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Russell Goldberg | Carissa Onuma | Isaac Rosales | Thang Tong

Trafalgar Advertising Campaign

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Created an advertisement campaign to promote organized tours to millennials when traveling throughout Europe. *Presentation images were sourced online and only used for educational purposes.

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Page 1: Trafalgar Advertising Campaign

Russell Goldberg | Carissa Onuma | Isaac Rosales | Thang Tong

Page 2: Trafalgar Advertising Campaign

SUMMARY

Unique Experience

Limited Budget 2 Test Markets

Target MillennialsIncrease Awareness

Page 3: Trafalgar Advertising Campaign

Market Analysis

Page 4: Trafalgar Advertising Campaign

The Icon | The Experience | The People | The Journey

Page 5: Trafalgar Advertising Campaign

Procter and Gamble PRODUCTS

At Leisure Family Package Cost Saver

Page 6: Trafalgar Advertising Campaign

PRODUCTSTRAFALGAR EXPERIENCE

Hidden Treasure

Be My Guest

Page 7: Trafalgar Advertising Campaign

COMPETITORS

All-Inclusive Resorts Cruises

Booking Websites

Globus

Page 8: Trafalgar Advertising Campaign

Current Target

Adults 40-65 Enjoy Traveling Income $100K Very Brand Loyal Enjoy Reading

Page 9: Trafalgar Advertising Campaign

Current IMC

Value: Experiential Position: Attribute/Benefit Appeal: Rational/Emotional

Video: Testimonials Web 2.0: Travel Community Social Media: Informational Images

Page 10: Trafalgar Advertising Campaign

Current Channels:

Page 11: Trafalgar Advertising Campaign

Consumer Behavior

Page 12: Trafalgar Advertising Campaign
Page 13: Trafalgar Advertising Campaign

Millennial Profile:

25-34 Likes to Travel Affluent Highly Educated Overachievers Always Connected

Page 14: Trafalgar Advertising Campaign

VALUES

QualityExperience

AppearanceInformation

AchievementTransparency

Page 15: Trafalgar Advertising Campaign

Creative Strategy

Page 16: Trafalgar Advertising Campaign

OBJECTIVES

Target Older Millennials: 25-34

Increase Brand Awareness

Page 17: Trafalgar Advertising Campaign

TARGET MILLENNIALS

Capture the Experience Visually

#BeMyGuest

Page 18: Trafalgar Advertising Campaign

Emotional AppealTARGET MILLENNIALS Quirky Photos

Page 19: Trafalgar Advertising Campaign

CHANNEL:Websites

Page 20: Trafalgar Advertising Campaign
Page 21: Trafalgar Advertising Campaign

CHANNEL:Social Media

#BeMyGuest

Page 22: Trafalgar Advertising Campaign

PHOENIX

Crescent BallroomClub Red

Hollywood AlleyChaser Bar

CHANNEL:Physical Locations

CINCINNATI

Blue WispMOTR Pub

Northside TavernArnold’s Bar & Grill

Page 23: Trafalgar Advertising Campaign

INCREASE AWARENESS:Trip-Give Away to Bloggers

Page 24: Trafalgar Advertising Campaign

INCREASE BRAND AWARENESS:Mobile Showroom

Page 25: Trafalgar Advertising Campaign
Page 26: Trafalgar Advertising Campaign

Summary

Unique Experience Limited Budget 2 Test Markets

Target MillennialsIncrease Awareness

Page 27: Trafalgar Advertising Campaign