Media Campaign to Visit Sydney - Essay Example

Media Strategy Brief: Sydney To promote the city of Sydney that aims to increase its visibility to travel consumers, and in effort to attract expatriates, tourists and the picky travellers worldwide, will obviously require strategic and comprehensive media strategies. Several media campaigns by the government have already touched themes that centers on the city’s must-see or must-visit spots like the Sydney Harbour, Sydney Opera House, Taronga Zoo and Sydney Aquarium, among others. This year, the Australian government launched a $1.2 million-tourism campaign that aims to promote Sydney’s vibrant and lively nightly cultural events dubbed as Designed to Inspire. This recent tourism investment is part of the government’s effort to beat its target of attracting 10-million-plus visitor nights per year, according to the online global travel industry news site, eTurbonews.com. Aside from the city’s world-class cultural events, the tourism campaign hopes to increase awareness and promote its premier dining, visual arts and fashion sense. In this regard, this campaign, on one hand, seeks to harness the theme of using urban experience in attracting tourists to visit Sydney. Marketing Objectives Beat Melbourne! Increase international visits by 20% Increase visits to Sydney from previous year by 25% Increase percentage of visitors to Sydney that spend the night by 25% Increase expenditures in Sydney above the national average by 30% Increase share of Sydney residents’ tourism expenditures by 30% Increase Sydney’s market share within Australia and among footprint cities by 5% Advertising Objectives Increase awareness of Sydney as an attractive and liveable place to experience urban living at its best. Increase Sydney.com website visits by 20% Motivate consumers to order Sydney’s travel guide It’s a New World in Media Campaign In an old-style media relations exposure, the agency and its client would agree to employ the following – a ) 70 percent feeds and photocaps (media kit), b) 20 percent events, spectacles and junkets, and c) 10 percent one-on-one interviews. However, this strategy proved problematic because it has been proven to be less effective in generating results because of the lack of authenticity and attention. This old-style also it frustrates the editors who need to prioritize their own writers. In contrast, the new style media relations practice employs – a) 20 percent feeds and photocaps, b) 40 percent of interviews, and c) 40 percent for events, spectacles and junkets. The modern practice works better since it ensures that articles are bylined, article sizes are larger, company activities are seen as more credible, and the contents comes out faster. Content Footprint Thus, in order for the campaign to receive an unprecedented visibility among the target audience, feeds (usually in the form of press kits with photo attachments) given the media would normally appear in print, television and digital media over a three-month period. Usually, the exposure and visibility in the media expects the following –a) with blog, the release of content is immediate; b) on television, exposure and visibility of the message can range from one to ten days; c) on broadsheets and weeklies, exposures may last from one to ten weeks; and d) on glossies or magazines, the visibility of the campaign can last up to twelve weeks. The campaign’s timing is determined by three (3) editorial factors, namely – story power, available space, and thematic relevance. Effective vs Convenient It should be noted that the things suggested in such media campaign will be difficult to accomplish. And as media strategist, it is usually normal to be sensitive to this and as such effort is not meant to be relayed lightly. These challenges will represent the difference between modest exposure with incremental results and drastically more exposure with dramatic results. Complaints about a city Usually, tourists will be heard to complain about a city. The complaints can sometimes posed big challenges for the parties to attract tourists in coming back or returning to the place. Here are example of complaints we often hear about a city – “These cities are all starting to look the same.” “It has become unaffordable now to live in these big cities.” “It takes forever to get from A to B” “I am afraid to go out after dark.” Relevant facts about Sydney But how is Sydney best known in the world? As the economic capital of Australia? Not at all but more about its being liveable. In 2007, Sydney earned the distiniction to be included in the list of the world’s top 25 most liveable cities, placing No. 10, according to a survey conducted by high-end urban culture magazine Monocle (2007). London failed to make the list, which Munich topped. The same magazine again included the city of Sydney for cosy high roads in Plummer Road, placing 20th in the list that ranked world cities with the best urban design. In fact, the city boasts of the pervading sense of openness that attracted not only tourists but also migrants, which now account for a third of the city’s inhabitants. It also prides its attractive harbour, beaches, bushland with wild life, and perfect weather. Another magazine, Businessweek released a list, this time of Mercer Consulting’s 2008 survery of the world’s most expensive cities where Sydney, whose population as of 2007 stands at 4.3 million, was on the number 21 spot, which Moscow topped. According to this survey, it is estimated that getting