Hotel Canberra Brisbane: An Analysis of Advertising and Marketing

This report examines the advertising and marketing strategies employed by Hotel Canberra Brisbane to attract both domestic and international tourists. It highlights Brisbane's popularity as a tourist destination and the hotel's use of various advertising techniques, including rational and emotional appeals. The report analyzes the hotel's advertisements, focusing on the use of attractive imagery, color psychology, and offers to attract customers. It also discusses the application of the AIDA framework (Attention, Interest, Desire, Action) in the hotel's advertising campaigns. The target market is identified as high-income individuals, and the report details how the hotel uses various methods like airport advertisements and 24-hour room service to enhance customer attraction and satisfaction. The report concludes by emphasizing the effectiveness of the hotel's advertising in targeting its audience and its comprehensive approach to providing services for various types of travelers, from business clients to honeymoon couples.

Running Head: Hotel and Hospitality Management
Hotel and Hospitality Management

Running Head: Hotel and Hospitality Management
As per Tourism Research Australia (2016), Australia is the favourite place for all types of
tourists’ i.e. domestic as well as international tourists. And Brisbane is the most attractive city in
Australia in terms of attraction of tourism. As per the recent report, more than 57, 53,000
domestic tourists visited In Brisbane last year with an average of 3.1 nights spending. And more
than 11, 25,968 international tourists visited Brisbane in last year with an average of 22.1 nights
spending. These figures show that Brisbane is the most attractive place for international tourists.
Almost all states’ people of Australia are interested in visiting Brisbane and the most states are
Queensland and South Wales, whereas New Zealand and Asian people more prefer to visits
Australia. Canberra Hotel Brisbane is the most popular and emerging hotel amongst the hotel
industry. Advertisement of Canberra Hotel was attractive enough to attract the domestic as well
as international tourists. As it is a five star rating hotel, people with high income and high
standards will wish to stay with them.
Advertisement is the way through people gets to know about the latest trends, events, etc. in their
area, in their country, or across the globe. Canberra Hotel uses the same technique to attract the
people through building an advertisement which describes the relevant offers, fares for rooms,
etc. Canberra hotel’s strategy was to attract the customers and for this they used rational as well
as emotional advertising techniques. Under their advertisement, they used appropriate images of
attractive areas of their hotel and those movements which are very precious for the organization.
Being a five start rating hotel, management of Canberra Hotel delivers the attractive points such
as view from the hotel, extra services provided to the customers, etc. All the images showed in
the Canberra Hotel’s advertisement displays the high quality services, cleanliness, hygiene, etc.
Apart from this, for attracting more number of domestic as well international clients, they have
applied the offer policy through which fares of hotel have been decreased and complimentary

Running Head: Hotel and Hospitality Management
services have also been modified to provide optimum benefits to consumers (Tourism Research
Australia, 2016).
Making advertisement technique requires centre of attraction images, unique colours, designs,
etc. These are used in the advertisement very adequately and with a view to make it attractive.
Colours are used to persuade the customer’s decisions. As it is a five start hotel, Canberra Hotel
has used the combination of unique colours as well as the sign of peace colour i.e. white to make
the advertisement more decent and reliable. These colours guide the customer behaviour and
customer takes the decision being emotional. The colours used in the advertisement showed the
class, standard, luxury and sense of elegance of hotel. Colours of advertisement explain the
customers regarding the characteristics of hotel and the requirements which are they looking for
their business or romantic trips will be fulfilled (Kotler, Bowen & Makens, 2014).
Obtaining customers’ attention, their interest as well as their desire to stay in the hotel is all
depends upon the advertisement of the organization and it is described under AIDA framework.
This will helps the Canberra Hotel to attract all those people who are searching for the best
experience in terms of stay, luxury, etc. The target market for Canberra Hotel will be the people
who can afford the hotel’s fares as it is a five star rating hotel, its fares are quite high or
expensive in terms of medium budgeted hotels. In their advertisement in relevance with the
AIDA framework, Canberra Hotel has decided to attract more and more number of people
towards their hotel through reducing the rentals of the stay, they have started providing discounts
on food and beverages, etc. This step has helped the organization to improve the profitability of
the organization. Advertisement of Hotel Canberra is developed with a view to target the
audience and it includes various eye-catching things such as sophisticated colours, attractive
designs, bold heading, and etc. (Mok, Sparks, & Kadampully, 2013). The advertisement of the

Running Head: Hotel and Hospitality Management
Canberra Hotel was pasted across the most visited places of Brisbane such as shopping malls,
airports, etc. Printing advertisement on airports helped the organization to attract the tourists
from the starting point of their journey only. The more people will see the advertisement, the
more profitability and demand will be increased for hotel. With this view, they have arranged
almost all facilities and apart from that room service is available for 24 hours through which
organization could gain the adequate trust level from its clients. In the advertisement of Hotel
Canberra, all details are given from enquiry phone number till the address of the hotel. This
information is given so that in case of requirement of any additional information, customer can
contact the hotel reception anytime regarding availability of rooms, etc. (Kusluvan, et. al., 2010).
The advertisement of Hotel Canberra Brisbane has achieved the effective results through
targeting appropriate standard of people. The hotel has almost all kinds of products such as for
business purpose, they have separate conference halls for meetings, for honeymoon couples,
special sweet rooms are available, and for tourists who are in Australia for taking better life
experience as well (Alonso & Ogle, 2010).
Source: The state of Queensland (2017).

Running Head: Hotel and Hospitality Management
References
Alonso, A.D. & Ogle, A., 2010. Tourism and hospitality small and medium enterprises and
environmental sustainability. Management Research Review, 33(8), pp.818-826.
Kotler, P, Bowen, JT & Makens, JC 2014, Marketing for Hospitality and Tourism, 6th edn,
Pearson Education Limited, Essex, England.
Kusluvan, S., Kusluvan, Z., Ilhan, I. & Buyruk, L., 2010. The human dimension: A review of
human resources management issues in the tourism and hospitality industry. Cornell Hospitality
Quarterly, 51(2), pp.171-214.
Mok, C., Sparks, B. & Kadampully, J., 2013. Service quality management in hospitality, tourism,
and leisure. Routledge.
Tourism Research Australia 2016, Domestic Tourism Statistics, Australian Government, viewed
30 July 2016, http://www.tra.gov.au/research/domestic-travel-by-australians.html
Tourism Research Australia 2016, International Tourism Statistics, Australian Government,
viewed 30 July 2016, http://www.tra.gov.au/research/International-tourism-statistics.html