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Letter of Transmittal
August 19, 2022
Dr. Farzana Nahid
Assistant Professor
Department of Marketing and International Business,
North South University
Dear Ma’am,
We are completing this report on GoDream travel agency which is goint to start new campaign with
new ideas and promote Mohera Jamidar Bari to management by the criteria of the course
Promotional Management (MKT337). This report will assist us in learning more about the
travel agencies strategies. These IMC plans include corrective usage of social media
management, support media, and the correct target audience to help the business to grow. We
tried our best to portray our share of thoughtsand execution strategies, and we hope to deliver
something to be productive and effective.
Sincerely,
Md.Fahim Bin Karim
Mrinmoye Mayesha Barsha
Mohammad Tauhidul Islam
Fahim Ahmed Ifty
Syeda Fariha Masud
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Letter of Acknowledgement
We want to express our heartfelt appreciation to everyone who gave us the information we
required to finish our report. We are fortunate to attend North South University to pursue our
academic interests.
We should thank our beloved professor, Dr. Farzana Nahid, for giving us this fantastic chance
to work on this type of unique project. She kept encouraging us to go through this challenge.
We couldn't have finished our report before the deadline without her constant assistance at
every stage. We will always be grateful to the friends who supported us along the journey with
their steadfast support, wise criticism, and knowledgeable guidance. This project would not
have been completed without their advice and helpful support. We thank everyone who has put
in a lot of effort for us.
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Table of Contents
Letter of Transmittal....................................................................................................................................1
Letter of Acknowledgement.........................................................................................................................3
Table of Contents..........................................................................................................................................4
Introduction...................................................................................................................................................5
Campaign Theme..........................................................................................................................................6
Identification of Challenges Through Research..............................................................................................7
Why Mohera Jamidar Bari's Requires New Promotional Materials...........................................................7
Challenges..................................................................................................................................................7
SWOT Analysis.............................................................................................................................................8
Strengths.....................................................................................................................................................8
Weakness....................................................................................................................................................8
Opportunities..............................................................................................................................................8
Threats........................................................................................................................................................8
Target Audience............................................................................................................................................9
Campaign Objectives..................................................................................................................................10
Our Vision................................................................................................................................................10
Creating Awareness and Familiarity ........................................................................................................10
Visitation..................................................................................................................................................10
Conserving The Heritage Value...............................................................................................................11
Helping The Community..........................................................................................................................11
Creative Brief..............................................................................................................................................11
Destination Personality ............................................................................................................................11
Client Agency Communication................................................................................................................12
Appeals and Rationale..............................................................................................................................13
Execution .....................................................................................................................................................14
Broadcast media:......................................................................................................................................14
Public relations:........................................................................................................................................14
Print Media:..............................................................................................................................................15
Digital Marketing:....................................................................................................................................16
Social Media.............................................................................................................................................17
Website.....................................................................................................................................................18
Media & Budgeting.....................................................................................................................................19
Schedule ...................................................................................................................................................19
Budget ......................................................................................................................................................19
Conclusion ...................................................................................................................................................21
References....................................................................................................................................................22
Appendix......................................................................................................................................................23
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Introduction
With the founding of GoDream Business, the first line travel agency ever launched in the People's
Republic of Bangladesh. From 2002 to 2022 GoDream always provides best and unique
customer service for travel within Bangladesh.
The firm has three main goals: to promote our historical and significant monument.
The firm, provides services for all classes people not only Bangladesh but also in the world and
do not compromise with their services.
This firm started off with 11 employees and a Dhaka headquarters, but as of now, it has more
than 100,000 employees and field forces that span around 1200 zonal, regional, branch, and
block offices across the nation.
This firm organizes different campaign in different time to promote our country and our
historical and natural significance in the world. This time GoDream start campaign based on
Mohera Jamidar Bari. They going to promote Jamidar Bari which has historical glory. Mohera
Jamidar Bari located in Mohera of Tangail.Tangail is a district beside the Jamuna river and
under the Dhaka division.
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Campaign Theme
An advertising campaign is a collection of related and coordinated marketing communications activities
that focus on a single subject or message and appear in multiple media over a specific time period. The
campaign theme is the primary message that will be understood throughout promotional activities, and it
is the primary focus of the advertising campaign because it establishes the purpose for the ordering of
individual commercials and other marketing communications that will be used. A campaign theme must
be an appealing concept because it will serve as the main message for all advertising and promotional
activities. The advertising campaign's main idea is typically condensed into a slogan (tagline) that serves
as the campaign's unifying message.
