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EMBRACE THE UNKNOWN
A N I M C P L A N F O R I N C R E A S I N G TOURISM TO THE L AKE OHR ID REG ION
:THANK YOUTHANK YOU
The Pioneer 6 would like to thank everyone who has helped us throughout this entire experience. During our two-month stay in Ohrid, Macedonia, we have had the pleasure of meeting truly
amazing people with so much hospitality and kindness, and have experienced so much of what this country has to offer. We deeply
love Macedonia and its people and culture.
THE TEAMTHE TEAM
Robert Wilhoit Jordan Williams Zoë Sadler Managing Director Designer Creative Director
Jamie Russell Jamie Borzik Keri Rouse Photographer PR Specialist Videographer
Concept
Target Market
Television
Radio
Website
Sales Promotion
Direct Marketing
Billboards
Social Media
Public Relations
Budget
Logistics
The Last Word
Partners
IT ALL STARTS WITH THE UNKNOWN
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PARTNERSPARTNERSFOUNDATION ФОНДАЦИЈАOPEN ОТВОРЕНОSOCIETY ОПШТЕСТВОMACEDONIA МАКЕДОНИЈА
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CONCEPTCONCEPT
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Considering many Americans do not know where Macedonia, let alone Ohrid is, the concept is to play off of the “Unknown”
in a positive light. One may wonder how this could be positive, but with the right attitude it becomes exciting. It may
be “Unknown” before visiting, but after visiting it becomes “Unforgettable.” This concept transforms a negative word, “Unknown,” (which can be scary), into an “Unforgettable”
experience which is remembered forever by our target audience. The logo we created below expresses the concept
in a mysterious, but “wanting to know more” way.
LAST WORD
12
LAST WORD
6 MONTHS
The online presence and database can be evaluated by looking at social media, website
traffic, and the email count. M
ON
THS
The online progress should be monitored on a regular basis.
Tracking the web traffic and social media allows one to effectively adjust the information released and judge the
placement of ads.
To track the effectiveness of the campaign there are several methods and time frames to consider:
UNKNOWNUNFORGETTABLE
fromthe
tothe
3
TARGET MARKETTARGET MARKET
Our target market is the Baby Boomers. 74 million Americans (1946-1964) who are retiring at a rate of 10,000 per day. The Boomers can be divided into: The Young Ones (1955-1964) and the Seniors (1946-1954).
50% of vacation money spent in the USA comes
from Baby Boomers.
30% travel internationally and 30% of those trips
are to Europe.
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LOGISTICSLOGISTICSJust how do we reach the Boomers? There is one thing to be understood: it is very expensive to advertise in
America, so the plan is to start in Pennsylvania and then roll the campaign out into the neighboring states of Ohio
and Maryland.
Pennsylvania
MarylandOhio
Rese
arch
ing
Prod
ucts
Buyi
ng G
oods
Trav
el R
eser
vatio
ns
Onl
ine
Bank
ing
Shar
ing
Vid
eo
Soci
al M
edia
69% of Boomers use the Internet daily and they use it for:
MEDIA HABITSMEDIA HABITS
Primetime Television, News & Information,
and Sports.
TELEVISION
RADIO
Select formats such as News/Talk, Sports, Oldies, and Classic Rock.
RADIO
RADIO
Newspapers and Magazines
(specifically AARP Magazine.)
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81%
70%68%
55%43%
39%
4
BUDGETBUDGETMe
dia S
ched
uleJa
n.14
Jan.1
4Fe
b.14
Mar.1
4Ap
r.14
May.1
4Ju
n.14
Jul.1
4Au
g.14
Sep.1
4Oc
t.14
Nov.1
4De
c.14
Tota
l
Billbo
ard
$45,
000.
00
Telev
ision
$36,
000.
00
Radio
$36,
000.
00
Onlin
e/ D
igita
l$1
2,05
0.00
PR Cont
est
$5,0
00.0
0
DVD
$4,0
00.0
0TO
TAL C
OST
US M
ARKE
T$1
38,0
50.0
0
(EUR
OPEA
N MA
RKET
)$2
4,00
0.00
TOTA
L COS
T$1
62,0
50.0
0
PRINTPRINT People
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HEADLINE (Lake Ohrid Region) + SUBHEADLINE
(from the unknown to the unforgettable)
=
RADIO
Lake/Scenery Cuisine Architecture/History
People
PUBLIC RELATIONSPUBLIC RELATIONSThe introduction of the “Embrace the Unknown” campaign will be announced through distributing press releases to the media. The campaign will break in the state of Pennsylvania
and then rolled out to neighboring states, Ohio and Maryland. By introducing in one state and rolling out to
others is an innovative way of stretching limited advertising dollars, in other words getting more buck for one’s money.
the backbone of the campaign and will be the first thing the reader sees. Add to this the complementing and
striking visuals and the reader has no option but to read the heartwarming copy resulting in any marketer’s dream:
EFFECTIVE PROMOTIONS!
