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Jul 24, 2016
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 Zo Sadler Managing Director Designer Creative Director
Jamie Russell Jamie Borzik Keri Rouse Photographer PR Specialist Videographer
The Last Word
IT ALL STARTS WITH THE UNKNOWN
PARTNERSPARTNERSFOUNDATION OPEN SOCIETY MACEDONIA
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.
The online presence and database can be evaluated by looking at social media, website
traffic, and the email count. M
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:
3TARGET 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.
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
69% of Boomers use the Internet daily and they use it for:
MEDIA HABITSMEDIA HABITS
Primetime Television, News & Information,
Select formats such as News/Talk, Sports, Oldies, and Classic Rock.
Newspapers and Magazines
(specifically AARP Magazine.)
T US M
HEADLINE (Lake Ohrid Region) + SUBHEADLINE (from the unknown to the
Lake/Scenery Cuisine Architecture/HistoryPeople
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 ones 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 marketers dream:
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 campaigns social media page displayed to
those with similar interests.
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.
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
Unknown to many but loved by all who have traveled here best describes the Lake Ohrid Region
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).
photos to show the user different views of the Lake
A hover-over feature to offer
the user a preview of the pages content.
Drop-down menus to
show the user different options available on the
Language options to
suit the users preferences.
Call-to-Action links to
increase traffic to our social
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.
MVO: Unknown to many but loved by all who have traveled here best describes the Lake Ohrid