Combined Travel & Tourism Promotional Campaign

This assignment requires students to develop an integrated promotional campaign for Thomson Cook's summer holiday packages to Turkey and Spain. The task involves segmenting the market, targeting middle-level customers, setting affordable pricing strategies, and employing effective promotional techniques such as online marketing approaches and social media platforms. The primary goal is to increase customer satisfaction and improve business entity handling.

MARKETING IN TRAVEL
AND TOURISM
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TABLE OF CONTENTS
INTRODUCTION.........................................................................................................................................4
LEARNING OUTCOMES AND ASSESSMENT CRITERIA....................................................................4
TASK 1..........................................................................................................................................................4
1.1 Discuss the core concepts of marketing for the travel and tourism sector..........................................4
1.2 Assess the impact of the marketing environment on individual travel and tourism businesses such
as Thomson and tourist destinations with reference to Turkey and Spain................................................6
1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism sector......7
1.4 Analyse the principles of market segmentation and its uses in marketing planning at Thomson.......8
TASK 2..........................................................................................................................................................9
LO 2 UNDERSTAND THE ROLE OF MARKETING AS A MANAGEMENT TOOL IN TRAVEL
AND TOURISM............................................................................................................................................9
2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism business
(Thomson) or tourist destination (either Turkey or Spain)........................................................................9
2.2 Discuss the relevance of marketing research and market information to managers in the travel and
tourism sector with reference to Thomson..............................................................................................12
2.3 Assess the influence of marketing on society....................................................................................13
TASK 3........................................................................................................................................................15
LO3. TO UNDERSTAND THE ROLE OF THE MARKETING MIX IN THE TRAVEL AND
TOURISM SECTOR...................................................................................................................................15
3.1 Discuss issues in the product, price and place elements of the marketing mix with reference to
Thomson Summer Deals 2019 to Spain and Turkey...............................................................................15
3.2 Assess the importance of service sector mix elements to the travel sector.......................................16
3.3 Apply the concept of the total tourism product to an individual tourism business such as Thomson
.................................................................................................................................................................17
TASK 4........................................................................................................................................................18
LO4 BE ABLE TO USE THE PROMOTIONAL MIX IN TRAVEL AND TOURISM...........................18
EXECUTIVE SUMMARY.........................................................................................................................18
4.1 Assess the integrated nature and role of the promotional mix...........................................................19
4.2 Plan and justify an integrated promotional campaign for Thomson Summer Deals 2019 holidays. 19
Justifying a combined travel and tourism promotional campaign..........................................................21
CONCLUSION............................................................................................................................................22
Reference List..............................................................................................................................................23
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INTRODUCTION
The travel and tourism industry is one of the largest and fastest growing industry along with
hospitality industry. Though the sector consists of some fundamental and traditional elements of
operating and functioning over the years, there is immense number of advanced and newly
researched strategies added to the existing procedure. The eminent sectors of travel and tourism
industry, such as marketing strategies, operational and functional departments, advanced
resources and networking and knowing customer demands are required for improvement. In this
scenario, the Thomson travel agency has been selected in order to provide the case study with an
in-depth and comparably specific understanding of the tools and technique. The practical field of
travel and tourism sector has been explained based on the package of Thomson Summer deal
(2019) for Spain and Turkey.
LEARNING OUTCOMES AND ASSESSMENT CRITERIA
TASK 1
LO 1. UNDERSTAND THE CONCEPTS AND PRINCIPLES OF
MARKETING IN THE TRAVEL AND TOURISM SECTOR
1.1 Discuss the core concepts of marketing for the travel and tourism sector
The components of marketing are a vast field in travel and tourism industry. In the
opinion of Webster and Ivanovo (2014, p.137), there are core concepts involved in marketing
strategies. The main purpose of incorporating such strategies is meeting customer demands and
knowing consumer trends. The consumer trend is a constantly changing factor that has been
taking over the industry, in the recent years. The marketing principles and concepts basically
refers to the trading or exchanging of goods and services in terms of value or finance to fulfil or
satisfy the definite needs. Some of the core concepts in marketing are the macro and the micro
factors in business. These factors refer to the emerging marketing or business environment,
which has a large impact in the overall business growth. The factors can also be external or
internal, that affects the business environment by brushing the operations and functions taking
place in a company. Moreover, the above-mentioned principles and concepts are responsible for
the changes in the core decision making and working style of the functional department. In brief,
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the concepts in marketing also includes, consumer value, corporate social responsibilities (CSR),
employee consumer relationship, integrated marketing, which play significant role in the travel
sector.
