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South Africa Presenation
- 2. Emily Giglio Taylor Patch KarsynMeurisse Our Team Lucy Gille Becca Ray
- 3. Challenge ▷ Collette Toursspecializes in providing guided tours that span across all seven continents. ▷ To create a guided tour to any destination for our target market. ▷ To develop a marketing strategy for Baby Boomers based on their travel likes and dislikes.
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- 5. Research Objectives ▷ Tofind out desired travel destinations around the world. ▷ To discover who Baby Boomers prefer to travel with (significant others, family, friends). ▷ To understand travel concerns of our target market. ▷ To become aware of baby boomers travel likes and dislikes. ▷ To learn seasonal travel patterns. ▷ To uncover the best way to engage with Baby Boomers via media outlets.
- 6. Research Strategy Primary Research Survey FocusGroup with the Fanning Institute Interviews Secondary Online research Company and trip reviews
- 7. Research Findings ▷ BabyBoomers generally prefer to travel with their significant others and friends and/or their immediate families. ▷ Safety and cost make up some of the main concerns they have when travelling. ▷ They prefer semistructured trip and guided tours. ▷ Food/wine, art, history and physical recreation are some of the most popular travel interests of our target market. ▷ Baby Boomers still heavily engage with traditional media outlets but also have a growing presence on Facebook.
- 8. Situation Analysis Company Background ▷Collette, founded in 1918, is considered to be the oldest travel operator in America. ▷ In 1962, Dan Sullivan took over and expanded the company to include tours in the U.S., Canada, Europe, Asia, Australia, New Zealand and South America. ▷ In the 1990s, Dan’s son, Dan Sullivan Jr. began serving as the president and CEO, and today, the company continues to thrive in its third generation of family ownership.
- 9. Industry Review ▷ Thetravel and tourism industry is projected to continue to grow domestically and internationally. ▷ The United States is currently leading the world in tourism exports and international travels. ▷ With this advantage, Collette should anticipate a growth in group travel and guided tours.
- 10. Product Review ▷ ColletteTours offers 156 tours to a variety of destinations throughout the seven continents. ▷ Each tour includes transportation plans, daily meals, and a list of possible activities for each day. ▷ The benefits of scheduling a trip through Collette include experienced guides, cost effective trip packages, and comfortable travel. ▷ Collette’s intention is to create an enriching travel experience in a must see location.
- 11. Competitive Analysis Trafalgar Travel: ▷Most globally awarded guided travel company Indirect: Travel websites: Variety and easily accessed Travel agents: Personalized experience Globus: ▷ Thrive for a VIP experience
- 12. Target Market Analysis Menand Women Ages: 52 - 70 Married with Children Disposable income High purchasing power
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- 15. “ TRIP INFORMATION Cape Town, SouthAfrica Duration: 2 Weeks + travel days When: Winter Break Activities: ● Safari in Kruger National Park ● Nelson Mandela Tour ● Wine Tasting in Cape Winelands ● Table Mountain Hike ● Victoria and Albert Waterfront ● Boulders Beach
- 16. Marketing Objectives ▷ Todrive leads and convert to booking tours for 2020 and beyond targeting Baby Boomers.
- 17. Positioning Statement In A Callfor South Africa, Collette has created a journey that goes beyond a simple travel experience in that it speaks to the travellers’ thoughts, desires, memories, and longing for adventure.
