Mind-Altering Marketing and Tourism in South Australia - Case Study Example

Tourism Advertisement Name Course Institution Date Evaluation of Objectives The objectives that have been suggested resonate with the current situation of tourism in South Australia. They are addressing a particular issue which is already getting out of control. At the same time, the objectives being suggested are coming from someone who understands the South Australian tourism. Nevertheless, they must be subjected to a critical assessment in order to gauge their viability. One of the intentions expressed is in relation to targeting those above 55 years of age. This indeed has all indications showing that it is a lucrative segment. This segment consists of individuals who have retired from formal employment and are enjoying their retirement benefits. In addition, this segment represents those whom their businesses have actually flourished and are not in any hustle of life. The only remaining thing to these consumers is for them to have fun. The advert meant to market the state must give this segment a reason for visiting South Australia. Such market segment only requires an assurance that indeed they will receive the best services and products ever. In addition, they are not in any hurry and therefore can spend all the time at anywhere they feel comfortable. Possible Recommendations It is clear that South Australian tourism requires a revamp. The decline over the last five years as statistics portray is definitely not a good indicator. One way of addressing this issue is by widening the base of the target tourists (Kotler & Keller 2011, p. 165). In the recent decade, South Australia has been focusing a lot on European tourists and ignoring tourists from other regions. It has come a time where the country ought to wake up to the reality that there are lucrative markets in other regions of the globe. For instance, china being one of the strongest emerging economies has the potential to supply substantial number of tourists into the region. The country ought to put in place infrastructural facilities that will attract more Chinese tourists into the region. The South Australian Tourism agency ought to work hand in hand with the government to make it easy for Asian tourism to enter Australian territory. This is because in some cases, many people from Asian countries have been prevented from entering Australia using visa restrictions. This has to be addressed in order to deal with the issue of tourism in the region. When all this mechanisms have been put in place, marketing of the state to these tourists will be the last step of appealing to them. Campaign Justification Advertisement is indeed a very powerful marketing tool. It is probably the best way through which the benefits of a product can be communicated to the target audience (Kotler 2001, p. 138). This is true regardless of the nature of service or good. The current situation of the South Australian tourism requires this kind of showcasing to potential tourists. Such campaign will work to highlight the best attractions in the region and give an impression why all tourists ought to find their way in Australia. It is true that some of the potential tourists may have failed to visit the region because they are not aware of what the region has to offer. This is very important to any marketer because a consumer will only ponder of acquiring a product he/she has the information about. As a matter of fact, there are so many countries which are involved in advertising the image of their natural resources in order to appeal to many customers. This is quite significant because tourists need to be assured that the country is in good shape to supply them with the required comfort. Where the South Australian tourism sector is, the only best way to revamp it is through thorough advertisement campaigns. A well designed advertising plan will usher in increased number of first time tourists and many others. This is exactly what is required in this sector. Successful tourism advertisement campaign There are a number of considerations that must be put in place to ensure that advertisement hits the set objectives. Effective adverts take time and resources but results are never disappointing. To begin with, the design of the ad must benefit from understanding what different tourists are seeking in the current times. Understanding the impending needs of most of the consumers can serve to ensure that the advert highlights how such clients can meet their needs if they visited the region. This understanding will optimize the ability of the advert to appeal to the needs of the customers. In addition, these adverts ought to emphasize on the best attractions the country boasts of. For instance, the great wine, beautiful beaches, events and festivals. All this are hotspots and selling points for the South Australian’s tourism. The ad must bank on such strengths to appeal to many customers over visiting the country. In addition, another consideration that will benefit a lot this campaign is the headline of the advert. This is quite critical especially from a marketing perspective (Grant 2003, p. 65). A good headline works to reinforce the message that is being communicated by the ad. The headline is the tool used to grab the attention of the target audience. These are just some of the aspects which I strongly believe ought to be inculcated into the ad in order to achieve the set goals. Advertising Agency The choice of an advertising agency is so critical to the entire process of creating ads. The agency is likely to ruin a good advert and mess up the entire marketing plan. In this respect, it is important to be considerate of a number of factors when selecting the agency. One of such considerations is the creative record of the agency. The agency must havea record of designing the best creative designs (Kotler 2001, p. 138). Therefore, the past record will be critical in selecting this kind of agency. Besides, it must have the capacity to design ads that easily communicates the message intended. In real sense, complicated ads do not sell. Instead, they tend to be boring to the audience. People love simple messages which they can easily relate to. In addition, the agency must have