Promotional Campaign Plan for Expedia.com Summer Holiday Package

This report analyzes the promotional campaign plan for Expedia.com's summer holiday package to Scotland. It discusses the importance of effective marketing in the travel and tourism sector, highlighting the use of an integrated promotional mix that combines both online and offline marketi...Read More

Marketing in travel and tourism
(Create a promotional campaign)
INTRODUCTION
Effective marketing is the key factor of growth and success of every
commercial entity. It helps managers to reach their target and potential
customers in pervasive manner and recognise their needs and wants as
well. Promotion and marketing both are interrelated with each other,
promotion is the important part of marketing. It helps in selling
products and services of the firm at marketplace by attracting more
and more customers.
Promotion tools and techniques
Promotion is the best way to communicate the brand value and brand
equity to target audiences. With the assistance of these promotional
tools and techniques tour operators can easily reach with a large group
of people in a certain time period. In order to capture high market
share, Experdia.com is using promotion mix strategy. Below
described are the main elements of promotion mix:
Public relation – This firm is having good and positive public relations
with local communities and media that enhance its market goodwill
and reputation in target market.
Personal selling – Several travelling agencies are being used sales
personnel in order to interact with customers. It is accessible in
creating healthy and positive public relation with customers.
Expedia.com has hired a sales personnel specialist who will be
explained the major feature of its upcoming tour plan to customers.
Advertising – It states with brand building and
brand recognition that boost up sales and
proficiency. The firm Expedia.com can advertise
its upcoming summer tour package 2018 in
newspapers, social media and other channels in
order to attract more and more customers.
Sales promotion – It involves variety of
promotional tools, such as- premiums, discounts
etc. in order raise sales. It further relates with
influencing people to purchase product and
services of the company to avail additional
benefits.
The firm is also doing advertising through newspaper,
magazines, television, radio, bill boards etc. It also uses
different networking in order to reach international
customers, i.e. Facebook, Twitter etc. For attracting
more and more people, the firm is using sales promotion
techniques, like special discount offers for first hundred
bookings and other premiums on online bookings. For
instance- there is 2% discount for advance of Scotland
tour package,
In order to spread awareness towards the
upcoming summer holiday package of Scotland,
Expedia.com is using integrated promotional mix. It
would aids organisation as it can use both offline and
online marketing networks for promoting its new
product and service. Now these days, travelling
companies are using internet marketing campaign by
social media channels and search engine optimisation,
Expedia.com designs its own brochure and print as well
as publish it on its website and other web channels.
CONCLUISON
As per the above mentioned report it has been
summarised that marketing plays a significant role in
travelling sector. Promotional campaigns aids a
company to attract a large group of people in an
effective manner.
Planning of promotional campaign