Marketing inTravel and Tourism

Marketing in Travel and tourism
Promotional campaign for Thomson Summer Deals 2019 holidays
Introduction
Integrated campaign planning has more value than co-
ordinating between different media channels. Now a
day’s digital interaction has become the centre of the
marketing campaigns as the population of digital
consumers have been increased in tourism industries.
Successful integration needs multi-channel media
planning skills, tracking of performance and data
interpretation capabilities, integrated promotional
campaign includes combination of various sources and
application of this combination within the given
budget.
Promotional Campaign for
Spain and Turkey
Identifying the target market: Thomson's customers
age will be lie between 18-55yrs. It mainly targets
youngsters and tour lovers and adventurous people.
Lazy and boring people will be eliminated from its
targeted customers list.
Identifying the communication channel: As there are
various communication channels are available for
Thomson, so television, magazines, BBC news
channels will be the communication channel. Social
media's can be considered in promotional campaign
like: giving ads of Thomson on you tube, twitter and
tagging employees of Thomson on Facebook and tells
them to tag more friends who are adventure loving or
planning for any trip.
Set the objective for the campaign: Thomson's objectives will be,
selling this product to at-least 2500 customers in summer season.
On its websites at-least 250k customer's should visit in a month.
Determine the Promotion mix: It includes tools to be used for
better results, so in promotion mix Thomson will use 4 effective
tools: Digital marketing, organize live dance competition at Oxford
and Cambridge university and give tour packages as reward, tie up
with British Airways, Sponsor Tennis matches and organising
lottery system in which top 10 will get different tour packages
accordingly.
Allocate the budget: Budget will be around 1 Million dollars, in
which:
Live dance competition - 60% weight-age
Sponsor tennis match - 20% weight-age
Digital Marketing - 10% weight-age
Tie up with British Airways – 10% weight-age
Evaluate the campaigns effectiveness: At last effectiveness of
campaign will be evaluated through making several scenarios’. Like
If it gets 1500 customers than its Return on Investment (1 Million
dollar) will be nil
If it gets 2000 customers than its Return on Investment will be 334k
dollars approximately
If it gets 2500 customers than its ROI will be 0.5 million dollars
If it gets 3000 customers than its ROI will be 1 million dollars.
Conclusion
This promotional campaign is having all specific details about the
Spain tour which can help to the company to make a better business
by their targeted market.