a two-bedroom in a luxury apartment in Sydney would cost one $2,364.75 per month. Bus or subway ride can cost up to an average of $2.41, and a hamburger meal in one fast-food chain can be had by paying an average of $5.87 already. Key Sydney Metrics (source: Monocle) Sydney’s Kingsford Smith served up to 49 international flights, catering as far as Los Angeles and London. The crime murders of the city it is said is recorded at 57 while all break-ins, 29,804. Wi-Fi connections are available for free in most commercial hubs throughout the city. Sydney prides its tolerant city, large gay community and a newly-released anti-homophobia measures, according to news network Reuters. The city hosts a number of establishments meant for shopping and drinking. The city’s transport system is Transport: Sydney’s public transport situaion is notoriously snail-pace, aggravated by poor bus and rail services and transport system. It is also documented that 91 percent of its people live within 800 meters of open space. The city’s access to natural resources is impressive since 49 percent of its region is near national parks, state forests, regional parks, nature reserves and recreational areas. The environment is a problem in the city, air pollution has been reported to be among the major causes of death in Sydney. Issues Since issues are concerns that play or may play in people’s mind that will give them a negative perception of the brand/product, usually, they are not necessarily factual. Based on the 2008 survey of the world’s most expensive cities by Mercer Consulting, Sydney’s cosmopolitan life is costly for its residents, especially in terms of housing is high. While it may be boon in raising national pride to be included among the most expensive cities in the world, however, it may not be attractive to tourists who may have very limited budget for their travel expenses. Sydney’s public transport it is said is antiquated such that its unrealiable transport system has earned it the notoriety of not capable of linking the urban sprawl. Add to this that main or major transport roads are continually been reported to be clogged by cars and other transport vehicles. Transport experts estimate it will take Sydney up to 15 more years to fix should it allocate up to $7.8 billion. The stigma of Sydney being a penal colony has’nt been erased in the eyes of the media. And this edginess has by far extends up to the present time, with media reports citing corruption scandals in the local council levels. Monocle reports that modernist architecutre has received flak from well-known personalities in the field, at the back of Art Deco and old workman’s cottage that surround Sydney. One such authority on urban planning and design, Ed Blakeley, cited the city’s lack of 30-year long-term vision to turn things around Sydney more attractive not only to tourists but liveable as well to inhabitants. Althrough said to be relatively tolerant because Sydney is deemed Australia’s gay capital, however, the city earned a notorious image as homophobic. Reports of intense gay bashing, harrassments, and exploitation has recently compelled the city authorities to declare new laws that will make the city homophobia-free zone. The gay, lesbian, bisexual and transgender group is a flourishing market, and the city’s yearly Mardi Gras is attracting thousands in tourism. Communication Objectives In the media campaign, we will set our communication objective. In this project we ask - How do we want the public to feel when this campaign is over? If they feel this way, it will reflect in terms of the number of visitors and tourists who will grace the city and even plan to return or stay for a longer period of time. Specifically, we shall be guided by the following communication objectives, of what we want people or the public feel about Sydney – Sydney is a wonderful place to experience urban living for tourists and expatriates The city’s diverse population share similar values with some of the best cities in the world. Transport and commuting is very do-able with international flights that served almost all international points It’s haven for nature lovers (there are lots of botanical gardens). It’s an interesting and culturally enriching city (Sydney Opera House). It will stay green and lush for a long time to come. It is a secure place to visit and live. Of course, it is an urban living with beach (Whale Beach) There is plenty of sunshine since the weather is good all-year round Communication Strategies The campaign will answer, if not fully, but at least the essence of what people usually asked or inquired about what how can one say if he is in the right place, particularly to make the tourists appreciate and remember his urban experience in Sydney. Sydney is a city where it is best to experience the best in urban lifestyle Balanced development is ongoing in Sydney Sydney is a melting pot for various cultures and where some of the world’s renowned artists congregate. Sydney has special wildlife. Despite the bustling urban sprawl in Sydney, there is a general gentleness in the pace of development that has kept its original panoramic and high cosy roads in tact Action Strategy/Marketing Segments For this objective, our first goal is to create awareness that will turn Sydney into an urban hub that tourists will naturally enjoy and recommend with friends to be a destination haven. In approaching this action strategy, it will be necessary to direct the different elements of urban living, art and event