Order Description

In your role as a Marketing Consultant to a travel provider, you are required to develop an effective IMC plan for your chosen travel provider for the period February to July 2017. You should clearly explain the contents of the IMC plan including the context analysis, marketing communications strategy, creative strategy, media planning and buying strategy, campaign implementation process, budgets and measurements of results.
The marketing communications strategy will include carrying out context analysis, setting focused campaign objectives and message strategies aimed at specific target audience. The IMC plan should fit in the strategic marketing plan of the chosen travel company. You should be prepared to consider the full range of available Marketing Communication tools to complete this exercise and to justify the use of those you select. You are also advised to briefly justify the exclusion of major tools if relevant and discuss how you intend to coordinate and control you campaign across your chosen media vehicles. You are advised to ‘ground’ your analysis in appropriate marketing communications concepts, theories and models paying particular attention to possible campaign objectives, message strategies and media planning bearing in mind any potential variation in target audience.