According to Kotler and Armstrong, marketing is a social process that helps an
organisation to handle the wellbeing and growth of a business entity. It is a process that will
include various operations to promote the services and high-quality products and services. The
major concepts of the marketing within a tour and travelling firm involves the different factors
which will help an organisation to handle the different marketing activity that will help in
meeting of marketing needs and demands in a better way. The core ideology of marketing in
tours and tourism involves:
 Assessment of customers’ needs and demands: a good assessment of customer needs
and demands will help a travel and tourism entity like Thomas Cook to analyse the
requirements of their customers and thus will help in providing them with high level of
customer satisfaction. This will support the effective handling of the business operations
which will help in good management of the demand and supply of various goods and
services by a business organisation.
 Maintaining production: the assessment and the marketing process that is been carried
out will also help the firm, to integrate the effective production process that will help the
organisation to improve quality of services and goods that are been manufactured by
Thomas Cook. Increase in marketing will hamper the needs and thus the firm has to
increase the production.
 Transaction activities: this involves the effective handling of the exchange of money or
funds in return of the products and services that are been manufactured within the
organisation. The extent of transaction or the exchange process that is been carried out
within an organisation will help the firm to manage the revenue and have a good
productivity and profitability.
 Building and maintaining a good relationship with customers: an effective marketing
process that is been carried by an organisation in an effective and significant manner will
help the organisation to a significant level. For Thomas cook, it will help in effective
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assessing of high quality products and services and thus will help in handling of other
business operations.
In the travel and tourism sector, Thomas cook have to focus on the various core concepts if
marketing through which it can meet its determined objective. These concepts are discussed
below-
Relationship- By helps of this concept of Marketing, Travel and tourism organisation can easily
maintain healthy relationship with customers. It helps to company in identifying customers
actual needs and wants regarding product and services. With help of healthy relationship with
customers, organisation can easily develop effective image of business in the market.
Product concept- In this component of marketing, organization focus around the creation of
product and services. In this perspective, quality and amount of item and administrations is
critical in the travel and tourism area.
Customer requirement- This is the significant point of the promoting in travel and tourism
segment by which organization comprehend necessity of client and conveys product and services
in effective manner. By meet client prerequisite, organization can create amazing brand picture
in the market and pull in vast quantities of clients.
Exchange process- This is major important concept of marketing by which organisation can
exchange commodities with customers and its value is determined in terms of money. Travel and
tourism organisation can provide goods and services to buyers by use of this concept of
marketing.
1.2 Assess the impact of the marketing environment on individual travel and tourism businesses
such as Thomson and tourist destinations with reference to Turkey and Spain
The impact of business environment in travel and tourism industry is large on the
destination spots and the tourists. According to Becker (2016, p.86), the impacts of business
environment differs in case of tourists and travel spots. Not every individual or company is
affected in the same way. The impacts can vary from the following factors,
 Economic
 Geographical and demographic
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 Population
 Size and structure
 Micro and macro environment
In Order to focus on the impact of the environments, understanding the various
possibilities of business environment is required. For instance, there are many types of business
travel and tourism. The economic impact for an organization can provide a traveller or the
consumer with luxurious opportunities with standard and inexpensive tour fares and tickets. In
contrary, the tourist destinations, for which the travellers are the main source of income, can
acquire better scope in operating travel in volumes. On the other hand, the environmental factors
in business tours can lead to satisfying travelling environment and comforting equipments for the
individual. Whereas, travelling purposes like, launching of new events and products can have
high economic impacts on the traveller, such as large expenditure in a short time. Additionally,
the tourist destinations can go through various environmental impacts due to changing nature of
visitors and tourist spot maintenance factors. Precisely, the changes can occur in terms of the
micro and macro environmental factors. As stated by Mason (2015, p.130), the mentioned
factors are a large part of the micro and the macro factors in travel and tourism. These elements
also influence the unmanageable circumstances in business environment, such as the fiscal
policy, governmental regulations, changes in policies of authority, customer change, relationship
with the suppliers and even more.
