}
Saturday, March 18, 2006
marketing a vacation
Objective: To launch a pro-vacation campaign for the summer, specifically one that involves sun, sand and shore.

Target Market: M/F in their 20s contending with the corporate ladder, residing in cramped cubicles made of drab colored wood and cork boards. They are tired, but working. They feel like the world is against them. Usually underpaid and of low morale. Stress is accepted as a part of everyday life. Vacation is a big thing for them, because this is an absolute rarity.

Insight: Summer is beautiful. The sun, the fashion, the colorful flip-flops, the beach you lie on, the water you plunge into, the air breezing through the palm trees. But you're sitting on a chair that creaks, wheeling around linolium tiles. You're wearing a jacket to fight the biting cold from an assertive AC vent. You've got knots of stress on your back. You're dull. You're not beautiful.

Benefit:
A beach vacation can instantly de-stress and dampen all murderous intents (Primary emotional benefit).
A beach vacation can brighten you up via a bronzed, beautiful tan (Secondary tangible benefit).

RTB (Reason to Believe): That's because a beach vacation has all the natural ingredients known and proven to calm nerves and place someone in a state of serenity and content. It is infused with the brightness of sunshine, the coolness of water, the freshness of the sea breeze, and the relaxing sound of the crashing waves.

Executional Mandatories: White sand. No jologs. Bikini.

Things to take note of:
1. Ensure feasibility within budget
2. Bust muffin top barrier


Now tell me if I'm working too much.
dezphaire strapped in @ 8:08 PM  

9 Comments:

  • At 1:25 PM, Blogger qroon said…

    curious, what is the definition of a jologs? masa == jologs? anyway, mukhang di approve ng company ang pagudpod :(

     
  • At 1:43 PM, Anonymous K said…

    Are you promoting your company? hahaha nice advertising budget ideas.

    Looking forward on a holiday. My destination to bicol is just about FAMILY and garoupas.

    Boracay is sweet for tans, never been there..

    are jologs meant for baduys? ;)

     
  • At 1:57 PM, Blogger dreaming-neko said…

    still waiting for that sexy bikini pic, dez.... :P

     
  • At 2:55 PM, Blogger dezphaire said…

    qroon: ay sayang. layo kasi :(

    K: i'll put Bicol on my travel list :) i don't know how the sand is there... that's what i love about Bora. Powdery heavenly white sand!

    jologs... also to qroon's query... hard to really define. sila yung parang never nakakita ng babae sa beach. yung bastos at tatapatan ka ng camera phone. yung naka-jeans mag swimming. yung maingay at akala cool sila. may pait ba? haha.

    neko: i have one but it's from last summer. that would be cheating though wouldn't it.

     
  • At 8:03 PM, Blogger she said…

    *sigh* i wanna go to the beach

     
  • At 11:07 PM, Blogger The Blue Sixteenth Note (the dark side...) said…

    I miss work... I miss the moolah!!!

     
  • At 4:42 PM, Anonymous K said…

    Place like in Bicol maraming JOLOGS, people go to the beach having to swim with their jeans on - like two of my sister, pangit daw legs nila, pagpipistahan daw sila ng mga guys. hehehe.

     
  • At 7:11 PM, Blogger dezphaire said…

    she: *sigh* din

    nio: hahaha. iba. moolah yes, work no. if only it was possible.

    K: sa ilocos din. but more than anything, it's the ogle-attitude that i hate. especially if you're walking down the beach at peace! bigla kayo banaman kunan!?! ang lalim talaga ng pait noh? hehe.

     
  • At 7:36 AM, Blogger dreaming-neko said…

    we'll take it :)

     

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