The goal of our campaign is to raise awareness of Bangladesh's undervalued Mohera Jamidar
bari. Our objective is to preserve Mohera Jamidar Bari's beauty and grow its popularity as a
tourist destination.
Our Slogan is: “where exploration meets curiosity’’ The goal of Mohera Jamidar's new
advertising campaign, which considers both its own and other competing historical places, is
to persuade young adults and international travelers to choose Mohera Jamidar over other
tourist destinations for a more history and incredible experience.
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Identification of Challenges Through Research
Why Mohera Jamidar Bari's Requires New Promotional Materials
Mohera Jamidar Bari's aims to increase its market share through the new advertising tool. The
result will be a change in the promoting techniques. Mohera Jamidar Bari's made the decision
to begin a publicity campaign in order to increase its market share. Our secondary study led us
to the conclusion that the marketing campaign for Mohera Jamidar Bari has utilization
problems that go beyond the advertising themselves. It will be made easier for Mohera
Jamindar Bari to explain its history to tourists in an age where social media is a key tool for
marketing.
Challenges
• Social media inactivity
• No connections to the influencers.
• There are no blogs on the pages that list blogs about resorts and recreational areas.
• Lack of Awareness initial plan powerful media platforms.
• There are no updated, creative, aesthetic websites.
If we divide them into three categories, we can conclude that they are underutilized.
• Support Media
• Social Media.
• IMC Planning.
Three of the largest zamindars in the area are said to have been created during the Mughal era,
giving Tangail District its reputation for zamindari authority. In addition, a number of minor
zamindar classes emerged in this region, and they are still well-known. Mohera Jamindar Bari
is an example of such a zamindar. A 19th-century Jamidari home named Mohera Jamidar Bari
can be seen in Mirzapur, Tangail District, Bangladesh. It functions as a police academy. In
Mirzapur, the zamindar house was founded before the 1890s. Locally, Mohera Jamindar Bari
is the most well-maintained zamindari Bari in Bangladesh. In the entire nation, there is no other
zamindari Bari that has been protected and maintained as well. The Zamindari Bari is a
representation of British-era British culture, way of life, and history.
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SWOT Analysis
Mohera Jamidar Bari has comparatively more external and internal strength than its weakness.
Among the existing tourist historical places around the country, it has more opportunities. It
also faces some threats from other popular historical places.
Strengths
• It has many potential customers.
• It is well-known in the industry for local and foreign tourist.
• It has strong historical background to carry out its function.
• Mohera Jamidar Bari has a strong management system and
building is well maintained.
• Its investment is significant right now.
Weaknesses
• No modern website or no option for E-ticket
• As the location is in remote area there is a transportation problem
• Management cycle needs to develop
• Lack of quality services.
Opportunities
• Effective promotion might attract new customers.
• Foreign investor might invest if Mohera Jamidar Bari can be
devolved significantly.
• Might offer educational institute for a visit to promote the history
Threats
• People today are curious about amusement park than historical
places.
• Highly competitive market as so many other options are available
for tourist.
• The Bangladeshi political parties' strike poses a significant danger
for foreign investment
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Target Audience
For Identifying Target audience, we follow some steps such as
analyze our previous customers and take interview, conduct market
research and identify trends, analyze our competitors, use google
analytic and most importantly find out who isn’t our target audiences
and finally revise all those factors. By Analyzing all those factors, we
find out our target audiences are:
Identifying market with unfulfilled need we identify most of our
countries travel agencies are foreign service based but some agencies
provide service in abroad but not in Dhaka. but in our country, we have many audiences who
live in out of Dhaka they need an agency who provide service in Dhaka Division. So, In
Bangladesh they are our target audience.
By Geographically our target area are all over Bangladesh specially in Dhaka. But when we
promote our business in out of our boundary, we target All over the world specially India,
United State, United Kingdome and Nepal.
And in demographically our target audiences are both female and male, married and unmarried
but the age group is 18 to 45 years.
By analyzing people’s lifestyle and personality, most of our Bangladeshi target audiences are
from middle class. Because nowadays foreign tour is become a trend for elite/upper classes.
Foreign students are visit our country for their research purpose and they visit this type
historical monument.
From our survey report we analyze that most of our young generation [20-25 years] very
interested about our historical monument and they interested to visit there.
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Campaign Objectives
Objectives are preset goals or results that a brand aims to attain through its marketing
initiatives. These goals are highly detailed and well-defined, and they are designed with
attainability in mind. These goals can be qualitative or quantitative. But we will be focusing
more on qualitive goals. For example, raising our Jamidari Residence’s perceived worth by
making it known to the public and raising awareness, or branding.