1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector
The tourist motivation is a huge conditional factor and of high importance to the business
seekers in travel and tourism. The basic concept of customer motivation in the travel industry
refers to the positive impression that a tourist destination creates on a tourist to keep the
enthusiasm intact and improvise tourist attraction, for better profit. The main factors responsible
for customer motivation are,
Cultural factors
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The word of mouth is an important part of the cultural factors. The tourists belong to different
places of origin and culture and have different tastes. In this case, the known people or
acquaintances are the best people to spread the word about a particular destination.
Family and age group
As stated by Sparks et al. (2013, p.1), the family structure of the recent times are mostly nuclear
and holds a single earning member. Thus, the nature of choices of the family members has been
different based on the criteria. The age
Global economy
The global economy is an ever-changing factor in travel and tourism and specifically influences
the entire chain of tourism business along with destinations and consumers.
Social media
The social media is one of the most effective tools and have increased business opportunities
possibilities by 75.2% in the last 5 years, increasing millions of traveller interest across the
globe.
Market
In the recent years, over 50.5% of the impact on consumer motivation has been responsible for
market circumstances, like political, economic changes and mostly changes in currency or
prices.
1.4 Analyse the principles of market segmentation and its uses in marketing planning at
Thomson
The process marketing segmentation in travel and tourism helps a marketer in
subdividing the market types by dividing the similar kind of requirements in specific groups. The
reason being, there are less possibilities in a business to meet every consumer or employee
needs. Therefore, the particular method contributes to recognize the relevant tastes in tourism,
allocate the expenditures in the right manner and more. Some of the applicable segmentations
are,
Geographic segmentation
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As stated by Baum (2015, p.2014), the segmentation is performed on the basis of the place of
origin of the traveller and the specific likes and dislikes.
Psychographic segmentation
As opined by Mariana et al. (2014, p.269), the psychographic segmentation involves a number of
data collection and in-depth knowledge or research about the tourist’s mentality. The marketers
take into consideration, the points, lie, and the opinions, thought process of choosing, lifestyle of
the tourists.
Behavioural segmentation
The behavioural division involves the consumer behaviour and overall attitude that plays a key
role in impacting the business.
Demographic segmentation
As the name suggests, the behavioural segmentation involves, the traits and instincts of the
tourists, such as, marital status, age, gender, income status and more.
TASK 2
LO 2 UNDERSTAND THE ROLE OF MARKETING AS A
MANAGEMENT TOOL IN TRAVEL AND TOURISM
2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism
business (Thomson) or tourist destination (either Turkey or Spain).
The procedure of marketing in travel and tourism is considered more of an effective tool
rather than a process, in the industry. Marketing is one of the key techniques, through which the
travel industry has been sustaining business over the years. Madrid is one of the most authentic
spots of tourist attraction in Spain. The destination receives more than 7.5 % of tourists among
entire Spain. The Tourism Association of Madrid (TAM) follows a basic marketing plan and has
been improvising the needs by assessing the current position of the business, reaching the
consumer's mind by using marketing as a tool and attracting large number of big spenders in the
destination. Some of the most important marketing strategies used in the development plan are,
 Establishing a combination of the rural and urban tours within the place
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 Increasing fooding and service quality, which has attracted visitors by increase in 30%
from last year, as per previous research.
 Highlighting the core Spanish way of living and promoting cultural events and sports
around the border of Madrid.
As per Liu and Park (2015, p.140), the mentioned factors of strategic marketing of the
TAM, aided in identifying the market positions and increasing competitions with neighbouring
tourist destinations. The strategic marketing and market research is highly powerful and acts as a
significant tool when it comes to establish strategic alliances and making contributions to new
developments and coping up with the expenses made in maintenance and services.
