{Beyond the Paradise}

Ban Krutat

Introduction

Target Market

Demographic: Nuclear family

• Parents between ages 35 and 45, with children between ages 5 and 15

• Earning an average of 150,000 to 300,000 Baht per month

• Lives in the urban areas such as Bangkok

Target Market

Psychographics: nature-oriented relaxation seeker, with an urge of escaping from their busy, daily routines. Wanting to experience modern nature, the correlation of the modern ways of living with respect to the peacefulness and the beauty of the untouched, natural atmosphere.

Target Market

Behavioral: travel during the holiday or the weekend especially in the summer from March to May.

Buying Motives

• Get away from the busy urbanized areas• Price tag ; reasonable pricing

Nature Demand

• The demand exists all year round especially during March to May for our target customer.

• Customer reserve accommodation online via internet agency or directly contact with sale staff of the accommodation.

Communication Objectives

• According to our survey, right now the awareness of target audience is 24% and knowledge is 15%.

• Statement: “To raise the awareness to be 55% and provide key information of Ban Krut to the target audience in order to make them 35% of them gain more knowledge with in 6 months.”

Communication Objectives

Target Audience:

• Young parent whose age is 35-45 years olds and live in Bangkok

• Nature-oriented relaxation seeker

Creative Strategy

• Message Appeal 70% informational and 30% emotional appeal

• Theme Beyond the paradise at Ban Krut• Message will be base on Product feature.

VS

Media Objectives

• The objective is to focus on the “unduplicated reach” because advertising objective is to create awareness and knowledge.

• Moreover, our message about the modern nature style is quite unique and not complex. So we don’t need the frequency. They can remember and understand our advertising by 1 or 2 exposures.

Media use:• Broadcast TVC and Radio spot• Social media Google, Facebook, and Twitter• Print ads Magazine

Broadcast Media

Radio Spot

• Green Wave radio station• The environmental friendly concept• Radio website• The approximate cost is 75,000 THB per month• Advertise 3 months for this radio spot

Broadcast Media

Sponsor Television Program• Koo-Love-Ta-Lorn-Tour• Sunday has the maximum number of audiences• The total budget is approximately 30,000 baht

Broadcast Media

Sponsor television Program

• Suek-Nam-Pueng-Prajun program• Offers vouchers to television program• The total budget is approximately • 300,000 baht.

Social Media

• An option to help customers finding more information about Ban Krut (on our site)

• Steps: Creating website creating a FB-Page making connections between the Ban Krut Site and LIPS FP-Page finally we start the Google Campaign

• How do we make people searching for Ban Krut ? Google Adwords Analysis tool (statistical methods)

Creative Strategy

Creative design:Other medium of communication

• Creating the website by using HTML• Integrating the Social Plugins• Creating a Facebook-Page and linking it to the website• Linking the LIPS FB-Page together with the Ban Krut FB-

Page

Creative Strategy

Creative design:Other medium of communication

Print Ads

• Why LIPS magazine?

- fastest selling fashion magazine on shelf- top 3 fashion magazine in Thailand - middle man to ship magazine- expert at creativity - social media such as Facebook- e-magazine on iPad 

Print Ads

• Full project- cover page- fashion set- Ban Krut famous place and food review- interview with famous people- celeb’s voice- Spa

Cover

For Him & Her Tips

Fashion Set

Get More Life (ขยั�บปาก)

Celeb Voice

Food

Decor

Packaging and Cover

• Most important and most expensive

• Different from competitor

• Eye catching

• Create want

Cost EfficiencyAbsolute Cost Circulation

&Rating

Relative Cost

LIPS Magazine 1,500,000THB 70,000 25,000THB

Suek-Nam-Pueng-Prajun

300,000THB 4% 75,000THB

Koo-Love-Ta-Lorn-Tour

30,000THB 5% 6,000THB

Green Wave 75,000THB(per month)

1.5% 50,000THB

BudgetActivities Budget Estimated Effect Estimated Cost

per Exposure

Magazine 1,500,000 THB 210,000 exposure 7.14THB

TVC 330,000 THB 76,950 exposure 4.28THB

Radio 225,000 THB 38,475 exposure 5.84THB

Social media 30,060 THB 3,078 exposure 9.76THB

Total 2,085,060THB 328,503 exposure

Objective and Estimated Results

Objective:• In 2552, 5.7 million people live in Bangkok and 15 % is

target • audience or 855,000people• Create awareness 265,050 people• Create knowledge 171,000 people

Estimated effect 328,503 exposure (excluding word of mouth effect)

Media Schedule

• The high season is March to May

• advertise before high season period and during high season

period.

• Advertising period December 2012 to May 2013

• Use pulsing strategy by highly spend the budget during

February and March which is the most effective

Time Frame (Pulsing Strategy)

*Magazine will start from middle of February until middle of March

**Television program will broadcast only 1 times in February and

March.

Evaluation Strategy

Before and after campaign:

Survey and questionnaire• Measure the awareness, knowledge• Total income of Baan Krut tourist business

Each media strategy should be evaluated by survey• To see where consumers received information from

Evaluation Strategy

Pre-test website: the number of people we will reach can be looked up in the Google Analysis tool which determines the estimated clicks to a website using certain keywords by the help of statistical methods.

Post-test: Google offers a product named Google Analytics that generates detailed statistics about the visitor to a website.

Summary

• The intense competition in tourism heighten• Number of tourists rise rapidly• Participants need to stand out to capture the population

Summary

• Baan Krut represents the combination of what Mother Nature has to offer and the modern touch of Thailand.

• This adequate combination comes with the peacefulness and tranquility, in lower price.