MKT101A - Marketing Fundamentals: Samsonite Ad Campaign Report

This report analyzes a proposed advertisement campaign for Samsonite hard shell travel bags, focusing on the 'Strongest Travel Companion' and 'making travelling easy' themes. The report details the product rationale, targeting frequent flyers across various global regions. The campaign's primary channel is Adshel, utilizing street furniture and digital station dominance in key cities like Melbourne and Sydney to reach a high-frequency audience. The campaign will feature images of an elephant standing on a Samsonite bag to highlight the product's strength. The report justifies the use of posters in high-traffic areas like train stations and airports, emphasizing their effectiveness in creating brand awareness and targeting commuters. The report concludes by summarizing the travel solution offered and the strategic placement of advertisements to maximize visibility for the target audience.

MKT101A - MARKETING FUNDAMENTALS
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Table of Contents
Introduction......................................................................................................................................3
Product and rationale of idea...........................................................................................................3
Channels to be used.........................................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................5
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Introduction
There is an idea of creating an ad for samsonite hard shell travel bags. The caption of the advert
will be 'Strongest Travel Companion' and ‘making travelling easy’.
Product and rationale of idea
The client who wants advert to be made is Samsonite, which is a key seller of suitcases. This
product is available in many countries in Middle East, Europe, Asia-pacific region, Africa and
America. Therefore, the key audience will involve the people who fly. The main idea behind
creating such an advert is to show that Samsonite offers the strongest suitcases.
Campaign Details
The place to display this advertisement will be through Adshel. Adshel offers unbeaten
nationwide street furniture posts and digital station dominances in Melbourne and at various
places like Wynyard, Town Hall, Bondi Junction and Martin Place, Edgecliff train stations etc.
This campaign will feature remarkable snaps of an elephant putting its body weight on a
Samsonite bag. As component of the drive, this image will be plastered all through different train
stations.
Adshel has been chosen as the media partner because Adshel rail connects with more than 14
million traveler journeys per week. Therefore there is a diversity and high-frequency of
audience. Adshel Rail has key CBD and inner-city stations all over Australia’s two biggest cities,
Sydney and Melbourne. This way Samsonite can make sure that the brand would not miss even a
single connection.
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Channels to be used
The poster will be used for display all over the cities and mostly in the areas from where people
commute, like airports, rail stations, bus stations, subways etc. (REACT et al 2018). By placing
of the poster in these areas, the business can target a captive set of audience. Since there are
millions of commuters who make their way to different locations, therefore huge awareness can
be created among them regarding the product. On an average a rail commuter travels from that
place around 6 times in a week, and there are high chances that the advertisement is seen every
time and retained in the mind. Even the chosen concept is one where the elephant is compared
with the strength of the suitcase, showing that even an elephant can’t break the suitcase. A
relevant communication will act as an influential message.
This kind of advertising channel has been chosen to effectively communicate the meaning of the
advert. When it will be rightly placed, these posters can lure the passersby into a particular theme
and also convince them to buy given item. Posters can get stuck to the mind of viewers and
therefore the brand awareness is created (Er, 2013). It will also be more effective and little
cheaper than advertisements on radio and televisions.
There can be multiple posters in single location and thus Samsonite can boost brand visibility.
It's rather common to see whole rows of the unchanged poster lining the area of a street or
subway. As per Farbey, (2012), when public will be bombarded with images, it will guarantee
the message is to be seated in their heads even long after they see the advertisement.
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Conclusion
The message shows how Samsonite offers the suitcase to people who prefer a very tough hard
shell case with extra capacity, get the travelling made easier by choosing the given item ("Travel
Luggage, Suitcases, Bags | Samsonite Australia", 2018). The travel solution has been provided to
the buyers, and the campaign will be carried out in a manner that the targeted segment of
commuters don’t miss to see this advertisement/ poster.
References
Er, M. (2013). The Active Role of the Recipient in Decoding an Advertisement Respectively a
Poster. Procedia - Social And Behavioral Sciences, 70, 52-60.
Farbey, D. (2012). How to produce successful advertising. London: Kogan Page.
REACT, N., Co., T., Government, V., Ginger, B., Deli, R., & 2018, I. et al. (2018). Adshel:
Outdoor Advertising - Creative Advertising Australia. Adshel. Retrieved 19 March 2018,
from https://www.adshel.com.au/
Travel Luggage, Suitcases, Bags | Samsonite Australia. (2018). Samsonite.com.au. Retrieved 19
March 2018, from https://www.samsonite.com.au/luggage/
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