MRKT19030: Integrated Marketing Communications Plan for Wanderlust

This report details an integrated marketing communications (IMC) plan for Wanderlust, a fictional tourism company specializing in experiences at Uluru, Australia. The report begins with an executive summary outlining the plan's objectives, focusing on the background analysis of the target audience, primarily millennials. It identifies key communication objectives such as brand awareness, influencing buying behavior, and creating a positive brand image. The report then explores creative strategies, including marketing messages and appealing advertisements, along with advertising execution methods. A comprehensive media plan is presented, detailing the use of billboards, internet sources, print media, and television to achieve the outlined objectives. The report concludes by assessing how the media plan contributes to the success of the proposed communication objectives, providing a detailed overview of the strategies for Wanderlust's marketing endeavors.

Running head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
Name of the Student
Name of the University
Author

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Executive summary
It starts with the objectivity, purpose and outline of the IMC plan discussed about Wanderlust,
the fictional tourism company In Uluru the famous tourist destination spot in the Australia. Then
slowly to plan marketing communications for this tourism sector the report moved towards the
background and target audience analysis. It then identified few communication objectives which
are to be attained through certain strategies and plans. Then the media plan and vehicles were
discussed I order to meet those objectives. Lastly, it ended up with the conclusion answering
how the media plan get success in achieving the success on the proposed communication
objectives.

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Table of Contents
Introduction......................................................................................................................................3
Background and analysis of Target Audience.................................................................................3
Communication Objectives.............................................................................................................4
Brand Awareness.........................................................................................................................4
Buying Behaviour........................................................................................................................5
Positive brand image....................................................................................................................5
Unique selling proposition...........................................................................................................5
Creative strategies and justifications...............................................................................................6
Marketing messages.....................................................................................................................6
Appealing Ads.............................................................................................................................6
Advertising Execution.................................................................................................................7
Media plan.......................................................................................................................................7
Billboards.....................................................................................................................................8
Internet sources............................................................................................................................8
Print media...................................................................................................................................9
Television....................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
This report is on integrated marketing communications plan on Wanderlust tourism
fictional company in Australia. Uluru is the best destination for tourism experience and this has
been chosen as the background of creative brief. The report will focus on strategies that is to be
implemented by tourism sector to increase demand and sales as it is already registered on the
social media (Luxton, Reid & Mavondo, 2015). It will identify all aspects of the background
analysis and the target audience it has covered within the millennials of the Australian country.
Secondly, it will cover up aspects of some objectives of communication that can be used for
brand awareness, instigating purchase behaviour and observe consumer buying pattern and brand
value creation among target audiences. Next it will explain about creative strategy required for
the proposed plan assigned for the definite task and rest assured suitable media plan according to
the framed strategy will be pitched for the service (Fill & Turnbull, 2016). The proper justified
plan would be suggested depending on demands created in different kinds of market. It is
generally set by the standards of living of that particular society.
Background and analysis of Target Audience
As a marketing manager of the tourism sector I have a strong destination for the tourism
business in Australia for destination of Uluru which is a place full of scenic beauty and is the
most soothing to people out there. The background has everything to offer the people and also
provoking them for a heathy tour to that place (Karjaluoto, Mustonen & Ulkuniemi, 2015). This
is not enough as a background setup but it has been identified that the people are aware of the
beautification of that place and have accepted it as the destination for some better experiences in
the tourism. As a tourism sector, our main motive is to provide the best service to the people. We

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already have pretty good amount of loyal customer who book for grand tourism packages twice
in a year still due to some offers and deals they shift to some other companies. Again when they
compare customer handling services between others and ours, it is all the same happens as they
have to return to their old facilitators and that is the most happiest and proud moment for us. This
is far more measurable than creating new customer base in the market (Fill & Turnbull, 2016).
The analysis of target audience for this particular sector and the background setting are mostly
baby boomers. The newly married couples who wants to spend their quality time in lap of nature.
The couples who want to have their holiday destination will be the most for demand of our
ecstatic services. The quality we would provide has something extra that is get more for less pay.
The target audience can be the parents who wants their kids to have a destination tour they might
come for tourism packages that involves various play stations nearby their stay. This is very
interesting as a service offering because it takes initiative to interact with the people to know
their choices and preferences and that form the base of business rule (Batra & Keller, 2016).
This needs an effort to satisfy the customers as per their desires.
Communication Objectives
Brand Awareness
The brand awareness is the most important factor as communication objectives. The
brand is a visual representation of product that creates maximum impression on customers. The
brand needs to be the most communication and it is through outer labelling and also the brand
equity it has (Vernuccio & Ceccotti, 2015). The brand says it all for the product or service. The
marketing of the brand must be very powerful so as to the customers would be able to recall the
brand and it is better to proceed with the process by having a particular slogan or jingle define g
the products’ aim and responsibility to offer to the customers.