cultural activities into the different community centers of Sydney. Second is the documentation and display of the urban sprawl in Sydney should also be undertaken. In order to do this, top urban photographers will be invited to photograph the different key spots that make Sydney a truly liveable and worth-experiencing urban city. Lastly and third, to enlist the involvement of “locals” of the city to provide tourists with a very unique urban experience will be a very good action strategy that will send out a compelling message that the city’s urban beauty can be very well experienced because only the locals know about these. To this end, we help assure the inquirers (who may be tourists, or media and journalists) that the city is not simply attractive or wealthy, but Sydney in several perspective is truly liveable. We will develop as the campaign slogan, Urban Experience Like No Other The Campaign Here are some of the campaigns to be launched by the city in view of making it an attractive urban landscape. 1. Sydney’s Plummer Road Tour a. Media Event. b. A Sydney branded campaign. c. A day trip to different shopping centers and its famous cosy high road. d. Meals to be served at different Sydney ‘picnic’ sites. 2. Sydney Arts and Culture Festival a. A public event to be covered by the media. b. The biggest outdoor art festival. (In coordination with New South Wales Tourism and Cultural agencies) c. Simultaneous showcase, display and mini–workshop of different forms of art. i. Visual Art. ii. Pottery. iii. Music. iv. Poetry Reading. v. Film Showing. vi. Theater (Play). Sometimes it is more effective to promote an idea without branding it. This is particularly valuable for creating public demand for a prominent feature of your product. We do it because branded campaigns that attempt this often generate skepticism. These are referred to as Parallel Campaigns because they run alongside of your branded campaign. Here are sample parallel campaigns to be launched – 1. The Environment Effect A Parallel Campaign. Article/Interviews. In partnership with several non-profit to non-government organizations… To run a campaign about the effects of living in a highly urbanized area. Effects of living in an environment that’s surrounded by greens. 2. Urban Design Effect A Parallel Campaign. Article/interviews In partnership with the Urban Design Society of Sydney, and by inviting some of the world’s best urban designers, the city can embark on a worldwide conference of all urban design agencies who will map the future look of Sydney. Media Mix For the awareness campaign, we will employ the following: network cable, Australian and international Media (TV, radio, newspaper) However, in this age, integrated communication is becoming essential for successful advertising. Confidently crossing boundaries or reinventing old favourites in a proliferating media landscape is now a core skill, testing the coherence and traction of a campaign idea. The reach and depth of print and televisual media make them the critical proving ground for creative excellence. To showcase the coherence of a Sydney’s brand messages across the breadth of its global network of agencies, successful executions require a consistently high standard of groundbreaking and culturally relevant creativity. Among the networks we will use for this media campaign are – Overview There are 87.3 million households reached by the channel Network commercials are paid by much attention by viewers Channel’s viewers say it has less commercial clutter Commercials aired by the network is high quality Channel’s programming is both “entertaining and informative” Channel’s programming is “innovative and creative” Among the programming lineup includes: Weekend Getaways, On the Map, Travel Channel Secrets, Travel Channel Hot Spots, Cityscapes, Globe Trekker. Overview According to CNN’s media kit, it reaches 89.0 million households The CNN Headline News is viewed by up to 67.0 million households In Nielsen ratings cumulative results, CNN rates as America's #1 cable news network CNN reaches 4 out of 5 US households News is the most popular television genre among C-Suite executives; 80% of C-Suite executives watch news on a regular basis over other forms of programming Programming includes: Larry King Live, Paula Zahn Now, The Situation Room, Anderson Cooper 360 Source: Getty Images References Cited Brule, Tyler, 2007, Urban Manifesto: The World’s Top 20 Liveable Cities, Monocle, No. 5, Vol. 1, July to August 2007 Chalip, Laurence (2004), Levereging the Sydney Olympics for Tourism, Retrieved 21 August 2008 Getty Image, 2008, Sydney, Australia, World's Most Expensive Cities for Americans, BusinessWeek, Retrieved 21 August 2008 Landry, Charles, and Wood, Phil, 2003, Harnessing and Exploiting the Power of Culture for Competitive Advantage, Comedia for Liverpool City Council, Retrieved 21 August 2008 New $1.2m tourism campaign for Sydney, Sydney Morning Herald, Retrieved on 21 August 2008 Okaka, Wilson (2007), The Role of Media Communications in Developing Tourism Policy and Cross‐Cultural Communication for Peace, Security for Sustainable Tourism Industry in Africa, International Institute for Peace through Tourism, Retrieved 21 August Perry, Michael, Sydney plans homophobia-free zones, Reuters News Agency, Retrieved 21 August 2008 Sydney Events 2008 Brochure. New South Wales Tourism Board. Retrieved 21 August 2008 Winfield, Carl, The World's Most Expensive Cities for Americans, BusinessWeek, Retrieved 21 August 2008 Read More