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- 19. Creative Brief Name: Collette KeyFact: A South Africa guided tour will offer a semi-structured vacation featuring a variety of activities that pleases all types of travelers. Problem: South Africa has a low top-of-mind awareness for travellers in comparison to other international destinations. Objective: In 2017, we want to increase awareness of the South Africa guided tour by Collette by 25% . Target: Baby Boomers: those born between 1946-1964, both men and women. Promise: Collette promises to provide a guided tour that satisfies an inherent desire to travel to South Africa at an affordable cost. Support: ▷ By providing a variety of activities such as: a Safari in Kruger National Park, a Nelson Mandela Tour, wine tasting in Cape Winelands, hiking Table Mountain, and visiting penguins at Boulder Beach. These activities are chosen to satisfy a wide range of travelers’ desires and needs. ▷ These activities in turn will educate and immerse travelers in the culture of South Africa. i..e. fulfilling their childhood dreams of exploring Africa. ▷ An emphasis on a semi-structured vacation allows travelers the flexibility to partake in an agenda that includes a balance of time for relaxation and adventures that are true to South Africa. Mandatories: website URL, logo
- 20. Insight Since childhood, everyonehas had an inherent desire to travel to Africa. It is one of the first continents we study, and it fills our heads with the possibility of unknown discoveries. We created a campaign to remind travellers that it’s time for Africa by offering an unforgettable guided trip that unleashes the wild child in all of us.
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- 22. Creative Objectives ▷ Bringtop-of-mind awareness of Collette by appealing to consumers’ innate desire to travel to South Africa. ▷ Maintain consistent visual message across all media vehicles. ▷ Encourage target audience immersion and intrigue in all media vehicles especially social media. ▷ Create a cross-platform integration of campaign’s message. ▷ Implement the big idea that instills and replicates the need/urgency for South Africa.
- 23. Storyboard Suzie with herfavorite stuffed animal, Elle. Susan, at 50, during her weekly grocery runs for her three children, including her daughter, Lily and two sons. Getting home, Susan pulls out her laptop. She has had enough. Someday is today, she thought.
- 24. Storyboard She decides totell her children when they get home from school about her idea of going on a family vacation. They love it, and can’t wait to explore the adventurous sites of Cape Town! Susan’s family enjoying their time with the penguins on Boulder Beach. When they get home, Susan creates a scrapbook of their trip, which they scroll through together.
- 25. Microsite (Web Version) Phone:(800) 340-5158
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- 27. Print Ads Magazine &Newspaper
- 28. Facebook Ads News Feedversion Right Column version
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- 31. Media Objectives▷ Achievea minimal level of 70% reach against the primary target market, Baby Boomers, with an average frequency of 2 or more per month during our campaign. ▷ To reach 30% of non-frequent travelling Baby Boomers at an average of 1 or more times during our campaign through traditional media methods. ▷ .Concentrate advertising in the months of May, June, July, August with lighter scheduling during other months. ▷ To cover the top six major airports for passenger traffic. Atlanta LAX Chicago Dallas NYC
- 32. Media Strategy 1) TelevisionCommercial Ads ▷ Ten 30 second spots during Prime Time 2) Airport Carts ▷ 6 busiest airports in the U.S. ▷ 6 carts in each airport 3) Magazines ▷ Good Housekeeping ▷ SkyMag Magazine 4) Social Media ▷ Facebook 5) Newspaper ▷ USA Today 6) Microsite ▷ Link on Facebook Page ▷ Link on Collette Website
- 33. Media Rationale Objective #1:achieve high reach (70%)- How this is accomplished Primetime Television commercials ▷ typically have high ratings Around 2.0 or higher ▷ 116,500,000 HH with TVs in US Airport Carts ▷ Significant amount of impressions daily ▷ Generate buzz, capture attention ▷ Will be seen by travelers Magazines ▷ Good HouseKeeping- monthly circulation of 4,427,964. 88.7% of readers- females females - vacation planners ▷ Sky Mag Will reach travelers on airplanes.
