International Advertising Campaign to Reinstall Broome WA to Its Previous Business Position - Example

International Advertising campaign for Broome WA (Name) (University) Contents 1.0 Introduction 2 1.1 Background of Broome WA 3 2.0 Trend in the Industry 4 2.1 Background of the U.A.E Market 4 3.0 Advertisement Strategy 5 3.1 Launching a ‘ROADS TO BROOME’ Digital Campaign 5 3.2 Re-introduction 5 3.3 Creative Branding 6 3.4 Search Engine Optimization 7 3.5.1 Social Media Optimization 8 3.6 International Symposium 8 4.0 Benefits of Digital Advertising 10 4.1 Analysis of the Advertising Plan 11 5.0 Conclusion 11 International Advertising Campaign for Broome WA 1.0 Introduction A country’s propensity to become a leading tourist destination necessitates the inclusion of effective marketing strategy, and as such, developing such a plan dictates the consideration of divergent marketing principles. In the wake of such improved advertisement strategy, Broome seeks to augment its market capabilities of reaching out to a larger audience. As such, it is paramount to understand the region’s market dynamics against available resources. This retrospect paper therefore presents a comprehensive plan of ensuring that Broome WA is effectively marketed to a larger audience, notably target the Middle East. The paper particularly endorses digital marketing as the main tool for re-introducing Broome WA to the contemporary business world, which is in a wave of what philosophers would call ‘digitalism’ The paper will present significant advertising strategies to reinstall Broome to its previous business position. These strategies include re-introduction, creative branding, search engine optimization, social media optimization, international symposiums, practical experience and soft skills. All these are discussed indepth below. 1.1 Background of Broome WA Located 1400 miles to the north of Perth sits Broome; one of many beautiful coastal towns and tourist destinations; not mentioning an additional delicacy of being a pearling town (Frost, 2012). One gets a taste of local delicacies, a breeze of nature nurtured by the most creative minds and a view of the most excellent and breath-taking sceneries. Broome accommodates all classes of visitors ranging from tourists to business people. Why shouldn’t all people on the planet know such a magnificent place? Why is it not possible that any tourist searching for a place to spend their holiday bump into Broome regardless of their location on theplanet? 2.0 Trend in the Industry Most visits to Broome occur during holidays with couples accounting for slightly below half of the visits. However, visitation has been on the decline since 2007 but with a slow growth since 2003. In the last few years, occupancy in the bungalows and accommodation studios has dropped significantly. Such unpleasant trends are the key drives to this advertising campaign to ensure Broome has regained its brand momentum and competitive position in the tourism sector. 2.1 Background of the U.A.E Market United Arab Emirates enjoys a politically stable government. The government has gone ahead to boost the tourism sector both inbound and outbound. This is a key indicator that the target audience of the advertisement is likely to receive a positive reinforcement in the region. The U.A.E economy has been stabilizing since its recovery in 2011 and it is welcome to such partnerships as Broome would be ready to offer. U.A.E has a high income although there is a variance among the seven emirates. This means that the citizens of the country have a significant amount of disposable income, which would be used in visiting a place like Broome. However, advertising in this region faces the major challenge of language barrier since there are many languages spoken in U.A.E. 3.0 Advertisement Strategy Campaigning for Broome internationally will involve various steps. Since the campaign is mainly digital, it will be necessary to have relevant information concerning internet and television usage in target markets such as the U.AE. This will be needed even before launching the campaign. There will be the vital phase of re-introduction of the sector to the entire world especially the youth. This will be followed by phases of creative branding, search engine optimization, social media optimization, international symposium and soft skills. 3.1 Launching a ‘ROADS TO BROOME’ Digital Campaign We are currently living in an era of vast amounts of information being shared especially on digital platforms, which can be on television or internet. It is therefore arguably true that we are living in a global village. However, with each passing day, it is getting more difficult to have a single brand drawing the attention of potential consumers especially on social media. Statistics argue that internet users upload up to 100 hours of video every minute, there is close to 5 billion parts of content sharing daily on Facebook and 500 million tweets daily (Asur, et.al 2012). How is it possible, therefore, to have a breakthrough as far as this campaign centered at marketing Broome globally is concerned? This paper goes further to analyze the strategies that can be employed in this digital campaign. The strategies also comprise creative measures to ensure that the desired audience is reached. 3.2 Re-introduction To kick-start our advertisement, Broome will be re-introduced for the sake of the newer generation around the world who have limited information about the resort and tourism town. A website will be created that will have a Google map to the location of the place and the adjacent towns and cities. The website will also have all the relevant information about Broome including an overview, the stats of Broome since it was established and most importantly a key feature; Cable beach (Foster, et.al, 2013). All this will involve uploading of original pictures and images of the place, spas, bungalows and other brands.The stats will provide information such as who visits Broome, the number of visitors that have spent their time in Broome and the current trends. Broome has been experiencing some unpleasant stats in the recent past. This includes a decline in visitation since 2003 and a downward trend in occupancy. An international advertising campaign will definitely be launched to change the negative stats. The campaign will be mainly use digital platforms since many people around the world have access of either cheap mobile internet of television. 