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This assignment is based on an HBR case study. Its task was to create a communication strategy for New York City that would increase the number of tourists visiting NYC.
26. New York is the only major city that offers
the target audience unsurpassed shopping,
dining, culture and history
MOST MICHELIN STAR 11 MOST RECOGNIZED TOP-RATED
RESTAURANTS U.S. MUSEUMS ARCHITECTURE
7 OF AMERICA’S
PROMINENT FIGURE WORLD-FAMOUS TOP 50 TOURISM
IN U.S. HISTORY SHOPPING DESTINATIONS
34. Planning Cycle
Step 1
decide to
getaway
Step 2
Step 6 info
gathering –
return home
destination
ideas
Step 5 Step 3
research
go on
costs &
vacation
timing
Step 4
book travel
35. Planning Cycle
Step 1
decide to
getaway
Step 2
info
gathering – • 4-plus months prior to trip
destination
ideas
• Has a few destinations in mind
• Friends, family and co-workers
most influential in selecting
Step 3
• More day-dreaming / fantasy;
research time and costs not that important
costs &
timing
• Financially savvy may start saving
for trip
Step 4
book travel
36. Planning Cycle
Step 1
decide to
getaway
Step 6
• Vacation = topic of conversations return Home
• Visits with friends and family to
share stories, photos and videos
• Posts photos and videos online to
extended network
Step 5
• Inspires next set of travelers go on
vacation
Step 4
book travel
40. All I want is a fun, hassle-free getaway to do some
shopping, go to a great restaurant and maybe catch
some sights or see a show; I don’t have many chances
to take time off, so I want to go somewhere I know I’ll
really love. Not all cities are created equal and I want
to experience the best!
41. All I want is a fun, hassle-free getaway to do some
shopping, go to a great restaurant and maybe catch
some sights or see a show; I don’t have many chances
to take time off, so I want to go somewhere I know I’ll
really love. Not all cities are created equal and I want
to experience the best!
I started researching a few cities for my next trip,
42. All I want is a fun, hassle-free getaway to do some
shopping, go to a great restaurant and maybe catch
some sights or see a show; I don’t have many chances
to take time off, so I want to go somewhere I know I’ll
really love. Not all cities are created equal and I want
to experience the best!
I started researching a few cities for my next trip, but
travel brochures and Web sites are so impersonal I
can’t tell which city is right for me.
43.
44. I like exchanging ideas with my friends and
family on great new places to go and things to
do, so when I travel, I look for all the best
places to stay, shop, eat and visit.
45. I like exchanging ideas with my friends and
family on great new places to go and things to
do, so when I travel, I look for all the best
places to stay, shop, eat and visit.
Sometimes I post photos and updates about
my trips online, but I usually don’t think about
it until I get home, so I don’t always get
around to it.
47. Current Desired
Pre-planning
Next Add NYC to
Ultimate Target short list
Vaca/Getaway
Behavior
48. Current Desired
Pre-planning
Next Add NYC to
Ultimate Target short list
Vaca/Getaway
Behavior
Ultimate Target Not sure NYC Wow! I’ve got
Thinking “for me” to see for
myself
49. Current Desired
Pre-planning
Next Add NYC to
Ultimate Target short list
Vaca/Getaway
Behavior
Ultimate Target Not sure NYC Wow! I’ve got
Thinking “for me” to see for
myself
Waiting & Immediately
Influencer Sometimes Sharing
Behavior forgetting to Experience
share
Get NYC visitors to share an unsurpassed experience
Objective:
from their NYC "getaway" with friends/family members
50. Current Desired
Waiting & Immediately
Influencer Sometimes Sharing
Behavior forgetting to Experience
share
51. Current Desired
Waiting & Immediately
Influencer Sometimes Sharing
Behavior forgetting to Experience
share
Influencer I should tell my I have to tell my
Thinking/feeling friends/family friends/family
about this about this now
52. Current Desired
Waiting & Immediately
Influencer Sometimes Sharing
Behavior forgetting to Experience
share
Influencer I should tell my I have to tell my
Thinking/feeling friends/family friends/family
about this about this now
Amplify the influencers’ desire to share a personal
Role:
New York City experience with others.
54. •Nothing beats NYC for unforgettable, must-
see city experiences that you’ll want to
share with everyone
•Image to come from Leanne
Nothing beats New York City for
unforgettable, must-see city experiences
that you’ll want to share with everyone.
56. That’s because NYC offers
diverse cultural experiences
and top-rated attractions.
57. POSITIONING
New York is the only major city that
offers unsurpassed shopping,
dining, culture and history in one
easy-to-reach location.
brand promise
communications role
communications objective
target audience
Now
66. New York City Treks
A new way to experience NYC’s unsurpassed
attractions, providing visitors with rewards
and incentives to share their adventures
In the second step of the planning process, planners are strongly influenced by co-workers, family, and friends in coming up with a short list of destination options. They are typically inspired after hearing about the vacations of others who may have just returned home.
In the second step of the planning process, planners are strongly influenced by co-workers, family, and friends in coming up with a short list of destination options. They are typically inspired after hearing about the vacations of others who may have just returned home.
Our Communications strategy is aimed at this step in the planning process, toward current visitors of NYC who have had/are having amazing experiences and having them share these experiences with friends & family.