The document outlines a marketing strategy created by a team for Collette Tours to promote guided tours in South Africa to baby boomers. The strategy includes researching baby boomers' travel preferences and conducting a situation analysis of Collette and its competitors. It then presents a marketing plan with objectives to increase awareness of South Africa tours by 25%, including a creative brief, advertising campaign executing across television, magazines, newspapers, airports and social media. The plan allocates a $5 million budget and schedules ads primarily from May to August to target winter travel planning. It suggests evaluating effectiveness through online metrics and surveys.
Santa Fe Tourism marketing plan 2015-2016 David Vicent
Santa Fe Tourism marketing plan 2015-2016 ( New Mexico- EEUU ) . Fantastic marketing plan with brilliant focus and technical structure. Very nice key messages selection and possitioning insights description. Very valuable as a technicaly perfect plan to expose as applied studycase.
Kristin Yantis of Malen Yantis Public Relations will take you through the 2019 Greater Zion public relations and influencer marketing program. We’ll discuss how PR can work for you to drive quality visitors to Greater Zion. You’ll learn about various PR resources and how you can get involved in the overall effort, which ranges from your content promoted on quarterly media tip sheets to hosting media as part of the visiting journalists program.
We’ll also dive in to a very buzz-worthy topic – influencer marketing. We’ll provide Greater Zion’s strategy when it comes to working with influencers. We also will share how our team can help you wade through the numerous requests you get for influencer comps.
Public Relations Proposal: Tourism to OmanSabina Leybold
Our PR campaign proposal is designed to increase awareness of Oman as a safe travel destination and to boost actual tourism numbers to the country. We plan to achieve these goals through social media conversation, influencer relations, and pop-up events. This public relations proposal starts with situational analysis and leads into our planned objectives, target audiences, tactics, and evaluation methods.
Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”
Greater Zion Marketing Series III: We Are Greater Ziongreaterzion
Learn how Greater Zion has grown and how we plan to help you grow with it. We are only Greater Zion because of each of you. Only together can we continue to grow as an optimistic and purposeful collection of communities. Join the Greater Zion Convention & Tourism Office and Cactus for an informative 90-minute session (with time for Q & A), including a “State of Greater Zion" presentation by Director Kevin Lewis. Cactus (ad agency) executives will follow with a training on tangible inclusion points and opportunities for communities within our marketing efforts, key insights to elevate your imagery and photography assets, and the actionable individual steps that you can take to attract more visitors.
Santa Fe Tourism marketing plan 2015-2016 David Vicent
Santa Fe Tourism marketing plan 2015-2016 ( New Mexico- EEUU ) . Fantastic marketing plan with brilliant focus and technical structure. Very nice key messages selection and possitioning insights description. Very valuable as a technicaly perfect plan to expose as applied studycase.
Kristin Yantis of Malen Yantis Public Relations will take you through the 2019 Greater Zion public relations and influencer marketing program. We’ll discuss how PR can work for you to drive quality visitors to Greater Zion. You’ll learn about various PR resources and how you can get involved in the overall effort, which ranges from your content promoted on quarterly media tip sheets to hosting media as part of the visiting journalists program.
We’ll also dive in to a very buzz-worthy topic – influencer marketing. We’ll provide Greater Zion’s strategy when it comes to working with influencers. We also will share how our team can help you wade through the numerous requests you get for influencer comps.
Public Relations Proposal: Tourism to OmanSabina Leybold
Our PR campaign proposal is designed to increase awareness of Oman as a safe travel destination and to boost actual tourism numbers to the country. We plan to achieve these goals through social media conversation, influencer relations, and pop-up events. This public relations proposal starts with situational analysis and leads into our planned objectives, target audiences, tactics, and evaluation methods.
Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”
Greater Zion Marketing Series III: We Are Greater Ziongreaterzion
Learn how Greater Zion has grown and how we plan to help you grow with it. We are only Greater Zion because of each of you. Only together can we continue to grow as an optimistic and purposeful collection of communities. Join the Greater Zion Convention & Tourism Office and Cactus for an informative 90-minute session (with time for Q & A), including a “State of Greater Zion" presentation by Director Kevin Lewis. Cactus (ad agency) executives will follow with a training on tangible inclusion points and opportunities for communities within our marketing efforts, key insights to elevate your imagery and photography assets, and the actionable individual steps that you can take to attract more visitors.
The Rise of the Asian Millennial Traveller, Micecon Manila 2015Peter Jordan
For an industry that’s as fast-moving and competitive as the global travel and tourism industry, it’s logical to look ahead; to seek opportunities to launch new products that appeal to new groups of consumers.
