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Task 3 case study on teq's marketing plan...

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Task 3 Case Study A description of the campaign (including start and end dates, what promotional activities were done, were any other organisations involved plus more relevant information that you gather from the presentation) Tourism Queensland’s core objectives are to increase visitor numbers, increase expenditure and to increase regional dispersal. With this in mind, 48 hours 48 hotspots was created. The promotion ran from April – September 2011. The print promotional activities included a full page blogger competition, double spread advertorial and full page in Madison, Grazia and OK! magazine, front page strip and full back page ad in both Sydney and Melbourne’s MX newspaper, avant card mini magazine and editorial mentions in Madison magazine. Online promotional activities also included ‘The Hub’ – madisonmag.com.au which featuring all 48 hotspots, blogs, market place, luxe to less and video content, display advertising on Ninemsn and News Digital Media. In addition, search engine marketing ran between April 13th 2011- October 9th 2011.

Explain the promotional mix (what were the promotional methods used?) The promotional mix included in the marketing campaign are: - Advertising: MX newspapers, blogger competition, advertorial, Madison, Grazia and OK!, Avant card mini magazine. - Online: The Hub, display advertising on Ninemsn and News Digital media and search engine marketing - PR and publicity – TQ media release

Explain who the target market/s were and why The target market for the campaign is extremely specific; women who are social funseekers. Social funseekers make up 25% of the domestic holiday market, being the second largest segment. Social primary travel so they can have fun with friends and enjoy lots of activity. This fits the campaign as it is all about the many activities has to offer.

How was the campaign communicated to staff The campaign was communicated to staff through ‘weekly WIP’s’, industry updates, email and daily calls as well as regular face to face meetings. The main communicator being the marketing team, who communicated with internal staff such as the destinations team, finance team and research team in addition to external staff such as sales agencies and industry.

Outline the costs of the campaign The overall budget for the campaign was $200,00. Approximately 80% of the cost was spent on media, including magazines and online promotional activities in addition to 20% of the budget

being spent on production, including creative development, blogger, Samantha Hardman’s itinerary costs and hub development.

Outline the results of the campaign Overall the campaign achieved 59,319 website visitors over the campaign period, a 169% increase and the campaign produced a sound return on investment. The average time spent on the site was over 5 minutes, which is quite high for just the one website. From those surveyed, the perception of Brisbane changed to a positive one. Over 60 tourism operators were involved in the campaign.

Describe the effectiveness of the campaign The campaigns main objectives to educate the consumer, increase awareness and preference of Brisbane and to motivate consumers to take action. The campaign effectively changed the perception of Brisbane to that of a positive one, even to those who had not physically visited after the campaign ended. The campaign also effectively strengthened Brisbane’s brand positioning and created a sound return on investment four Tourism Queensland.

What worked in the campaign The campaign successfully fulfilled its marketing objectives to educate the consumer, increase awareness and preference of Brisbane as well as motivate the consumer to take action. The editorial approach was found effective in communicating Brisbane messages.

What didn’t work in the campaign The feedback received included that the content was too heavy, giving it an opportunity to refine and to broaden the creative material to appeal to both genders and to investigate new digital technologies as well as to create only one central web hub and a direct operator.

How was the campaign monitored The campaign was monitored through the use of Google analytics on Tourism Queensland and Madison, digital ad serving (click tracking), search engine marketing – fortnightly reporting, sales monitoring through Virgin Australia and Blue Holidays, publicity tracking in addition to anecdotal feedback from Tourism Operators.

How did the campaign match the company’s vision The campaign successfully strengthened Brisbane’s brand positioning and educated the target audience to shift perceptions to a positive one.

Recommend how you would improve the campaign Improvements on the campaign would include such things as advertising to both genders as well as a wider range of digital promotions, for example social media...