Foxtel IMC

8/12/2019 Foxtel IMC

1/24

IMC Campaign

ALLCAPS

Lucy Bellomarino S3237483Patrick Blaikie S3410825Callum Clarke S34123!

"mma #arri$on S3440!2Bro%ie #iggin$ S33805Laura &e'(ol% S3284084

Lauren )an *eulen S340!!0

Contents:

1


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Executive Summary Page: 3

Company Overview Page: 3

Market Overview Page: 4

Environmental Analysis Page:

Micro Page:

Macro Page: !

S"O# Analysis Page: $

%uyer %e&aviour Page: '

Market Segmentation Page: ()

Competitive Positioning Page: ((

Marketing Communication O*+ectives Page: ((

Communication Strategy Page: (,

Creative Execution Page: (3

#-C Script Page: (4

Me.ia Page: (!

%u.get Page: ($

Evaluation / Control Page: (0

Conclusion Page: ('

Appen.ix Page: ,)

Creative %rie1 Page: ,(

2e1erences Page: ,3Executions / mages Attac&e.

Executive Summary

2


3/24

+,i$ report outline$ t,e -%)erti$ing -gency -LLC-PS.$ propo$al /or

otel.$ C,ri$tma$ campaign it,in t,i$ report t,ere i$ an accurate

an% $uccinct %e$cription an% analy$i$ o/ otel.$ in%u$try en)ironment

eternally an% internally a (reak%o'n o/ (uyer (e,a)iour market

$egmentation competiti)e po$itioning an% communication o(ecti)e$

pertinent to t,i$ campaign

+,e cru o/ t,i$ report i$ outline% 'it,in t,e communication $trategy

creati)e eecution me%ia an% (u%get $ection$ o/ t,e report In t,e$e

$ection$ t,e in$piration an% impetu$ /or our creati)e %irection i$

eplaine% an% our creati)e eecution i$ t,oroug,ly %e$cri(e% an%

pre$ente% -t -LLC-PS 'e /eel t,at t,e $ucce$$ an% o(ecti)e$ otel i$

$tri)ing /or 'ill (e capa(ly met (y our eecution

Company Overview

otel e$ta(li$,e% in 15 i$ an -u$tralian pay +6 company /orme% a$

a oint )enture (et'een +el$tra an% &e'$ Corp Since merging 'it,

-u$tar in 2012 otel pro)i%e$ t,eir 23 million $u($cri(ing ,ome$ 'it,

more t,an 200 c,annel$ -u$tralia 'i%e )ia ca(le $atellite an%

(roa%(an% %i$tri(ution +,ey %irectly employ aroun% 2500 people an% a

/urt,er 2000 'orker$ are in%irectly employe% nationally in $ale$ an%

in$tallation $er)ice$ otel $tri)e$ to oer t,eir cu$tomer$ a (etter

entertainment eperience t,roug, t,e %eli)ery o/ eclu$i)e an%in$piring program$ acro$$ all genre$ t,e 'orl%.$ mo$t popular c,annel

(ran%$ an% in)e$tment in ,ig, uality local content In a%%ition to t,i$

t,e $u($cription tele)i$ion $ector in)e$t$ an e$timate% 9!00 million

e)ery year into original -u$tralian content +,ey oer t,eir cu$tomer$ a

c,oice o/ /our package %eal$: "$$ential$ Mo)ie$ ; Premium allo'ing t,em to recor% pau$e an%

re'in% li)e +6> otel ?o> allo'ing t,em to 'atc, $,o'$ on compati(le

3


4/24

$martp,one$ ta(let$ an% computer$> an% mo$t recently otel Play> a

no lock@in contract internet +6 $er)ice a)aila(le acro$$ a range o/

%e)ice$

Market Overview

+,e pay tele)i$ion in%u$try in -u$tralia i$ a $tea%ily gro'ing mo$tly

monopoli$e% market t,at ,a$ ,a% no particular Auctuation$ in it$

$tea%y epan$ion It ,a$ ,a% an annual gro't, on a)erage o/ 24

$ince 2008 an% contri(ute$ 934 (illion annually to t,e country.$ ?


