Host 1096 Destination Marketing



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HOST 1096 Destination Marketing

August 1st 2013

Daina Tarasca Student ID:100219801

Dany Santamaria Student ID: 100700265

Macarena Portuondo Student ID: 100855214

Noris Carolina Hidalgo Vera Student ID:100856641

Laura Sofia Urdaneta Student ID:100831820




http://www.mrwallpaper.com/wallpapers/paris-eiffel-tower-1440x900.jpg
Marketing Plan: Eiffel Tower




Table of contentshttp://www.freestockphotos.biz/pictures/3/3643/eiffel+tower.png

Executive summary…………………………………………………………………………………………………..............

3

About the Country…………………………………………………………………………………………………………….

4

About the Destination…………………………………………………………………………………………………………

5

Mission and Vission…………………………………………………………………………………………………………..

6

Portfolio Analysis……………………………………………………………………………………………………………...

8

Competitor’s Analysis…………………………………………………………………………………………………………

10

Forecasting…………………………………………………………………………………………………………………….

12

SWOT Analysis………………………………………………………………………………………………………………..

15

Marketing Goals and Objectives……………………………………………………………………………………………..

17

Marketing Strategy…………………………………………………………………………………………………………….

18

Targeting and segmentation……………………………………………………………………………………………

18

Positioning……………………………………………………………………………………………………………….

22

Positioning Statement………………………………………………………………………………………………….

22

Resource requirements………………………………………………………………………………………………………

23

Marketing Control……………………………………………………………………………………………………………..

26

Marketing Control Plan…………………………………………………………………………………………………

36

Communications Plan………………………………………………………………………………………………………..

28

Product……………………………………………………………………………………………………………………

28

Advertising objective…………………………………………………………………………………………………….

28

Creativity Strategy……………………………………………………………………………………………………….

29

Mass media advertising………………………………………………………………………………………………..

31

Twitter account………………………………………………………………………………………………………….

34

Event and Public Relations campaign……………………………………………………………………………….

34

Marketing Budget…………………………………………………………………………………………………………….

35

References…………………………………………………………………………………………………………………….

36

Executive summary

Over the past century the purpose of the famous Eiffel Tower has changed, at the beginning of its history it was built to celebrate the 100th year anniversary of the French Revolution, the Tower was a “veritable technical and architectural achievement” (Eiffel Tower, 2013) of French Engineering. After a decade The Eiffel Tower served as a military radio station followed by public radio station and finally as a television broadcast station. Nowadays the Tower still achieves its vision statement which to be a distinguished symbol of Paris, France; it is a cultural emblem. Currently the Eiffel Tower is an iconic structure, a major tourism destination; it serves as a recreational and cultural attraction. “It allows us to see and to be seen, with a spectacular ascent, a unique panoramic view of Paris, and a glittering beacon in the skies of the Capital. The Tower also represents the magic of light. Its lighting, its sparkling lights, and its beacon shine and inspire dreams every evening” (Eiffel Tower) The launch of the new Eiffel Tower is yet to come in 2014 highlighting its objective which is to continue to be the most visited tourism monument in the world. The marketing plan will show why the Tower must be revisited and why it is an essential requisite for the segmented target market to visit the Tower in their coming vacations if they have not done so. Our plan is simple but powerful.




About the Country

FRANCE


France is situated in the western part of Europe. Borders with Belgium, Germany, Switzerland, Italy, Spain, Andorra, Monaco and Luxembourg and its coasts are washed by the Atlantic Ocean and Mediterranean Sea.

