Tourism Victoria Marketing Case Challenge Case Study
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B. Problem Summary:
The proposed case is based on Tourism Victoria, which is among one of the beautiful and calming cities of Canada. The city is best known for its heritage and relaxing environment and can be a great destination for tourist to spend some time and get relax. However, despite its beautiful location, great atmosphere, natural beauty and tourist friendly environment, the city has not gained much attention of the tourists. Moreover, the city is unable attract a footfall of people from all over the world and with that the tourism revenues generated by the city are very low.
C. Problem analysis:
Victoria is one of the oldest cities of British Columbia Canada, and it is best known for its natural beauty, strong and vibrant heritage and relaxing environment. There are many visitors from all over the world every year, and there is high likeness of the city among the tourist. The city is best known for its laid back and calming the atmosphere and offers walking areas and pathways to the tourist so that they can explore the city in a great way. The city is best known for its well maintain and stunning gardens and great, rich heritage. It facilitates its visitors with amazing views for sightseeing while surrounding them clean, safe and natural getaways.
However with all these welcoming aspects and offering of the city, the number of visits of the tourists along with the revenues generated from tourism of Victoria is not very much exciting. The reason, which backed the current situation is based on the perception of people set for the city. The mindset of most of the people reflects that Victoria is the city for newlywed couples or for the ones who are near to death. There is not much in the city for the ones who are in their adulthood but living a busy and energetic routine of life. It is also perceived that the city is not an exciting destination for families to spend fun filled, thrilling and exhilarating vacations.
Despite the fact, that the city is providing its visitors with lots of facilities, there is still a room left in relation to the accessibility and affordability about the city that need to be address. Further, it has been also observed that the performance of the city is not too overwhelming as compared to its competitors. It does cater the preferences of a wide range of target market. Following that, the city not likely to be recognized for the nightlife and late night parties and events, there are great opportunities that need to tap in these potential areas.
D. Solution and argument:
The target market for the campaign is set on the basis of demographics and psychographics factors.
Age Group:30 years to 60 years • Location: Across the world • Gender: Male and Female• Income level: $20,000 and above (on a monthly basis)• Education level: Graduate and above• Marital or family status: Both bachelors and married people• Occupation: Any Occupation• Ethnic background: No ethical limitation. The destination is for everyone (Porta, 2010; Aridas, and Pasquali, 2010).
Psychographics will give more personal detail of the target market.
Personality: Loving, caring, happy, fun filled, extrovert and introvert, flexible• Attitude: Energetic, optimistic, persuadable, enthusiastic• Values: Family oriented, Adventurous, healthy work and life balance • Interests and Hobbies: Travelling, exploring new places, sightseeing, artistic interest, partying.• Lifestyles: Luxurious, active, conventional and contemporary both• Behavior: Friendly, positive, excitable, pleasant, and thoughtful
The objective of the Tourism Victoria Campaign for the summer 2015 is to create a perception of the target market that the city is a unique destination that offers a great, relaxing, friendly and exciting getaway to its visitors with its rich heritage and culture and a variety of outdoor and exhilarating activities.
In order to successfully run the campaign, promotional and marketing strategies will be used. These include:
Branding strategy–the destination will be presented to the prospective customers as a brand that reflects the brand (destination) profile, covering all aspects of the place(Solimar International, 2014a).Online Promotion Strategy– In order to promote and highlight the campaign, online activities will be taken into consideration. This will include the development of a website that will cover the prominent features of the destination. Further social media will be used to interact and persuade the target market and potential customers with the help of digital advertising (Solimar International, 2014b; Solimar International, 2014c). Travel Trade Marketing – with this strategy, customer relationship will be strengthening. It will be used to strengthen the special destination program that will highlight the key attractions and other activities to serve the niche market (Solimar International, 2014d).
For the successful running of the campaign of Tourism Victoria, following tactics will be used
Event Driven Campaign –several different events will be conducted in the city. These events will be specially designed to cater the needs and preferences of target market. The main purpose of these events is to highlight the culture and the environment of the place in front of target market and to welcome the people to get familiar with the place. Musical and cultural events will be set up followed with the corporate function. Social promotions –A database of the contact will be accessed, and that will be used to send promotional activities and offers by the tourism campaign to the people via email and social media channels. Endorsements –Various celebrities, athletes and other well-known personalities will be invited to the place to explore it. Their experience will be shared with the people in order to influence and perused the prospective customer on an emotional basis (Fidelman, 2014).
In order to gauge the success of the campaign, several surveys will be conducted that will measure and estimate the experience of the visitors. The surveys will be based on interviews and questionnaires that will be especially designed for the target market and to obtain handful information.
The above-presented marketing and promotional plan for the tourism Victoria summer campaign reflects the key strategies and activities and tactics that will be used to take the campaign successfully. The target market is especially set for the proposed plan that will be address to change the prevailing perception of the destination into a new one. This will show that the place is a great escape from rush of life to a calming place that have a blend of rich heritage with new experiences.
Aridas, T., and Pasquali, V. (2010). Countries by Income Group. Global Finance Magazine, Retrieved January 18, 2015 from https://www.gfmag.com/global-data/economic-data/pagfgt-countries-by-income-group
Fidelman, M. (2014). 8 Cutting-Edge Marketing Tactics That Work Better Than Facebook Ads. Forbes, Retrieved January 18, 2015 from http://www.forbes.com/sites/markfidelman/2014/08/26/8-cutting-edge-marketing-tactics-that-work-better-than-facebook-ads/
Porta, M. (2010). How to Define Your Target Market. Inc, Retrieved January 18, 2015 from http://www.inc.com/guides/2010/06/defining-your-target-market.html
Solimar International. (2014a). Branding. Retrieved January 18, 2015 from http://solimarinternational.com/tourism-marketing-lp/branding
Solimar International.(2014b). Website development. Retrieved January 18, 2015 from http://solimarinternational.com/our-work/marketing-portfolio/websites
Solimar International.(2014c). Social Media Marketing. Retrieved January 18, 2015 from http://solimarinternational.com/what-we-do/tourism-marketing/46-what-we-do/tourism-marketing/201-social-media-marketing
Solimar International.(2014d). Travel Trade Marketing. Retrieved January 18, 2015 from http://solimarinternational.com/what-we-do/tourism-marketing/46-what-we-do/tourism-marketing/200-travel-trade-marketing
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