the luxury travel group
DESCRIPTION
A campaign my friends and I created for a fictional travel agency; The Luxury Travel Group. The brief was to help them launch their service into the South East Asian market by analyzing market, choosing target audience, choosing media to be used, allocating budget and coming up with an creative execution.TRANSCRIPT
I N TREPI D 5Advert i s i ng
As an intrepid leader we are inspired to forge ahead fearlessUnafraid & Undaunted, Audacious & Adventurous, Stouthearted & Spunky
by daring to be different by daring to be unique
Outline // Introduction
• The South East Asian Market
• Target Audience
• Advertising Objectives / Strategy
• Media Selection
• Creative Strategy / Execution
• Future Recommendations
The South East Asian Market
• Booming economy and market
• Money is being earned and spent
• More people gain greater purchasing power
The South East Asian Market
• Booming economy and market
• Money is being earned and spent
• More people gain greater purchasing power
Situation Analysis
• More than 10 years invaluable experience
• LTG offers a unique way of traveling
• Devoted
• Competitive market
• Less experience within South East Asia
Situation Analysis
Target Audience // Profile
• 40-55 years old
• US$250.000+
• Devoted
Primary
• 30-39 years old
• Strivers
• Devoted
Secondary
• Luxury Loyalist
• Executive Warrior
Primary
• Gimme’s
• HUMmers(Hungry, Urban and Mobile)
Secondary
Target Audience // Categories
• 64% is willing to pay extra for high quality products and services.
• 1/3 consider themselves adventurous enough to buy a new brand.
• 48% are willing to spend their money on a brand that will make their lives more pleasurable and enjoyable.
Target Audience // facts
• Status
• Admiration by others
• In-groups
• High power distance
Target Audience // Values
• To communicate LTG’s devotion to the customer and differentiating factor of the brand.
• To position the brand as a high luxury travel group that is the first devoted to provide full service from the first contact to the destination and back.
• To communicate LTG’s message and build brand awareness.
• To get the target audience to initiate contact before the northern hemisphere spring.
• To establish a relationship with the target audience with the same care and devotion as the target audience dedicate to their work.
advertising // Objectives
• Launch in November to establish a strong brand position
• Tell the story of LTG’s devotion
• Evoke emotions and stimulate senses
• Language that is tailored to target audience
advertising // strategy
• TIME Magazine
• TIME Style & Design
• International Herald Tribune
• National Geographic
• CNN
• National Geographic Channel (STAR TV)
Media // selection
• TIME Style & Design-TIME’s most affluent readers, handpicked based on income
level.
• International Herald Tribune- belly band.
• National Geographic Channel- reputable and trustworthy channel in the STAR TV network.
Media // selection
Flowchart// please refer to printed copies
Budget// allocation
Creative // strategy and execution
Creative // Luxury Travel Group Logo
Creative // Tv Commercial
What is true Devotion?
Creative // Print advertisementsDouble page spread - Color
What is true Devotion?
de vo tion How can we
define this ambiguous definition? It’s not
merely a definition of love, loyalty, or
enthusiasm for a person, an activity, or
a cause. It is obscure, untouchable, yet it
can be a powerful emotion that drives us.
True Devotion is all too often an
evasive definition. It is rare, unique, and
drives you to excell. It is a passion that
never wavers, that never faulters.
What we offer is rare, we call it
True Devotion, it represents our cour-
age and devotion towards duty, which is
never wavered, never eratic, never un-
equal nor unbalanced. It is consistent,
reliable, solid. It is passionate, dedicated
and authentic. We believe in True
Devotion, we believe it can be so much
more than what you can learn from a
book, it is a definition that can only
be understood through an experience,
by taking a journey. There is always a
story behind true devotion, always a
path, misty as it may be which can be
followed, let us share this experience,
this path and take part of a experience
of true devotion..
True devotion is brought to you from
the time you contact us. We offer more
than ultimate luxury, we offer you the
often unatainable. True Devotion pours
out from your heart. It defines who
you are, it differentiates you amongst
others. It drives you, allows you to take
that one step further. To set foot where
no other has before. Where no other
has dared to go. It is what makes you
unique, strong and enduring. It is What service, devoted to fulfill your desires...
What is True Devotion?
