Marketing and Communication Strategies of Travelodge Video Campaign

This report provides a detailed analysis of Travelodge's marketing campaign, focusing on their video campaign as a key element. It explores the benefits of integrated marketing communications, the promotional mix elements, and how Travelodge utilizes them to increase brand recognition. The report examines Travelodge's distribution channels, key messages, and the specific target audience segments they aim to reach. It also delves into the application of the AIDA model (Attention, Interest, Desire, Action) and the methods used for collecting feedback on their video campaign. The analysis includes references to relevant marketing literature and offers a comprehensive overview of Travelodge's marketing strategies.

MARKETING AND
COMMUNICATIONS

Table of Contents
1.Benefits of integrated marketing communications....................................................................................4
2 Promotion mix and their 2 elements.........................................................................................................4
3 Promotional mix element that Travelodge adopts in its video campaign to increase brand recognition...5
4. Distribution channel................................................................................................................................5
5 Key messages in Travelodge’s video campaign to increase its brand recognition....................................5
6. The Travelodge Video campaign target a particular segment of people..................................................6
7 Use of AIDA............................................................................................................................................6
8 Method for collecting feedback for the video campaign of Travelodge....................................................6
REFERENCES.................................................................................................................................................7

COURSEWORK 2
1.Benefits of integrated marketing communications
Integrated marketing communication includes all the sources of communication and
marketing. Through this method a particular brand promotes itself in the target market. All sources
work together for maximum profit with increased sales. It also involves consumer experience,
communication tools and corporate culture to better efficiency (Chang,Yu and Lu, 2015).
.
Benefits to Travelodge-
Brand reinforcement -It helps to Travelodge in marketing communication and to aware
people about them, they can use social media, live events, short video, campaigns in the target
market. Use all the sources from which directly or indirectly communicate to the customers.
Competitive advantage - Service and product differentiation makes advantage for the
Travelodge because consumer awareness makes business profitable because when it is time to
purchase the consumer only think about the things which known to them.
Forms of communication
 Verbal communication- verbal communication is been done by using sounds and words in
order to express something. Thus, marketing manager may convey his message accordingly
so that it is easily understandable by everyone. This becomes easy for them to promote their
brand to everyone in effective manner.
 Written- this involves that message that is used in terms of written message. It is termed as
most effective communication. This will help in informing target audience about the brand.
2 Promotion mix and their 2 elements
Promotion mix consists marketing mix and it includes promotion of sale, relationship with
customers, selling skills and all the thing which promote the service and product of the company.
Elements of promotion mix-
 Advertising- It is important for any business and Travelodge use this strategy for
awareness of the people and to promote their travel packages with through customer get
attract. This communication is in paid form and it is one sided communication but it is
helpful for Travelodge.
 Publicity- It is not in the paid form. Travelodge has various ways to publicity of their
packages. Social media makes a big role in this promotion mix because they got promoted
by public indirectly(Tsai, 2014).

3 Promotional mix element that Travelodge adopts in its video campaign to increase brand
recognition
 Personal selling- It refers face to face communication to meet with the people with aim of
selling of product. Travelodge use this to their video campaign to with the customers in
target market and video campaign make product or service recognizable. It is flexible way to
communicate with the people directly.
 Sales promotion- Mainly things which perform in sales promotion are trade show, exchange
offer, gifts and bonus. Travelodge use seasonal discount for their sales promotion, it is for
limited time period and only for the season and special discounts for the different person.
 travelodge taps into new audiences on you-tube- This is a value holding brand having quite
huge space. As they have launched super-rooms products this they tried to develop YouTube
campaign in which video is centered that highlighted key points of offering of super rooms.
4. Distribution channel
These channel are very compulsory in the company(Contò and et.al., 2015). There are four types
of channels. Retailer, wholesaler, distributors and internet. Travelodge company are using different
channels of distribution. It mainly focuses on two levels of distribution channels I.e retailers and
internet. They have different hotels at different locations which serve as retail level of distributions
were customers directly come in contact with the company. Another level distribution channel used
the focus on internet.These are given to ads brand, quality, services. And with customer relationship
(Buchanan-Oliver and Fitzgerald, 2016). They are through advertising social media. Like Facebook,
twitter, Instagram etc. tour operators and agents can also promote various packages to people.
 Radio- Travelodge can convey his message regarding their brand on radio. It has been
proved as increasing awareness of brand by 22 percent even among well-known brands.
 Social media- in today’s world, social media trend has grown in wider extent. So Travelodge
can put their information reagrding brand on their websites and update it regularly. This will
help them in attracting large number of customers towards the brand.
5 Key messages in Travelodge’s video campaign to increase its brand recognition
For increasing brand recognition first thing which have to remember that length of video is
too short-and covered with lots of content and attractive things which is memorable and easily
recognize to the people.

Short terms ads are more reliable in compare to long time ads and this approach drives
result. No one interested in wasting their time every one wants short and sweet thing in a short
message with their maximum content. They used many of their discount options and services in one
poster in the video which exist in last.
6. The Travelodge Video campaign target a particular segment of people.
The key targeted audience are:
 Budget conscious audience- It is 2nd largest budgeted hotel in UK.
 Youngsters- It is affordable and developing their
 Business person- They provide comfortable beds by keep in mind to the person who
 Families with kids- As they provide Pull out beds for each family rooms, so they can
sleep comfortably without arguing.
 Pet lovers- The industry also attracts pet lovers by providing per room for upto two
pets.
7 Use of AIDA
 Attention- In marketing communication attention toward product is very important. In video
campaign the attention of the customer is too important. In it two or three minutes video can
be apply.
 Interest- Consumer have to interest about the product which have to purchase. It is all upon
customers that how to they take interest in the products of the organization.
 Desire- Consumer have to give favorable answer regarding the product. Customers desire
regarding the product is also affected the organization. It is important to know about the
desires of customers and after that make the advertisement.
 Action- In this stage it is time to take action and purchase the product. Action is depended
on the all of these things (Tomše and Snoj, 2014)
8 Method for collecting feedback for the video campaign of Travelodge
Travelodge can use many of the methods to collect feedback regarding their video
campaign, here describe the online form filling method for which people will get anything from
Travelodge. People can give their feedback regarding the video campaign’s on the official site and
through this they gain all the reviews of the people and make action against it so they will achieve
more target and increase their efficiency in marketing of the services.

REFERENCES
Tsai, Y., 2014. Learning organizations, internal marketing, and organizational commitment in
hospitals. BMC health services research. 14(1). pp.152.
Tomše, D. and Snoj, B., 2014. Marketing communication on social networks: Solution in the times
of crisis. Marketing. 45(2). pp.131-138.
Buchanan-Oliver, M. and Fitzgerald, E. M., 2016. Industry and agency views of social media:
Issues implementing dialogic communication. Journal of Marketing Communications. 22(4).
pp.437-454.
Chang, Y. T., Yu, H. and Lu, H. P., 2015. Persuasive messages, popularity cohesion, and message
diffusion in social media marketing. Journal of Business Research. 68(4). pp.777-782.
Contò, F. and et.al., 2015. Innovative marketing behaviour determinants in wine SMEs: the case of
an Italian wine region. International Journal of Globalisation and Small Business. 7(2).
pp.107-124.