SOCIAL MEDIASOCIAL MEDIA
Lake and Scenery
Social Media (such as Facebook) is used for the Boomers to find information, promotions, and ask about traveling to Macedonia.
On these sites, the Baby Boomers can “like” or “follow” the page created for the “Embrace the Unknown” campaign. These
social media pages also display the website address of the campaign, and allows for viewers to “click” on the address to
be directed straight to the website. Thus, even if viewers do not know about the website, they can find out about the campaign on a social media site. The social media websites will also be used for advertising. To do this, one pays a certain amount of money to have the campaign’s social media page displayed to
those with similar interests.
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Arc
hite
ctur
e an
d H
istor
y
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PRINTPRINT
LAKE O
HRID
REGIO
NM
ACEDO
NIA
UN
KNO
WN
UN
FORG
ETTABLE
FROM
THE
TO TH
E
WW
W.U
NFO
RGETTBA
LEMA
CED
ON
IA.C
OM
BILLBOARDSBILLBOARDS
LAKE
OH
RID
REG
ION
MAC
EDO
NIA
UN
KNO
WN
UN
FORG
ETTA
BLE
FRO
M T
HE
TO T
HE
WW
W.U
NFO
RGET
TBA
LEM
AC
EDO
NIA
.CO
M
Cuisine
15 8
Aga
in “
From
the
unkn
own
to th
e un
forg
etta
ble”
is p
rom
inen
tly d
ispla
yed
over
an
atte
ntio
n-gr
abbi
ng v
isual
.
DIRECTMARKETINGDIRECT MARKETING
We have produced a 5-minute DVD. Set to Macedonian music, and following our four categories (People, Cuisine, Architecture/History, Lake/Scenery) it shows off the beautiful Lake Ohrid Region area. The
DVD will be mailed to those whose addresses were obtained when they entered the contest.
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TELEVISIONTELEVISIONFour 15-minute TV spots, representing our four-category concept, will be
aired during the first few months of the 2014 campaign. Each spot reflects a category (People, Cuisine, Lake/Scenery and Architecture/History) and
incorporates footage shot around the Lake Ohrid Region.
… the people are as warm as the sun
…every meal tastes home-cooked
… she fans the shore; making for a pleasant
surrounding, day and night
…the architecture whispers of a rich
history
“Unknown to many but loved by all who have traveled here best describes the Lake Ohrid Region
where …”
It opens with a title:
Each spot ends with a freeze frame with logo, slogan and website details, such as:
Lake Ohrid Region (logo), From the Unknown to the Unforgettable (slogan), and www.unforgettablemacedonia.com (website).
CuisinePeople
Architecture/History
Lake/Scenery
WEBSITEWEBSITE
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Rotating background
photos to show the user different views of the Lake
Ohrid Region.
A “hover-over” feature to offer
the user a preview of the page’s content.
Drop-down menus to
show the user different options available on the
website.
Language options to
suit the user’s preferences.
Call-to-Action links to
increase traffic to our social
media outlets.
SALES PROMOTIONSALESPROMOTION
To get the Boomers more excited about discovering the Lake Ohrid Region, we will be running a contest offering a 2-week all expenses paid trip to Macedonia, as the prize, allows for more exposure and the
collection of email and home addresses. This will be the start of building a database that
allows for constant and immediate contact to those we want to attract to Macedonia.
Above, and to the right, are example ads that users will see while searching the
Internet for places to vacation.
RADIORADIO
MVO: Unknown to many but loved by all who have traveled here best describes the Lake Ohrid Region in Macedonia.
SFX: Music up and under throughout
MVO: Here, the people are as warm as the sun and every meal tastes home-cooked.
In the Lake Ohrid Region the architecture whispers of a rich history and just when one thinks it cannot get any better, Lake Ohrid fans with her cool breeze making for a pleasant surrounding, day and night.
SFX: Music up briefly andthen under for duration
MVO: Be surprised again. Visit the Lake Ohrid Region and experience love at first sight.
The Lake Ohrid Region, Macedonia. From the Unknown to the Unforgettable.
SFX:Music fades
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