Our Vision
Our goal is to preserve, maintain, and advertise Mohera Jamidar Bari and the nearby sites as
significant cultural tourist destinations on both a worldwide stage.
Creating Awareness and Familiarity
Our advertising campaign's primary goal is to raise public awareness and educate the public
about the monument. We are focusing on the people who are travel freak, loves to explore new
places, and the people who are very busy with their routine life and looking for a short trip or
day trip places. Our main audience is the local populace, particularly the elderly individuals
with a strong ethnic and historical link. Our secondary target group is young people who have
a strong ethnic, historical, or educational connection to the Jamidar Bari's theme.
We have to increase pre visit awareness of the many experiences available at Mohera Jamidar
Bari. We may come up with a website that allows people to know about this site and create a
brand image. This website will help the people with pre-visit information, for example, the
location on Google Map, navigation, nearby hotel and restaurant info etc. As people nowadays
are heavily involved with social medias, we may rely on the popular social and entertainment
platform like Facebook, YouTube, TikTok for the advertising of the place. We can arrange
drama or cinema’s shooting in the Jamidar Bari to advertise this in a subtle way. We can also
take the help of Ministry of Tourism for mass promotion of this monument.
Visitation
We also want to sustainably maximize visitation of this particular site. We will keep record of
the visitation and will analyze the trend- when is the time the tourists prefer to come are, who
are the people that visits this place etc.
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Conserving The Heritage Value
A total of eight acres makes up the Jamidar Bari. Two lovely gates lead into the zamindar's
home, which is surrounded by a massive lake named Bishakha Sagar. At the back of the main
structure, there are two more ponds and a lovely flower garden for adornment. There are a few
additional unique installations on the south side of the main structure. Roman-style architecture
is evident in the construction of the Chowdhury Lodge's pillars. The Maharaj Lodge structure,
which was constructed in the Byzantine architectural style, has six columns in front of it. This
Kalicharan Lodge is quite distinct from other structures since it was constructed around the
conclusion of the zamindari era. The structure is constructed using English architectural design.
(TourToday, 2018). As a secondary objective of our campaign, we can help conserve its
heritage value.
Helping The Community
The more we draw attention to the people, the more the visitors and this means the more
business scopes. Our advertising campaign will definitely help to grow the business of the local
community, especially hotel and restaurant business.
Creative Brief
Destination Personality
Even though Mohera Jamidar Bari has a very strong historical background, but there are only
a few people that knows about this site. If we ask people to name some of the historical
monuments of our country, people tend to say about Lalbagh Fort, Muktagacha Jamidar Bari,
Shatgombuj Mosque, Kantajir Temple etc. People really don’t know about Mohera that much.
In the tourism industry, destination marketing is a marketing strategy that promotes a specific
location and its benefits, attractions and characteristics. This may be a country, a town or city,
or even a particular vacation spot or tourist destination. The fundamental purpose of destination
marketing is to make the people aware of and interested in the target place before they arrive.
As this greatly increases the possibility that a traveler would pay for a vacation, we want to
arouse an emotional desire to see and experience the location we are presenting.
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Client Agency Communication
Account Department
Responsible for managing the agency’s relationship with a client
and for regular communication with the client about a project.
Marketing Department
Responsible for all the marketing and advertising activities.
Creative Department
Leads the creative team responsible to complete the product.
Graphic and web designers help to design print materials,
website, and other visual products.
Media Department
This department interacts with the media for TV and social media
commercials. Budgeting and financing is also controlled by them.
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Appeals and Rationale
i) Emotional Appeal: An emotional hook is frequently used in
emotional appeal to draw in potential clients, which boosts
conversion rates significantly. The goal of the entire strategy is
to persuade clients to visit a certain destination by illustrating
the attractions and experiences that await them there. This helps
them envision their trip and generates curiosity. Engaging the
target audience's emotions will likely increase their affection
for the location while also increasing their likelihood to
convert. The usage of video content, special tips and
suggestions, and client testimonials are all examples of
emotional marketing strategies that can help come across as
more "human" to the audience and foster trust.
ii) Rational Appeal: The advantage of rational appeal is that it emphasizes the monumental
site that is being offered rather than the particular vacation packages or travel experiences. Our
target audience will believe the opinions and information we provide and see us as a legitimate
authority for the location by developing marketing materials that don't directly promote a
product, as opposed to merely a firm attempting to sell vacations.
