sea canoe advertising presentation
DESCRIPTION
This is a final presentation for our Advertising and Marketing Communications class. We worked alongside the Thai brand, SeaCanoe, and kept in contact with them while creating a new campaign titled SeaCanoe: 'Disconnect to Reconnect'.TRANSCRIPT
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Mathilde Bancillon Shannon Hughes Zoe Johnson Allee Lizama
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Market in 2014:
Market in the 1990’s
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Current Brand Position
Eco-tourism company operating in Thailand Serves the “mass-tourism” market
Potential customers cannot identify the ‘brand’s added-value’
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Unique Experience:Brittany and Jesse’s Review
“Brittany and I went on our sea canoeing excursion today with Sea Canoe Thailand and I can’t sing their praises
enough!
There were so many other tours out there, but our guides knew the tides so well, and were able to put us in the most amazing spots before any of the other groups came along.
We also really appreciated having a smaller group.
It was an incredible experience.”
Brittany and Jesse (November 2014)
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Campaign Objectives Segment the mass-tourism market for sea-kayaking tours
in Thailand
Target a specific tourist group through a new campaign
Remind our target market that Sea Canoe is the
original ecotourism experience
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Conceptual Target Market
Adventure-seekers
Upper-middle class
Scandinavian, German, other Western European
tourists
Individualists
Care about sustainability and the environment
Young adult backpackers and suburban families
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Pen Portrait Kea, Age 29
From Helsinki, Finland
Occupation: Pediatrician (University and Graduate
Education)
Relationship Status: Recently married, getting ready to have
children
Lives an active and healthy lifestyle. Loves hiking, yoga,
and adrenaline-pumping activities. Avid traveler.
Cares about sustainability and the environment.
Active on social media, especially Instagram and
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Weaknessesno clear competitive advantage
competing on $$
Opportunitiessustainability and ecology are popular
trends
current positioning as the original experience
Threats highly saturated market
Strengthsenvironmentally friendly
Values Thai culture
High Google search position
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The main tenant of ecotourism is to
refrain from harming the environment
in any way. At SeaCanoe, our guides are
trained to respect the places you visit
and help you understand why the
environment is so special and should be
protected.
We leave no trace of our being in an
area, and ask our guests to respect this
belief. We also educate local people in
environmental care through our guides,
many whom come from local fishing
villages.
Eco-Tourism
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ECOTOURISM
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Leader in the Ecotourism Industry
● Join eco-tourism communities/coalitions○ The International Ecotourism
Society (TIES)○ Thai Ecotourism and Adventure
Travel Association (TEATA)○ Conservation International (CI)
● Ecotourism certifications○ Thai Green Label Scheme
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Repositioning Sea Canoeanti-mass tourism
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The Original Experience
Get rid of the background noise
Reconnect with nature, spirituality & yourself
true ‘vacation’ for you mind, body & soul
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The Campaign:
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Real Life Instagram
DISCONNECT TO RECONNECT
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Real Life Instagram
DISCONNECT TO RECONNECT
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Retreat Don’t #RetweetDisconnect to Reconnect
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#travel
#nofilterDisconnect to Reconnect
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Digital Advertising Campaign
● Social Media
● Blogs and Trip Review Websites
● Advertisements/Features in Travel Guides
● Native advertising
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The Digital Pathway
Thai Tourism App
Content StorytellingAd Campaign
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Social Media Storytelling
#Disconnect2Reconnect
Facebook is the traveler’s social network of choice, with 29% using this
platform for vacation inspiration
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Facebook Currently90 likes, not active since August, mostly in Thai without translation
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Facebook Revamped
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Twitter Currently
1 Tweet, 18 Followers, blurry profile picture, not active since 2010
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Twitter Revamped
1
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Instagram Account@experienceSeaCanoe
Sea Canoe is an eco-sustainable adventure company that specializes in sea kayaking
throughout Thailand. We are dedicated to giving you an authentic taste of our natural
beauties and deeply-instilled traditions.lostinthehongs.wordpress.com
Sea Canoe Thailand 541 5000 123 posts followers following
FOLLOW
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Exploring Phuket Like a Local: The Places You’ve Got to See Posted Nov. 13th, 2014
Phuket is teeming with delicious food, great shopping, and fun experiences that tourists tend to skip over. Escape the tourist destinations and begin experiencing Thai culture by visiting some of our favorite places to go!
A Waterside Avenue in Phuket
Lost in the Hongs Adventure Blog
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Responding to Feedback
on
@AsiaTr0tterResponse May 12th, 2014
We’re very sorry that you felt we wasted some of your trip time. We’re taking your feedback into consideration in order to make our future trips better and create a more engaging experience from beginning to end. Thank you for your patronage and we hope to see you in the future! #Disconnect2Reconnect
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Native Advertising
Reach out to top adventure/travel bloggers and offer them free flight and Sea Canoe trips in return for
personalized content on their blogs.
Across and Abroad
Adventure Inspired
Adventure Women
Chasing Travel
Expert Vagabond
Global Grasshopper
Life, Love and Adventure
Mapping Megan
Off the Path
Round We Go
Walk Simply
Never Ending Voyage
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Reputable travel guide
4.1 million monthly visitors
Online & mobile ads
Social media connection
Programs & Sponsorships
Median Age: 43.4
Median Income: $97,733
Travel Guides
Largest travel guide book publisher in the world
Online & mobile ads
Social media connection
Sponsorships
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Ambient ElementsCapitalize on public transportation stations (tubes, subways, etc.) and turn them into the inside of a
hong to mimic the experience.
Stockholm Central Station Phuket Hong
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Campaign Timeline
● 2014 november, december : high season. Create social media content, Ad/features in Travel Guides
● 2015 january, february : high season. Update social media content, Ads, Ecolabel process
● 2015 march :off season. Native ad, Update social medias, Ads, Eco label process
● 2015 april, may, june, july, august :booking time. Native ad, Ad and
ambient elements, Update social medias, begin Eco-label process● 2015 september, october : off season. same as 2014 march● 2015 november, december : high season. Ads, Update social medias, Eco
label process
● 2016 january : high season. Ads, Update social medias, Eco label awarded,
Marketing our services with eco label, Join ecotourism communities
● 2016 february : high season. Ads, Update social medias, Marketing our
services with eco label, Participating in ecotourism communities events
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Questions?
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AppendixAppendix 1: Target Market Information
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Appendix 1: (continued)
Responding to Disaster: Thai and Scandinavian Tourists’ Motivation to Visit Phuket, Thailand
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Appendix 2: Native Advertisement Information
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Appendix 2: (continued)
The Expeditioner’s List of the Top
50 Travel Blogs
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Appendix 3: Eco-tourism Industry Information