Figure 1: The basic structure of marketing technique in travel and tourism
(Source: Zhang 2013, p.213)
This will help in meeting the SOSTAC model, this will help in the meeting of the aims
and objectives that are been taken in consideration by the organisation. By use of SOSTAC
model, strategic marketing planning can understand in more effective manner-
 Situation: the firm will look after the ongoing economic and social factors in order to
maintain their operational functionality. By implement this model, organisation can
easily assess the existing condition if the business and develop effective strategy of
marketing planning.
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 Objectives: This includes the placing of targeted goals and actions that will impact the
performance of cited travel and tourism firm. This will help in earning a good profit and
stability in market. With help of this model, Thomas company can develop business
objective.
 Strategy development: this will involve the effective development of creative and
innovative marketing strategies that will help in meeting the summer holiday package.
 Tactical development: This will help the organisation to handle the priorities and
requirements of customers and maintain the strategies of their competitors.
 Actions: this involves the effective setting of various agreements with supportive firms
that will help the organisation to handle the business activities in a better way.
 Control: this will include the assessment by Thomas cook that the service's and quality
of product that is been offered by cited travel and tourism entity will help the firm to
handle the business actions and objectives in a better way.
As per the given case scenario, Tour operator Thomson is going to organise Summer 2019
holiday to Turkey and Spain. In order to organise this program, organisation have to focus on
strategic marketing planning. This activity helps to organisation in provide effective information
regarding future requirement. Following are importance of strategic marketing planning in the
cited venture-
 Organisation can establish clear marketing goal- With help of strategic marketing
planning, corporation can easily set clear marketing objective and goal. It helps to
company in identifying actual requirement of future regarding business activities and
services.
 Identify action that needed to achieve goal- Strategic marketing planning also helps to
company in identifying the activities and actions that needed to achieve set goal. It aids
to business unit to take a planned approach to actions that need to be completed in order
to achieve business goal.
 Evaluate the current environment- Strategic marketing planning helps to organisation
in assessing where the corporation is positioned and to complete a situation analysis. It is
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important to understand what the available resource are and how is the competitive
environment developing.
2.2 Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector with reference to Thomson.
The market research and data include quality information about consumer needs,
preferences and choices. For instance, the organizing of the entire tour arrangement for
accommodation, hotels, flight fares and more. The most important factor in travel industry is the
sales and promotion. Large number of travellers has different tastes and needs which is
researched and controlled in a detailed manner by the marketing management team. The
incorporation of the Local economic progress is one of the main development plans adapted by
the management in order to improvise unity of local employees and workers and keep them
motivated, for faster progress. The National economic progress affects the global economy in the
similar way by providing involving the techniques like, local economic development and
national economic development plans.
Other than this the market research will help the firm to maintain an action plan that will
help the organisation that will help a business organisation which will supporta good rise in
capability and thus will support cited business entity in an effective and better way. In has
certain implications and impacts that will help the organisation in order to manage the business
operations and activities in a better way. Some major benefits of market research process for
manager at Thomas Cook are as follows:
 It will help him find the scope and effectiveness of actions and processes that can emerge
as a good opportunity of growth and development for a business entity. It will help the
organisation to have a good and effective access to the business opportunities. Besides
this, it helps in improving the quality of products and services that will help in increasing
the organisation's revenue in an effective way.
 A suitable assessment of market conditions by a manager will help the organisation to
handle the different form of risks that are associated with the handling of business
activities and actions that will support suitable resources planning and meeting of
targeted operations and activities in a better way. It will also help in reducing the
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additional cost and facilitate a good systematic planning of marketing activities to
promote the firm.
In the travel and tourism sector, market research plays a very crucial role by which corporation
can collect and analyse information regarding subject. Market research helps to management in
taking effective decision and monitor the outcome of those decisions once they have been taken.
One major advantage of marketing research for manager is to identify actual requirement of
customers regarding travel and tourism product and services. A manager will get effective and
relevant data or information that will help in strategic development of a business entity like
Thomas Cook. It will help in improving knowledge and actions within a business entity that will
lead to rise in capabilities and meeting of various business operations and actions to a greater
extent. It will help in better management of demand and supply. In the marketing research
process, following stages are included that should focus by manager of organisation-
 Define the problem and research objective- In this stage, manager identify the problem
and develop research objective.
 Develop a plan for collecting information- In this stage, manager collect information.