Given that these young people will increasingly be travelling to and from the Philippines as well as other countries in the Asia-Pacific region, it’s even more important to understand what motivates them, what makes them happy and how they plan their journeys. Crucially, Millennials have grown up in very different times to their parents, and this makes them a fast-moving, fast-thinking and unpredictable generation of travellers!
At MICECON Manila 2015, the Philippines' national tourism conference, Peter Jordan, Senior Tourism Analyst with Toposophy discussed recent consumer trends among the Millennial generation that will affect the travel industry of tomorrow, and explained how all tourism players across the Philippines can start to orientate their product towards this exciting, powerful group of young consumers.
Actually it is not well-prepare, but just like to share with "E-slide friends" as I also benefit the notes from this website. Meanwhile, I 'd like to open to any suggestion to improve my PPT writing skills.
2015 Portrait of the U.S. Retiree TravelerChris Fair
Resonance's 2015 Portrait of the U.S. Retiree Traveler analyzes responses from 1,147 U.S. retiree travelers to help us better understand the travel and accommodation preferences and trends of America's fastest growing demographic.
Visit Florida 2014-2015 Marketing Plan David Vicent
Evolution of the 2013-2014 Marketing Plan towards a wide marketing social concept. Very nice Marketing principles description and quality vs. Quantity figures focus
STRATEGIC COMMUNICATION ON BESTWAY COUNTRY CLUBZulker Naeen
360 DOMESTIC TOURISM : The Bestway Country Club is the premium service in Bangladesh; its exclusively designed 360 Domestic Hospitality and Tour Packages spreads over 1, 47,570 square kilometer of area from its hub.
Planeta.com, the Local Travel Movement and the WHL Group teamed up to review how satisfied you are with the way local tourism is marketed. This survey endeavors to understand how localities are promoted. From survey responses we will compile a list of good practices and suggestions for improving tourism promotion.
Related:
Marketing Wiki
http://planeta.wikispaces.com/marketing
The top 10 trends of the tourism market 2017 by Gulf BookingOlha Lypnytska
Tourism is one of the most dynemic markets in the 21st century. We prepared for you 10 the most important trends of 2017 that every company that works in this industry should know.
BTO – Buy Tourism Online 2012
Day TWO, 30 Novembre
11.40, Main Hall
This land is your land…this land is my land
Rewind: http://www.buytourismonline.com/day_two/land/
Internet ha rivoluzionato il mercato turistico. E’ cosa nota. Ma in Italia la domanda è molto più avanti dell’offerta. L’Italia è sempre molto richiesta dai portali delle grandi OLTA. La Pubblica Amministrazione, partita con grande ritardo, come sta affrontando questa rivoluzione? Ed in particolare: come si rapporta con lo sviluppo esponenziale sui Social Media? Quali scelte sul tema della promo- commercializzazione? Quali le strategie per il futuro verso nuovi mercati e nuovi turismi?
Panel discussion
Coordina Roberta Milano, BTO Educational
Video introduttivo in esclusiva per BTO – Buy Tourism Online 2012:
Australia Turismo
Ne discutono:
Emanuele Burioni, Emilia Romagna
Sergio Cagol, Trentino
Gianpiero Perri, ApT Basilicata
Alberto Peruzzini, Toscana Promozione
Giovanni Tarpani, Regione Umbria
The 2015 American Traveler - A Report on Today's U.S. Travel ConsumerJonathan Golicz
The Travel & Adventure Show's report on the state of today's American travel consumer. Complete with demographic and travel habit information, as well as booking influencers and trends for 2016, this report can help you better market to your target demographic!
Startup Stage - Marketplaces - Presentation by Travis Pittman, Co-Founder & CEO of TourRadar at the Axel Springer NOAH Conference Berlin 2016, Tempodrom on the 8th of June 2016.
The Rise of the Asian Millennial Traveller, Micecon Manila 2015Peter Jordan
For an industry that’s as fast-moving and competitive as the global travel and tourism industry, it’s logical to look ahead; to seek opportunities to launch new products that appeal to new groups of consumers.
Given that these young people will increasingly be travelling to and from the Philippines as well as other countries in the Asia-Pacific region, it’s even more important to understand what motivates them, what makes them happy and how they plan their journeys. Crucially, Millennials have grown up in very different times to their parents, and this makes them a fast-moving, fast-thinking and unpredictable generation of travellers!
