Style, Approach, and Tone of Campaign Paper

Style, Approach, and Tone of Campaign

The campaign style, approach and tone needs to reflect the objectives, personality, and image for Paradise Island. The approach of the campaign will be developed to communicate that Baderman Island is an all inclusive resort destination, boasting three main hotels to serve its guest. Paradise Island also has many diverse activities that range from museums, to golf, to fine dining, activities for the entire family. The approach needs to be fresh and current offering a vacation package that is right for anyone during any season.

In conclusion, a strategic advertising plan can provide any business organization with a marketing advantage in order to create sales opportunities. For businesses in the travel industry, an advertising plan is an effective tool to highlight the romantic getaway segment of the travel industry. In the case of Paradise Island, the identification of the advertising objective, target market, and perceived strengths and weaknesses are all critical elements needed to execute the advertising plan. It is only through the advertising plan that businesses can also identify the role and impact of advertising for the selected market. This is especially true for Paradise Island and the romantic getaways they offer to targeted couples.

Where and when the messages should be communicated is best determined by identifying the target market segment. In this case the segment is Family or couple vacationers. Therefore the objective for Paradise Island is to attract new and existing family vacationers. In order to encourage repeat business, the company may communicate electronically through a compiled database of existing customers.

In order to attract new customers Paradise can choose to run ads in travel and leisure publications. Efforts to attract public relations may also be launched. Another arena to be explored would be that of third party internet travel websites. This may be a vehicle for advertisements or vacation packages can be built and sold by the hosting website. A third option would be television. Many travelers take to watching travel and leisure channels on television. The objective is to choose the vehicle for delivering the company's message that has the best penetration and provides the best return on investment.

...