3.3 Creative Branding In order to win audience online, creativity will be initiated so that anyone will notice a difference between Broome’s brands and the other competing brands in the same market (Shimp & Andrews, 2013). For instance, it is undeniably true that there is a sunset bar and grill at Cable Beach. The question, however, is; are there other sunset bars and grills being advertised digitally? There will be definitely be others being advertised. It will be crucial, therefore, to make the advert different and more capturing than the rest. If aYouTube video is to be used to advertise the sunset bar and grill, the advert will entail what other advertisers in the tourism sector have not explored. If they have not used animation, the advert will include uploading an original but animated video of tourists riding camels in the beautiful sunset scenery. Using an animated video with all the relevant information of Broome can be crucial. The video will have some sense of humor or be in a position to trigger a certain emotion connected to tourism or the setting sun. By doing so, it will have invited a cosmic sharing of our video among YouTube users. Such a video can go viral in a matter of hours and everyone will book in the next season. The video will also incorporate a thorough research on various cultures around the globe such that it is only positively or neutrally positioned to avoid offending potential visitors based on their cultural beliefs. For instance, when describing the richness of Broome’s delicacies, it is inappropriate to use beef the target market is in India where cows are considered sacred. 3.4 Search Engine Optimization This strategy will put Broome in the spotlight in terms of the number of internet users who bump into our carefully sort key words hand in hand with Pay-per-Click system. The campaign will be aimed at optimizing the number of people viewing our website in the various search types like image search, video search and local search (Berman & Katona, 2013). On the same note, since it is evident that most people in Asia have an easy access to BBC NEWS channel, they will be employed to include a feature of the advert in BBC ADVERTISING, a step that will take Broome many miles ahead as far as optimizing the number of people who know about Broome. The advert will not only have videos of our happy customers and brands, but will also have the pictures of our suites, accommodation studios, spas, bungalows, conference centers sunset bar and grills and other brands. Such an optimization will have a massive effect to Broome’s loyals, heavy visitors and even on those who are looking for newer places for holidays and vacation. Since BBC and CNN are channels viewed and listened to globally, these adverts will have drawn attention for Broome internationally.With such a tool at hand, it will be possible to maintain a high season engagement, increase bungalow all year and studio occupancy in the summer season. 3.5.1 Social Media Optimization The Middle East has been experiencing massive growth in internet usage in the recent past. Research shows that there are above 100million internet users. Knowing our target audience such as the demographic high season traveller or those who want to hold corporate or business meetings, it is possible to bring social media to our benefit (Scott, 2013). This will call for a team of experts who are well trained on the field of online public relations to be employed. Having done this, it will be possible to reach potential consumers by engaging them in their accounts and getting them to follow us on twitter and liking our page on Facebook since these two are the most widely used social media platforms. Since we have millions of people around the world who are obstructed from each other by language barriers, there will be a translation of content into the relevant languages in order for it to reach the various target audiences. Social media will be used to advertise especially to the Facebook users of the Middle East. This way, it will be much easier to advertise Cable Beach club, resort and spa as the only resort in cable beach in an international platform. There will be ease of posting pictures and uploading videos of the main places and to bring out the safety and the cleanliness of the place. A platform will be presented to talk about the Kimberly experience and leisure facilities offered. The corporates will not be left behind, as they will be educated about the easy, convenient, Australian Broome experience. There will be a team that will solely operate to ensure that Broome’s RSS news, social news and shared information are up-to-date. 3.6 International Symposium Since we are living in a world of diverse business cultures, business attitudes and etiquettes, careshould be taken when holding this international campaign (Hill, et.al, 2013). Considerations have to be made regarding the differences existing between Broome and other investors around the world who are in the tourism sector. If people from the Asians visit Broome, it must be ensured that the adverts have attracted them and, as mentioned earlier, are not offensive to such audience. Preparations must be made also,on how to handle potential consumers who are from a different culture from that of our own. By so doing, Broome will have appreciated the differences that exist in the international market. For example, as much as Broome would like visitors from different parts of the world like China, it is wise to consider that the Chinese people are comfortable with eating dogs while in most parts of the world, dogs are kept as pets and it is even a taboo to feed on one. This difference will ensure that the advertisement reaching China is differentiated from that reaching Singapore. On the other hand, potential travellers will be equipped with information regarding airfares and booking channels. Precisely speaking, they will know that there are direct, wholesale, online travel agent, tour series and conference options of travel. There will also be advice concerning weather. 