This document discusses the marketing strategies for promoting Fraser Island tourism, with a focus on Marcopolo Tours. It explores the target audience, advertising execution, and the emotional and rational appeal strategies. The document also highlights the unique selling proposition and the use of social media advertising.
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Running head: MARKETING MARKETING Name of the student Name of the university Author note
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1MARKETING Nature needs to be celebrated with the well understanding of its significance Fraser Island Tourism Background Fraser Island is being considered as one of the popular heritage places in Australia. As stated by Weisse and Ross (2017), largest sand as well as mesmerizing scenic view has made the island popular among the people. Fraser Island is also known for gazing ancient trees for astonishing rainforests, which is World’s Heritage listed wonder. With the emeraldene greens and sapphire blues, stunning natural beauty has made the island popular to the global people. According to Gontz et al., (2015), the Great Barrier Reef as well as eco adventurous cruises has helped the visitors to explore untouched beauty of the nature. The Great sandy national park is one of the popular sand island in the world. The national park has been divided into two sections. In the K’gari section, is situated in North rainbow beach buy covering the area of 56 hectares (Allenet al., 2015).Central station,75 Mile Beach, Lake Head, Indian Head and Great Sandy national park are the important tourist attractions in Fraser Island.Marcopolo Tours is a travel operating company in Australia, which aims to share the historical as well as natural beauty to the visitors. The goal of Marcopolo Tours is to introduce luxurious as well as affordable adventurous holiday experience to the visitors at Fraser Island. Promoting the K’gari Great sandy national Park the Marcopolo Tours has aimed to ensure standard service to the visitors. Ensuring the health and safety responsibility of the visitors, Marcopolo tours aims to provide good experience to the visitors. Target audience The marketing campaign has mainly targeted the premium customers. The target audience has been segmented into three sections.Demographic, geographic and psychographic are the three segments, which have been followed for identifying the potential target market(Dolnicar, Grün & Leisch, 2018). Following the diversified targeting strategy, the upper class and upper middle class people have been targeted through the marketing campaign. Analyzing the psychographic characteristics, people who prefer the luxurious services, are being targeted. The adventurous as well as those who appreciate the rich historical culture and natural beauty in Australia, are the potential target audience. Marcopolo Tours is famous for providing luxurious service and food. Therefore, its’ aim is to grab the attention of people who want to spend some quality time with their family and friends.
2MARKETING Mostly,senior and young group of peopleare the potential target market for the marketing campaign. Geographically, mainly the Australian premium visitors is the target market of Australia Tours. •Among the expected 25 million Australian population 8 % upper class people is the target market •The senior and young group of people are the target market for the marketing initiative
3MARKETING Advertising execution In the words of Yuzhakova, Belch and Belch (2015), advertising execution is being considered as the important approach that indicates the way for introducing it in the market so that the needs of the potential target market can be satisfied. By supporting this Yang, Dubé and Ma (2015) stated that depending on the creative execution of advertising, it becomes easier for the marketing organization to attract the attention of the target market. Yang et al., (2015) said that, the creative execution strategy can play an important role for implementing the promotional process unique in the competitive business environment. Therefore, gaining the competitive advantage it plays an effective role. In case of inducing the positive perception of the visitors, the emotional as well as rational appeal are suitable for Marcopolo Tours as it can help to meet the psychological and emotional needs of the visitors. In case of tourism industry, both the direct and indirect marketing can be applicable. In that case endorsing the celebrity in the marketing process, the advertisement can be properly executed (Yang, Dubé and Ma, 2015). Both the offline and online marketing campaign can be done by Marcopolo tours so that the potential customers can be easily