- 34. Media Rationale Social Media ▷Facebook: Baby Boomers are most impressionable group when it comes to digital ads Our investment will create approximately 52,000,000 impressions and 800,000 clicks Newspaper ▷ USA Today has large national circulation Read over 2 hours of the newspaper each week Place most trust in print media Objective #2: Concentrate advertising in the months of May, June, July, August with lighter scheduling during other months.- How this is accomplished ▷ These months are when travellers typically plan for trips in the upcoming winter months ▷ For the other months, social media advertising will remain constant throughout the year’s entirety
- 35. Media Vehicles EstimatedCost Percentage of Total Budget Network Television $1,120,000 22.40% Social Media $407,740 8.15% Golf Carts $2,160,000 43.20% Good Housekeeping $462,260 8.15% Sky Magazine $54,800 1.10% Nat’l Newspaper $760,000 15.20% Microsite $40,000 0.08% Contingency $50,000 1.00% Total $5,000,000 100.00% Budget Allocation
- 36. Scheduling Net TV SocialMedia Golf Cart Wrap GoodHouse Keeping SkyMag Newspaper January February March April 1 week May 3 commericals 2 weeks June 2 commericals 2 weeks July 2 commericals 2 weeks August 3 commericals 1 week September 1 week October 1 week November December
- 37. Campaign Evaluation Effectiveness ofour online advertisements will be measured by: ▷ Click-through rates, to measure if the advertising led to a trip booking. Effectiveness of our airport marketing will be measured by: ▷ Measuring how many customers access our site through an airport’s wifi. Effectiveness of our overall campaign will be measured by: ▷ A “how did you hear about us” pop up survey for customers on their first visit to our site.
- 38. Final Recommendations ▷ Continueto place advertising in major airports in some form, whether it be in SkyMag or display advertisements in terminals. ▷ Social Media advertising ▷ Encouraging dialogue with their consumers and asking for feedback from their trips online. ▷ Continue to advertise using traditional methods, a way that is often the most attractive to the Baby Boomer target market.
- 39. Strategic Summary Chart Peoplegenerally like to travel with their significant others and friends and/or their significant other and their immediate families. Cape Town, South Africa is the perfect place to go on a guided tour with family or friends as it has the best of both worlds, including a variety of beaches, mountain hikes and safaris. Cape Town’s diverse culture promises to offer something for everyone! People most often prefer a semi-structured guided travel plan that allows time for both exploration (popular attractions/tourist sites) and relaxation (beach/spa). Collette’s guided tour in Cape Town offers a packed agenda, which includes plenty of time for both exotic adventures, physical activity, historical/cultural excavation and leisure. Safety and cost are some of the main concerns people have when they travel. We chose Cape Town for our destination because it is a safe location and affordable. Food/wine, history, art and physical recreation are popular travel interests of our target market. Our guided travel plan to Cape Town, South Africa will include a Safari through Kruger National Park, a Nelson Mandela Tour, wine tasting in Cape Winelands, hiking Table Mountain, and visiting penguins at Boulder Beach. All of these activities encompass the feedback we received in regards to popular travel interests. When asked about what they like about guided travel, our respondents answered most frequently with “convenience” and “safety/security.” Smart Media wanted to create a trip to Cape Town that allows travellers to conveniently book their trip and have a safe flight/trip, which further alleviates any travel concerns people might have. Research Findings Corresponding Strategies
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Editor's Notes
- #6 Taylor
- #7 Taylor
- #12 Taylor: Collette Tours has several competitors, which include Trafalgar Travel, Globus, travel websites, and travel agents. Trafalgar Travel and Globus are both companies that offer guided tours similar to Collette Tours. Travel websites are easily accessible and provide a large variety of travel options. Travel agents are also huge competitors for companies like Collette because they create a personalized experience for the consumer.
- #13 Taylor
- #16 Emily
- #17 Emily
- #18 Lucy How consumers see your brand in relation to other brands in the marketplace Crafting that brand identity to collette and this trip
- #20 Emily
- #21 Emily
- #22 Emily
- #23 Taylor: We want to bring top of mind awareness of Collette by appealing to consumers’ desire to travel to South Africa. We want to maintain consistent visual messages across all of our media vehicles and encourage our target audience to immerse themselves into these media vehicles, especially social media. We also want to implement our big idea that instills the idea of traveling to South Africa today, not someday.
