Advertisement in the Tourism Industry - Case Study Example

Advertisement in the Tourism Industry Name Course Professor’s Name University Name City, State Date of Submission Advertisement in the Tourism Industry Introduction The period between 2008 and 2009 had a great impact on trade and global economies following the fallout in the economy across Europe that extended to the entire globe due to the interconnection of the world economy. Australia was also hit by the historic economic crisis in the tourism industry more affected that many other industries. The industry management both in private and public ownership device mechanisms to control the compressed economy. When there is a high rate of savings within the population, tourism revenue normally goes up. However, in times of economic crises, the industry is influenced negatively demonstrated by fewer numbers of tourists who visit the region. Australia registered reduced number of tourists. Such situations made the companies to adjust their operations timeline to ensure that they gain competitive advantage of such a time. Some prefer to reduce their charges and others opt to advertise their firms. The paper examines the strategic measures taken, their effects and influence of advertisement to the organization. Objective The objective is analyzing the ways in which the company may increase returns and the number of tourists in an Australian company. The company plans to carry out an advertisement to woe members of the most tourist attraction that has faced challenges due to the global economic crisis that has rocked the world. The targeted population are those within the 55+ age bracket. The company has budgeted a total of $100,000 for the campaign. The paper explores the possibilities of whether it is an effective way to boost and create awareness of the brand in the tourism industry. The paper is an advisory one targeting to see whether it will effectively manage to boost its brand image through the advertisement and the creation of USPs. Relevance of Tourism Brand Campaign The move to sustain the activities of the firm after the global economic crisis are important in the tourism sector. According to the argument raised by [Tou10], media engagement through the advertisement of the brand is important. Tourism New Zealand has achieved a lot through advertisement, advertising, international PR activity and online marketing. Social media and online platform are important advertisement tool and also their effectiveness and efficiency as they reach many people at the same time[Ham12]. Consumer Marketing and Advertisement Consumer marketing skills involve activities such as advertisement, promotion and online marketing. The method was effective in increasing the number of tourism in New Zealand. In this regard, it could also become effective in the Australian case. The management of them may decide to advertise their brand on such platform. The technology takes advantage of technological advancement through mobile technology, social media platform and online advertising in their websites[Pau10]. The websites can work effectively as an important medium where the international and local tourist can do their booking and customer feedback reports on their service delivery. It will make sure that the visitors understand the region well, cultural background and any other relevant information they may find effective and required. The online platform can also be used to carry out satisfactory report, special travel deals and information about wine tourism in Australia. International Public Relations and Media Engagement Maintaining a good media coverage that encourages the visitors to tour the Australian region may be an effective strategy that has been proven to work. This can be possible through a well-trained, motivated and experienced public relations team. The organization may encourage some local and international activities that have media coverage. Considering the strategy that toured New Zealand used, it could also be effective in the Australian case following the unique nature of the line of tourism the company has embarked on in wine tourism. The New Zealand case involves application of tournaments that experiences media coverage where they have identified that they cover a large number of people at the same time. They use activities such as Volvo Ocean Race and international ratcheting[Tou10]. Working With the Travel Trade The organization in the Australian case may make use of the travel agents, wholesalers and online travel sellers may also form an effective strategy that increases their marketability and market control. However, induction workforce and seminars for these groups would increase their expertise and understanding. That interaction is an effective strategy that incorporates strategies to increase their revenue from the visitors who visit the region. According to Tourism New Zealand (2010), the organization works in close relations with other agents and sales team that has increased the number of visitors visiting the region. It was an effective strategy that may be incorporated into the Australian case. Good strategic measures transforms the industry despite the economic crisis that has hit the region. Furthermore, the agents market the organization internationally and locally with the intention of creating a nice view of the organization of the international community. Tourism Branding and Advertisement Strategy According to Ionela (2011), the increased competition for the fewer number of visitors interested in exploring the region's diversity has raised the need for development of competitive advantage for the firms. Understanding the argument raised by (Kotler& Gertner, 2002:253) that brand is an important distinguishing element in the company is relevant to the concept of the Australian firm. Creating distination branding is an important process if at all the organization has to get a competitive advantage over others. The process is crucial and relevant, especially considering the absolute nature of the industry after the 2008-2009 global economic crisis. Creating of attractive logos and slogans is an important process. It informs the tourists on the values that differentiate them with other firms. In the advertisement process, the organization should work together with the company to ensure that it is attractive, clear and suitable for all media of advertisement. It ensures that the clients are able to identify what different the organization offers and the gain competitive advantage over their competitors. When the same logo and slogan are used across all media of advertisement, the customers mainly tourist: both local and international develops a clear and concise identity of the firm. That form of advertisement would be effective in attracting tourists who are interested by the value of branding they have made for the organization[Ion11]. Method of Advertisement a. Television In the case of this Australian company, there are several methods effective in a campaign and advertisement. Some of these methods are: television advertisement, brochures and newspapers. These advertisements may include items unique in the industry such as hotels, resorts or historical sites and unique wine tourism. The tv series should include beautiful view of the key elements that helps to create an imagery view of the company in the minds of potential visitors. It should have a visual representation of leisure camps and parks, dietely and comfort that guarantee them of their safety and value for with their money. b. Brochures Brochures are the most common tools used in the tourism departments. They carry a variety of information which can be easily sent through emails and posted in downloadable form online. Their small size and vast information on the organization is relevant to the marketing and advertisement