Marketing Analysis: Evaluating Travelodge's Video Campaign Success

This report provides an analysis of Travelodge's video marketing campaign, undertaken to increase awareness of its upgraded rooms. It identifies the benefits of integrated marketing communications and examines two elements of the promotional mix: public relations and personal selling. The report discusses Travelodge's adoption of public relations through its YouTube video campaign, highlighting the advantages and disadvantages of this approach. It also considers the channels used by Travelodge to enhance brand recognition, the key message conveyed in the video campaign, and the target audience. Furthermore, the report explores how the AIDA model was incorporated into the video campaign and discusses the use of bidirectional chat box for gathering feedback to measure the effectiveness of the promotional campaign. The analysis concludes that Travelodge's video campaign effectively markets its products and services, potentially increasing awareness of its upgraded rooms.

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Management and Organization
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Table of Contents
1 Introduction.............................................................................................................................2
Benefits of integrated marketing communications................................................................2
2 Two elements of the promotional mix....................................................................................2
Public Relation.......................................................................................................................2
Personal selling......................................................................................................................3
3 The Promotional Mix Element Travelodge adopts.................................................................3
Advantage and disadvantage of public relations....................................................................3
Advantage and disadvantage of Personal selling...................................................................3
4 Channels used by Travelodge to increase its brand recognition.............................................4
5 The Key Message in Travelodge’s video campaign...............................................................4
6 The Key Target Audience of the video campaign..................................................................4
7 How ‘AIDA’ was incorporated in the video campaign..........................................................5
8 Discussion of One Method to Gather Feedback.....................................................................5
9 Conclusion...............................................................................................................................5
10 Reference list.........................................................................................................................6

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1 Introduction
Benefits of integrated marketing communications
Integrated market communication is defined as the type of communication which
involves a wide range of marketing tools to maximize the profitability of a business
organization (Theocharous and Fox 2015). Consistency is a very key aspect of the integrated
marketing communications as it is really very much effective to maintain the reputation of the
organization as well as maintaining high standard of products and services for the clients.
The prime benefits of integrated marketing communications are as followings:
o It maintains high standard product for the consumers of the organization.
o Brand value of the organization is maintained.
o Cost containment of the production unit.
o Effective communication between the internal and external stakeholders of the
business.
2 Two elements of the promotional mix
Promotional mix is defined as the variables opted by the marketing team of an
organization to obtain the organizational objective (Harper 2016). There are different types of
elements which are used in the promotional mix such as the public relation, personal selling
and promotion.

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Public Relation
It is defined as the type of information about the products of an organization which is
carried and spread by a subsidiary or third party organization with the help of platforms such
as press, seminar, television and digital media (Travelodge 2018).
Personal selling
It is defined as the type of selling the products of the organization verbally without the
involvement of any other platform like public relation.
3 The Promotional Mix Element Travelodge adopts
Brand recognition of Travelodge is maintained with the help of the public relation
element of the promotional mix as they are promoting their products and services with the
help of an online platform which is YouTube.
Advantage and disadvantage of public relations
o Influence: Reliability is obtained from reputed online sources.
o Billions of consumers can be reached within seconds with the help of this element.
o It is a cost effective promotional strategy.
o It has no control for the marketing team.
o Effectiveness of this element is sometimes questionable.
o Negative feedback is the other drawback of this element.
Advantage and disadvantage of Personal selling
o It helps to build trust among consumers.
o No security issues from the business perspective.

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o However, it is a more expensive method of promotion as compared with public
relations.
o Effective training of salespersons is required for this element.
o Only a fixed amount of people can be reached with the help of this element.
4 Channels used by Travelodge to increase its brand recognition
The channels used by Travelodge to increase its brand recognition are the bill boards
and the social media as both of these platforms are very much useful to reach people in spite
of their busy lifestyle.
5 The Key Message in Travelodge’s video campaign
The video campaign of Travelodge is trying to convey about the different
specifications of their services such as the location of the hotels, size of the rooms, facilities
within the rooms, place of reception, breakfasts room, kitchen, dining room and other
luxurious services offered to the guests by the hotel.
The key message of this video campaign is that this hospitality industry provides great
facilities to all of its clients and it will be a great experience for the guests who will be
staying in this luxurious hotel.
6 The Key Target Audience of the video campaign
The key audience of the video campaign of Travelodge is the younger generations of
the society (Chandiok and Sharma 2017). It can be also used in business purposes as there are
conference rooms in each of the corridors.

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The key audience can have great facilities such as bars, swimming pools, suits,
excellent parking facilities with a great natural view from the balconies.
The consumers of this hotel use this hotel both for professional purpose as well for
personal use, both colleagues and families can have a great time in this hotel.
7 How ‘AIDA’ was incorporated in the video campaign
The video campaign of Travelodge successfully marketed their product and services
in terms of the video graphics. The different successful aspects of the organization were
marketed with the help of the video campaign (Panchal 2016.). The desire of the organization
can be seen clearly in the graphic images used in the video. Attention and interest of the
clients was given interest in the video.
8 Discussion of One Method to Gather Feedback
For the collection of feedback, Travelodge can use effective bidirectional chat box in
their official portal to understand the effectiveness of their promotional campaign (Nurlaili
and Suyuthie 2018).
9 Conclusion
From the above video campaign it can be concluded that this hotel offers great quality
products and services in terms of their facilities and their video campaign will be very much
useful to increase awareness of their upgraded rooms.

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10 Reference list
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Harper, D., 2016. Methods of valuation. In Hotels and Resorts (pp. 141-165). Routledge.
Nurlaili, N. and Suyuthie, H., 2018. PENGARUH KEPUASAN KERJA TERHADAP
TURNOVER INTENTION PADA KARYAWAN HOTEL TRAVELODGE BATAM. E-
Journal Home Economic and Tourism, 18(3).
Panchal, R., 2016. Private Equity Secondary Buyouts. Ct. Uncourt, 3, p.8.
Theocharous, E. and Fox, N., 2015. PROTECT-COMMERCIAL.
Travelodge. (2018). Travelodge | Great value hotels throughout the UK & Ireland. [online]
Available at: https://www.travelodge.co.uk/ [Accessed 18 Dec. 2018].

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