Topdeck's Communication Management and Family Fun Trip Campaign

This report provides an overview of communication management within the hospitality, events, and tourism industries, emphasizing its importance for companies like Topdeck, a UK-based travel company. It delves into Topdeck's 'Family Fun Trip' campaign, outlining the company's mission, vision, and campaign objectives, which include arranging family trips, providing new experiences, and increasing market size. The report also discusses Topdeck's segmentation, targeting, and positioning (STP) strategies, highlighting its focus on group travel experiences for young people. Furthermore, it examines the role of market research in understanding customer needs and the elements of the marketing mix (product, price, place, promotion) as applied by Topdeck. The conclusion underscores the necessity of communication management in attracting tourists and executing successful marketing plans, reinforcing the value of market research in gathering essential data for informed decision-making.

Communication
Management in
Hospitality, Events and
Tourism

Introduction
 Communication is a process required in each and every industry whether it is a
business organisation, hospitality industry or travel company.
 Communication becomes more essential factors when it comes to travel & tourism
industry.
 Because they need to communicate for attracting people toward their company or
establish relations between companies.

Executive summary
 Topdeck is the one of the top travel company in UK, founded by a group of
friend with a passion for adventure. Company aims at inspiring young people for deep
and thrilling travel experience to enrich their life experiences.
 Company offer tours and trips throughout America, Australia, Africa, Europe, New
Zealand. Leaders of the company organise group travel at same time they inspires and
lead their customers to meet other new and open minded people during their trip(Fill
and Turnbull, 2019).

Campaign plan
 Campaign plan is process of achieving an objective by conducting activities
and using resources of the organisation. Campaign plan can only be successful by
planning the objectives, evaluating the campaign and with a impactful message.
 Campaign plan involves the strategy a company adopt for promoting its products or
service to generate revenues. Campaign aims at engaging the audience focusing on
marketing plan. Topdeck started a campaign named as “family fun trip”.
 This campaign plan of the Topdeck is to arrange tours and trips for families at lower
cost(Singh and Jaykumar, 2019).

Mission And Vision:
 Mission: Mission of the company is to provide exciting travelling experiences to young
people that create freedom from the repetitive normal life. It provide holiday trip
without much cost to youngsters.
 Vision: The vision of the company includes to be the best company providing group
travelling experiences internationally and delivering excellent services with the help of
expertise.

Campaign Objectives
 Topdeck tour & travel company is provide trips for group of young people to explore
and enjoy life experiences and applied many campaigns for promotions but for the new
campaign company has different objectives and target group that can be described as
below:
 Arrange trips for families.
 Providing new and exciting life experiences for family group.
 Increase the market size of the company(Sample, Hagtvedt and Brasel, 2020).

STP
 Segmentation: Topdeck divide it market in demographic segment including
characteristics like income and age.
 Target: Target group of the company is to deliver group trips for young people to
escape from their ordinary routine and give them chance of meeting new friends,
exploring new life experiences.
 Positioning: The brand has positioned itself as a tourism company emphasize on
providing the group travelling experiences.

Marketing research
 Market research can be defined as a process of finding out the needs and demands of
customers in a specify market area or industry.
 Market research gives opportunities to business derived the data and informations from
customers.
 Just like any other industry tourism industry also needs to build up the relationship with
tourists by providing best service quality.

Marketing Mix:
 Elements of marketing mix includes product, price, place and promotion. Marketing
mix for the new market plan of Topdeck can be described as below:
 Product: Product and services of Topdeck include group trips for young people with
variety of facilities such as skiing, tracking, hiking, camping, festival trips as well as
delicious foods aimed to provide unforgettable experiences
 Price: Topdeck do not follow fix price strategy for its services. But usually services of
Topdeck is not much costly
 Place: Company has gained a strong competitive advantage with offering its services
across 60 countries including Mexico, Singapore, New Zealand, Thailand, London,
America, Australia and many other emerging markets
 Promotion: Marketing experts of the company promote its facilities and services
through social media platforms like Facebook, Instagram.

Conclusion
 From the above report it can be concluded that communication management is required
element for tourism industry to communicate and attract tourists.
 Before conducting a marketing plan market research is essential because required
information and data can be collected with research and company can use these
informations for executing new marketing plan