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Execution
Broadcast media:
As Mohera Zamindar Bari, is one of the most iconic zamindar houses in
our country, it can be used as a shooting spot for TV commercials, or
Movies and TV shows which are set in ancient period preferably 1890s to
1960s. If those films and shows are well directed and attain a cult status
among the movie-watching audience, then Mohera Zamindar Bari will foresee thousands of
incoming tourists.
Reference: “Sultan Suleiman” a Bengali dubbed Turkish Tv series, is immensely popular in
Bangladesh.
Public relations:
A PR machinery is important for a site like Mohera Jamidar Bari, in order to reach its target
audience. They can build a brand image around the Zamindar Bari and create awareness
regarding the historical importance of this site. We can arrange study tours for different
educational institutions across the country, in which kids of all ages can visit and experience
the site and get to know about its history.
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Print Media:
We will use magazine, newspaper advertisement and articles under print media promotion.
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Digital Marketing:
YouTube- Content creators like Nadir on the Go, are potentially the next generation public
figures of Bangladesh. Nadir, who specializes in travel vlogs, has over 765k subscribers on
YouTube, and over 1.6M followers on Facebook. We would attempt to collaborate with Nadir
on the Go to cover Mohera Zamindar Bari, along with some new content creators who are
entering the business of vlogging, to garner more tourists.
Reference: YouTube Channel of “Nadir on The Go”
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Social Media
After researching, we deduced that Mohera Zamindar needs a complete makeover when it
comes to their social media game. The Facebook page isn’t handled properly, and requires a
team of professionals who can maneuver the entire social media strategy, who will be available
24/7 to answer queries of customers. We can venture into Instagram by collaborating with
influencers who have over 50k followers and a good reach among audiences.
Reference: Facebook Page of Mohera Zamindar Bari
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Website
A website needs to be assembled that will consist of the historical background, routes to reach
the destination, available facilities, and most importantly an online ticketing system. A fully
optimized website with an online ticketing system will ensure that people from all around the
country and beyond, can pre-book their tickets according to their convenience.
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Media & Budgeting
Schedule
Our foremost goal should be on; how to schedule our promotional efforts by choosing the most
favorable period that consists of the highest potential customers.
Media Mix Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
Website
Social Media
Public Relations
TV shows
Influencers
Yellow color indicates adequate promotion with least expense.
Orange color indicates a more enhanced level promotion, with average expense.
Red color indicates exorbitant promotion, with the highest expense.
Budget
Website 80,000
Social Media 80,000
Public Relations 100,000
TV Shows/Commercials 100,000
Influencers 100,000
Total Budget 460,000
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To put things in perspective, we have allocated only 80,000 takas for the maintenance of the
Website so that the online ticketing system can be operated smoothly. Social Media and Public
relations have moderate tasks to perform every month with a little spike during the summer
season thus we have allocated 80,000 taka and 100,000 takas respectively.
We have emphasized more on TV shows/ commercials by allocating 100,000 per year. This
amount is acting as a grant that we are providing to the film production units besides the normal
fees that we usually charge for renting out our Zamindar Bari. Only the prescribed 6 months of
shooting per year is allowed inside the premises, and the grant is provided to ensure that more
ad agencies or film production houses select Zamindar Bari as their shooting spot. We will be
collaborating with influencers majorly during the end of winter season, in order to ensure that
the videos have ample time to reach the target audience so that our business is fruitful during
the peak summer season, thus we have allocated 100,000 for influencers.
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Conclusion
Being the first-ever travel agency in the country, GoDream, it is our responsibility to ensure
that we live up to people’s expectations. Thus, we researched few sectors and analyzed how
“Mohera Zamindar Bari” can excel in their marketing game. By executing the aforementioned
suggestions, “Mohera Zamindar Bari”, can revive and rebrand their site. We’ve learnt a lot
while working on this project, because it gave a little insight on the practical experiences a
travel agency may go through.
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References
মহেরা জমমদার বামি - টাঙ্গাইল. TourTodayBD. (February 6, 2018). Retrieved December 18,
2022, from
https://bangla.tourtoday.com.bd/%E0%A6%AE%E0%A6%B9%E0%A7%87%E0%A6
%B0%E0%A6%BE-
%E0%A6%9C%E0%A6%AE%E0%A6%BF%E0%A6%A6%E0%A6%BE%E0%A6%
B0-%E0%A6%AC%E0%A6%BE%E0%A7%9C%E0%A6%BF/