a good planning and implementation record. If this is not attainable, a good ad may be wasted in some way just because the agency has failed to implement it appropriately. This highlights the relevance of execution in the advert creation process. Lastly, it is important for an agency to adhere to time guidelines that have been provided. The agency must be able to operate within the timelines provided by the customer. This is to ensure there are no laps at all. USPs USP is an abbreviation for unique selling proposition. This is a common phrase in the marketing fraternity. Unique selling proposition deals with the manner in which the value in a service or product is communicated to the potential customer (Kotler & Keller 2011, p. 163). This is more of a differentiating strategy that the marketer uses to let the potential consumers know that this product is better than any other product in the same category. An example of a unique selling proposition is that of Revlon. The unique selling slogan of Revlon was that the company was selling hope and not makeup. The special thing about it is that consumers have come to associate Revlon products with hope. This alone can be used to appeal to a wider base of customers. In the same way, South Australian Tourism also requires a unique selling proposition in order to have a cutting edge in the tourism sector in the region. The proposition will be creatively designed to highlight the strengths of the region’s tourism products in order to appeal to many tourists. It is important for South Australian Tourism to have it because it acts as a hot selling point. It becomes the idea that the audience easily relates with the products whenever they see either the product or just the logo of the organization. In this case, the unique selling proposition may consist of the award winning wine and the best beaches. When the proposition is built around the special wine, its success will imply that consumers associate wine with South Australian tourism. Therefore, the adverts must be designed in a way that will make it possible to showcase the uniqueness of the region’s tourism. Such works by giving the business a market position that enables it to stand distinct from others in the market. Other Considerations Striking a killer ad is not always an easy venture. There are so many factors that must be put in place to ensure that the advert is a success. One of them is the fact that quality of advert is directly proportional to the budget set aside. In this case, the budget is set at $100,000 and therefore all the requirements must be limited to the amount set. Another consideration is in relation to the specific audience that this radio advert is targeting. The choice selected for communicating this advert is a radio. The concern is whether such media can successfully reach the main target segment (Angledew 2011, p. 114). I highly doubt of this especially if South Australian tourism is targeting international tourists. It is very difficult to use the radio to reach potential tourists from foreign countries. The agency may be forced to consider using channels like social media which have the capacity to reach to a wider base of potential tourists. Last but not least, the level of creativity used in designing the advert means a lot. This cannot be ignored since it has the potential to sell the ad very well or ruin it. The marketers must be very sure that the creativity by the company hired meets the set threshold. Creative Brief This is a campaign aimed at attracting more tourists to the South Australian region. There are all kinds of amazing tourism products in the region including award-winning wine, beautiful beaches, events and festivals. The tourists will be exposed to a brand new experience that will be filled with fun and entertainment. The main objective of this campaign is to ensure that the tourism sector in the South Australian region is revamped to its earlier flourishing state. This campaign shall be used to change this by creating a good image about the country in general to the target tourists around the globe. In this specific campaign, the main target segment consists of people who are 55 and above years of age. This has been found to be very lucrative for the tourism function. These people are already retired from formal employment and most of them are enjoying their social security funds. In other words, these people have money to spend money on leisure activities. This group of people is looking for wonderful places to enjoy after having spent much of their time working. In addition, some of these people have grown-up children who have started working and therefore can manage sponsor their parents go out for holiday. Wine is amongst some of the most preferred products by this segment of consumers. We are likely to embrace a number of techniques to assess the success of the advert. For instance, the posting on the social media sites shall be carefully monitored to see the reaction of consumer to that given advert. Comments about the advert will be used to evaluate the effectiveness of the advert. In the same manner, the change in the number of tourists within some time frame will be a good indicator of whether the ad was a success or a flop. In relation to overseeing the execution of the entire program, I will work closely with the manager of the agency. This is to ensure that my needs are met through the ad. In all this, the main message to be communicated to the target audience is the beauty that is in the South Australian tourism sector. The tourists must get the impression that what they are seeking in the name of tourism is available in this region and therefore they are most welcome. References Angledew, J 2011, The A - Z of Visual Ideas: How to Solve any Creative Brief, Lawrence King, Mason, p. 112-118. Ibach, H 2009, How To Write An Inspired Creative Brief, iUniverse, New York, p. 54-77. Grant, J 2003, After Image: Mind-Altering Marketing, Profile Books, New York, pp. 62-68. Kotler, P 2001, Kotler on Marketing, Free Press, London, pp. 121-180. Kotler, P. & Keller, K 2011, Marketing Management, Prentice Hall, New York, P. 154-178. Ries, A. & Tout, J 2001, Positioning: The Battle for Your Mind, McGraw-Hill, New York, pp. 131-147. Read More