Module code: Introduction 3 Use of AIDA to promote Travelodge's video campaign

1 Travelodge’s video campaign Student ID: Module code: Module title: Introduction 3 Main contents 3 Benefits of integrated marketing communications 3 Two elements of the promotional mix 3 Promotion mix element use by Travelodge 4 Channel used by Travelodge to increase its brand recognition 4 The key message in Travelodge's video campaign 4 The key target audience of the video campaign 4 Use of AIDA marketing theory 5 The method used by Travelodge to collect the feedback 5 Conclusion 5

Travelodge’s video campaign
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Module code:
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Table of Contents

1
Introduction.................................................................................................................................................3
Main contents..............................................................................................................................................3
Benefits of integrated marketing communications...................................................................................3
Two elements of the promotional mix.....................................................................................................3
Promotion mix element use by Travelodge.............................................................................................4
Channel used by Travelodge to increase its brand recognition................................................................4
The key message in Travelodge's video campaign..................................................................................4
The key target audience of the video campaign.......................................................................................4
Use of AIDA marketing theory...............................................................................................................5
The method used by Travelodge to collect the feedback.........................................................................5
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

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Introduction
The paper will provide information regarding promotional mix, key message and target audience
of the Travelodge’s firm in accordance with the respective video campaign. Besides this, the
channel and marketing theory use by Travelodge’s for increasing the brand awareness will also
be further discussed in this paper.
Main contents
Benefits of integrated marketing communications
 The main benefits of integrated marketing communications are it helps in developing
competitive advantage, boost profits and sales of the firm by saving its time, money as
well as stress level (Dileep and Mathew, 2017)
 In addition, it provides consistency in messaging procedure that helps the consumers to
know the fact of the business process and thereby less confusion will occur between the
customers regarding the products and services of the particular firm
 By creating digital assets like videos, content, graphics and images the company can
easily save their money and time respectively. Hence it is a cost-effective process that
saves tremendous resources amount of the firm
Two elements of the promotional mix
Sales promotion
It refers to the process by which companies use short-term incentives like rebate, premiums or
gifts and discounts on products or services or any other promotional activities that eventually
help the company to increase their brand among the people (Dileep and Mathew, 2017). In
addition, with the help of this promotional mix, the companies can increase their consumer base
and the competitive business advantage too.
Direct marketing
It is a form of advertising that directly targeted the consumer base usually in their offices or
homes and thereby it enhance the promotional content of the corresponding business. Catalogs,
letters, and coupon mailers are the various forms of direct marketing promotional mix (Huertas,
Míguez-González and Lozano-Monterrubio, 2017).

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Promotion mix element use by Travelodge
According to the Travelodge's video campaign, the promotional mix uses by this firm is
advertising promotional mix. The video campaign determines the merits, availability as well as
the new procedure use by the Travelodge's company. This promotional activity easily
demonstrates the services directly to the consumer groups. Another advantage of using this
promotional mix is to advertise the brand in a more extensive market section so that their
message can easily distribute to every corner of the country (Magatef, 2015). In addition, the
advertising procedure is less effective because it Innovalues one way of communication and due
to this disadvantage the firm can fail to attract larger consumer groups.
Channel used by Travelodge to increase its brand recognition
To increase the brand recognition among the Travelodge use the YouTube channel because it
helps the firm to beat the recession in Ireland and thereby with the help of this channel the
business profit increases. Travelodge makes a partnership with the online agency Dublinscope so
that they use YouTube to drive room sales and brand recognition respectively (Huertas, Míguez-
González and Lozano-Monterrubio, 2017). During the recession time this hotel sector has faced
challenges to grow their business profit, and therefore they use this particular channel to enhance
their business growth. With the help of this channel, the Travelodge has now easily managed to
increase their brand recognition and room sales through online at the recession period too.
The key message in Travelodge's video campaign
After reviewing the Travelodge's video campaign, the key message of this company is clear that
demonstrates the new technique or procedure used by this particular business to enhance brand
recognition in the corresponding market. The key message is that Travelodge has innovated their
services and thereby provide a comfy king size bed with upgraded rooms that make a
comfortable traveling experience to their targeted consumer groups (Magatef, 2015). In addition,
they will provide great rooms with all services and big beds that generally provides a
sophisticated environment for their customers. Besides this, the room rents are also affordable
for their consumer group, and hence key message will thereby enhance their brand recognition in
the market.

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The key target audience of the video campaign
According to the video campaign, the key target audience of the Travelodge are both the leisure
class and business class consumer groups. The main motive of choosing these consumer groups
as the targeted audience because the rooms are designed according to the expectations and
requirement of these consumer groups (Ponnapureddy et al., 2017). The primary characteristics
of these consumers groups are to lead a sophisticated environment while spending their holiday
times with friends and families. The video campaigns are made for these groups, but they also
provide services that will be affordable for the low and medium end consumer group. In the new
company policy, they provide services at reasonable so that all these consumer base can
comfortably spend their holiday in the Travelodge's hotel.
Use of AIDA marketing theory
The AIDA marketing theory represents the advertising effect model that identifies the stages a
person phase during the process of purchasing the particular services or product from a company
(Han and Yoon, 2015). Therefore, by following this AIDA marketing theory, the Travelodge’s
video campaign is constructed that demonstrates the various new services provided by the firm to
their consumer groups. The new services are made in such a manner that it can easily grab their
consumer attention and this builds the interest of their targeted audience too (Ponnapureddy et
al., 2017). In addition, rooms are provided in affordable prices so that it can fulfill the desire of
various consumer group and hence the above action can provide a positive impact on the
business procedure.
The method used by Travelodge to collect the feedback
The Travelodge should arrange a survey campaign from where they easily collected the feedback
regarding the effectiveness of their video campaign from their targeted consumer groups (Wang,
Tsai and Tang, 2018).
Conclusion
The paper concluded the advertising procedure of Travelodge with the help of YouTube channel
will provide various benefits to the business growth. In addition, the main motive of this firm is
to provide comfortable services at an affordable price so their key target audience can use their
hotels.

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References
Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 304-329). IGI Global.
Han, H. and Yoon, H.J., 2015. Hotel customers' environmentally responsible behavioral
intention: Impact of key constructs on the decision in green consumerism. International Journal
of Hospitality Management, 45, pp.22-33.
Huertas, A., Míguez-González, M.I. and Lozano-Monterrubio, N., 2017. YouTube usage by
Spanish tourist destinations as a tool to communicate their identities and brands. Journal of
Brand Management, 24(3), pp.211-229.
Magatef, S.G., 2015. The impact of tourism marketing mix elements on the satisfaction of
inbound tourists to Jordan. International Journal of Business and Social Science, 6(7), pp.41-58.
Ponnapureddy, S., Priskin, J., Ohnmacht, T., Vinzenz, F. and Wirth, W., 2017. The influence of
trust perceptions on German tourists’ intention to book a sustainable hotel: A new approach to
analyzing marketing information. Journal of Sustainable Tourism, 25(7), pp.970-988.
Wang, T., Tsai, C. and Tang, T., 2018. Exploring Advertising Effectiveness of Tourist Hotels’
Marketing Images Containing Nature and Performing Arts: An Eye-Tracking
Analysis. Sustainability, 10(9), p.3038.