A viable IMC plan needs to take into consideration the existing and upcoming competitors (Porter 1980). At present, going by the global economic meltdown, the Tahitian tourism industry has been hit hard and is facing a slump like situation. With a majority of the tourist arrivals at Tahiti, hailing from the US, the local tourism and leisure industry has proven more then vulnerable to the recessionary international trends. In the existing scenario, the more affluent and resource rich tourist destinations are resorting to aggressive and proactive marketing strategies. In addition, the upcoming competitors like the Middle East and Africa are continually increasing their share in the tourism industry by posing a cutthroat competition.
The target segments have already been identified. All the digital and print media efforts are to be oriented around young singles, young married couples and post parenthood families in the US and France in general and in New Zealand and Australia in particular. The advertising efforts will tend to educate the target customers about the uniqueness of Tahiti in terms of pristine locations, variegated tourist activities, economical accommodation and food and affordability. The advertising campaigns will peculiarly target the urban customers in Australia. The media campaigns will stress on perceiving leisure as being a sound and affordable emotional investment rather then being a costly luxury (Ray 1982).
The media strategy wil...
The media strategy will be broad based, involving both the online channels like the internet, blogs, emails and podcast and the offline channels like the print media, television, radio, public relations, etc. The strategy will be immaculately profile matched to hit the target segment (Freeman 1999). The crux of the media strategy will be to bolster the image of Tahiti as being a desirable and affordable tourist destination. The connectivity of the campaign with the target is bound to encourage a trial purchase and an eventual brand loyalty. The campaign will especially focus on the trendsetting areas like the urban markets and state capitals.
The plan is to communicate to the target audience that Tahiti is an excellent tourist destination that is almost immune to the altering economic and political trends (Peckham 1975). An excellent destination, which has something for everybody, regardless of one's age, family status or budgetary constraints. The advertisements will show young, attractive couples and happy, middle class families having a good time at Tahiti. The strategically contrived frames will enable the audience to contrast the positive aspects of Tahiti with the over crowdedness and high prices at other tourist destinations.
"Tahiti, a home you can always come to"
will project Tahiti as an affordable and soothing destination.
MEDIA SELECTION RATIONALE
Internet is not only a relatively low cost media that offers a high selectivity and multiple interactive possibilities, but studies have also shown that the target audience mostly retrieve the desired information and data using the internet (Davenport & Bech 2000). Going by the large