  • Population: more than 66, 000,000 people

  • Surface: 675,417 km2

  • Country capital: Paris

  • Language: French

  • Religion: Catholic

  • Time zones: GMT +1

  • Currency: Euro

  • Visas: Canadians don’t need visa if they want to stay no more than 90 days


About the Attraction


EIFFEL TOWERhttps://encrypted-tbn2.gstatic.com/images?q=tbn:and9gcsiihg1agg0m1nxlntialhiskgkkszahi5al13om4e_s_k7an8pca

  • 324 meters tall

  • 7,300 tons of metal

  • Total weight 10,000 tons

  • 18,000 metal parts

  • 336 projectors

  • 20,000 light bulbs flash during 5 minutes every hour until 1:00 am

  • Antenna total 120

  • 1,665 steps

The tower was built in 1889 for the Universal Exhibition in Paris and in order to commemorate the centenary of the French Revolution. It was designed by Gustave Eiffel, a French engineer.The foreground was made by Stephen Sauvestre in 1884. But then, was Gustavo Eiffel who took over the design and execution.

http://wallpaperdev.com/stock/eiffel-tower-wallpaper.jpg

Vision and Mission Statement

  • Vision statement:

To be an eminent French symbol.

  • Mission Statement:

19th century mission:“"Utopia achieved", a symbol of technological prowess, at the end of the 19th Century it was a demonstration of French engineering and a defining moment of the industrial era. (Eiffel Tower, 2013)

20th century mission: French army representation with a military radio

21st century mission: the “Eiffel Tower has seen remarkable achievements, extraordinary light shows, and prestigious visitors. A mythical and audacious site, it has always inspired artists and challenges” (The Eiffel Tower, 2013) It serves as the first tourism destination for foreign visitors.

Portfolio Analysis

Eiffel Tower SBU: The SBU of the Eiffel tower are:




  • Tickets: The range price for the ticket to the Eiffel tower goes from $19 for adults, $ 17 for youth between 12 and 24 years old, $13 for Children between 4 and 11 years old and $10 dollars for handicap and people assisting them. Annually the tower received around 7 million people which translate in one visitor every 4 seconds. This 7 million of people bring revenue of around $85 million per year. Because of this high income the tickets the most Important SBU for the Eiffel tower

  • Food and Beverage



  • The 58 tour Eiffel restaurant: This restaurant it is located in the tower first level offering a beautiful view of the city and it offers traditional French cuisine. The lunch menu goes from $26 while the dinner starts in $75.

 vue sur le trocadéro  entrée du 58 tour eiffel




  • The Jules Verne Restaurant: It is located in the second level and it offers a modern French menu. The prices go from $350 per dinner and up.




http://ocd3eso.wikispaces.com/file/view/05-julesverne-paris.jpg/282800144/407x321/05-julesverne-paris.jpghttp://2.bp.blogspot.com/-qs2hjlz_8em/ut3y0nzgdli/aaaaaaaaadg/dvvwfznkkri/s1600/le-jules-verne-paris.jpg



  • Champagne Bar: the Bar is located and the top of the tower and it offers a different experience for visitor. The price goes from $13 per glass.

un panorama exceptionnelbar-a-champagne-24-mars-2011 237bar à champagne



  • Buffet restaurant: they are located in the ground floor, in the first and in the second floor of the tower and provide light meals and snack such as sandwich, salads, pizzas.




les buffets du 2ème étage les buffets du 2ème étage


The food and Beverage SBU of the Eiffel tower generate revenues to the attraction but not as much as the tickets SBU.

  • Souvenir shops: the Eiffel tower offers souvenirs shops in the ground and in the first and second level which provide an authentic experience to visitors of buying their Eiffel tower souvenirs in the actual structure. We do not have exact information of the revenue, prices or visitors to the stores, but we know that as well as the food beverage area it generates revenues and it can growth as well.


Distance by plane From GTA

Cost of the flight

Cost of entry

Online ticket and website

How to get there

Amenities

Handicap accessible

Visitors per year

Age of structure

APP
Competitor Analysis

The attractions we choose to compare with the Eiffel towers are the Statue, located in New York, The London Eye locate in London and the Chichen Itza located in Yucatan.

By doing our research we found out that in the top 15 of countries visit by Canadians US is located first follow for Mexico, Cuba and the UK (the Whig, 2013). For that reason we decided to choose those destination that are located ahead France which is number 6 in this ranking in order to compare why Canadians are going there and what they have in common and what differentiate them.

