A Nile Boat Trip for White Professionals - Assignment Example

Synopsis:

In the advent of divergence and convergence in globalization, many forms of challenges and opportunities have emerged, most specifically in marketing. This encompasses factors such as environmentalism and tourism into marketing in order to cater to the needs of individuals as cosmopolitanism grows. Ottman (1993) suggested that the green movement has grown in relative strength to become a mainstream concern while Mathur & Mathur (2000) noted its effects on everyday life, in the global economy, changes to development in policies and strategies, among others. They suggested that “Firms’ actions relative to the environmental issues should consider the firms’ relationships to numerous stakeholders groups such as stockholders, employees, customers, suppliers…” (Mathur & Mathur, 2000).

It is also in this concept that events eventually became an increasing tool in marketing so that much of marketing and communication is now geared toward creating, promoting, or sponsoring events (Masterman and Wood, 2006).

These are all integrated to come up with a cultural, environmental, corporate event, and tourism in this boat trip on the Nile River. As Throsby (1994) earlier established, culture and art patrons are homogenous in terms of having higher levels of income and education, thereby presuming that environment-cultural executives as belonging to this demographic.

A Nile Boat Trip for White Professionals will target corporate executives that are needing relaxation, invigoration, and at the same time, learning and social experience that would inject a heavy load of responsibility and commitment in a very light setting --- a cultural tour down the Nile.

Event Concept:

“The Nile & Corporate Commitment to Our Environment”

The idea is to re-inculcate to business executives their environmental duties and obligations to help preserve and protect nature and humanity while on a luxury tour of the Nile River in Egypt.

Objectives for the Event:

• To relax executives through a luxurious boat trip
• Make them get in touch with the past and the present
• Present historical preserves, and the past in its reality
• Promote awareness of the changing forces of humans and nature
• Instil the value of  environmental activism now
• Make the participants commit to global nature preservation.

Size and Duration of the Event

• 7 days and 6 nights
• 3 nights at Cairo and 4 nights cruise between Luxor and Aswan

Choice of venue:

Cairo, Luxor, and Aswan in Egypt

Cost:

£180 per person for Super De Luxe Accommodation exclusive of international airfare:

• 3 nights accommodation at Cairo hotel or of the same, bed and breakfast (twin-room)
• 4 nights accommodation on board a Nile Cruise boat on a full board basis to include sightseeing tours in Luxor, Edfu, Kom Omno, and Aswan
• Sightseeing tours that include transportation by a deluxe coach
• All entrance fees for all sightseeing
• Qualified English-speaking guide throughout the trip
• All airport transfers in Cairo, Luxor, and Aswan
• Domestic flight tickets in Cairo-Luxor and Aswan-Cairo
• All brochures, manuals, event kit, and seminar fees

Target Market:

Age:                28-45 years old, males and females

Occupation:    Corporate Executives with substantial environmental responsibilities

Ethnicity:       Caucasians, preferably European or American

The Unique Selling Point of the Event:

• It is a luxurious tour
• Networking possibilities for participants
• Sharing of corporate insights and practices among participants with regard to environmental concerns
• Actual showcasing of the effects and changes that occur with regard to environmental concerns viewed as man-influenced
• Rediscovery of the past and future of humanity as influenced by environmental changes
• Ensure commitment to change and inclusion of environmental policies in the workplace and global business operations.

Work Breakdown Structure for the Project:

• Event Marketing – to execute marketing, promotional, and communications. Enlist participants and sponsors. Maximise media exposure and corporate response.

ACTIVITY WEEK

WEEK 1-2

WEEK 3-4

WEEK 5-6

WEEK7-8

Conceptualization & Planning

Promotions & Other Marketing Communications

Enlisting of Sponsors & Target Companies

Enlisting of  Participants

Implementation of Other Promotional Activities

• Operations & Logistics Plans – Itinerary, booking, transfers, venues, ticketing, transportation. This team will ensure the seminar would flow complementary of the tours, sightseeing, and other tour activities without sacrificing the value of the event. Everything has to be well-coordinated in order to bring comfort, fun, and maximum learning and sharing among participants.

UNDER LOGISTICS, the following shall be undertaken:

1. Transfers from airport to hotels, airports to cruise ship.
2. Tours in Cairo, Aswan, and Luxor.
3. Breakfast, Lunch, and Dinner schedules
4. Seminar schedules and venues.

All details of the tour are taken care of by the team in-charged. All transportation, booking, transfers, accommodation, food and beverages, itinerary, and movement are planned and coordinated by this team.

• Resource Manual, Speakers – Map out details for in-between tours focusing on the materials, resource persons, and execution of the seminars. This will ensure that all details are presented to the participants in order to facilitate maximum gains and cooperation.

ACTIVITY WEEK

WEEK 1-2

WEEK 3-4

WEEK 5-6

WEEK7-8

Conceptualization & Planning

Gathering of materials for the seminar

Enlisting of Resource Speakers

Finalisation of manual, kits, visual & audio presentation implementation

Implementation of Seminar Activities

• Budgeting and Financing – This team will work out how to achieve the potential of the event in a given budget and available resources. They will closely work with all the other teams to ensure all materials needed, resources, seminar and tour details are well-funded and within the limited working budget.