Published on March 13, 2014
Russell Goldberg | Carissa Onuma | Isaac Rosales | Thang Tong
SUMMARY Unique Experience Limited Budget 2 Test Markets Target Millennials Increase Awareness
The Icon | The Experience | The People | The Journey
Procter and GamblePRODUCTS At Leisure Family Package Cost Saver
PRODUCTS TRAFALGAR 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
Millennial Profile: 25-34 Likes to Travel Affluent Highly Educated Overachievers Always Connected
VALUES Quality Experience Appearance Information Achievement Transparency
OBJECTIVES Target Older Millennials: 25-34 Increase Brand Awareness
TARGET MILLENNIALS Capture the Experience Visually #BeMyGuest
Emotional Appeal TARGET MILLENNIALS Quirky Photos
CHANNEL: Social Media #BeMyGuest
PHOENIX Crescent Ballroom Club Red Hollywood Alley Chaser Bar CHANNEL: Physical Locations CINCINNATI Blue Wisp MOTR Pub Northside Tavern Arnold’s Bar & Grill
INCREASE AWARENESS: Trip-Give Away to Bloggers
INCREASE BRAND AWARENESS: Mobile Showroom
Summary Unique Experience Limited Budget 2 Test Markets Target Millennials Increase Awareness
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