Forecasting

Tourism in France

Paris it is the most visited city in the world (Wikipedia, 2013)

Visitors in Paris

Year

# of visitor

2009

70 millions

2010

71,6 million

2011

72,6 millions

2012

72, 1 millions

(Paris Press information, 2013)

The amount of visitor to Paris has been increasing around 1 million per year but it decrease a little from 2011 to 2012.



In addition, Canadians are spending more outside Canada in the last decade according to Canadian Tourist Industry special report of 2011 (Hall, 2012).



Forecasting 2013

According to the information we can predict that the amount of visitor to the city it is going to remain about the same number that past year, which will be around 72 millions. From 2011 to 2012 it decreases around 100.000, but in general terms in remained almost the same. This means that the visitors to the tower and the revenues of the tower will be remains about the same which is 7 million per year and around $85 million.

Regarding to our target Group, we can see that from 2001 the baby boomer percentage of population have been growing, so we can expect that this number keep growing which will made our target group a little big bigger and it allow us to reach a bigger target number which will traduce in more visitor to the City and more visitor to our attractions. In addition, our target groups it is spending more and more outside Canada so that means that they are more likely to keep spending in an overseas vacation to our destination.

The Eiffel tower has a lot of strength that make it stand up from other attractions, tourists can arrive there by public transportation which is very convenient when someone is abroad and want to visit touristic places. People do not want spend one day just to get to one attraction. Also it has 2 restaurants and buffet restaurants. One of the weaknesses of the tower it is the time people have to wait in line, but thanks to those restaurants people can buy something to drink or eat while they wait or when they are going to the top. Technology is very important nowadays so the fact that the Eiffel Tower has an application that works as a guide it will definitively makes people happy.

By making people visit the Eiffel tower we are not only helping the tower but also the local business that will increase their revenues thanks to tourists.

As any other attraction, the Eiffel tower has threats, but those threats are almost the same that any big destination will have.



Marketing Goals and Objectives

Goal/Objective

Action

Timeline

Desired Outcome

Goal

To generate awareness of The “New” Eiffel Tower

over the upcoming fall, winter and spring

in order to drive 700 or 0.1% GTA Boomers to visit January to June 2014.

Objective

Establish a base awareness among the target

during the first quarter commencing in September 2013

to achieve awareness for holiday gift season and long haul trip planning

Objective

Place ads specifically targeted to GTA Boomers using a variety of media: Magazines, Newspapers, Radio, Social Media, Internet etc.

With campaigning to launch Fall 2013

to achieve month over month growth in awareness

Objective

Enhance Web presence and expand social media and networking utilizing: Google Ad Words, Facebook, Twitter, Bloggers etc.

over the entire campaign

to develop customer relationships leading to visits to The “New” Eiffel Tower.

Objective

Monitor and evaluate marketing tactics on regular basis and adjust when necessary

over the entire campaign

to ensure an effective campaign.

Marketing Strategyhttp://www.freestockphotos.biz/pictures/3/3643/eiffel+tower.png

Target Market and Segmentation

According to The Canadian Tourism Industry: A Special Report, in 2011, the Canadian travel deficit has increased six fold over the past decade where there has been doubling of the spend Canadians travel outside the country. (Hall, 2012) Roughly 69% of Canadians have a passport (Where and When do Canadians Travel) and in 2012, Canadians made 729K visits to France, staying a total of 9million nights and spending $942million there. (Tables Travel by Canadians to foreign countries, top 15 countries visited , 2012) Paris ranks as the second most frequented destination as recorded by Canadian airports. (Where and When do Canadians Travel) With roughly 7,000 seats departing from YYZ direct to Paris weekly, this is extremely conservative and does not include indirect flights.