5/24

+,ere are $ign$ t,at t,e in%u$try ,a$ reac,e% a mature $tate In 2011

otel (oug,t out it$ maor ri)al -u$tar in a mo)e t,at greatly

increa$e% otel.$ market@$,are +,i$ acui$ition $ugge$t$ t,at t,e pay

tele)i$ion in%u$try ,a% $tagnate% an%Eor mature% %ue to t,e /act t,at it

$eem$ t,at only real epan$ion can (e gaine% t,roug, acui$ition

rat,er t,an inno)ation

it, /ree to air tele)i$ion oering more t,an e)er (e/ore in coalition

'it, t,e online market (ecoming muc, more t,reatening pay tele)i$ion

pro)i%er$ are caug,t in a %iFcult $ituation ',ere t,ey mu$t a%u$t

rapi%ly to $ecure /uture proDta(ility


6/24

player a$ t,e C" ',ile C,airman Bruce -rk,ur$t i$ al$o an e$$ential

Dgure

otel.$ yearly re)enue i$ o)er 92 (illion per year 200@2010J (ut

proDt$ amount to only 920! million a year 200@2010J 'it, licen$ing

/ee$ taking up a ,uge percentage o/ income per year

Porters ive orces C&art:

Macro Analysis

otel

6

Su*stitutes:- Illegal %o'nloa%ing o/ &etAi- ree to air +6- Illegal %o'nloa%ingE$treaming

#&reat o1 new entrants:- &o %irect Kpay +6 competitor- &etAi pro)i%ing legal acce$$ to

-u$tralian$- Po$$i(le &etAi $u($titute

Suppliers:@ otel purc,a$e$ licen$e$

%irectly /rom pro%uctioncompanie$ an% $tu%io$

@ Co$t can )ary an%Auctuate %ramatically

@ Co$t o/ purc,a$e i$relati)e to t,e package

%uyers:- otel i$ u$e% /or

re$i%ential an% (u$ine$$purpo$e$


7/24

P"S+

Political

- &o maor competition at t,e current time a$ t,ey (oug,t outt,eir main competitor G -u$tar earlier t,i$ year

- Currently t,eir (igge$t pai% /orJ competitor i$ &etAi ',ic, i$n.tacti)ely intere$te% in epan%ing to -u$tralia (ut i$ $till illegallyJacce$$i(le

- It ,a$ (een $ugge$te% t,at /ree@to@air c,annel$ are attempting to(lock &etAi.$ a(ility to pro)i%e t,eir $er)ice in -u$tralia

Economical

- Illegal %o'nloa%ing i$ a c,eaper /reeJ option /or anyone 'it,

acce$$ to t,e internet- otel a%%@on package$ are epen$i)e in compari$on to /ree@to@

air illegal %o'nloa%ing an% &etAi- Hecent economic climate ,a$ ma%e people reluctant to purc,a$e

Kluury item$-


8/24

S"O# Analysis

Strengt&s

@ Strong (ran% an% /airly ,ig,(ran% a'arene$$

@ ?oo% reputation

@ Mi o/ c,annel$ 'it, (a$ice$$ential$ pack

@ ?oo% to time market in ,oli%ay$ea$on

@ -or%a(le entertainment

@ Multiple u$er$ on one %e)ice

@ i%e target market

@ otel ?o or otel PlayJpro)i%e$ etra Aei(ility 'it,)ie'ing time$ an% recor%ing

@ S,o'$ are o/ ,ig, uality an%$ome are /a$t@tracke% /rom t,eSE* pro)i%ing a point o/%ierence

@ I= (oe$ pro)i%e t,e opportunityto recor% anyt,ing an% any time

@ ption to purc,a$e #< c,annel$meaning t,at t,e )ie'ingeperience i$ at it.$ (e$t

"eaknesses

@ +oug, economic climate

@ People 'anting to $pen% le$$ morecon$ciou$ o/ ,o' t,ey $pen% t,eirmoney

@ ngoing epen$e mont,lypayment$J

@ -%%itional optional epen$e not a(a$ic nee% /or a ,ou$e,ol%J

@ Price point epan$ion pack$e$pecially can (e epen$i)e al$oco$t o/ in$tallation

@ Many o/ t,e $,o'$ an% mo)ie$ areal$o a)aila(le on ree@to@airtele)i$ion

@ - percentage o/ people alrea%y,a)e otel an% 'e aren.t pu$,ing/or t,e etra c,annel package$ $ono room in our a% /or potentialupgra%e$

