Russell Goldberg | Carissa Onuma | Isaac Rosales | Thang Tong

SUMMARY

Unique Experience

Limited Budget 2 Test Markets

Target MillennialsIncrease Awareness

Market Analysis

The Icon | The Experience | The People | The Journey

Procter and Gamble PRODUCTS

At Leisure Family Package Cost Saver

PRODUCTSTRAFALGAR EXPERIENCE

Hidden Treasure

Be My Guest

COMPETITORS

All-Inclusive Resorts Cruises

Booking Websites

Globus

Current Target

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

Current IMC

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

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

Current Channels:

Consumer Behavior

Millennial Profile:

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

VALUES

QualityExperience

AppearanceInformation

AchievementTransparency

Creative Strategy

OBJECTIVES

Target Older Millennials: 25-34

Increase Brand Awareness

TARGET MILLENNIALS

Capture the Experience Visually

#BeMyGuest

Emotional AppealTARGET MILLENNIALS Quirky Photos

CHANNEL:Websites

CHANNEL:Social Media

#BeMyGuest

PHOENIX

Crescent BallroomClub Red

Hollywood AlleyChaser Bar

CHANNEL:Physical Locations

CINCINNATI

Blue WispMOTR Pub

Northside TavernArnold’s Bar & Grill

INCREASE AWARENESS:Trip-Give Away to Bloggers

INCREASE BRAND AWARENESS:Mobile Showroom

Summary

Unique Experience Limited Budget 2 Test Markets

Target MillennialsIncrease Awareness