier to reach people globally Most people book flights and hotels online
- 9. 03. CONSUMERINSIGHT & SEGMENTATION
- 10. CONSUMER INSIGHT Customershave a pre-conceived notion of audio guides as something boring that does not connect them emotionally 03. CONSUMER INSIGHT & SEGMENTATION
- 11. SEGMENTATION 03. CONSUMER INSIGHT & SEGMENTATION
- 12. AGE SEGMENTATION 03. CONSUMER INSIGHT & SEGMENTATION
- 13. TYPES OF TRAVELERSFamily Vacation Adventure Travel Budget Travel Leisure Travel Road Trip Spring Break Weekend Getaway Historical & Cultural Trips Romantic Travel Senior Travel Honeymoon Business Travel 03. CONSUMER INSIGHT & SEGMENTATION
- 14. GEOGRAPHIC SEGMENTATION U.S. And Canada + Europe 03. CONSUMER INSIGHT & SEGMENTATION
- 15. DEMOGRAPHIC SEGMENTATION 03. CONSUMER INSIGHT & SEGMENTATION
- 16.
- 17. CONSUMER TARGET MARKETDemographics Those traveling to the destinations Language: speak English, Spanish, French, German or Italian Age: between 27 and 44 years old Social Status: upper-medium class Education: completed college 03. CONSUMER INSIGHT & SEGMENTATION
- 18. CONSUMER TARGET MARKETBehavior Traveling alone, in couple, or small groups Type of Travelers Weekend travelers (2-3 days) Short Vacation Leisure Travelers Cultural Trips Book flights and hotels online Participate in at least one online social network Own iPod 03. CONSUMER INSIGHT & SEGMENTATION
- 19. CONSUMER TARGET MARKETPsychographics Lifestyle: heavy Internet users, love to travel, live an active life, technology-savvy, love to experience new things Personality: intellectually curious, appreciative of art and culture, sensitive to beauty, creative, modern, sophisticated 03. CONSUMER INSIGHT & SEGMENTATION
- 20. 04. BRANDCONCEPT
- 21. BRAND CONCEPT 04. BRAND CONCEPT
- 22. BRAND CONCEPT “The Soul of the City” Every city has a personality, an essence, a soul. Through the audio guides people can truly get to (vivir) experience the city. These guides will bring the city to life right in front of your eyes. It’s the only way of connecting with the city. It’s like the city speaking to you. 04. BRAND CONCEPT
- 23. 04. BRANDCONCEPT
- 24. 05. BRANDIDENTITY 05. BRAND IDENTITY
- 25. VISION & MISSIONVision: To be the best provider of quality travel content and a worldwide recognized brand Mission: To provide our customers with an unique, fun and entertaining travel experience by continually connecting them emotionally to the city and its soul. 05. BRAND IDENTITY
- 26. BRAND STRATEGY DEVELOPMENTINTERNAL EXTERNAL FIXED VARIABLE BRAND VISION To be the best provider of quality travel content and a worldwide recognized brand. BRAND PROMISE We connect travelers to the city in an emotional way by providing unique experiences. BRAND DELIVERY To provide unique, fun and entertaining audio and travel content. BRAND POSITIONING For modern travelers, we are a travel guide which provides emotional audio content that connects travelers to the city. 05. BRAND IDENTITY
- 27. POSITIONING 05. BRAND IDENTITY
- 28. BRAND STRATEGY 05. BRAND IDENTITY
- 29. BRAND IDENTITY 05. BRAND IDENTITY
- 34. BRAND IDENTITY Colors:Color Palette CMYK, RGB Meaning: “ Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation .” 05. BRAND IDENTITY
- 35. BRAND IDENTITY BrandArchitecture 05. BRAND IDENTITY
- 36. 06. IMC06. IMC
- 37.
- 38.
- 39.
- 40. PRODUCT Digital CityPack: Primary Target Mp3 Files + Pdf Map City Pack: Secondary Target Mp3 Player + Audio Files + Print Map/Handout 06. IMC
- 41.
- 42. PRICE Digital CityPack: €4.99 Mp3 Files + Pdf Map City Pack: €14.99 Mp3 Player + Audio Files + Print Map 06. IMC
- 43.