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Buying Behaviour
The buying or the purchase behaviour of the customers is to be closely analyzed by the
marketing teams. It is the most important database to keep a track on. Based on this service
provider can customize their product and also will understand that what ways are to be adapted
to satisfy customers (Kitchen & Burgmann, 2015). According to buying behaviour the service
providers segregate their services and makes a priority list to keep the most demanded services at
top and less demanded or less profitable services are at bottom.
Positive brand image
The brand should avoid being negatively exposed to its customers as the impression stays
for long if it negative. The advertisement online or offline should have the positive message
reflecting the brand. It can be on social issues or any emotional content (Luxton, Reid &
Mavondo, 2015).
Unique selling proposition
The unique selling proposition is that uniqueness about service that why the customers
should choose this brand over the others. The brand must reflect this unique identified feature to
create brand differentiation in the minds of the customers. It is very important to be identified
soon as there are other competitors in similar field of business. Today’s market is competitive
and therefore customers are finding for uniqueness in products or the services. It seems this is the
only criteria on which customers are judging the service or product and sticking to it (Batra &
Keller, 2016). The customers easily gets bored if product do not have anything new to offer. This
is the reason to identify uniqueness, then offer it to customers, sustain it and again repeat with
finding other unique features.

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Creative strategies and justifications
The creative strategies chosen as per the set target audiences will differ as per their
desires and demands (Batra & Keller, 2016). It depends on the preferences of the kind of services
they want. Following are some of the few creative strategies planned directed to the identified
target audiences for this particular tourism service which are discussed under in brief.
Marketing messages
The marketing messages set by the marketer of a company should be matching as per the
needs identified of the customers. The message should be clear, concise and concrete to be
deciphered by customers (Ots & Nyilasy, 2015). It is not always necessary that you get all
literate customers. Chances are there of getting customers of varied tastes and mindsets. The
message should be clarifying the potentiality of brand and company to offer what is exactly
demanded from them. It should match the expectation levels of the customers that they have
from the company (Killian & McManus, 2015). The messages should be positive enough and
constructed in an interesting way so that even a passer-by pays attention to it. In addition to this,
the main aim of the messages should be attracting the new customers.
Appealing Ads
The advertisements must be appealing and lucrative to the existing and new customers.
The marketers can use the famous promotional tools and advertisement equipment as a posting
deals and offers fir their product or the service (Killian & McManus, 2015). The discounts and
price relaxation on the goods and services. The ads should be appealing in the positive way and
that would create the stimulated effect to pull them out of their houses to the shopkeepers’ stores
to increase their store traffic. This is done to make the customers emotional weak for the product
and finally penetrating that to the customer. The researchers say that, this is process through

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which customers ae the best motivated to purchase products. In fact this is the time when they
buy more than their usual capabilities and do shopping by going beyond their budgets. This is the
time when the marketers grab the best possible chance to penetrate the expensive product and
much in quantity to clear out their stocks (Fill & Turnbull, 2016).
Advertising Execution
The execution of the advertising process should the above the line advertising that is the
print and the internet sources, broadcasting etc. The below the line advertising is another
effective way to execute the advertisements of this particular service offering industry in the
Australian market (Fill & Turnbull, 2016). The last effective way to execute advertisements are
through the line or out of home advertisement such as the big banners showing ads on the
services and also the billboards reflecting the service. The execution of advertisements matters a
lot as how the information by the marketer is passed on to the prospects and the customers. The
internet sources are the most frequent medium to pass on messages but in some region it may not
be suitable one and they pay more attention on city’s centered billboard and some may even
respond to pamphlets, brochures and handbills (Karjaluoto, Mustonen & Ulkuniemi, 2015). The
advertising executions can differently affect the customers but the marketer should be ready with
the proactive measures to create its presence everywhere to get the maximum customer response.
Media plan
All the media vehicles used for media planning have their individual impacts on the
communication objectives. To meet the identified objectives the set of media elements is more
useful for the media planning that complements one another (Killian & McManus, 2015). This is
the most effective decision to be made by the marketing team of any organisation that what to