3.7 Practical Experience This strategy employs hands on experience as opposed to theoretical approaches to international digital campaigning. To expound on this concept, for instance, a person who has never been to Cable Beach cannot be expected to explain to others on how camels are ridden on the sunset beach or hoe there are good suites, bungalows and conference rooms. Only a person who has been there before can confidently and accurately give such information. Likewise, if a person has no experience with social media or shooting videos for adverts, then such a person cannot be relied upon to come up with anything substantial. It is therefore wise to ask for assistance to people or firms that have engaged in international campaigns before such as BBC. Such people are better positioned to figure out the mistakes or strengths and opportunities that succeed a given digital campaigning strategy. They will tell you when you are likely to succeed or when you need to make certain significant changes or an overall change of plans (De mooij, 2013; Windels et.al, 2013). 4.0 Benefits of Digital Advertising The 21st century is indeed a digital era. Majority of the people can now access cost-effective internet and have digital televisions. It is therefore wiser to employ these digitalized gadgets in advertising. The main advantage, however, is the number of people who get the information at a go. Digital advertising is most reliable since it can be used anywhere around the globe and reaches the target audience within a short period of time. It is ideal for business that requires large-scale distribution systems and those with an international market base. In the 21st century, people tend to target more digitalized sources of information as opposed to traditional media (Ansari & Mela, 2012). The more consumers an advertiser reaches, the business is placed in a better competitive position compared to others in the same categoryNew media, notably social media creates an opportunity for two way communications, where producers can communicate with consumers. In this respect, the producers are able to get appropriate feedback. They will meet online and talk about the product, which will involve either praising or condemnation of the brand.Through internet and visual media, consumers can taste and feel of the actual event, notably through their visual appeal (De mooij, 2013) 4.1 Analysis of the Advertising Plan The advertising plan is more likely to succeed in reviving the state of Broome or restoring it back to its good old days. To begin with, the advertisement plan engages potential visitors from all races without any discrimination or bias. It makes it clear that Broome is natural scenery only made better by the exploits of men. The pictures, which are original, are the main content these potential visitors want to see and compare them with what they have seen elsewhere. The advertising also caters even for those who have no access to advanced digital gadgets such a smartphones and televisions. This is because news channels such as CNN and BBC reach people even over the radio. Secondly, it promotes creativity in presentation of information and ideas. It also employs people who have substantial experience to avoid possible mistakes. This creativity presents the target audience with entertainment, which could result to automatic preference of the brand. In conclusion, the plan maintains an original image of Broome without too much fine-tuning, which would result to misleading adverts and later customer dissatisfaction. 5.0 Conclusion Prior to adopting any advertising plan, it is important to way its advantages over disadvantages. It is also vital to consider whether it is more likely to fail or succeed if adopted. It is also wise to employ a plan that is cost effective to avoid wastage of funds if there are other ways of advertising that can use a lesser fraction of funds. Finally, using digital advertising and campaigning plans should be embraced as it is up-to-date, timely and reaches a wide range of people. There is not a better advertising platform compared to digital advertising especially on an international basis. The steps involved during the campaign are a subset of any success achieved. This is in relation to how well the cultures of the target audiences are catered for, how information is dispensed, the timeliness of information and its originality. In marketing Broome, for instance, using pictures that are not original or videos that have been copied could result to failure in the campaign, as people will be disoriented. It is therefore important to make a thorough research before launching such a campaign. References Ansari, A., & Mela, C. F. (2003). E-customization. Journal of Marketing Research, 40(2), 131- 145. Asur, S., Huberman, B. A., Szabo, G., & Wang, C. (2012). Trends in social media: Persistence and decay. Available at SSRN 1755748. Berman, R., & Katona, Z. (2013). The role of search engine optimization in search marketing. Marketing Science, 32(4), 644-651. De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications. Foster-Smith, J., Birchenough, A. C., Evans, S. M., & Prince, J. (2013). Human impacts on Cable Beach, Broome (Western Australia). Coastal Management, 35(2-3), 181-194. Frost, W. (2012). Heritage tourism on Australia's Asian shore: a case study of Pearl Luggers, Broome. Asia Pacific journal of tourism research, 9(3), 281-291. Hill, C. W., Cronk, T., & Wickramasekera, R. (2013). Global business today. McGraw-Hill Education (Australia). Shimp, T., & Andrews, J. C. (2013). Advertising promotion and other aspects of integrated marketing communications. Cengage Learning. Windels, K., Mallia, K. L., & Broyles, S. J. (2013). Soft skills: The difference between leading and leaving the advertising industry?Journal of Advertising Education, 17(2), 17. Read More