The baby boomers (born between 1946 and 1965) are Canada’s wealthiest demographic group. They have higher than average incomes and are expecting an inheritance, adding further to their spending pool. In Ontario, their personal incomes are substantially more than younger age groups, such as $34,000 among 25 to 34 years versus $51,000 on average for 45 to 54 years. (Census - 2006 Census: Data Products _ Topic Based Tabulations, 2006)

The Boomers pioneered mass global travel heading to Europe in 60’s and 70’s. They travel more than generations that preceded them. Taking a vacation tops list of Boomers spending priorities in the next 12 months. (Reid, 2008)

In Toronto the older working population increased by 2.1% of the population since the last census. The growth of this group is 8% which far outweighs the overall GTA growth rate since the last census, now comprising 26.9% of the population and even greater 28.1% in the GTA. As of the 2011 census there are 700,000 Boomers in the GTA. (Toronto, 2012)

The main target market for The “New” Eiffel Tower is Boomers in the GTA , who are roughly 45 to 65 years of age, with a higher than average household income of $80,000 of more.

The drivers of Boomer spending decisions are nostalgia and bucket list/exotic. This presents two clear target markets for The “New” Eiffel Tower these fall under the category of nostalgia and the never beens. The nostalgia visitors would be Boomers that have visited backpacking after completing school, on their honeymoon or celebration of milestone birthday or event. This group of Boomers is looking into tapping into nostalgic events which evoke emotions and memories.

The never beens Boomers would consist of people who have not been to Eiffel Tower but have a keen interest in travel and culture. These boomers have always had some interest in going but were unable because of traditional barriers such as younger children etc. This group is looking to try something new of fulfill a long time desire to visit the Eiffel Tower.

The biggest travel dates for Canadians is during the winter months and more longer and leisurely vacations during the winter and spring. (Where and When do Canadians Travel)This boomer group media consumption is topped by newspaper followed by internet, being prime targets of our media campaign. (Reid, 2008)



Positioninghttp://www.freestockphotos.biz/pictures/3/3643/eiffel+tower.png

In arriving at the positioning statement for the “New” Eiffel Tower we asked the following questions:



  • For whom is the product designed?

For individuals that have an appreciation for culture.

  • What kind of product is it?

World’s most recognizable landmark.

  • What is the single most important benefit it offers?

Cultural destination that can incite nostalgia for repeat visitors and excitement for first time visitors.

  • Who is its most important competitor?

None.

Positioning Statement:

The “New” Eiffel Tower, a landmark like no other, that’s stood the test of time while keeping up with the times.

Expanded Positioning Statement:

For the GTA Boomers that appreciate The “New” Eiffel Tower is a landmark like no other that will provide a sense of nostalgia for past visitors and a bucket list destination for first timers.




Resource Requirements



  • Twitter marketing

  • Twitter Page Setup

  • Create a Business Name

  • Optimize Twitter profile

  • Create Custom Twitter Background

  • Creative Engaging Tweets

  • Schedule Tweets

  • Engage with Followers

  • Optimize Tweets with Keywords

  • Build Targeted Followers



  • Content Marketing

  • Blog Setup

  • Blog Design

  • Blog Search Engine Optimization

  • 20 Blog Posts

  • PR Writing & Distribution




Marketing Control

The “New” Eiffel Tower marketing team will review the marketing plan every month to assess progress and make alterations and adjustments as needed. We should be seeing a steady increase in media traffic/awareness month over month. After the first 2 quarters (Fall and Winter) this may reduce to every second month if marketing is under control and working effectively.



Marketing Controls Plan:

  • Measure/monitor website traffic

  • Measure/monitor sales/bookings on website, include booking question “How did you first learn of”

  • Track the promo code

  • Track number of Likes on Facebook

  • Track number of followers and interactions on Twitter

  • Distribution numbers for Toronto Life and Edible Toronto

  • Circulation numbers for Globe and Mail, National Post and Toronto Star

  • Measure hits on blogger websites

  • Measure hits on Meetup site

  • Evaluate Google Ad Words spend

  • Measure visits to site after Zoomer Trade Show (unique coupon offered at show)

  • Measure blog postings and mentions

  • Measure traffic to website that comes from French Centric local businesses

  • Weekly telephone Onmibus to gauge general awareness

  • Monthly ad tracker to measure awareness of campaign and unaided followed by aided awareness by media

  • Monthly online omnibus to gauge awareness and source of awareness, call to action and conversion.