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include while planning of media and make it effective for the customers and competitively
distinct from its competitors.
Billboards
Brand awareness- This form of through the line advertisement can highlight the best feature of
the product with jingles and slogans to increase its effect on customers (Vernuccio & Ceccotti,
2015). The billboard reflects what the marketer wants to convey to customers. It can be creative
with animated figures to bring out the message for target audience such to attract for the specific
tourist destination.
Buying behaviour- By using billboards the buying behaviour can be identified as the amount of
responses a marketer receives in the stores or customers contacting on the contact details for the
product.
Positive brand image- For meeting this objective, Billboards can be painted in lucrative form
such as showing how Uluru in Australian is the best for the millennials.
Unique selling proposition- Billboards generally reflect the uniqueness of the product or service
in that allotted space.
Internet sources
Brand awareness- Use of social media in creating awareness for the brand to all customers. The
company needs to have blogs on its webpage which will reflect the service details, prices and
offers (Ots & Nyilasy, 2015). It encourages customers’ feedback.

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Buying behaviour- The most used network that accepts direct feedback and customer reviews to
let marketers outline the consumer buying behaviour.
Positive brand image- With the help of this revolutionary internet, creating positive impact of
brand to customers is although costlier than other media elements but inevitably efficient.
Positive ad campaigns, slogans and co-branding with positive products and governmental
services of social cause. Connecting the brand with people’s deep emotions makes a brand
positive.
Unique selling proposition- By this vehicle of media planning, posting ad videos, images of
products and services on social sites become easy and highly responsive by the customers. They
reflect the most unique offering in uniquely different ways to get high reviews and likes online.
This best matches the communication objectives.
Print media
Brand awareness- This media vehicle is revolutionary in IMC plan which uses the newspapers,
magazines , journals and articles to meet the communication objectives (Kitchen & Burgmann,
2015). It introduces the service and create a strong brand awareness in the market.
Buying behaviour- The news printed over these media are read with an interest by people and
regularly and if considered attractive by the customers it will act as a pull strategy.
Positive brand image- It helps in building positive brand image by printing attractive images and
information.

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Unique selling proposition- It has minimum space to describe product or service so it generally
prints the core fact or the USP of the product and also a cheaper source of media planning.
Television
Brand awareness- The best media vehicle that is well responded is the television. People spend a
quality time with their families to watch television and the companies telecast their message
mostly during prime times to gather attraction.
Buying behaviour- This media has quite a big chance to understand the buying pattern specially
fr the tele marketing ads on television to meet the objective.
Positive brand image- This media vehicle serves the positivity about the brand image as
portraying the brand with positive messages to customers. This is most effective media plan to
emphasize the effect on customers in order to meet the communication objectives.
Unique selling proposition-The costliest form of media planning vehicle for the IMC plan is
putting ads on the television (Manser Payne, Peltier & Barger, 2017). Thus it points out the
unique properties of product and service to create long lasting impression on customers’ mind.
Overall
To reach 60% of the targeted audience within 4 months timeframe. To reach 40% of the
prospects to be customers within 5 months timeframe.

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Conclusion
To conclude the report covers the aspects of the background and the target audience
analysis. It identified few objectives for completion of the IMC plan for the tourism in Uluru
Australia. The communication objectives shown were justified enough to be used for this
research and also the strategies chosen were creative in their form. The report clearly shows the
various media plan tools and discusses its effectiveness for the IMC plan. Therefore it can be
said through all these the set objectives can be met up.

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References
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), 445-463.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), 703-710.
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), 539-549.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work at a
strategic level. Journal of Business Strategy, 36(4), 34-39.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of
Research in Interactive Marketing, 11(2), 185-197.
Ots, M., & Nyilasy, G. (2015). Integrated marketing communications (IMC): Why does it fail?:
An analysis of practitioner mental models exposes barriers of IMC
implementation. Journal of Advertising Research, 55(2), 132-145.

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Vernuccio, M., & Ceccotti, F. (2015). Strategic and organisational challenges in the integrated
marketing communication paradigm shift: A holistic vision. European Management
Journal, 33(6), 438-449.