This document outlines the creative strategy for a marketing campaign promoting Lake Heaven Resort & Park. The campaign theme is "The All in One Stop Destination" which emphasizes that Lake Heaven offers numerous activities and atmospheres typically found at other tourist attractions, all in one place. This includes the adventurous activities of Pattaya, peaceful atmosphere of Khao Yai, and aquatic sites of Hua Hin. The slogan is "Lake Heaven, Holiday as Supposed to Be". The campaign aims to provoke feelings of relaxation as well as excitement through images and minimal text. It focuses on emotional rather than informational appeals. Print ads will emphasize colorful pictures over text to draw attention and create curiosity about Lake Heaven.

1. Lake Heaven Resort & Park
Kanchanaburi
Integrated Marketing Communication
Progressive Presentation 3
5180026 Khanet Kijsereeborirak
5180149 Worakiti Rusmintratip
5180549 Kasama Prisanavanich
5280469 James Hammond
5280812 Apiwan Kaewkoon

2. -Travelers seek for both attributes/features and convenience.
-Basic selling idea of Lake Heaven is the combination of activities and
environment/surroundings in the resort area.
-Travelers would not have to travel to different places one at a time to experience
each feature at a time.
-“All in One” is the main strength and key selling point of the resort which will be
translate into theme.
Creative Strategy
Message Content

3. Campaign Theme: The theme promotes Lake Heaven as an “All in one stop destination”
for travelers highlights numerous activities and atmospheres that could all be found at
other tourist attractions.
Pattaya Adventurous activities
Khao yai Peaceful atmosphere
Hua hin Aquatic sites
Emphasizes how all can be found at Lake Heaven and also enhances Lake Heaven‟s
versatility and varieties
Creative Strategy
Campaign Theme

4. Creative Strategy
Campaign Theme
Provoking relaxation, as well as Adventurous, exciting and exhilarating moods
Uses inviting tones which parallels with consumers‟ past positive experiences of traveling
The tone continuously points out consumers‟ benefits
- Synchronizes with the „all in one stop‟ campaign theme
- Over shadows others by offering a single optimal solution
- Numerous trips combined in one
- Underlines the ease and benefits of going to Lake Heaven
Slogan: Lake Heaven, “Holiday as supposed to be”

5. - The message will cover both informational and emotional appeal.
- Emphasize more on the EMOTIONAL APPEAL in order to serve the psychological
needs
-75% Emotional Appeal, 25% informational Appeal
- Message deliver through images which explained itself.
- Short direct description, consumers can decode.
- Image express 1. Fun/Excitement 2.Water surroundings 3. Tranquility Environment
Creative Strategy
Message Appeal
Informational Emotional

6. Creative Strategy
Message Appeal
Informational Appeal: Small portion of imformational appeal, only some words to
give a brief explaination about the campaign. Consumers can contact the resort
through websites or phonecall. Also there is a map given to show the way to travel to
the resort.
Emotional Appeal: Image is the key factors we use to communicate in this campaign.
We use the images of the 3 popular destinations where travellers like to go.
Consumers will recall what they had experienced at each of the destinations, and
lastly the Lake Heaven is where each and every attributes from the 3 destinations
combines together and form “ALL IN ONE” resort.

7. Creative Strategy
Execution Style
Feature appeal: Showing the dominant traits of the resort itself.
-Fun activities - Such as ATV adventure in the forest, speedboat, Jet Ski, and other water activities such as kayak
and banana boat.
-Nature environment - Guests can enjoy remarkable and stunning nature view that surround by water.
-Nearby the city - The location of the resort is close to the city (7km north of Srinakarin Dam)
Comparison appeal: As Lake Heaven being the underdogs compare to these places, it gives the benefits to the
resort.
-Kao Yai - An ideal place where people think of beautiful sights seeing and enjoy peaceful nature.
-Pattaya - One of the most popular tourist cities that are known for all kinds of fun activities and excitements.
-Hua-Hin - A place surrounded by enjoyable ocean where people would escape from the city to go for relaxation.
Lake heaven consist of these features, the peaceful, the activities and the water surroundings.

8. Creative Strategy
Component of creative work
Print ad
Focus on Pictures rather than text and information, leave the viewer to try and find more information
themselves. There are contact numbers and website provide in the ads.
The headline is indirect
Shows the selling idea, not a complete headline but rather the whole theme of the print ads. It aims to create
curiosity and includes the benefits of the resort
The body copy
There is not much main text included in our print ad as we emphasize on the pictures in order to gain the
attention of the target audience. We have included rhetorical questions to invite curiosity and get the
attention of the audience. Keep it short and simple.
Visual Elements
The emphasis of our print ads is the visual elements, colorful pictures in order to gain attention, it will pull the
reader in and link with the body copy to involve the target audience. They are variety of bright colors and
will cover the whole size of the print ad between them.

9. Creative Strategy
Layout
Layout
The layout is important for our design along with the size of the elements and the style in order for use to try
and force the audience to read from top to bottom so that the overall message of the advertisement makes sense
and have strongest effect on the reader. We are hoping they will read from top to bottom and remember the
important details at the bottom such as the Name of the resort “gaze motion” is important.
The ad is fairly symmetrical and the size of the elements are important, we have chosen to give Khao Yai,
Pattaya and Hua Hin small sizes with smaller fonts as while they are part of our argument they are obviously not
the most important part of our advertisements. The Emphasis obviously being on Lake Heaven Name and picture.
We feel that the pictures all have a balance of colour and tone and the contrast is strong which will help pull the
readers attention towards the advertisement. All of the components are in sync with each other which creates a
sense of unity between them which will help communicate our message.
Top
To
Bottom
Kao yai
Hua hin
Pattaya
Lake
Heaven, Kanch
anaburi