tool. A typical brochure contains information on prices, itineraries, company information and even testimonials. They have been proven to have a great impact on the organization. c. Newspaper and magazines The newspaper is important in the advertisement of tourism sector. It is developed specifically to attract local domestic tourism. It informs people on a daily routine. Newspaper advertisement is one of the most cost effective methods of advertisement that is applicable in the Australian case. The newspaper may strategically target the people who are actively engaged in reading and analyzing the newspaper. In fact, some organization and individual person may be searching for a good holiday destination. Choosing Advertisement Agents When selecting the advertisement agent, there are a number of factors that should be considered. These factors ensure that the right form of advertisement is made. These factors are: 1. Service Required The intended service for the Australian case is in the wine tourism sector. Due to the extensive marketing campaign that is required in the case of the organization in Australia, the company requires a well-established ad agency. The agency specialization in the ad should be identified with the most relevant in this case being the radio or television commercials. 2. Advertisement Budget Budget is an important consideration when planning the advertisement agent. Large advertisement companies will charge more than upcoming smaller agencies. For this company, it requires a medium sized advertisement industry with respect to the budgeted amount. The large advertisement industry will require more resources to carry out the advertisement. To get a whole package, the resources might be limited, hence, achieve only a portion of their services that could be achieved in a medium sized company. In this case, the Australian company has $100,000 set aside for this process. 3. Location of the Advertisement Agent Confusion normally arises on whether to use a local or a foreign advertisement industry. However, for the nature of the advertisement in the tourism sector, a local agent would appear as the best choice due to their knowledge and understanding of the entire region physical and geographically. In this section, it is important to match the size of the advertisement agent with the wine tourism organization. Large companies will most of the time use their top management and proficient team for large and high ranking clients while on the other hand medium sized agents will work on personalized service. Unique Selling Proposition (USPs) Regarding the USPs, the organization should consider more about them since they benefit the organization by their unique way to attract more tourists. They comprise of theories that are relevant and differentiate what the organization stands for. Furthermore, it plays a role in convincing the target tourists in switching brands. It has a major impact on sustainable programs, especially the tourism sector. The services delivered are somewhat intangible and, therefore, important for USPs to contribute greatly to the advertisement process. In addition, they have sufficient ability to move masses like other strategic measures in the advertisement especially in wine tourism. It is notable that most of what is listed in the USPs are just memorable slogans that can be remembered by people when seeking a tourist destination. Brief for the Advertising Agency Contact person Marketing Manager Contact details Tel: Mobile: Unit/ Department Wine Tourism Marketing Department Budget Budget amount: $100,000 Budget code: hiring the advertising agency Overview The proposal for an advertisement exercise has been made following a detailed research of how the organization may use the advertisement tool to increase returns after the 2008-2009 global economic crises that lowered the revenue the company got from tourism business[Ham12]. Objective The goal of the exercise is set to ensure and promote the competitive advantage of the firm in a time when the company faces financial worry. The outcome of the exercise is aimed at granting the company more tourist arrivals despite the economic crisis. Advertising and branding guidelines The advertisement and branding is based on strategic full package advertisement exercise. Deliverables required (Copy, design, printed materials, banners, brochures, display advertisements, etc. Brochures: (Type and amount) A4 size, 1000 copies Text: (Number of words and when) 30 words all inclusive by 3rd June 2104 Display advertisements: (when) 2nd June 2014 TV session Morning and evening from 2nd June to 2nd July Banners: (How many and when) 50 Banners, from 22nd June to 2nd August 2014 Signage: (What and when) Event material: (What – invitations, name cards, etc and when) 2nd August 2014, name cards, invitation letters Other: (What and when) Newspaper advertisement, from 2nd to 8th June 2014. Target audience The target audience comprises of both local and internal tourists with emphasis on those aged around 50+. Call to action The organization target to impact the audience with knowledge and information on the variety of services we offer. It is aimed at conversion of users to lead and later to customers. Tone and image The tone and image expected by the organization should be informal, warm and humorous to create excitement through informative presentation of the advertisement. Messages The message the organization seek to pass is on comfort, interesting activities, exploration of unexplored region and unique services offered. Other Competitors The organization is competing with other organizations in the wine tourism sector as well as other tourism and conservancies across the Southern Australian region. Support information The organization would appreciate inclusion of USPs such as “The most amazing world” Image selection The images selected should contain: children enjoying the adventure in the wine tourism plant, 50+ members of opposite gender having to share their experiences and youthful people engaging in games and sports in the organization compound. Mandatory inclusion The organization also seeks a well-established Logos and legal disclaimer Duration of activities The organization has decided to carry out the activities running from 2nd June to 2nd August. Creative brief approval/comment form Client (Project Manager / Staff member responsible) Signature: ...................................................................................................................... Date prepared: / / DECS Strategic Communications Manager (DECS Strategic Communications will need to view all mass circulation advertising/promotional material prior to production) Signature: ..................................................................................................................... Date prepared: / / Director Signature: ..................................................................................................................... Date prepared: / / Graphic design brief approval Client (Project Manager / Staff member responsible) Signature: ................................................................................................................................................... Date: / / Principal /Director Signature: ................................................................................................................................................... Date: / / Graphic designer Signature: ................................................................................................................................................... Date: / / Bibliography Tou10: , (Tourism New Zealand, 2010), Ham12: , (Hamid, et al., 2012, pp. 109-110), Pau10: , (Paul, 2010, pp. 16-19), Tou10: , (Tourism New Zealand, 2010), Ion11: , (Ionela, 2011), Ham12: , (Hamid, et al., 2012, p. 112), Read More