@ &ot a)aila(le to all ,ome$

Opportunities

@ C,ri$tma$ a$ a goo% opportunityto market

@ ?i/t /or t,e ',ole /amily

@ Somet,ing e)eryone can enoyall year roun%@ practical gi/t t,at'ill (e u$e% regularly

@ Call to action@ get people to callup to $ign up /or otel t,en

#&reats

@ Illegal %o'nloa%ing $ite$ eg+orrent Butler

@ Li)e $treaming

@ C,ange in main$tream me%iau$eEepo$ure@ young people not'atc,ing a$ muc, t) more relianton internet

@ "ten$ion o/ /ree to air tele)i$ion

8


9/24

ma$$i)e opportunity to up $ello)er t,e p,one to a%% a%%itionalpackage$ $port$Emo)ie$ etcJ

@ pportunity to appeal to t,e

mot,er a$ primary targetau%ience @ a$ primary Dgure /ort,e O$ign o. on maor ,ou$e,ol%%eci$ion$ an% Dnancial $pen%ing/or /amily

@ pportunity to rai$e $ale$$igniDcantly %uring t,i$ perio% o/t,e a% campaign

a$ a t,reat to pay +6@ )ie'er$ arealrea%y getting more at noa%%itional co$t

@ Intro%uction o/ +6@)ie'ing $ite$

$uc, a$ &etAi ',ic, ,a)e a$maller $u($cription /ee an% acce$$to a 'i%er )ariety o/ entertainment@ 'it, no preci$e )ie'ing time$',ile &etAi $peciDcally i$ nota)aila(le legally in -u$tralia t,ereare $till 'ay$ to acce$$ itJ

%uyer %e&aviour

-t pre$ent a t,ir% o/ -u$tralian ,ou$e,ol%$ ,a)e otel currently

in$talle% one t,ir% ,a)e al$o at one $tage ,a% otel (ut ,a)e $ince

remo)e% it an% a /urt,er t,ir% ,a)e ne)er ,a% otel in$talle%

Con$umer$ purc,a$e otel /or t,e a%%itional entertainment t,e

%i)er$e $election o/ c,annel package$ an% t,e )ariety o/ program$

t,e$e package$ pro)i%e +ele)i$ion $,o'$ an% $port$ c,annel$ are a

maor rea$on people purc,a$e otel -$ (ig (u%get tele)i$ion $,o'$

(ecome more an% more popular -u$tralian$ 'ant to ,a)e t,e

opportunity to 'atc, t,e epi$o%e$ a$ t,ey are relea$e% in ot,er part$ o/

t,e 'orl% an% not ,a)e to 'ait /or t,em to (e relea$e% 'eek$ or

mont,$ later /or purc,a$e on -u$tralian $,ore$ -lt,oug, illegal

%o'nloa%ing i$ a /a$t gro'ing plat/orm /or o(taining )ariou$ type$ o/

entertainment inclu%ing mo)ie$ an% tele)i$ion $,o'$ it i$ u$e%

pre%ominantly (y t,e younger generation$ l%er generation$ ',o

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10/24

,a)e young c,il%ren %o not typically utili$e torrent 'e($ite$ a$ muc,

an% 'oul% pre/er to ,a)e an ea$y to operate met,o% o/ )ie'ing t,e$e

tele)i$ion $,o'$ /or a price -%%itionally t,e a(un%ance an% )ariety o/

c,annel$ oere% (y otel pro)i%e a great %eal o/ %i)er$ity in program$

an% entertainment ',ic, i$ $omet,ing t,at purc,a$er$ )alue a$ t,ey

%e$ire more )ariety t,an ',at i$ oere% t,roug, /ree@)ie' tele)i$ion

urt,ermore a$ t,e current campaign i$ centere% aroun% C,ri$tma$ an

in$ig,t 'e ,a)e /oun% to (e uite )alua(le i$ t,at people o/ten Dn%

C,ri$tma$ $,opping to (e uite an e,au$ting an% $ometime$ $tre$$/ul

eperience it, t,e pre$$ure o/ Dn%ing t,e per/ect gi/t$ a$ 'ell a$ t,e

o)ercro'%e% an% ,a$ty en)ironment o/ t,e $,opping center$ C,ri$tma$

$,opping can (ecome uite a %aunting ta$k

Market Segmentation:

