Digital Marketing Presentation: StudentUniverse NT Campaign Plan

This presentation outlines a digital marketing strategy for StudentUniverse to attract young UK tourists to Australia's Northern Territory. It begins with a situational analysis, identifying challenges such as perceptions of expense and remote location, and opportunities to highlight diverse attractions. Secondary research reveals a growing interest in travel among young people, particularly to coastal and safari destinations. The proposed 'Big Idea' centers on engaging youth and encouraging them to take responsibility for their homeland through the message: “YOU CAN MAKE A DIFFERENCE”. The campaign, with a £70,000 budget, uses a social media strategy, primarily vlogging, with a shoutout from YouTube influencer OzzymanReviews and prizes (GoPros) to generate interest. The target market is UK students and young professionals aged 18-30 with interests in adventure and Instagram. The presentation outlines an integrated marketing communication plan, including sales promotions, sponsorship, and social media marketing, following the AIDA model to create interest and generate word-of-mouth marketing. The presentation also includes a budget breakdown, campaign timeline, and a test and learn process.

DIGITAL
MARKETING
Tourism in Northern Territory

Introduction
Components of the Presentation:
◦ Background
◦ Situational Analysis
◦ Research
◦ Big Idea
◦ Targeting
◦ IMC plan

Background: StudentUniverse
◦ World’s leading travel booking service
◦ Specially suited for students
◦ Headquarters: Boston
◦ Also present in many major cities such as New York, London, Brisbane, etc.
◦ Providing best services at reasonable prices.

SITUATIONAL
ANALYSIS

Background: Northern Territory
◦ Decline in young visitors in NT.
◦ Possibly due to perceptions that NT
is expensive, uncomfortable, remote
and others.
◦ There are various attractions in the
location.
◦ Diverse flora, fauna and attractions

Situational Analysis
Main Challenges:
◦ StudentUniverse needs to change the
positioning.
◦ Northern territory needs to be positioned
as an Instagrammable destination.
◦ Highlighting the core attributes will help
in attracting tourist.
◦ Bush fires throughout (Vardoulakis et al.,
2020)
◦ Corona Virus Outbreak (Maijama et al.,
2020)

RESEARCH
Secondary

Findings
• There is rise in the
number of young
people showing
interest to travel
(Chatterjee, 2018).
• They either travel in
groups, couples or
solo.
• Australia is a tourism
hotspot.

Findings
• The main cities in
Australia used to
attract the highest
number of tourists.
• Popular destinations:
Melbourne, Sydney,
Brisbane, etc. (Ma et
al., 2016).
• New interests: Coastal
areas and Safari (Filmer
et al., 2016)

THE CREATIVE
STRATEGY: BIG IDEA

The Big Idea: The message
◦ To engage youth in the Northern
Territory to take responsibility for
their homeland.
◦ “YOU CAN MAKE A DIFFERENCE”
◦ “We Don’t Need to Make NT Great
Again”
◦ “It is already vivid and beautiful”
◦ “IT IS UP TO US TO LET THE WORLD
KNOW”

The Big Idea: OBJECTIVES
◦ To develop a creative campaign
◦ To generate 350 bookings
◦ To generate booking from clients based in UK.
◦ To maximize turnover throughout June 2020.
◦ BUDGET : £70,000