Analysis of Travelodge's Marketing Communication Campaign Report

This report analyzes the marketing communication strategies employed by Travelodge, a hotel chain. It begins by defining integrated marketing communication and its benefits, followed by an examination of Travelodge's promotional mix, which primarily utilizes advertising through various channels like television and social media platforms such as Facebook, YouTube, and Twitter. The report details the key message of a video campaign promoting new rooms in Ireland, targeting families and leisure travelers. It then applies the AIDA model (Attention, Interest, Desire, Action) to assess the campaign's effectiveness and suggests a method for gathering feedback from consumers. The conclusion summarizes Travelodge's approach, emphasizing the use of advertising to increase brand awareness and drive sales, and highlighting the importance of collecting feedback to improve future campaigns. The report references several academic sources to support its analysis.

RUNNING HEAD: Marketing Communication 0
Travelodge
Marketing Communication
(Student Name)
11/19/2018

Marketing Communication 1
Table of Contents
Part 2..........................................................................................................................................2
Introduction............................................................................................................................2
Promotional Mix.....................................................................................................................2
Promotional Mix adopted by Travelodge...............................................................................2
Channels of Marketing...........................................................................................................3
Key Message..........................................................................................................................3
Target Audience.....................................................................................................................3
AIDA......................................................................................................................................3
Method of Feedback...............................................................................................................4
Conclusion..............................................................................................................................4
References..................................................................................................................................5

Marketing Communication 2
Part 2
Introduction
Integrated marketing communication refers to integrating the brand promotion methods to
promote a particular product or brand among targeted consumers. There are certain benefits
of adopting integrated marketing communication methods such as:
 Increase the awareness of the brand among the new customers. It is cost as well as
time effective.
 It helps in building trust among the existing users. When the company integrate the
message as well as keep them consistent it gains the trust of the audience.
 It is one of the effective ways to introduce a new product in the market which attract
maximum customers in a limited period of time
 The internal campaign requires the internal team to assess which help them to share
their talent, resources as well as communicate properly that builds the internal morale
(Luxton, Reid and Mavondo, 2015).
Promotional Mix
Promotional mix is the blend of various promotional tools which are used by the business to
create, maintain, as well as increase the demand of their product or services.
Advertisement
It is defined as any paid form of non-personal presentation as well as the promotion of idea,
goods, and services by the sponsor. It is an effective tool, in which the company connected
with their customers through television, radio, newspaper, magazines and so on. It is one of
the ways of mass communication
Sales Promotion
The sales promotion covers those activities which are other than advertisement, personal
selling that stimulate the purchasing power of consumers and the effectiveness of dealer. It
mainly includes short-term as well as non-routine incentives which are offered to the dealer
as well as to the consumers such as exchange offers, exhibition, free service, seasonal
discounts, gifts and so on (Todorova, 2015).

Marketing Communication 3
Promotional Mix adopted by Travelodge
Travelodge has adopted the advertisement tool as a promotional mix to target maximum
customers. It is a non-personal presentation which will be presented to the customers through
the medium of television, social media (Facebook, Youtube, Twitter) which would help
Travelodge to spread awareness about the new product which increases the brand recognition
as well (YouTube, 2018).
Advantages
 Increase the recognition of brand among new customers.
 It can be easily reproduced according to the requirement.
 It is a highly popular tool targets the customers.
Disadvantages
 It is one of the costly options to promote the sale
 Travelodge will unaware about the fact that how much it affected the consumers.
Channels of Marketing
The main channels used by Travelodge for brand reorganization are non-traditional
marketing methods such as:
 Social media marketing which is an effective tool to reach out to maximum
customers. The videos will be introduced in the social sites such as Facebook,
YouTube, Twitter to increase the brand recognition
 Advertisement in television is also adopted by Travelodge to promote their sale as
well as enhance their brand image among the users; advertisement on television
would help Travelodge to target local people as well as tourist.
Key Message
Through the video, the company convey the message that they have also opened their chain
in the Ireland with new room introduced by them at a reasonable price. In the video they have
majorly focused on the facilities as well as services they will provide. The rooms are now
little bit more stylish with sleeker room designs, updated area of Bar Café as with offering of
supper room with great space. The message of opening new chain in Ireland with reasonable

Marketing Communication 4
price and great amenities would attract maximum consumers towards the Travelodge. It help
in increase the recognition of brand as well.(YouTube, 2018).
Target Audience
Families, as well as leisure travellers, are the main target of the video campaign. The country
is mainly known for the tourist place. Therefore, the main target audience for the company
will be tourist for their product due to the reason; they will require rooms to stay in a country.
The main characteristics of targeted audience are (YouTube, 2018):
 The company will mainly target families as well as leisure travellers.
 The company mainly focus on the services they will provide to their consumers.
 The company will also target local people for any small functions or meetings.
AIDA
Attention- the video campaign by Travelodge will grab the attention of their consumers
through effective advertisement in social media. The characters are animated in the video
which help in gain more attention of the consumers.
Interest- after grabbing the attention, the small clip represents the small story which is
entertaining that will increase the interest of the consumer to see the whole video.
Desire- the information in the video will increase the curiosity among the customers to visit
the place as well as increase the desire of comfort which attracts the maximum customers
Action- after grabbing the attention of consumers and create a desire among the customers,
the action will take place which will increase the booking of Travelodge (Ghani, Othman,
Ibrahim and Ismail, 2016).
Method of Feedback
The hotel can leave an option for the consumer to share their views in the “comment box”
after watching video through social media and offers vouchers to those customers who give
comments in the comment box. It would help Travelodge to collect feedback on the
effectiveness of their video campaign (YouTube, 2018).

Marketing Communication 5
Conclusion
From the above, it can be concluded that Travelodge has introduced video campaign for
increasing the awareness of their new upgraded rooms in Ireland. To spread awareness, the
hotel uses the platform of advertisement to reach out to maximum customers with the help of
social media, television. The target audience for the campaign will be business traveler as
well as leisure travelers. The video clip of Travelodge is animated which will enhance the
consumer attention, interest as well as a desire which affected the sale of Travelodge
positively. In the end, Travelodge should collect the feedback effects to increase the sale.

Marketing Communication 6
References
Ghani, M.A., Othman, A., Ibrahim, N.A. and Ismail, W.Z.W. (2016) Relationship Marketing
Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel
Industry. International Review of Management and Marketing, 6(4), pp.1026-1033.
Luxton, S., Reid, M. and Mavondo, F. (2015) Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Todorova, G. (2015) Marketing communication mix. Trakia Journal of sciences, 13(1),
pp.368-374.
YouTube. (2018). Travelodge Ireland [Online]. Available from:
https://www.youtube.com/watch?v=6OeWko8-aK0&feature=youtu.be [Accessed on
19/11/18]