-$ t,e otel C,ri$tma$ campaign i$ targete% to'ar%$ mi% /amily

,ou$e,ol%$ 'it, young c,il%ren t,e market can (e $egmente% into

t,ree group$ a$ /ollo'$> c,il%ren mum$ an% %a%$

+,e$e t,ree $egment$ all ,a)e %iering intere$t$ an% pre/erence$ an%

eac, can (e a%)erti$e% to on a %ierent le)el -$ t,e otel "$$ential$

Pack inclu%e$ a plet,ora o/ entertainment /or all age$ an% $peciDc

c,annel$ /or $peciDc type$ o/ entertainment it 'ill (e ea$y to target

eac, o/ t,e$e market $egment$ 'it,in t,e $ame creati)e

a%)erti$ement

it, ne'$ li/e$tyle an% %rama c,annel$ ',ic, are targete% mo$tly

to'ar%$ 'omen $port$ ne'$ an% racing c,annel$ ',ic, are targete%

more to'ar%$ men a$ 'ell a$ c,annel$ $uc, a$ &ickelo%eon an%


11/24

appeal$ to eac, o/ t,e t,ree market $egment$ 'it, t,e a%%ition o/

entertainment mu$ic an% %ocumentary c,annel$ /or all au%ience$

tili$ing t,e$e c,annel$ in t,e +6C component o/ t,e otel C,ri$tma$

campaign 'ill allo' /or eac, o/ t,e market $egment$ to (e

communicate% to $eparately 'it,in a $ingle a%)erti$ement

Segmenting t,e market a$ $uc, 'ill a$$i$t in reac,ing t,e marketing

goal o/ increa$ing (ran% con$i%eration a$ it 'ill clearly %emon$trate

t,e )alue an% (eneDt$ otel can pro)i%e /or eac, an% e)ery mem(er

o/ t,e /amily +,i$ 'ill al$o /ollo' t,e $ingle@min%e% propo$ition o/

otel to (e Ot,e $mart C,ri$tma$ gi/t t,e ',ole /amily 'ill enoy.

Competitive Positioning

otel i$ eperiencing a marketplace t,at i$ more competiti)e t,an it

,a$ e)er (een a$ gro'ing online me%ia %o'nloa%ing only gro'$ year

a/ter year -long 'it, t,i$ t,e u$e$ o/ online tele)i$ion repeat$ (y eac,

%igital tele)i$ion c,annel allo'$ more Aei(ility t,an e)er in t,e 'ay in

',ic, au%ience$ con$ume t,eir tele)i$ion otel nee% to /urt,erepre$$ t,e i%ea o/ t,eir pro%uct (eing /or e)eryone a$ t,i$ i$ t,e

a%)antage t,ey ,a)e o)er t,eir oppo$ition

Su($cri(ing to a otel OBa$ic. package allo'$ enoug, entertainment

/or an entire /amily %ue to t,e %i)er$ity o/ c,annel$ a)aila(le +,e

competiti)e po$itioning o/ t,e (ran% $,oul% ,ig,lig,t t,i$ t,oroug,ly a$

all competitor$ %o not pro)i%e t,i$ a$ t,oroug,ly

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Marketing Communication O*+ectives

Marketing:

ur marketing o(ecti)e$ are to increa$e $ale$ o/ t,e otel e$$ential$

package (y 5 an% o)erall $ale$ (y 4 e al$o 'ant an increa$e in

con$umer inuiry (y 10 at eit,er otel kio$k$ in $,opping centre$

online or (y p,one

Communication:

Increa$ing con$umer$. acceptance o/ t,e otel (ran% i$ at t,e core o/

our campaign it, a lo$$ o/ intere$t %ue to online competition 'enee% to gain not only acceptance (ut al$o pre/erence /or /amily