 Implement the plan- Once the information is collected then in next stage manager
interpret and assess the collected information.
2.3 Assess the influence of marketing on society
In the opinion of Amaro and Duarte (2015, p.64), political changes in the 21st century
has left a large impact on the travel business. The changes can either improve or deteriorate the
business position in travel industry. Other impacts like terrorism and cyber terrorism has also
taken a toll in the recent times. The factors of political changes and tourism business are directly
proportional to some extent.
Issues in Brexit, UK
The sudden fall in pounds in Britain has impacted the tourism in Brexit in a negative way. UK
possesses a large percentage of visitors every year. The visitors from other nations like US and
Canada were raised by 6%, whereas the natives had very less opportunities to make overseas
tour plans. The reason being, the denial of pound and fall in the currency from the authority have
decreased the visiting of tourists with increased dissatisfaction and degraded reputation.
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Instability in Turkey
Not only the travel and tourism economy were affected by the political violation in Turkey but
the entire nation’s economy was impacted. The political issues like the, gap in foreign pay outs,
election conflicts, exposure on several internal parts of Turkey to risk, have degraded the income
from travel and tourism in a large way. The contribution of the travel industry to the country's
total GDP has decreased by a large percentage.
The effects on Greece due to high rate of immigrants
The number of immigrants in Greece has been constantly increasing for the past years. The
natives of the nation have been undergoing issues like socio cultural conflicts, exploitation of
cultural resources of the country and also overcrowding. As a result, this has not only impacted
the country's international arrivals but also the domestic tour rates on a high level.
The marketing plays a very deep and crucial role in management of the functionalities
and actions that will help in improving the quality of services and goods that are been produced
by the cited travel and tourism entity. An effective and suitable marketing will help the
organisation to improve the quality of relations between a company and the customers. The
marketing will help in increasing the quality of actions and meeting of different business
operations that will help in improving quality of services and thus will increase in quality of
services offered by Thomas Cook. Some of major impacts of marketing on society are as
follows:
 Improves company's performance: a good and efficient following of marketing
techniques will help the organisation to handle the activities that will help in meeting of
the aims and objectives set by a business entity in order to increase the quality of services
and generate a good amount of revenue.
 Development of brand: as the marketing will be executed effectively, it will help the
organisation to emerge as a major firm or brand within a market. This will help in
improving scope and scale of a business entity in a better way.
 Enhance Standard of living- By help of marketing association gives the criteria to
enhance expectation for everyday living of customer. Individuals can get the information
about the better places so as they can enhance their expectation for everyday comforts.
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 Increase the awareness: this will help the customers to improve the awareness about a
company's product and services. This will help in building a positive perception and
develop a positive brand image in mindset of people or buyers of their products and
services. With help of marketing, people can well aware about the product and services.
Marketing helps to people in acknowledging any changes in the price, quality, delivery
and distribution of product and services.
TASK 3
LO3. TO UNDERSTAND THE ROLE OF THE MARKETING MIX IN THE
TRAVEL AND TOURISM SECTOR
3.1 Discuss issues in the product, price and place elements of the marketing mix with reference
to Thomson Summer Deals 2019 to Spain and Turkey
According to Bujosa et al. (2015, p.233), the concept of marketing mix generally consists
of the 7 p's of marketing. This strategy is applicable for all industries, but it differs in case of
travel and tourism industry and respectively with the function of each industry. Some of the
eminent components of the marketing mix are,
Product
The Thomson travels is one of the high rated tourism agencies and has been working on
improving product and service quality constantly. Specifically, the company offers specialized
services to its customers. Products make high impacts on tourist choices and tourist attraction,
increasing travels in groups or in larger volumes.
Price
The company possess a strong and stable economic position, due to the variety of packages that
is made available to the customers, by the management. The strategies of marketing mix, have
aided in the modification and aligning of the packages in lower price and advanced combinations
to different types of tourists.
Place
The factor like, place in marketing mix is highly influential to the environmental aspects in the
business process. Thomson is known for offering tourists with popular tour packages at a
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reasonable and affordable price, simultaneously maintaining the balance with company revenue.
The tactics of marketing mix plays a key role in accomplishing the mentioned criteria in an
appropriate way.
