Integrated Marketing Communications

Running head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
Name of the Student
Name of the University
Author

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INTEGRATED MARKETING COMMUNICATIONS
Executive summary
It starts with the objectivity, purpose and outline of the IMC plan discussed about Wanderlust,
the fictional tourism company In Uluru the famous tourist destination spot in the Australia. Then
slowly to plan marketing communications for this tourism sector the report moved towards the
background and target audience analysis. It then identified few communication objectives which
are to be attained through certain strategies and plans. Then the media plan and vehicles were
discussed I order to meet those objectives. Lastly, it ended up with the conclusion answering
how the media plan get success in achieving the success on the proposed communication
objectives.

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INTEGRATED MARKETING COMMUNICATIONS
Table of Contents
Introduction......................................................................................................................................3
Background and analysis of Target Audience.................................................................................3
Communication Objectives.............................................................................................................4
Brand Awareness.........................................................................................................................4
Buying Behaviour........................................................................................................................5
Positive brand image....................................................................................................................5
Unique selling proposition...........................................................................................................5
Creative strategies and justifications...............................................................................................6
Marketing messages.....................................................................................................................6
Appealing Ads.............................................................................................................................6
Advertising Execution.................................................................................................................7
Media plan.......................................................................................................................................7
Billboards.....................................................................................................................................8
Internet sources............................................................................................................................8
Print media...................................................................................................................................9
Television....................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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INTEGRATED MARKETING COMMUNICATIONS
Introduction
This report is on integrated marketing communications plan on Wanderlust tourism
fictional company in Australia. Uluru is the best destination for tourism experience and this has
been chosen as the background of creative brief. The report will focus on strategies that is to be
implemented by tourism sector to increase demand and sales as it is already registered on the
social media (Luxton, Reid & Mavondo, 2015). It will identify all aspects of the background
analysis and the target audience it has covered within the millennials of the Australian country.
Secondly, it will cover up aspects of some objectives of communication that can be used for
brand awareness, instigating purchase behaviour and observe consumer buying pattern and brand
value creation among target audiences. Next it will explain about creative strategy required for
the proposed plan assigned for the definite task and rest assured suitable media plan according to
the framed strategy will be pitched for the service (Fill & Turnbull, 2016). The proper justified
plan would be suggested depending on demands created in different kinds of market. It is
generally set by the standards of living of that particular society.
Background and analysis of Target Audience
As a marketing manager of the tourism sector I have a strong destination for the tourism
business in Australia for destination of Uluru which is a place full of scenic beauty and is the
most soothing to people out there. The background has everything to offer the people and also
provoking them for a heathy tour to that place (Karjaluoto, Mustonen & Ulkuniemi, 2015). This
is not enough as a background setup but it has been identified that the people are aware of the
beautification of that place and have accepted it as the destination for some better experiences in
the tourism. As a tourism sector, our main motive is to provide the best service to the people. We