Prepare a DETAILED CAMPAIGN to promote a soon to be launched Theme Park on the outskirts of Lincoln, using a £250,000 budget to make target market aware of its opening to coincide with Easter school holidays.
- Begin by identifying the benefits, excitement and experience of going to the Theme Park – use your imagination, be creative and consider the scope of what is on offer to visitors. Describe the typical target markets the Park will be trying to attract.
- Create a BRAND IDENTITY for the Theme Park, detailing its USP’s and pinpointing the target markets which could want to visit. This needs to be innovative and appealing.
- Prepare a comprehensive MEDIA CAMPAIGN, giving details of the media proposed, with an indication of the apportionment of budget to the particular marketing communications activity. This should use a Product Life Cycle (PLC) and cover the initial launch / introduction period and early growth phase, and relate to the AIDA model.
- Explain how you would promote an intangible service, such as this Theme Park, so that potential visitors will want to visit and, indeed, return in the future.
- Conclude by summarising how visitors will benefit from an ‘action packed’ day out, while making recommendations how to create a loyalty scheme that will attract them to return.
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