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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. 8 Comments:
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strapped in @ 
curious, what is the definition of a jologs? masa == jologs? anyway, mukhang di approve ng company ang pagudpod :(