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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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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