At MICECON Manila 2015, the Philippines' national tourism conference, Peter Jordan, Senior Tourism Analyst with Toposophy discussed recent consumer trends among the Millennial generation that will affect the travel industry of tomorrow, and explained how all tourism players across the Philippines can start to orientate their product towards this exciting, powerful group of young consumers.
Actually it is not well-prepare, but just like to share with "E-slide friends" as I also benefit the notes from this website. Meanwhile, I 'd like to open to any suggestion to improve my PPT writing skills.
2015 Portrait of the U.S. Retiree TravelerChris Fair
Resonance's 2015 Portrait of the U.S. Retiree Traveler analyzes responses from 1,147 U.S. retiree travelers to help us better understand the travel and accommodation preferences and trends of America's fastest growing demographic.
Visit Florida 2014-2015 Marketing Plan David Vicent
Evolution of the 2013-2014 Marketing Plan towards a wide marketing social concept. Very nice Marketing principles description and quality vs. Quantity figures focus
STRATEGIC COMMUNICATION ON BESTWAY COUNTRY CLUBZulker Naeen
360 DOMESTIC TOURISM : The Bestway Country Club is the premium service in Bangladesh; its exclusively designed 360 Domestic Hospitality and Tour Packages spreads over 1, 47,570 square kilometer of area from its hub.
Planeta.com, the Local Travel Movement and the WHL Group teamed up to review how satisfied you are with the way local tourism is marketed. This survey endeavors to understand how localities are promoted. From survey responses we will compile a list of good practices and suggestions for improving tourism promotion.
Related:
Marketing Wiki
http://planeta.wikispaces.com/marketing
The top 10 trends of the tourism market 2017 by Gulf BookingOlha Lypnytska
Tourism is one of the most dynemic markets in the 21st century. We prepared for you 10 the most important trends of 2017 that every company that works in this industry should know.
BTO – Buy Tourism Online 2012
Day TWO, 30 Novembre
11.40, Main Hall
This land is your land…this land is my land
Rewind: http://www.buytourismonline.com/day_two/land/
Internet ha rivoluzionato il mercato turistico. E’ cosa nota. Ma in Italia la domanda è molto più avanti dell’offerta. L’Italia è sempre molto richiesta dai portali delle grandi OLTA. La Pubblica Amministrazione, partita con grande ritardo, come sta affrontando questa rivoluzione? Ed in particolare: come si rapporta con lo sviluppo esponenziale sui Social Media? Quali scelte sul tema della promo- commercializzazione? Quali le strategie per il futuro verso nuovi mercati e nuovi turismi?
Panel discussion
Coordina Roberta Milano, BTO Educational
Video introduttivo in esclusiva per BTO – Buy Tourism Online 2012:
Australia Turismo
Ne discutono:
Emanuele Burioni, Emilia Romagna
Sergio Cagol, Trentino
Gianpiero Perri, ApT Basilicata
Alberto Peruzzini, Toscana Promozione
Giovanni Tarpani, Regione Umbria
The 2015 American Traveler - A Report on Today's U.S. Travel ConsumerJonathan Golicz
The Travel & Adventure Show's report on the state of today's American travel consumer. Complete with demographic and travel habit information, as well as booking influencers and trends for 2016, this report can help you better market to your target demographic!
Startup Stage - Marketplaces - Presentation by Travis Pittman, Co-Founder & CEO of TourRadar at the Axel Springer NOAH Conference Berlin 2016, Tempodrom on the 8th of June 2016.
This short presentation highlights my recent thoughts on how emerging technological trends and future predictions might change the grassroots sports landscape in the not too distant future.
Biometric smart wear continues to advance whilst mind-controlled systems that deliver frictionless interactions via ‘natural user interfaces’ begin to get traction. The widespread adoption of cognitive systems that learn, reason and engage with us in more natural ways will help us to make smarter decisions. And augmented reality applications such as the Recon Jet heads-up display product will deliver performance and environmental metrics aimed at improving the overall sporting experience for cyclists and alpine sports enthusiasts.
Everyday sporting activities of the future will be enhanced by technological advances that give us greater control and optimise our experience helping us to learn and progress faster, improve our fitness, have a more enjoyable time and avoid injury.
www.russelldouglas.com
Startup Stage - Fintech - Presentation by Eric Podzuweit, Co-Founder & CEO of Scalable Capital at the Axel Springer NOAH Conference Berlin 2016, Tempodrom on the 9th of June 2016.
