Marketing Strategy and Execution for Fraser Island Tourism Report

This report provides a comprehensive marketing analysis of Fraser Island tourism, focusing on the promotional strategies of Marcopolo Tours. It begins with a background on Fraser Island, highlighting its appeal as a popular heritage site and natural wonder. The report then identifies the target audience, segmenting it demographically, geographically, and psychographically, with a focus on premium customers, senior and young groups, and Australian visitors. It explores the use of both emotional and rational appeals in advertising, emphasizing the importance of highlighting family values and unique selling propositions. The advertising execution section discusses various marketing channels, including TV campaigns, company websites, social media platforms, and search engine optimization, to effectively reach the target market. The report also references several academic sources to support its claims and provide a well-rounded perspective on the subject. This report underscores the importance of integrated marketing communication in promoting tourism, particularly in a competitive environment.

Running head: MARKETING
MARKETING
Name of the student
Name of the university
Author note

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 people are 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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