)ie'er$ Increa$ing a'arene$$ a(out t,e e$$ential$ package i$ al$o an

important communication o(ecti)e ',ic, link$ %irectly to our

marketing o(ecti)e$

Me.ia:

Me%ia o(ecti)e$ /or t,i$ campaign are to en$ure t,at t,e %e$ire%

au%ience appropriately recei)e$ t,e me$$age /rom t,e creati)e

eecution an% communication $trategy I/ 'e $ucce$$/ully ac,ie)e t,i$

goal it i$ only a $,ort leap o/ /ait, to a$$ert t,at t,e com(ination

(et'een appropriate me%ia planning an% our creati)e eecution t,at

all communication$ o(ecti)e$ 'ill (e com/orta(ly met

Communication Strategy

Executions:

#-C:

- CamoAague outDt$ on t,e /amily gi)e t,e impre$$ion o/ a

$truggle or a mi$$ion

- a$t camera $,ot$ t,roug,out t,e a% emp,a$ie t,e $tre$$ o/

$,opping /or C,ri$tma$ pre$ent$ -l$o contra$t$ 'it, t,e relae%

/amily at t,e clo$ing o/ t,e a% in$tilling a $en$e o/ relaation an%

entertainment 'it, otel

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13/24

- &ot $,o'ing ',at t,e (alloon$ are until near t,e en%

emp,a$ie$ %i$co)ery an% keep$ t,e )ie'er gue$$ing until t,e

en%

Posters:

oxtel amily Poster:

- $e$ geometric $,ape$ to %ra' t,e con$umer.$ eye Dr$t /rom t,e

top o/ (ottom

- C,ri$tma$ colour$ create )i$ual contra$t %ra'ing attention

oxtel n.ivi.ual Poster:

- Bur$t$ o/ colour an% tetural contra$t$ on $,ape$ again$t a ',ite

(ackgroun% %eman%$

- "lement$ o/ %i$co)ery in t,e eplo$ion$ o/ $,o'$ an% o(ect$ are

particularly attracti)e /or c,il%ren

5iosks:

-Balloon$ po$ter$ an% ot,er relate% me%ia rein/orce t,e me$$age

o/ t,e t)c an% (ring$ t,e t)c Oto li/e. in $,opping centre$

Expansion:

- Simple an% po'er/ul campaign i$ ea$ily epan%a(le to ne'

campaign$ an% many ot,er me%ium$ $uc, a$ online an% mo(ile

Creative Execution

-$ mentione% pre)iou$ly otel nee%$ to %ierentiate t,em$el)e$ /rom

competitor$ (y emp,a$i$ing t,at t,ey ,a)e $omet,ing /or e)eryone

an% t,at purc,a$ing t,e "$$ential$ package i$ t,e per/ect gi/t /or t,e

',ole /amily +,e $ingle@min%e% propo$ition /or t,e (ran% re$pon$e

a%)erti$ing i$ t,at otel i$ Ot,e $mart C,ri$tma$ gi/t t,e ',ole /amily

can enoy.

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In our creati)e eecution 'e ,a)e en%ea)ore% to communicate t,i$

t,roug, t,e i%ea o/ a /amily $earc,ing /or t,e per/ect gi/t /or eac, ot,er

in a $,opping centre an% Dn%ing t,at otel i$ $omet,ing t,ey all can

enoy eually In t,e +6C ',ic, i$ t,e Dr$t a% t,at 'ill launc, an%

pro)i%e$ a$ t,e (a$i$ /or t,e campaign a /amily arri)e$ at a $,opping

centre %rea%ing t,e ta$k a,ea% @ e)eryt,ing i$ (u$y an% c,aotic +,e

mu$ic o/ ingle (ell$ uickly tran$ition$ into t,e t,eme /rom mi$$ion

impo$$i(le a$ t,e o)erlaying mu$ic track a$ t,e /amily mem(er$

tran$/orm into O'arrior$. 'it, /ace paint an% (an%ana$ an% t,e uick

camera angle$ $,o' eac, o/ t,em $pringing o in %ierent %irection$

ma%ly $earc,ing /or Ot,e per/ect gi/t. "ac, o/ t,em return in t,e mi%%le

'it, a $ecret item@ re)ealing t,em to eac, ,a)e /oun% a giant letter

',ic, ',en oine% toget,er $pell out OQ+"L. "ac, o/ t,e letter$ are

ma%e up o/ +6 $creen$ /eaturing t,eir o'n /a)ourite $,o'$>

repre$enting t,e intere$t$ o/ eac, /amily mem(er +,i$ $ym(oli$e$ ,o'

