Top Banner
EMBRACE THE UNKNOWN AN IMC PLAN FOR INCREASING TOURISM TO THE LAKE OHRID REGION : THANK YOU THANK YOU The Pioneer 6 would like to thank everyone who has helped us throughout this entire experience. During our two-month stay in Ohrid, Macedonia, we have had the pleasure of meeting truly amazing people with so much hospitality and kindness, and have experienced so much of what this country has to offer. We deeply love Macedonia and its people and culture. THE TEAM THE TEAM Robert Wilhoit Jordan Williams Zoë Sadler Managing Director Designer Creative Director Jamie Russell Jamie Borzik Keri Rouse Photographer PR Specialist Videographer
12

Embrace Macedonia

Jul 24, 2016

Download

Documents

 
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Embrace Macedonia

EMBRACE THE UNKNOWN

A N I M C P L A N F O R I N C R E A S I N G TOURISM TO THE L AKE OHR ID REG ION

:THANK YOUTHANK YOU

The Pioneer 6 would like to thank everyone who has helped us throughout this entire experience. During our two-month stay in Ohrid, Macedonia, we have had the pleasure of meeting truly

amazing people with so much hospitality and kindness, and have experienced so much of what this country has to offer. We deeply

love Macedonia and its people and culture.

THE TEAMTHE TEAM

Robert Wilhoit Jordan Williams Zoë Sadler Managing Director Designer Creative Director

Jamie Russell Jamie Borzik Keri Rouse Photographer PR Specialist Videographer

Page 2: Embrace Macedonia

Concept

Target Market

Print

Television

Radio

Website

Sales Promotion

Direct Marketing

Billboards

Social Media

Public Relations

Budget

Logistics

The Last Word

Partners

IT ALL STARTS WITH THE UNKNOWN

22

2

3

5

10

20

11

13

14

17

18

19

9

15

PARTNERSPARTNERSFOUNDATION ФОНДАЦИЈАOPEN ОТВОРЕНОSOCIETY ОПШТЕСТВОMACEDONIA МАКЕДОНИЈА

22

21

Page 3: Embrace Macedonia

21

CONCEPTCONCEPT

2

Considering many Americans do not know where Macedonia, let alone Ohrid is, the concept is to play off of the “Unknown”

in a positive light. One may wonder how this could be positive, but with the right attitude it becomes exciting. It may

be “Unknown” before visiting, but after visiting it becomes “Unforgettable.” This concept transforms a negative word, “Unknown,” (which can be scary), into an “Unforgettable”

experience which is remembered forever by our target audience. The logo we created below expresses the concept

in a mysterious, but “wanting to know more” way.

LAST WORD

12

LAST WORD

6 MONTHS

The online presence and database can be evaluated by looking at social media, website

traffic, and the email count. M

ON

THS

The online progress should be monitored on a regular basis.

Tracking the web traffic and social media allows one to effectively adjust the information released and judge the

placement of ads.

To track the effectiveness of the campaign there are several methods and time frames to consider:

UNKNOWNUNFORGETTABLE

fromthe

tothe

Page 4: Embrace Macedonia

3

TARGET MARKETTARGET MARKET

Our target market is the Baby Boomers. 74 million Americans (1946-1964) who are retiring at a rate of 10,000 per day. The Boomers can be divided into: The Young Ones (1955-1964) and the Seniors (1946-1954).

50% of vacation money spent in the USA comes

from Baby Boomers.

30% travel internationally and 30% of those trips

are to Europe.

20

LOGISTICSLOGISTICSJust how do we reach the Boomers? There is one thing to be understood: it is very expensive to advertise in

America, so the plan is to start in Pennsylvania and then roll the campaign out into the neighboring states of Ohio

and Maryland.

Pennsylvania

MarylandOhio

Page 5: Embrace Macedonia

Rese

arch

ing

Prod

ucts

Buyi

ng G

oods

Trav

el R

eser

vatio

ns

Onl

ine

Bank

ing

Shar

ing

Vid

eo

Soci

al M

edia

69% of Boomers use the Internet daily and they use it for:

MEDIA HABITSMEDIA HABITS

Primetime Television, News & Information,

and Sports.

TELEVISION

RADIO

Select formats such as News/Talk, Sports, Oldies, and Classic Rock.

RADIO

RADIO

Newspapers and Magazines

(specifically AARP Magazine.)

PRINT

19

81%

70%68%

55%43%

39%

4

BUDGETBUDGETMe

dia S

ched

uleJa

n.14

Jan.1

4Fe

b.14

Mar.1

4Ap

r.14

May.1

4Ju

n.14

Jul.1

4Au

g.14

Sep.1

4Oc

t.14

Nov.1

4De

c.14

Tota

l

Billbo

ard

$45,

000.

00

Telev

ision

$36,

000.

00

Radio

$36,

000.