Re-invention of the hiking industry, 9th World Congress Snow & Mountain TourismCathy O'Dowd
Cathy O'Dowd's presentation on future trends in the hiking industry, the opening session of the hiking industry panel at the 9th World Congress Snow & Mountain Tourism.
ADVENTURE TOURISM: THE SUSTAINABLE TOURISM OPPORTUNITY FOR EMERGING MARKETS Wild Asia
Shannon Stowell will provide an overview and definition of adventure tourism and discuss the market and environmental opportunity it represents today. Included in his presentation are statistics on the market value of the global adventure tourism market and results from original survey research into the preferences and behaviors of U.S. adventure travelers (one of the largest source markets for international adventure travel). Included are survey results indicating an interest in Asian destinations for adventure travel. Mr. Stowell will also share information on when adventure tourism product development makes sense for a destination, trending activities, the importance of environmental management and tour operator best practices in securing a competitive position in the global marketplace for adventure experiences, and the triple bottom line benefits of adventure tourism market development.
The 2016 State of Travel deck draws from our daily coverage of the global travel industry, from our ongoing series of Skift Trends Reports, and also incorporates expert research from throughout the travel industry.
2016 adventure tourism development indexDavid Vicent
Global report about Adventure Travel development worldwide 2016. Figures among ATDI Index. Adventure travel and natural areas are highly rissing the value.
Adventure travelis a type of tourism, involving exploration or travel to remote, exotic and possibly hostile areas. Adventure tourism is rapidly growing in popularity, as tourists seek different kinds of vacations. According to the U.S. based Adventure Travel Trade Association, adventure travel may be any tourist activity, including two of the following three components: a physical activity, a cultural exchange or interaction and engagement with nature.
Skift’s 2017 Digital Transformation Report takes the pulse of how travel marketers are evolving their digital infrastructure, both on the front and back-end of the organization.
International Tourism notes - 9 Tourism Trends That Will Shape the Travel Ind...Pankaj Chandel
9 Tourism Trends That Will Shape the Travel Industry in 2020 and
Beyond
by Catherine Nyorani
travel audience with travellers’ desire for new experiences, the rapid global technological advancements,
climate change, and other dynamics, the travel and tourism industry is constantly transforming.
Having experienced an all-time high in the past decade, with 2018 recording the highest international
tourist arrival, according to the World Tourism Organization (UNWTO), the sector is now undeniably
faced with big challenges and uncomfortable changes in the face of the COVID-19 pandemic.
• All the same, there are still rising tourism trends that can help tour operators, Destination
Marketing Organizations (DMOs), and other industry suppliers to revamp their businesses and
experience success as we get into the new normal.
• From experiential and transformative travel to automation and Bleisure trips, there are new
opportunities companies should focus on.
• In this article, we’ll go through the top tourism trends right now and highlight how leisure
businesses can stay on top of their game and recover during the post-COVID period.
This ppt is about the establishment of ecotourism company in Thailand! So, you will have the ideas of how to set up the travel company and what you should reaslise about setting new company. Hopefully, it's useful for you guys to take a look at my ppt.
The “experience-driven” traveler wants to discover authentic, true experiences in their journeys. Bethany Drysdale and Greg Fine from TravelNevada presented “Keeping It Real” at the Stronger Economies Together Conference, on the campus of the University of Nevada, Reno. Their presentation revolved around how entrepreneurs, communities and organizations can develop authentic, real activities and attractions – and then market them – for this very important traveling audience.
3. Challenge
▷ Collette Tours specializes 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.
5. Research Objectives
▷ To find 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.
7. Research Findings
▷ Baby Boomers 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
▷ The travel 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
▷ Collette Tours 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
Men and Women
Ages: 52 - 70
Married with Children
Disposable income
High purchasing power
15. “
TRIP
INFORMATION
Cape Town, South Africa
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
▷ To drive leads and convert to
booking tours for 2020 and
beyond targeting Baby
Boomers.
17. Positioning
Statement
In A Call for 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.
19. Creative Brief
Name: Collette
Key Fact: 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, everyone has 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.
22. Creative Objectives
▷ Bring top-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 her favorite
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 to tell 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.
31. Media Objectives▷ Achieve a 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) Television Commercial 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 Estimated Cost 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 Social Media 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 of our 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
▷ Continue to 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
People generally 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
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.
Taylor
Emily
Emily
Lucy
How consumers see your brand in relation to other brands in the marketplace
Crafting that brand identity to collette and this trip
Emily
Emily
Emily
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.
Lucy
Lucy
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.
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.
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.
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.
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)
Karsyn
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
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
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.
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