otel i$ $omet,ing t,at e)eryone can enoy +,e $cene t,en c,ange$

to $,o' t,e /amily at ,ome all in /ront o/ t,e tele)i$ion enoying otel

toget,er at C,ri$tma$ time +,e tagline: 6Somet&ing 1or everyone7

/urt,er emp,a$i$e$ t,i$ me$$age t,at otel i$ in%ee% t,e $marter gi/tto gi)e your /amily t,i$ C,ri$tma$

+,i$ moti/ 'it, t,e otel Oletter$. i$ t,en u$e% in t,e /ollo'ing print

an% out%oor a%)erti$ing /eaturing eac, /amily mem(er an% t,eir

corre$pon%ing letter ',ic, t,e target market 'ill i%enti/y 'it, a/ter

(eing /amiliar 'it, t,e +6C +,e OIgnite. po$ter an% print a%$ 'ill t,en

/ollo' re/erencing t,i$ earlier moti/ in imagery otel (alloon letter$J

(ut 'it, t,e retail call to action copy O?et t,e otel "$$ential$package /rom le$$ t,an 911 a 'eek.

+,e u$e o/ a%)erti$ing kio$k$ 'ill al$o (e implemente% 'it, Q+"L

letter (alloon$ /eaturing a$ marketing collateral a$ a /urt,er eten$ion

on t,e original campaign i%ea Sta at t,e kio$k$ 'ill (e %re$$e% in t,e

$ame O'arrior. co$tume$ a$ t,e c,aracter$ /rom t,e +6C to link again

(ack to t,e $tory

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+,i$ creati)e i%ea i$ $trong a$ it 'ork$ acro$$ a range o/ me%ium$ an%

i$ a $imple me$$age t,at 'ill cut t,roug, to t,e target market )ia t,e

)ariou$ me%ia c,annel$

#-C Script

O8#ELKSomething for everyone

Setting:Cro'%e% $,opping centre

Scene (: 9MS;

amily 'alk into a $,opping centre looking c,eer/ul +,eir /ace$ %rop

Soun% o/ $leig, (ell$ in t,e (ackgroun%

Scene ,: 9"S;

Cut to $,o' /amily /rom (e,in% re)ealing a c,aotic an% cro'%e%

$,opping centre packe% 'it, /ello' C,ri$tma$ $,opper$

Scene 3: 9MS;

Back to t,e /ront )ie' o/ t,e /amily +,ey.re 'earing camouAage /ace

paint an% %etermine% epre$$ion$ +,ey ,u%%le toget,er an% $u%%enly

$print o in %ierent %irection$

Cue %ramaticEmi$$ion impo$$i(le mu$ic

Scene 4: 9MS;


16/24

Mum run$ into a ,ome@'are$ $tore $omet,ing catc,e$ ,er eye S,e

race$ to'ar%$ it pulling a large item o t,e $,el/ only moment$ (e/ore

anot,er cu$tomer can

Scene $ 9MS;

Son run$ into a toy $tore #e $li%e$ un%er anot,er $,opper along t,e

Aoor to gra( a large o(ect o a (ottom $,el/ #e run$ o 'it, t,e

o(ect %ragging it along t,e groun%

Scene 0 9MS;

+,e /amily %og appear$ #e run$ into a pet $tore $niFng out a large

o(ect #e gra($ it in ,i$ mout, an% run$ o

Scene ' 9"S;