There are also a number of social impacts of tourism and the factors can be positive as well as
negative on the entire business environment. Some of the common social impacts are issues in
tourism and destination relationships, moral and ethical conducts and traditional ceremonies or
community events.
Figure 2: Structure of the elements of the marketing mix
(Source: Komppula 2014, p.361)
3.2 Assess the importance of service sector mix elements to the travel sector
As per Todd et al. (2014, p.494), the service sector mix refers to the synthesis of
collaborating the brands and operations of the firm with the consumers based on the PESTEL
analysis. It is also referred to the extended P’s of marketing mix. The company is not confined
one definite place but can reach out the customers through various mediums, like vendor, PR
experts and advertising agencies.
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The 7p’s include the product, price, people, promotion; physical evidence and process are a part
of the marketing and promotional mix. The product is an eminent factor in the tourism industry
as it plays a key role in gripping the customer psyche towards the business. The products
include, fascinating goods and hospitality services. The promotional mix is one of the main and
leading factors in the marketing mix. The promotional part holds up the accurate customer
expenditures in the tour and also the factors involved after the overall experience of the
customer. The place involves the location-based elements depending on which the growth in
business can be brought, whereas the people of the organization are responsible as an integral
part, in the entire functioning procedure. All of the marketing mix factors are equally responsible
and cross functional in order to drive the management system in the right way.
The effective management of marketing or services sector mix at the cited travel and
tourism sector will impact the performance and handling of different business actions and
operations to a greater extent. This will help the organisation to have a better operational access
to different activities and thus will contribute in improving performance or Thomas Cook. It will
help in proper planning and providing of services that will support an effective rise in
compatibility and thus handling of various business environment. Other than this, it will
contribute in increasing customer satisfaction level.
Following are significance of service sector mix element- Sales and distribution: Thomson make the vibe great to its clients. It gives the distinctive
kinds of administrations to the clients like family benefits, game plans of administrations
for gathering of individuals, and so on. Feedback Improves Service: Thomson Takes the feedbacks by giving the
administrations to its clients. It comprehends the administrations make by the execution
of the association.
 Services proliferate-Thomson gives the numerous services to its clients which makes by
the association. Since it is an elusive thing which is given by the Thomson. It needs the
positive feedback by the clients. It decides the administrations by the organization.
3.3 Apply the concept of the total tourism product to an individual tourism business such as
Thomson
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As per Ayeh et al. (2013, p.132), the tourism industry is a group of sub divisions of other
industries. The compilation of the tourism industry involves the hotel, airline, transports,
restaurant, dining and dining service. It depends on the consumers how; the execution of the
products and services affects the consumers. The products used in the tour procedure, including
the accommodation, dining, and transport creates the entire tourism product for the Thomson.
The Thomson travel and Tourism have used strategies like surveys and research on nature of
tourists and the nature of usage of each product.
As the travel and tourism sector is a combination of various service providers like
transportation, accommodation, catering etc. which help in meeting the needs and demands of a
customer in an effective and significant manner. The cited firm will look after offering of high
quality products and services that will help in increasing quality of a business entity in a better
way. The offering of a holiday package by cited entity will be a perfect example of high quality
product and services that will help in improving the services and thus will help in meeting the
neds and demands of a business entity in a better way.
Following are three elements that is considered in terms of total tourism product-
 Facilities- The total tourism product have main aim is to deliver effective tourism
facilities to its customers. Thomson company provides various facilities to its customers
such as insurance, hotel facilities, visa and passport etc.
 Attractiveness- With help of effective total tourism product, attractiveness of the tourism
can increase. Tourist attraction is a place where visitors visit and take knowledge about
history of that place. They go there for spend their time and enhance their knowledge.
TASK 4
LO4 BE ABLE TO USE THE PROMOTIONAL MIX IN TRAVEL AND
TOURISM
EXECUTIVE SUMMARY
The particular part of the study targets to provide a detailed understanding of the significance of
the role of marketing strategies and principles highlighting the promotional mix and in travel and
tourism. It focuses on certain implementation plans to evaluate the use of promotional mix to the
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learners. The extended purpose of the justification of the promotional campaign with the tactful
use of promotional mix is to provide the learners with strategic marketing plans, improvement
plans and utilization of the tools and techniques, for long term introducing growth in business.
