Marketing Campaign Report: Crowne Plaza Surfers Paradise Analysis

This report presents a comprehensive marketing campaign for Crowne Plaza Surfers Paradise, focusing on a promotional strategy designed to increase brand awareness and attract target markets. The report begins with an overview of the hotel, highlighting its key attributes and market position. It then details a promotional campaign centered on celebrity endorsement, specifically targeting millennials, couples, families, and business travelers. The report provides a rationale for this strategy, citing relevant academic sources and market research. It outlines the communication objectives, including increasing product and service knowledge, generating brand awareness, and forming brand recognition. The report also identifies key competitors like Hilton and Marriott, analyzes communication channels, and sets SMART objectives and key performance indicators. Finally, it includes a promotional budget and concludes with recommendations for campaign implementation and evaluation.