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Trafalgar presentation

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Information about Trafalgar presentation
Travel

Published on March 13, 2014

Author: RussellGoldberg

Source: slideshare.net

Description

The Trafalgar marketing team provides brand awareness campaign at Chapman University. This presentation elucidated the beneficial attributes of Trafalgar European excursions.
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Russell Goldberg | Carissa Onuma | Isaac Rosales | Thang Tong

SUMMARY Unique Experience Limited Budget 2 Test Markets Target Millennials Increase Awareness

Market Analysis

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

Current Channels:

Consumer Behavior

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

VALUES Quality Experience Appearance Information Achievement Transparency

Creative Strategy

OBJECTIVES Target Older Millennials: 25-34 Increase Brand Awareness

TARGET MILLENNIALS Capture the Experience Visually #BeMyGuest

Emotional Appeal TARGET MILLENNIALS Quirky Photos

CHANNEL: Websites

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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