S,o' /amily running (ack toget,er comically %o%ging C,ri$tma$

$,opper$ all carrying large o(ect$ in t,eir arm$


17/24

+,e me%ia u$e% in t,e campaign $prea% acro$$ a )ariety o/ mean$ an%

allo' t,e campaign to connect $eamle$$ly t,roug,out t,e a%)erti$ing

run ur Dr$t me%ia u$e 'ill (e a +6C promotion ',ic, 'ill (e t,e

large$t met,o% o/ a%)erti$ing In conunction 'it, t,i$ t,ere 'ill (e a

po$ter campaign ',ic, 'ill in)ol)e imagery t,at mirror$ t,e +6C

pro%uct +o create /ace@to@/ace connection 'it, cu$tomer$ 'e 'ill al$o

pro)i%e a kio$k $tyle a%)erti$ing approac, -$ all t,ree me%ia outlet$

'ill relate 'it, one anot,er t,e campaign 'ill (e $trengt,ene% an% t,e

key (eneDt 'ill re$onate appropriately 'it, t,e con$umer

+,e +6C me%ia 'ill run /or t,e entirety o/ t,e campaign an% generate

t,e $ource o/ t,e key (eneDt /or t,e au%ience -$ t,i$ a%)erti$ement

e,i(it$ t,e u$e$ o/ large (lo' up letter$ u$t like our ot,er me%ia

u$e$ t,e con$umer 'ill (e a(le to relate t,e key (eneDt 'it, all me%ia

outlet$ %ue to t,e original +6C me$$age -$ t,i$ i$ t,e central /ocu$ o/

our campaign it i$ important t,at t,e /ocal point$ 'e nee% to ,ig,lig,t

are epre$$e% clearly to t,e au%ience It i$ al$o nece$$ary /or t,e +6C

to continue it$ run t,roug,out t,e campaign a$ it 'ill con$tantly (e t,e

re/erence point /or our ot,er t'o me%ia u$e$

In conunction 'it, t,e +6C u$age 'e 'ill al$o eerci$e t,e u$e o/

po$ter a%)erti$ing to eten% our otel campaign /urt,er it, t,e

a(ility to eten% t,i$ me%ia type into out%oor an% pu(lic $pace$ 'ill

allo' t,e con$umer to ,a)e acce$$ to anot,er campaign re/erence

point in t,eir %aily li)e$ It 'ill al$o contact t,o$e ',o ,a)e not (een

a(le to acce$$ t,e +6C me%ia an% encourage t,em 'it, t,e telep,one

num(er in/ormation to entertain t,e i%ea o/ otel o'ner$,ip +,e u$e

o/ po$ter me%ia compoun%$ t,e campaign to t,o$e epo$e% to t,e +6C

an% al$o eten%$ t,e key (eneDt to a ne' au%ience ',o may not ,a)e

(een in contact 'it, t,e original +6C pro%uction

+o in/orm t,e con$umer to t,e utmo$t %egree 'e 'ill al$o inclu%e kio$k

me%ia 'it,in (u$y $,opping area$ o/ -u$tralia +,e$e kio$k$ 'ill (e in

t,e t,eme o/ our +6C an% po$ter me%ia material an% 'ill run in

conunction 'it, t,e campaign +,e a%)antage$ o/ t,i$ me%ia type are

many (ut mo$t importantly it allo'$ /or a /ace@to@/ace approac, 'it,

17


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our potential con$umer$ -t t,e$e kio$k$ our au%ience 'ill (e a(le to

acce$$ t,e etra in/ormation t,ey may nee% to make t,e Dnal proce$$

in oining otel a$ a $u($cri(er In a%%ition to t,e in/ormati)e approac,

'e 'ill al$o pro)i%e t,e $,opping pu(lic O/ree(ie$. $uc, a$ (alloon$ in

t,e $,ape o/ our otel letter$ $o t,at t,ey can eten% t,e campaign

/urt,er t,roug,out t,e $,opping centre t,er $,opper$ may $ee t,e$e

letter$ an% re/erence (ack to out +6C or po$ter me%ia an% $eek out t,e

kio$k a$$i$tance in $igning up in a /ace@to@/ace capacity in$tea% o/ o)er

t,e p,one

it, me%ia $election $uc, a$ t,i$ t,e campaign 'ill (e a(le to run a

connecting key (eneDt t,roug,out an% maintain rele)ance 'it, our

target au%ience con$tantly +,e regular interaction 'it, our otel

a%)erti$ing 'ill keep t,e con$umer t,inking i/ un$ure an% ena(le t,em

to act ',en t,ey are rea%y to +,i$ approac, 'ill $ucce$$/ully ena(le

otel to gain greater $u($cription rate$ an% al$o /urt,er (ran%

a'arene$$ %ramatically

%u.get

#otal Expen.iture:

Pro%uction (u%get: 9700000Me%ia (u%get: 92000000

#elevision Commercial:

Pro%uction Co$t: 9550000

Me%ia Co$t: 91500000

Out.oor:

Pro%uction Co$t: 90000Me%ia Co$t: 9200000


19/24

Pro%uction Co$t: 930000Me%ia Co$t: &E-


20/24

Conclusion

+,i$ targete% IMC campaign i$ %e$igne% to con)ince mot,er$ age% 35@

45 t,at otel.$ Oe$$ential$ package. i$ t,e per/ect C,ri$tma$ gi/t /or

t,eir /amily t,i$ year +,roug, t,e campaign t,ere i$ an impetu$ put in

place t,at en$ure$ (ran% con$i%eration 'ill increa$e an% t,ere(y

increa$ing $ale$ o/ t,e package (y at lea$t 4 (y e(ruary 2014

Currently t,e primary target au%ience /or t,i$ package al'ay$ t,oug,t

t,at otel i$ epen$i)e an% %i%n.t repre$ent a reali$tic or 'ort,',ile

epen%iture /or t,eir /amily at t,i$ time +,roug, our care/ully ,one%

creati)e eecution an% communication $trategy at -LLC-PS 'e /eel

conD%ent t,at t,e target %emograp,ic 'ill (e con)ince% t,at otel i$

t,e per/ect C,ri$tma$ gi/t /or t,eir /amily an% 'ill re$pon% to t,e call to

action (y making a p,one call going to t,e 'e($ite or )i$iting a kio$k

to /urt,er eplore an% ,ope/ully eecute a tran$action

20


21/24

Appen.ix

Creative %rie1

2e1erences

Executions / mages

21


22/24

ALLCAPS

C2EA#-E %2E

CLE?C#SE2-CE: Su*scription #elevision

>A#E: ,)t& Septem*er ,)(3

CA#E@O2 A %2A


23/24

+,e inten%e% me$$age o/ t,e creati)e a%)erti$ing (ran% re$pon$eJ i$ t,at oteli$ t,e $mart C,ri$tma$ gi/t t,e ',ole /amily can enoy +,e inten%e% me$$age /ort,e Ignite component o/ t,e campaign i$ O?et t,e otel "$$ential$ package /romle$$ t,an 911 a 'eek.

S?PPO2#:

+,e "$$ential$ Pack inclu%e$ 35 c,annel$ 'it, $omet,ing /or t,e ',ole /amily +,ec,annel categorie$ inclu%e: entertainment %rama an% cla$$ic mo)ie$ ki%$%ocumentary mu$ic ne'$ an% 'eat,er li/e$tyle $port$ ne'$ an% racing an%)ariou$ ot,er c,annel$

P2OMSE:

+,e otel "$$ential$ Pack i$ t,e per/ect gi/t /or t,e /amily t,i$ C,ri$tma$ it, 35c,annel$ t,ere i$ $omet,ing /or e)ery mem(er o/ t,e /amily to enoy

%2A PE2SOA: "&ic& me.ia are likely to *e involve.

+ele)i$ion Commercial:


Me%ia Co$t: 91500000

ut%oor:


Me%ia Co$t: 9200000

&e'$paper:


Me%ia Co$t: 9200000

otel *io$k:


Me%ia Co$t: &E-

&e'$paper Ayer$:


Me%ia Co$t: 9100000

%?>@E#: "&at is t&e *u.getD

Pro.uction *u.get: $))F)))

Me.ia *u.get: ,F)))F)))

23


24/24

MAA#O2ES: "&at are t&e *ran.ing propertiesD

+,e otel logo In Dne print at t,e (ottom o/ all a%)erti$ement$ mu$t (e t,e+;CR$ $u($cription an% in$tallation co$t$ contract %etail$

#M

Documents

Foxtel IMC