targeted. Adding images and videos in the TV campaigns, customers will get attracted by the Marcopolo Tours. Adding the images of Fraser Island and reviews from the visitors in the company website, the advertising campaign can be executed. Adding different discount offers and tour packages in the advertising content, large numbers of visitors’ attention can be dragged. Following the emerging marketing trends in tourism sector, social media advertising execution can be done by Marcopolo tours. Adding the strong content in the social media platforms like Facebook, twitter and Instagram, the marketing strategy can be easily implemented. Adding search engine optimizing process, visibility of the adds can be increased on the internet. Adding the technological innovation the advertise execution process can also be creative by Marcopolo Tours. Adding images and videos in the social media campaigns, customers will get attracted by the Marcopolo Tours. Adding the images of Fraser Island and reviews from the visitors in the company website, the advertising campaign can be executed. Based on the emotional as well as rational appeal, the marketing strategies are being developed. Using the emotional appeal strategy, the emotional perspectives of the target customers are being satisfied. On the other hand, in case of Rational Appeal, logical perspectives of the customers are being satisfied. In order to promote the Fraser Island tourism, both the Emotional and Rational appeal can be suitable (Yang, Dubé & Ma, 2015). In the advertising practice, the benefits of the potential target customers will be focused. In case of promoting the natural park as well as cultural resources of Fraser Island, the emotional appeal strategy can be developed. By introducing emotional content, which can directly tough to the heart of customers. Highlighting the family values and social boning, emotional strategy can be applied. Targeting the emotional as well as affordable needs of the visitors, the natural resources and cultural priorities of Australia can be properly in the mind of Australian tourists. Using the Unique selling proposition strategy, Attractive tour packages as well as discounts will be provided to the potential customers, so that the affordable service experience can be provided to the visitors. Unique tour packages as well as complementary facilities such as free bike riding on the beach can be introduced
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4MARKETING Allen, B. L., Higginbottom, K., Bracks, J. H., Davies, N., & Baxter, G. S. (2015). Balancing dingo conservation with human safety on Fraser Island: the numerical and demographic effectsofhumanedestructionofdingoes.AustralasianJournalofEnvironmental Management,22(2), 197-215. Dolnicar, S., Grün, B., & Leisch, F. (2018). Step 2: Specifying the Ideal Target Segment. InMarket Segmentation Analysis(pp. 31-37). Springer, Singapore. Eisend, M., & Tarrahi, F. (2016). The effectiveness of advertising: A meta-meta-analysis of advertising inputs and outcomes.Journal of Advertising,45(4), 519-531. Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer strategiesforresistingadvertising,andareviewofmechanismsforcountering them.International Journal of Advertising,34(1), 6-16. Gontz, A. M., Moss, P. T., Sloss, C. R., Petherick, L. M., McCallum, A., & Shapland, F. (2015). Understanding past climate variation and environmental change for the future of an iconic landscape–K'gari Fraser Island, Queensland, Australia.Australasian Journal of Environmental Management,22(2), 105-123. Hajibaba, H., & Dolnicar, S. (2017). How to prevent tourists from canceling when a disaster hits the destination: promising measures, crisis-resistant target segment and leveraging peer- to-peer networks. Kelly, L. D., Jugenheimer, D. W., & Sheehan, K. B. (2015).Advertising media planning: a brand management approach. Routledge.
5MARKETING Weisse, A., & Ross, A. (2017). Managing a contested cultural heritage place on K’gari (Fraser Island), Queensland, Australia.Archaeology in Oceania,52(3), 149-160. Yang, D., Lu, Y., Zhu, W., & Su, C. (2015). Going green: How different advertising appeals impact green consumption behavior.Journal of Business Research,68(12), 2663-2675. Yang, Z., Dubé, L., & Ma, Z. (2015). Males’ Responses to Negative-Emotion Advertising Appeals: Effects of Gender Role Socialization and Disposition toward Rational Thinking. InAssessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty(pp. 84-84). Springer, Cham. Yuzhakova, I., Belch, M. A., & Belch, G. E. (2015). A Content Analysis of Prime Time TelevisionCommercialsReflectingAdvertisingAppealsused inRussia.InGlobal Perspectives in Marketing for the 21st Century(pp. 125-130). Springer, Cham.