- 44. PLACE Digital CityPacket iTunes Partnership with online booking companies i.e. Vueling, eDreams, Expedia, Click Air, etc Amazon.com and other online stores Own website (download) www.VivaCity.me 06. IMC
- 45. PLACE Partnership withAirlines i.e. Vueling, eDreams, Expedia, Click Air, etc 06. IMC
- 46. PLACE Amazon.com andother online stores 06. IMC
- 47. PLACE Own website(download) 06. IMC
- 48. PLACE Airport Dutyfree Kiosk in strategic location in main airports 06. IMC
- 49. PLACE Hotels in5 cities Modern High-end Service and customer-oriented 06. IMC
- 50. PLACE On-Site StandsIn touristic areas 2-3 in each city Eye catchy, way to advertise Portable and easy to set up Offers free information 06. IMC
- 51.
- 52. PROMOTION - ONLINEWebsite (Vivacity.com) Offering free travel content Things to do, insider tips, restaurants, pictures, useful links, online postcards to send to friends Travel Blog & Podcast Free audio sample 06. IMC
- 54. PROMOTION - ONLINESearch Engine Optimization 06. IMC Search Engine Relationship Chart
- 55. PROMOTION - ONLINESEO & Google Adwords Pay-per-click Google Adwords + Analytics 06. IMC
- 57. PROMOTION - ONLINEAnalytics & Metrics 06. IMC
- 59. PROMOTION - ONLINEPodcast Travel Podcast Free audio content Things to do, nightlife, culture and useful information 06. IMC
- 61. PROMOTION - ONLINEYouTube Channel + Viral Video Develop a viral video for YouTube to get people talking about Drive traffic to website 06. IMC
- 62. PROMOTION - ONLINEPhoto, Video, PowerPoint, SlideShow 06. IMC
- 63. PROMOTION - ONLINESocial Networks Facebook fan page Myspace page Twitter profile A Small World profile & forum 06. IMC
- 64. PROMOTION - ONLINESocial Networks 06. IMC
- 65. PROMOTION - ONLINEMicroblogging 06. IMC
- 66. PROMOTION - ONLINEBlogging 06. IMC
- 67. PROMOTION - ONLINEEmail Marketing & Trigger Marketing 06. IMC
- 68. PROMOTION - ONLINETrust Marketing 06. IMC
- 69. PROMOTION - ONLINEGroup & Discussions 06. IMC
- 70. PROMOTION - ONLINEContent Marketing & Link Baiting 06. IMC
- 71. PROMOTION - ONLINEMobile 06. IMC
- 72. PROMOTION - ONLINEWiki 06. IMC
- 73. PROMOTION - ONLINETagging, Sharing and Bookmarking 06. IMC
- 74. PROMOTION - ONLINEDirectory Listing 06. IMC The WWW Virtual Library
- 75. PROMOTION - ONLINEMapplets, Geotagging, Mashups 06. IMC
- 76. PROMOTION - ONLINEWord-of-Mouth (online PR) 06. IMC
- 77. PROMOTION - ONLINESearch Marketing, Web Advertising 06. IMC Christian Advertising Network
- 78. PROMOTION - ONLINEInternet Radio Advertising 06. IMC
- 79. PROMOTION - ONLINEInternet Radio Advertising 06. IMC
- 80. PROMOTION - ONLINEOnline Banner advertising Online booking companies Vueling, ClickAir, EasyJet, … Expedia, Skyscanner, … Hotels.com, Bookings.com, … 06. IMC
- 81. PROMOTION – TRADITIONALGuerrilla Marketing 06. IMC
- 82. PROMOTION – TRADITIONALPosters in airports Point-of-Sales Display 06. IMC
- 83. PROMOTION – PRPress Releases Local newspapers & Online PR 06. IMC
- 84. PROMOTION – PRElectronic Press Kit, Online Newsroom 06. IMC
- 85. 07. RECOMMENDATIONS07. RECOMMENDATIONS
- 86. RECOMMENDATIONS Audio Content:Emotional content Tone of voice; Enthusiastic Lively Experiences Street sounds, people talking, music, etc 07. RECOMMENDATIONS
- 87. RECOMMENDATIONS Key Factorfor Success Developing communication that is: Relevant, Engaging and Valuable to consumers Be part of every conversation, create Buzz Risks: Breaking the Brand Promise 07. RECOMMENDATIONS
- 88. RECOMMENDATIONS Customer RelationshipManagement 07. RECOMMENDATIONS
- 89.
Editor's Notes
- #7 Highly Fragmented market
- #9 When you have an audio on you SHUT OFF the city
- #11 Boring, Informatinal only
- #22 Everybody has a body, soul and spirit….
- #24 Illustration of how the city can come to life
- #31 Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation .
- #63 Social network in Germany???
- #64 Social network in Germany???
- #65 Social network in Germany???
- #73 Social network in Germany???
- #81 K eep in mind that all these online marketing tactics the cost is negligible (except banners)