ArgentinaDiscover the Adventure that

Awaits

Natalie Rivero

Heather McLaughlin

Chelsie Rachelle Soderman

Kelley Howard

Our Team

SWOT Analysis

Target Audience

Young people and families (25-34, 35-49) who travel for fun

Germans—traveling for adventure and culture

Brazilians—traveling for luxury and skiing

Why Target German Tourists?

Germany is culturally diverse, modern, and cosmopolitan. Germans enjoy celebrating carnival, wine and beer festivals, and music festivals.

Disposable income: The GfK purchasing power for Germany in 2011 will total EUR 1,610.2 billion, which is 2.6% more than in 2010. The average German can therefore expect purchasing power of EUR 19,864 in the coming year, to spend on consumption, rent and the costs of living, for example.

Germany has the 4th largest economy in the world and the largest population in Europe.

Why Target Brazilian Tourists?

Brazilians could experience a "stay-cation" and enjoy new scenery and shopping while still staying in South America and close to home.

A new middle class is emerging in Brazil. The percentage of households with an annual disposable income over USD 7,500 has grown from 42.7% in 2005 to 57.1% in 2007. This new middle class has an appetite for consumption, and as in the case of all income levels in Brazil, they too attempt to reach products generally available only to higher income groups, as a way of demonstrating status.  

The highest-earning 10% of households earned an average disposable income of USD 72,932 in 2007, an increase of 124% since 2002. There were 390,100 households with a disposable income of more than USD 150,000 in 2007. 45.8% of disposable income is concentrated among the richest 10% of households.

Brazil does not have snow so Brazilians would be interested in staying at skiing resorts in Argentina.

EventsSpecial

Fiesta Nacional del Folcloro

The National Folklore Festival of Cosquin

Country's most important folklore festival

Hosts the most popular musicians and dancers of the country in the main square, "Prospero Molina”

Tango Festival & Carnival

Buenos Aires Tango Festival organized by the Argentine ministry of Culture

Offers free tango classes, parties and performances of celebrated dancers

Carnival is celebrated all over the country

ExpoAgro International Farm Show Attractive for eco-tourists

Four-day agricultural exhibition

One of the most important and biggest open agricultural exhibitions in the World

Dakar Rally 2012

Motor Race

Attractive for thrill seekers

Expected to bring in tourists from around the world to the region of Argentina and Chile

ArteBA Contemporary Art Fair

Held in Buenos Aires in La Rural Exhibition Centre

National and international art galleries, institutions and organizations  participate

Discussion sessions throughout the festival

Fiesta Nacional del Esquí National Ski Festival

Held at the La Hoya ski resort in Esquel, Patagonia

Oktoberfest Argentina Held in Villa General Belgrano, Cordova

Beer festival celebrating German culture

South American Music Conference Held in Buenos Aires

Offers a variety of Latin American electronic music

Attractive for Germans

Día de la Tradición Day of Tradition

Held in San Antonio de Arco

Celebrates the Argentine tradition of the Gaucho

Creative Brief

Individualizing Argentina

How to Promote Argentina

Main Challenge: Lack of awareness of what Argentina has to offer

Key Objectives: Increase tourism and raise awareness about Argentina’s diversity

Past Campaigns: Argentina is known for its meat, wine and tango. Campaigns in the past have often promoted wine tours and fine dining.

What’s the

Big Idea?To draw people toAdventure in Argentina

How Do People View Argentina?

Many people with a lack of knowledge about Argentina are concerned about safety and economic strife dating back to 2001

Those who have visited have positive things to say…

Consumer Insights

“The wine tasting itself took place in an enchanting ambiance. The tour definitely performed its task to show different tastes of wines that are growing in different areas and conditions. In the terms of tasting the wines it fulfilled all my expectations perfectly.”

–Karla, Berlin, GermanyVisited Mendoza in 2011

Consumer Insights

“We have seen glaciers at Gray Lake at Torres del Paine, Spegazzini and Moreno itself by boat, but the Moreno tour walking by the brand new catwalks is breathtaking. When you get to it by the lower and closer levels you start to hear and see the roar and thunder of the falling ice in the water and it turns out to be a unique rush, very unexpected.”

– Sergio, São Paulo, BrazilVisited El Calafate in 2009

What Do We Want Them to Think?

Argentina is a place for having an adventure or exploring in a fun and safe environment

A trip to Argentina has added value—tourists can experience a more luxurious vacation for less

How Can We Gain Interest?

Flight and hotel packages

Better group rates to draw larger crowds - Family Packages- Study Abroad- Conferences- Destination Wedding Packages

What Sets Argentina Apart?

Offers South American culture and appeal with a European twist

Extensive biodiversity and a variety of activities within each of its six provinces

What’s the Most Important Thing to Say?

Discover Argentina

Have a cold one

Or have a hot one

Shop by day

Or dine by night

Adventure by land

Or by water

Discover your sophisticated side

Or your inner party animal

E s c a p e

E x p e r i e n c eArgen t in

a

E x p l o re

Why Choose Argentina?

Supporting Rationale: There is so much to do in Argentina; ski, hike, horse back riding, water sports, shopping, relaxation, dancing, eating and drinking, etc.

Emotional Reasons: Argentina’s diversity appeals to individuals by combining modern day sophistication with old world charm.

Strategies

Interactive Campaign

Public RelationsCampaign

AdvertisingCampaign

Direct Mail

TacticsSocial Media

A Facebook or social media campaign

Photo sharing: people could post pictures from their own vacations/ experiences that they have had in Argentina for others to see

Contests to win trips to Argentina

Post all upcoming events for travelers to have plenty of time to book hotels/airline

Targeted to Germans and Brazilians in their 30’s

“Picture yourself in Argentina”

Website

Consisting of important information relating to travel including: hotels, airlines, events, safety, dining and shopping

Picture Yourself in

Argentina

Picture Yourself inArgentina

Direct Mail & Interactive

Media Pieces

Gives people a personalized “preview” of what their vacation could look like

Allows them to get involved in the campaign

Potential to create a buzz

Have a cold one

Escape, Explore,ExperienceArgentina

or have a hot one.

Create your own adventure. With rich culture, fine meat & wine, and something to do at every

turn, a trip to Argentina is as diverse as you are.

Sample Ad &Messaging

Tagline: Escape, Explore, Experience Argentina

Slogan: Create Your Own Adventure.

Ad copy: With rich culture, fine meat & wine, and something to do at every turn, a trip to Argentina is as diverse as you are.

ArgentinaEscape, Explore, Experience