The Travel industry in the 21st century differs from the existing procedure industry that requires
extended modifications and advanced changes in reaching the appropriate target.
4.1 Assess the integrated nature and role of the promotional mix
The concept of promotional mix is highly important to increase competition in today’s
time. The promotional mix includes, the television, radio, social media, emails and more. It
involves ways of reaching out to several parts of the region and customers to increase business
opportunities. The promotional mix has many advantages to open up opportunities and positive
consequences in the business. It is evident that most of the companies, including the Thomson
have expanded based on the principles and concepts of promotional mix. Some of the eminent
factors in promotional mix are,
 Sales promotion
 Public relations
 Direct marketing
 Advertising
 Establishment of channels in media
The factors are responsible for increasing reputation of the organization and also spread
awareness among sellers and buyers. Most of the time, the company chooses to promote through
the inexpensive mediums to balance out the payments. According to Lee and Brahmasrene
(2013, p.69), the public relations in promotional mix is one of the main
4.2 Plan and justify an integrated promotional campaign for Thomson Summer Deals 2019
holidays
An effective and combined travel and tourism package that is been provided by the
organisation will help its customer to effectively plan and enjoy their holiday and thus will help
in suitable rise in meeting of targeted goals and actions in a suitable entity. For instance, At
Morocco, Thomas Cook will look after to provide the best services that are value for money to
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their customers in order to improve their satisfaction level and handling of business entity in a
better way. They can use online marketing approaches, social media platforms. Other than this,
the cited travel and tourism entity will see through the effective use of local media like
newspaper or magazines to increase the awareness among native people and increase their scope
of operation.
Thomson organisation is going to organise summer deals 2019 Holiday to Turkey and
Spain. In order to implement this plan, organisation requires focusing in the integrated
promotional campaign. In this aspect, firstly organisation will select the particular segment of
market where it will operate its business. After select segment of market, organisation will select
middle level group of customers so as it can improve its sales. After that corporation will set
pricing strategy for the services that will offer in the summer holiday package. Company will set
convenient and affordable price so as every customer can easily purchase its services. At the end
corporation will set the promotional technique through which it can promote its product and
services in the market. Organisation will create its web page on the internet so as they can
deliver right information to customers.
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Justifying a combined travel and tourism promotional campaign
An effective and combined travel and tourism
package that is been provided by the
organization will help its customer to effectively
plan and enjoy their holiday and thus will help
in suitable rise in meeting of targeted goals and
actions in a suitable entity. For instance, At
Morocco, Thomas Cook will look after to
provide the best services that are value for
money to their customers in order to improve
their satisfaction level and handling of business
entity in a better way.
They can use online marketing approaches,
social media platforms. Other than this, the cited
travel and tourism entity will see through the
effective use of local media like newspaper or
magazines to increase the awareness among
native people and increase their scope of
operation.
Thomson organization is going to organize
summer deals 2019 Holiday to Turkey and
Spain. In order to implement this plan,
organization requires focusing in the
integrated promotional campaign. In this
aspect, firstly organization will select the
particular segment of market where it will
operate its business. After select segment
of market, organization will select middle
level group of customers so as it can
improve its sales.
After select segment of market,
organization will select middle level
group of customers so as it can improve
its sales. After that corporation will set
pricing strategy for the services that will
offer in the summer holiday package.
Company will set convenient and
affordable price so as every customer can
easily purchase its services. At the end
corporation will set the promotional
technique through which it can promote
its product and services in the market.
Organization will create its web page on

CONCLUSION
As gathered from the above study, the tactful usage of marketing various strategies that has
been explained and its element has large contributions in the tourism industry that helps in
highlighting the pros and cons in the business. The changes in business environment often take
place due to socio cultural indifferences, revenue degradation, increase in illegal activities and
crime that shakes or imbalances the stability and opportunities of the business growth. The
number of travellers is increasing on a daily basis along with the taste and choices of tourists.
Thus, the justifications of the measures to control issues in travel industry have been adapted by
a large number of organizations.
22

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