Contact Information Phone: 08 643 703 32
www.luxurytravelgroup.com
vacation of your dreams. We are at your
Contact Information Phone: 08 643 703 32
www.luxurytravelgroup.com
de vo tion How can we
define this ambiguous definition? It’s not
merely a definition of love, loyalty, or
enthusiasm for a person, an activity, or
a cause. It is obscure, untouchable, yet it
can be a powerful emotion that drives us.
True Devotion is all too often an
evasive definition. It is rare, unique, and
drives you to excell. It is a passion that
never wavers, that never faulters.
What we offer is rare, we call it
True Devotion, it represents our cour-
age and devotion towards duty, which is
never wavered, never eratic, never un-
equal nor unbalanced. It is consistent,
reliable, solid. It is passionate, dedicated
and authentic. We believe in True
Devotion, we believe it can be so much
more than what you can learn from a
book, it is a definition that can only
be understood through an experience,
by taking a journey. There is always a
story behind true devotion, always a
path, misty as it may be which can be
followed, let us share this experience,
this path and take part of a experience
of true devotion..
True devotion is brought to you from
the time you contact us. We offer more
than ultimate luxury, we offer you the
often unatainable. True Devotion pours
out from your heart. It defines who
you are, it differentiates you amongst
others. It drives you, allows you to take
that one step further. To set foot where
no other has before. Where no other
has dared to go. It is what makes you
unique, strong and enduring. It is What service, devoted to fulfill your desires...
vacation of your dreams. We are at your
What is True Devotion?
Contact Information
Phone: 08 643 703 32
www.luxurytravelgroup.com
de vo tion How can we
define this ambiguous definition? It’s not
merely a definition of love, loyalty, or
enthusiasm for a person, an activity, or
a cause. It is obscure, untouchable, yet it
can be a powerful emotion that drives us.
True Devotion is all too often an
evasive definition. It is rare, unique, and
drives you to excell. It is a passion that
never wavers, that never faulters.
What we offer is rare, we call it
True Devotion, it represents our cour-
age and devotion towards duty, which is
never wavered, never eratic, never un-
equal nor unbalanced. It is consistent,
reliable, solid. It is passionate, dedicated
and authentic. We believe in True
Devotion, we believe it can be so much
more than what you can learn from a
book, it is a definition that can only
be understood through an experience,
by taking a journey. There is always a
story behind true devotion, always a
path, misty as it may be which can be
followed, let us share this experience,
this path and take part of a experience
of true devotion..
True devotion is brought to you from
the time you contact us. We offer more
than ultimate luxury, we offer you the
often unatainable. True Devotion pours
out from your heart. It defines who
you are, it differentiates you amongst
others. It drives you, allows you to take
that one step further. To set foot where
no other has before. Where no other
has dared to go. It is what makes you
unique, strong and enduring. It is What service, devoted to fulfill your desires...
vacation of your dreams. We are at your
What is True Devotion?
Contact Information
Phone: 08 643 703 32
www.luxurytravelgroup.com
de vo tion How can we
define this ambiguous definition? It’s not
merely a definition of love, loyalty, or
enthusiasm for a person, an activity, or
a cause. It is obscure, untouchable, yet it
can be a powerful emotion that drives us.
True Devotion is all too often an
evasive definition. It is rare, unique, and
drives you to excell. It is a passion that
never wavers, that never faulters.
What we offer is rare, we call it
True Devotion, it represents our cour
age and devotion towards duty, which is
never wavered, never eratic, never un
equal nor unbalanced. It is consistent,
reliable, solid. It is passionate, dedicated
and authentic. We believe in True
Devotion, we believe it can be so much
more than what you can learn from a
book, it is a definition that can only
be understood through an experience,
by taking a journey. There is always a
story behind true devotion, always a
path, misty as it may be which can be
followed, let us share this experience,
this path and take part of a experience
of true devotion..
True devotion is brought to you from
the time you contact us. We offer more
than ultimate luxury, we offer you the
often unatainable. True Devotion pours
out from your heart. It defines who
you are, it differentiates you amongst
others. It drives you, allows you to take
that one step further. To set foot where
no other has before. Where no other
has dared to go. It is what makes you
unique, strong and enduring. It is What
service, devoted to fulfill your desires...
vacation of your dreams. We are at your
What isTrue Devotion?
Creative // Full Page - Color
• Communicate to a younger audience
• Expand into other parts of South East Asia
• Establish partnerships with brands
Future // recommendations
Conclusion // Keep in MIND
• Differentiation from Competitors
• High Luxury Brand Image
• Long Lasting Relationship
With true devotion LTG will achieve:
= True Devotion