- #24 Lucy
- #25 Lucy
- #26 Becca: Smart Media created a microsite that is solely for our trip, “A Call for South Africa.” The link to our microsite can be found on our Facebook ads and Collette's website. This site will allow travellers interested in travelling to South Africa to learn more about the trip, see the things to do while they are there, and have access to the trip’s itinerary.
- #27 Becca: This microsite is also accessible on all mobile devices. After making an account and logging in, customers will be able to have access to a packing list, breast pocket guide for the trip, restaurant recommendations, and a final check list before departing. The site can also keep track of their flight times and stay connected to all whom are travelling in the group. This microsite makes planning the trip as easy as possible.
- #28 Taylor: We created print ads that will be in magazines, such as Good Housekeeping because this has a larger readership amongst our target audience. We also want these print ads to be in SkyMag, which is will be in the pocket of the seat in front of you while sitting on a plane. We thought this would be a great way to reach out to consumers who already love to travel. We have placed these print ads in newspapers as well because our target audience trusts print media more than digital media.
- #29 BECCA Our researched showed that Facebook was the main and many times the only social media outlet that this demographic used. We wanted to highlight the different aspects of the trip through the pictures in the ads showcasing the various opportunities the trip has to offer. There are the two different kinds of Facebook ads, ones that show up in the newsfeed like any other newsfeed from a friends as well the typical right column banner like ads. The ads will led the consumers to our microsite where they can learn more information about the trip and everything it offers, ect. As well as, inviting them to like our facebook page.
- #30 Becca: In addition, we also want to use golf cart wrap to incorporate the spirit of “Follow me, it’s time for Africa!” We believe that this idea will come to life by wrapping and decorating one of the golf carts in the airport so as to resemble safari vehicles. These “safari carts” will be in airports starting in May and continue throughout the Summer time as we have planned our trip to Cape Town for December. Lastly, we will set up these display advertisements in the following airports due to their immense traffic: Atlanta (Hartsfield-Jackson International Airport) LAX (Los Angeles International Airport) Chicago (O’Hare International Airport) Dallas/Fort Worth (DFW International Airport) New York (John F. Kennedy International Airport) Las Vegas (McCarran International Airport)
- #32 Karsyn
- #33 Karsyn - this is the strategy - italicize publications 10 30 second spots during primetime during summer months Airport golf cart wrap- generate buzz and will have an effective reach because frequent travelers Goodhouse keeping- large national reach= effective awareness, readership largely female and our research shows that females are usually the vacation planners in households Social media- growing presence on Facebook, when it comes to digital ads, baby boomers are the most impressionable group Valuable purchasing power makes them ideal candidates for facebook advertisers Newspaper Baby boomers still heavily consume traditional media and have greater trust in traditional media and purchasing behavior reflects this trust USA today has one of the largest newspaper circulation and national geographic reach, will be placed in the Sunday newspaper 6) Microsite Link can be found on Collette’s Facebook page Social media most frequently used by baby boomers Site solely dedicated to south africa trip
- #34 Karsyn Why these choices will increase our return on investment Since one of biggest priorities is estashing Prime Time Television Commercials Large NATIONAL geographic reach with 2 commercials during months of May, June, July, August because that is when Boomers are most likely to make travel plans and decisions for the winter Also boomers are the heaviest consumers of primetime television and least likely to use streaming services that allow them to skip/fast forward through commercial breaks HIGH REACH HIGH IMPACT Most of these programs that air during primetime have an approximate rating of 10
- #36 Karsyn We choose to allocate the greatest portion of our budget to the airport golf cart wraps because this an interesting way of stirring buzz and generating impressions amongst our target-- frequent travelers 1% dedicated to contingency in case of emergency We will have effectively used our entire budget with $0 left over.
- #37 Karsyn - italicize titles The majority of our media vehicles will be implented during the summer months-- which is when people are most likely to plan a trip in the winter time Social media will have a year long presence in order to fill in the gaps when there is no other advertising occurring
- #38 Emily
- #39 Emily