Communication Planhttp://www.freestockphotos.biz/pictures/3/3643/eiffel+tower.png

Product

We are going to create an advertising campaign for The Eiffel Tower in Toronto. As it might be known, France is the number one country for tourism, the Eiffel Tower being the most visited monument in the world.



Advertising objectives

Our advertisement objective is to increase awareness of the attraction regarding its new features to be launched on January 2014. The new attributes of our product are as follows; balustrades and floor made of glass, new conference room, cultural path, cultural route with new kiosks, screens and touch screen, a new educational museographic path where the tourist can see objects from the Eiffel tower collection. A total redevelopment of the tower is made to enlarge and to attract more and/or previous visitors.



Creativity Strategy

We have to show the beauty of the tower, the floor glass and the changes made and at the same time we want people, who have already been in the Eiffel Tower, feel nostalgic and want to return to see the new changes. The slogan for the advertisement is



c:\users\hidalgo\downloads\slide1.jpg

The campaign will start on September until June. It will be during 9 months.



Mass Media Advertisement

In all the advertisements, written, visual and auditory, the message will highlight new innovations that have been made in the Eiffel Tower. Newspapers, Magazines, Radio stations, the internet and outdoor advertisements are the mass media that are going to be used. We will create a website specifically for the new and renovated tower, the website is the following one, theneweiffeltower.com

The ads in press and magazines will be used due to the fact that both mass media have a great coverage, large circulation and they both reach our target group, Generation X or also known as Baby Boomers. Additionally, newspapers and magazines have a long life because consumers can keep them for extended periods of time. Consumers can read them as many times as they want so it is more likely that the ad will be seen more often and thus maximize impact. In addition, the advertising in magazines was chosen because it possesses high quality of pictures, and a segmented audience which is what we are looking for, a segment target market. The newspaper section that the Eiffel Tower is going to be advertised is on the travel section on Saturdays.

Newspaper

Audience (Saturday)

Average Household Income

Target Market

Toronto Star

48.5% men

51.5% women



$100,000

35-49 yrs 23.7% 50-64 yrs 32.8%

65 + yrs 27.2%



The Globe and Mail

55% men

45% women



$75,000

35-49 yrs 24% 50-64 yrs 32% 65+ yrs 24%


National Post

56% men

44% women



$100,000

35-49 yrs 25%

50-64 yrs 30%

65+ yrs 27%




Magazine

Audience

Average Household Income

Target Market

Toronto Life

80%

$97,956

35-54 yrs

Edible Toronto

48% men

52% women



$92,000

22-55 yrs

Radio station advertisement was chosen because the target market for this project is a big group of radio listeners. The radio stations that we have chosen are stations with an average of 22 hours listening per week inside of our target market. The radio stations chosen are 98.1 CHFI Roger Media, 97.3 Boom Astral Media and CBC radio.

The advertisement in social media was chosen because it is demonstrated that the internet has a high level of audience within our target group, especially travel websites. Our target group spends at least 2 hours every day on the internet. In our research we have found that 56.5% of boomer are using internet to search information about the travel. This is a very good opportunity to reach them through the website page, Twitter page, Facebook page and blogs. Boomer blog websites are as follows Boomer Blogs and Sites as http://greyroutesandtips.com, http://babyboomer.meetup.com/cities/ca/on/toronto/, http://www.zoomershow.ca/tor/about.html. Additionally, we can do the advertisement with the Google Cultural Institute where the people can see the history of the Eiffel Tower and what a better opportunity to exhibit the new features of the Tower.



Twitter account of the campaign

Event

It was chosen to participate in an event that our target market are extremely involved named Zoomer Trade Show happening on October 26 and 27 we will have a stand to exhibit The New Eiffel Tower.



Public Relations Campaign (PR Campaign)

We will choose a14 people from different mass media, especially TV, news programs and radio to invite them to visit Paris to see the new Eiffel Tower for a weekend. With this we will get advertising free in their respective media stations.