00

Onlin

e/ D

igita

l$1

2,05

0.00

PR Cont

est

$5,0

00.0

0

DVD

$4,0

00.0

0TO

TAL C

OST

US M

ARKE

T$1

38,0

50.0

0

Print

(EUR

OPEA

N MA

RKET

)$2

4,00

0.00

TOTA

L COS

T$1

62,0

50.0

0

Page 6: Embrace Macedonia

PRINTPRINT People

5 18

HEADLINE (Lake Ohrid Region) + SUBHEADLINE

(from the unknown to the unforgettable)

=

RADIO

Lake/Scenery Cuisine Architecture/History

People

PUBLIC RELATIONSPUBLIC RELATIONSThe introduction of the “Embrace the Unknown” campaign will be announced through distributing press releases to the media. The campaign will break in the state of Pennsylvania

and then rolled out to neighboring states, Ohio and Maryland. By introducing in one state and rolling out to

others is an innovative way of stretching limited advertising dollars, in other words getting more buck for one’s money.

the backbone of the campaign and will be the first thing the reader sees. Add to this the complementing and

striking visuals and the reader has no option but to read the heartwarming copy resulting in any marketer’s dream:

EFFECTIVE PROMOTIONS!

Page 7: Embrace Macedonia

SOCIAL MEDIASOCIAL MEDIA

Lake and Scenery

Social Media (such as Facebook) is used for the Boomers to find information, promotions, and ask about traveling to Macedonia.

On these sites, the Baby Boomers can “like” or “follow” the page created for the “Embrace the Unknown” campaign. These

social media pages also display the website address of the campaign, and allows for viewers to “click” on the address to

be directed straight to the website. Thus, even if viewers do not know about the website, they can find out about the campaign on a social media site. The social media websites will also be used for advertising. To do this, one pays a certain amount of money to have the campaign’s social media page displayed to

those with similar interests.

17 6

Page 8: Embrace Macedonia

Arc

hite

ctur

e an

d H

istor

y

7 16

PRINTPRINT

LAKE O

HRID

REGIO

NM

ACEDO

NIA

UN

KNO

WN

UN

FORG

ETTABLE

FROM

THE

TO TH

E

WW

W.U

NFO

RGETTBA

LEMA

CED

ON

IA.C

OM

Page 9: Embrace Macedonia

BILLBOARDSBILLBOARDS

LAKE

OH

RID

REG

ION

MAC

EDO

NIA

UN

KNO

WN

UN

FORG

ETTA

BLE

FRO

M T

HE

TO T

HE

WW

W.U

NFO

RGET

TBA

LEM

AC

EDO

NIA

.CO

M

Cuisine

15 8

Aga

in “

From

the

unkn

own

to th

e un

forg

etta

ble”

is p

rom

inen

tly d

ispla

yed

over

an

atte

ntio

n-gr

abbi

ng v

isual

.

Page 10: Embrace Macedonia

DIRECTMARKETINGDIRECT MARKETING

We have produced a 5-minute DVD. Set to Macedonian music, and following our four categories (People, Cuisine, Architecture/History, Lake/Scenery) it shows off the beautiful Lake Ohrid Region area. The

DVD will be mailed to those whose addresses were obtained when they entered the contest.

9 14

TELEVISIONTELEVISIONFour 15-minute TV spots, representing our four-category concept, will be

aired during the first few months of the 2014 campaign. Each spot reflects a category (People, Cuisine, Lake/Scenery and Architecture/History) and

incorporates footage shot around the Lake Ohrid Region.

… the people are as warm as the sun

…every meal tastes home-cooked

… she fans the shore; making for a pleasant

surrounding, day and night

…the architecture whispers of a rich

history

“Unknown to many but loved by all who have traveled here best describes the Lake Ohrid Region

where …”

It opens with a title:

Each spot ends with a freeze frame with logo, slogan and website details, such as:

Lake Ohrid Region (logo), From the Unknown to the Unforgettable (slogan), and www.unforgettablemacedonia.com (website).

CuisinePeople

Architecture/History

Lake/Scenery

Page 11: Embrace Macedonia

WEBSITEWEBSITE

11 12

Rotating background

photos to show the user different views of the Lake

Ohrid Region.

A “hover-over” feature to offer

the user a preview of the page’s content.

Drop-down menus to

show the user different options available on the

website.

Language options to

suit the user’s preferences.

Call-to-Action links to

increase traffic to our social

media outlets.

Page 12: Embrace Macedonia

SALES PROMOTIONSALESPROMOTION

To get the Boomers more excited about discovering the Lake Ohrid Region, we will be running a contest offering a 2-week all expenses paid trip to Macedonia, as the prize, allows for more exposure and the

collection of email and home addresses. This will be the start of building a database that

allows for constant and immediate contact to those we want to attract to Macedonia.

Above, and to the right, are example ads that users will see while searching the

Internet for places to vacation.

RADIORADIO

MVO: Unknown to many but loved by all who have traveled here best describes the Lake Ohrid Region in Macedonia.

SFX: Music up and under throughout

MVO: Here, the people are as warm as the sun and every meal tastes home-cooked.

In the Lake Ohrid Region the architecture whispers of a rich history and just when one thinks it cannot get any better, Lake Ohrid fans with her cool breeze making for a pleasant surrounding, day and night.

SFX: Music up briefly andthen under for duration

MVO: Be surprised again. Visit the Lake Ohrid Region and experience love at first sight.

The Lake Ohrid Region, Macedonia. From the Unknown to the Unforgettable.

SFX:Music fades

13 10