Crooked Trails- Travel With A Purpose: September 2010

Monday, September 20, 2010

Advertiment Research

Creative Strategy Analysis: Crooked Trails

Primary Selling Points (Product or service features: built-in characteristics or product or service itself, including any Unique Selling Proposition (USP));

• Trips, Community Relationships, Culturally Sustainable, Eco-Friendly Travel, Home stays

Primary Benefits (Prospect Points: What buyer gets from using the product or service);

• Fun, unique global experience, lifelong memories and lasting friendships

• Self pride, for helping others.

• Knowledge of self and the world

Consumer Profile of Target Prospect:

1. Demographics (Age, sex, education, income, occupation):

• All ages, sex, educational level.

• Ability to afford trip

• Occupation that allows for extended time off

2. Psychographics (Life-style, attitude, personality traits):

• Active individuals that enjoy the outdoors

• Happy, open-minded, outgoing, friendly, personal individuals

• Interested in global issues, believes in community service, and environmental issues.

Belief Ad Is Trying to Establish:

• Tourism doesn’t have to destroy communities but rather can help strengthen their culture and economy. Tourism shouldn’t happen to a community but with them. Tourism can help make global connections while helping communities in need and teaching others about cultural differences.

•Our world isn’t just what we see everyday.

•Humans at their roots are all the same.

Reasons Why Prospects Should Believe It:

• They will grow, learn, and challenge themselves to be a better human.

• It will save them money

• They will have lasting friendships

Which of Gunn’s 12 types of ads could I uses?

Show the Problem:

1. Problem would be that you feel like your life doesn’t have meaning.

2. That you can’t find a trip that gives you everything you looking for.

Comparison:

1. Show the issues with other travel companies and highlight Crooked Trails competitive advantage.

Exemplary story:

1. Tell a story about the travels. Have a element of surprise.

Associate User imagery:

1. Show that everyone can go on a trip, no matter how old, what race income or education level

Unique personality property:

1. Showcase the uniqueness of the home stay

Poster roughs

Project Goals

Client Goals:

1. To make Crooked Trails a stronger brand by re-branding their current look. Crooked Trails has a logo, that is not liked by the client, but doesn't have any brand standers.

2. To increase participation on the Crooked Trails trips by show how volunteer tourism is a better option over traditional tourism.

3. To refocus the target audience and target message. Crooked Trails needs to make sure that they aren't limiting them self to one target audience because anyone can take their trips.

4. Focus on the competitive advantage Crooked Trails has over other travel programs. Their competitive advantage is the home stays experience that promotes true cultural immersion, friendships and understand among cultures. By emphasizing home stays Crooked Trails will separate themselves from other tourist programs.

5. To make Crooked Trails name sound friendly and remove the connotations of evil and wicked. To emphasize the meaning behind the name Crooked Trails (Crooked trails comes from the idea that no path is straight, you always have bends in the road and you have to expect the unexpected, because you will never know what is around the next bend.)

Design Strategies:

1. To increase participation the brand must be well developed, friendly, and work over a cross demographic.

2. The brand and company has already established a good foundation of brand awareness, however for Crooked Trails to continue to reach their current clients and reach new ones they will need to re-brand themselves and focus on the fact that their trips are for everyone.

3. By focusing on the uniqueness of Crooked Trails, I will be able to show Crooked trails as the best option for volunteer tourism.