Marketing Budget


References

  • 2013 Media Kit-Toronto Life (2February,2013).Compelling.Cosmopolitan.Powerfull.Wealthy. Stylish.Exciting.Retrived from media.torontolife.com/img/Ntl_TL_Mediakit_13pdf

  • 2013 ZoomerShow-Canada’s premiere Consumer&Lifestyle Expo…(n.d).2013Toronto Zoomer Show.Retrived from www.zoomershow.ca/2012/tor/

  • 21wonders (n.d).History of the Eiffel Tower. Retrived from www.21wonders.es/historia/historia-de-la-torre-eiffel

  • Canadian Web Radio: Canadian radio stations streaming live on the…(n.d).Top 40 radio. Retrived from www.canadianwebradio.com/top40.html

  • CBC Radio. (2013). CBC program guide. Retrieved from http://www.cbc.ca/programguide/daily/today/cbc_radio_one/

  • Census – 2006 Census: Data Products _ Topic Based Tabulations. (2006). Retrieved from statcan.gc.ca.

  • Eiffel Tower. (2010). The anadi tower at a glance. Retrieved from http://www.tour-eiffel.fr/everything-about-the-tower/the-eiffel-tower-at-a-glance

  • France/Seven million visitor ( 7 January,2012).The Eiffel Tower is planted in its last records of visit. Retrieved from www.elmundo.es/elmundo/2012/06/cultura/1325873891.html

  • Hall, L. (2012). The Canadian Tourism Industry: A Special Report. Toronto: TIAC.

  • http://www.rogersmedia.com/radio/advertisers/rsites/981-chfi

  • Les restaurants de la tour Eiffel (2013).Information. Retrieved from http://www.restaurants-toureiffel.com/

  • Londond Eye (2013). Visitor information. Retrieved from http://www.londoneye.com/

  • National Reader Profile-National Post Newspaper Kit (n.d).National Post Media Kit.Nationa

  • Paris info Press and Communications (2013). Key figures. Retrieved from http://press.parisinfo.com/key-figures

  • Paris-Guia de viajes y turismo en Paris-Disfruta Paris (n.d).Que ver-Torre Eiffel. Retrived from www.paris.es/que-ver

  • Pattison Outdoor Advertisement. (2013). Pattison. Retrieved from http://www.pattisonoutdoor.com/

  • Reader Profile.Retrived from mediakit.nationalpost.com/newspaper/national-reader-profile/

  • Reid, I. (2008). Canada’s Boomers Primed to Spend, despite Troubled Economy: Poll. Toronto: May.

  • Rogers Media. (2009). 98.1 chfi, anadia’s perfect music mix. Retrieved from

  • Tables Travel by Canadians to foreign countries, top 15 countries visited . (2012). Retrieved July 21, 2013, from Statcan.gc: http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/arts37a-eng.htm

  • The twig (2013). Top 15 countries visited by Canadians. Retrieved from http://www.thewhig.com/2013/06/04/top-15-countries-visited-by-canadians

  • Toronto Life. (2013). Media kit. Retrieved from http://media.torontolife.com/img/Ntl_TL_MediaKit_13.pdf

  • Toronto Star:Media Kit:Online-Media Kit-Toronto Star(n.d).Print.Retrived from mediakit.thestart.ca/index47285.html

  • Toronto, T. C. (2012). 2011 Census: Age and Sex Counts. Toronto: City of Toronto.

  • Where and When do Canadians Travel. (n.d.). Retrieved from anadians.ca: http://canadians.ca/where_and_when_do_canadians_travel.htm

  • Wikipedia (2013). Chichen Itza. Retrieved from http://en.wikipedia.org/wiki/Chichen_Itza

  • Wikipedia (2013). Eiffel tower. Retrieved from https://en.wikipedia.org/wiki/Eiffel_Tower

  • Wikipedia (2013). France. Retrieved from http://en.wikipedia.org/wiki/France

  • Wikipedia (2013). London Eye. Retrieved from http://en.wikipedia.org/wiki/London_Eye

  • Wikipedia (2013). Statue of liberty. Retrieved from http://en.wikipedia.org/wiki/Statue_of_Liberty

  • Wikipedia (2013). Tourism in Paris. Retrieved from http://en.wikipedia.org/wiki/Tourism_in_Paris

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