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Marketing - Promotion Assignment - Essay Example


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Marketing - Promotion Assignment

Let us be your guide.” (Levere par. 2). In this regard, the current essay would evaluate the promotional campaign’s effectiveness using the following elements: target market, source and date of publication, purpose, message content, message execution style, layout and design, and personal suggestions. Source: Levere Target Market: The target market is clearly for luxury travellers, who are affluent, coming from the high-income bracket, with ages ranging from early 40s to late 50s and whose purpose for travelling could be diverse, from purely leisure and relaxation to business; and could be accompanied by family members (spouse and children) or alone. This type of market looks forward to enjoying the comforts of a sophisticated hotel in all its grandeur, posh amenities and the comforts of relishing a magnificent view. Source and Date of Publication: The promotional advertisement is reportedly advertised “in the May issue of The Financial Times’ “How to Spend It” magazine and in the July issue of Departures. The ads will run this fall in both publications, and this fall and winter in Conde Nast Traveller UK, Forbes Life, Robb Report, Bentley Magazine and Luxury Travel Advisor, a trade publication” (Levere par. 14). ...
As averred, “the new Luxury Collection campaign is ‘about the personal touches that make a hotel great, the elements that resonate and inspire you’” (Levere par. 13). Message Content: The message content falls into enticing the emotional appeal of the target market. Message

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Execution Style: As previously noted, the slogan used for this ad is: “Life is a collection of experiences. Let us be your guide.” (Levere par. 2). The focus is to emphasize the hotel’s expertise in guiding the traveller to enhance life’s experiences through the services that the hotel offers. As previous guests or frequent travellers, the message intends to create nostalgic appeal by reflecting on cherished memories created during the guests’ previous stay. For new travellers, the message intends to relay that there is nothing to worry as the technical expertise of the hotel would enable them to provide a remarkable experience that they would consider as memorable for the rest of their lives. Layout and Design: The layout and design is generally sophisticated which caters to the luxury travellers. The use of latent and matte colors of gray as the background is consistent with the target market’s age ranges. The choice of featured photographs “of still-life vignettes that contain framed snapshots of a variety of Luxury Collection hotels, plus travel souvenirs, all displayed on a credenza” (Levere par. 2) are also catered to the taste of its clientele. Personal Suggestions: Overall, one gauges the ad as predominantly effective and good as it contained all the necessary and crucial ingredients (sources, content, style, layout and design for the selected target market,
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Date Promotion Assignment The effectiveness of luxury hotels to sustain leadership in their respective niches in the hospitality sector depends significantly on the innovativeness and creative strategies applied in advertising and promotions campaign…
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