Upload
mike-plax
View
223
Download
1
Embed Size (px)
DESCRIPTION
Advertising campaign done for journalism 304 class
Citation preview
Experience A Vacation
Michael Plaxico
HEADLINE: Lost in Laos. (Subhead) Where to Next?
COPY:
Laos is a Southeast Asian country which tropical climate only adds to its beauty.
Gorgeous sites, historical objects, and excellent weather are the main attraction.
Laos is a tropical country so it is best to avoid rain season. Visiting in between rain
season you witness beautiful scenery throughout your trip. A large portion of Laos is covered
with mountains which gives you much to discover.
The country is filled with interesting places. This alone will be sure to make your trip
memorable. Being deep in tradition adjusting to customs will be a great experience. You could
spend your time wondering the trails exploring the terrain of Laos.
The currency of Laos is kip. You won’t need many of these since an average trip to Laos
is somewhat least expensive. The fun filled environment will turn out to be all you really need
on this vacation.
Your experience of traveling to Laos is one that will never be forgotten. So remember
your Lonely Planet magazine for all the helpful facts inside.
HEADLINE: Amazing Malaysia
COPY:
The peninsula of Malaysia is located in the center of Southeast Asia. Malaysia is deep
with culture which will make for a great trip. Separated on two different land masses Malaysia
has much to offer.
Located in a large park are the Mulu Caves which are most interesting. You can also visit
the Taman Negara which is Malaysia’s oldest national park. The wildlife you will see in Malaysia
is unimaginable. There are animals of all species inhabiting much of the forest.
Malaysia is usually hot and humid. The climate varies highly upon location. You can
take advantage of their beautiful beaches. There are countless attractions in the country so
only time will be a factor.
This exotic region holds plenty for any traveler. Whether you are looking for adventure
or relaxation Malaysia is the place for you. Just remember Lonely Planet travel guide on your
dream vacation.
HEADLINE: Just Coast! (Subheading) Visit the staples of Naples!
COPY:
Did you know that Naples is home to some of the most beautiful beaches as well as
many historic landmarks? Naples is also known for shopping since it is filled with markets and
boutiques. Naples is great for any traveler on almost any budget.
For the adventurer, you can explore the underground city beneath Naples. The
subterranean city covers up to almost 80 kilometers. Many portions of the caves have been
built since 400 B.C. There is no predicting what you might find.
When it comes to relaxation Naples tops almost any other destination. The beauty
accompanied with the great history will result in a good time. You can spend time soaking up
the sun on the Amalfi Coast or in one of the many of the museums.
You will find Naples easily enjoyable. The experience of this vacation is enough to last
anyone a lifetime. Remember to read Lonely Planet travel guide every time you want to
“Experience a Vacation.”
Reasoning:
The best way to market a campaign at our target audience is the promoting of the
Lonely Planet as a necessity for travel. Our target audience which are age 18‐35 are most
interested in the experience of traveling and not so much the education. Many people in this
age group prefer to learn by “doing” and that is what we will promote. The thought of
experiencing a vacation will make our preferred audience not only want to buy but also read a
Lonely Planet travel guide.
Our goal is to influence young travelers to strongly consider or even prefer Lonely Planet
when comes to doing their traveling research. We will use the already popular name and just
add a youthful feel which should attract our target audience.
Magazine Ads
All of the ads play on the name of each of the three specific countries, which also
displays the company logo along with a distinctive picture of a site in each country. For each
country there are visuals used that I find will draw the attention of readers as well as gain their
interest in Lonely Planet. Every ad also displays the company website along with the tagline
“Experience a Vacation.” All of the ads have the same makeup and feel which make it easily
noticeable there connection through a campaign.
Radio Script
The radio script included Harrison Ford playing the character Indiana Jones. Indiana
Jones is a popular character who is always depicted as an international adventurer. This will
play along great with the idea of the Lonely Planet and “Experiencing A Vacation.” In the script
Indiana Jones explains to the reader why they should read Lonely Planet travel guides, and
abruptly cuts out to match an opponent.
Promotions
The idea is to market to a younger more outgoing audience. This can be done by
promotion; the idea is to have a monthly vacation getaway. The contest would consist of a
daily question on the Lonely Planet website; the participant would have to correctly answer the
question to qualify for the monthly trip. The questions would consist of facts about the country
that the month’s trip would be. Every question would come out of a Lonely Planet magazine,
which would increase viewership of the magazine as well as the website. This would coincide
with our campaign of “Experiencing a Vacation.”
Lonely Planet
:60 Radio
“Indiana Jones”
SFX: CRACK OF A WHIP.
INDIANA JONES: International traveler here Indiana Jones, and once upon a time I was just
like you. I was scared to leave the house until I found Lonely Planet travel guide. After
reading I was able to take on my first tour of Asia. When I’m not wrestling down bad guys
or running for my life, I’m reading Lonely Planet. I read Lonely Planet imaging my trip and
before I know it I’m off on another adventure. For help in all my travels I use Lonely Planet,
it’s helpful in the quest for adventure and everything else that comes along with traveling.
You can find a new experience in every Lonely Planet, for you it might be traveling the
shores of Naples bargaining with merchants. For me……well right now it’s warding off
thieves in Tibet. Speaking of.
SFX: TWO GUNHOTS. CRACK OF A WHIP. THEME MUSIC
ANNCR: (VO) Lonely Planet at a store near you.
JUST
COAST!
Naples and the Amalfi Coast
Experience A Vacation www.lonelyplanet.com
Visit the Staples of Naples!
Amazing Malaysia
Malaysia
Experience A Vacation www.lonelyplanet.com