Russell Goldberg | Carissa Onuma | Isaac Rosales | Thang Tong
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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
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