BA (Hons) Advertising & Marketing Communications pitch for Final Year Live Brief to MediaCom for the LateRooms business a/c

2. Today s agenda
• LateRooms
• Market
• Consumer
• LateRooms
and
Market
• Target
Audience
• Proposi8on
• Communica8on
Objec8ves
• Indica8ve
Crea8ve
• Media
Plan
• Measurements

3. Where are we now?

4. LateRooms

5. what people think
• Book
late
• Great
Deals
• Choice
• Efficient
• Easy
to
use
• Differences
between
website
opinions

6. The market
• No
dominant
brand
for
business
OTA
hotel
market
• Poten8al
for
brand
loyalty
• Market
is
climbing
out
of
recession
• Online
providers
are
adap8ng
from
leisure
to
business
• Travelling
less

7. Competition
Company Positioning
Booking.com
Pleasant/Efficient
Lastminute.com
Time
is
precious-­‐Pleasure/entertainment
Expedia.co.uk
Small
world,
big
savings
Hotels.com
Provides
accommodaBon
during
sold
out
periods
Egencia
Large
professional
enterprises

8. Where do we want
to be?

9. Competition
Leisure
Business
Needs Needs

10. Competitive threats
Company Positioning
Booking.com
Pleasant/Efficient
Lastminute.com
Time
is
precious-­‐Pleasure/entertainment
Expedia.co.uk
Small
world,
big
savings
Hotels.com
Provides
accommodaBon
during
sold
out
periods
Egencia
Large
professional
enterprises

11. Consumer
• People
want
to
book
whenever.
• Have
specific
demands
–
Loca8on,
Wi-­‐Fi
• Loca8on
is
the
most
important
accommoda8on
need
• Short
lead
8mes
=
limited
expecta8ons
• Business
trips
are
not
enjoyable
• Prefer
face-­‐to-­‐face
mee8ngs

12. - No set booking period
- Ease of Booking
- Availability
- Convenience “EASY”
- Good review section
- Flexibility

13. Market Observations
LateRooms can offer
• Booking
has
shiFed
towards
• “Easy”
leisure
• Quality
• “Easy”
• Availability
• People
travel
less
oFen
• Good
review
secBon
• Prefer
Face-­‐to-­‐face
• ‘Dizzy
With
Choice’
• FuncBonal
appeal
• Not
enjoyable
• Low
expectaBons

14. Market Observations
LateRooms can offer
• Booking
has
shiFed
towards
• “Easy”
leisure
• Quality
• “Easy”
• Availability
• People
travel
less
oFen
• Good
review
secBon
• Prefer
Face-­‐to-­‐face
• ‘Dizzy
With
Choice’
• FuncBonal
appeal
• Not
enjoyable
• Low
expectaBons

15. Market Observations
LateRooms can offer
• Booking
has
shiFed
towards
• “Easy”
leisure
• Quality
• “Easy”
• Availability
• People
travel
less
oWen
• Good
review
secBon
• Prefer
Face-­‐to-­‐face
• ‘Dizzy
With
Choice’
• FuncBonal
appeal
• Not
enjoyable
• Low
expectaBons

16. Target audience

17. How will we get
there?

18. Creative strategy

19. 1) Building business
relationships

20. 2) Face-to-face meetings

21. 3) “EASY”

22. Proposition
1)
Building
Business
RelaBonships
2)
Importance
of
face-­‐to-­‐face
meeBngs
3)“Easy”

23. Proposition
LateRooms.com
makes
building
business
rela5onships
through
face-­‐to-­‐face
mee5ngs
as
easy
as
possible
by
providing
a
simple,
convenient
and
flexible
booking
process

24. Business
Needs
‘Hard
‘Easy
Booking’ Booking’
Leisure
Needs

25. Business
Needs
Not
MeeBng
Meeting People
People
Leisure
Needs

26. Why?
• Side-­‐Steps
compeBtor
messages:
Time
Pleasant/Efficient
• Give
LateRooms.com
a
strong
and
unique
posiBon
in
a
growing
market

27. Why?
• Overlaps
with
an
important
aspect
of
the
target
audience.
• Current
strength
can
be
kept
and
moved
over
to
the
market.

28. Why?
• Connects
on
a
funcBonal
and
emoBonal
level
• At
a
Bme
when
people
are
moving
to
technology
rather
than
face-­‐to-­‐face

29. Communication objectives
• To
increase
awareness
of
LateRooms
as
a
business
travel
agent
within
the
target
audience
by
75%
aFer
6
months
• To
ensure
that
60%
of
our
target
audience
view
LateRooms
as
their
first
choice
of
accommodaBon
provider
within
12
months
• To
associate
LateRooms
with
building
personal
business
relaBonships
so
that
60%
of
the
core
target
audience
agree
with
the
statement:
“LateRooms.com
makes
building
personal
business
rela5onships
as
easy
as
possible”

30. Indicative creative

31. Creative context
They
need
to
feel
that
LateRooms.com
makes
their
life
easier
so
they
can
concentrate
on
the
purpose
of
the
trip
(building
business
relaBons)
rather
than
the
booking
process.
LateRooms.com
must
be
perceived
as
a
responsible,
reliable,
easy
to
use
and
convenient
travel
agent.
Professional
yet
approachable,
down-­‐to-­‐earth
and
trustworthy

32. copy prompts
es s people
95% of busin business
ng
a g re e that goi y to
fa ce is ke s
face-to- lationship
re
building

33. Copy examples
Easy Business Booking
We would like th
e
e
deal.
et.
Seal
th pleasure of your
Meet.
Gre the
rest
e
care
of
company
Let
us
tak
Meetings are We provid
e the room
You make .
important. a big deal
out of it
Let’ss faceeitd a
yo u n e
me
Someti dleman Build Ties
mid

34. visuals

35. visuals

36. visuals
Chris
Dent

37. visuals

38. layout
Minimalist
Central
One
focal
image
Logo
in
corner

39. Meet.
Greet.
Seal
the
deal.
Let
us
take
care
of
the
rest

40. We provide the Room.
You make a big deal out of it

41. Meet.
We provide the Room. Greet.
Seal
the
deal.
(You’ll make a big deal out of it). (Let us take care of the rest).
Easy
Business
Booking
Easy
Business
Booking

42. Media plan

43. Media objectives
• To
target
business
travellers
aged
25-­‐45
in
the
ABC1
demographic
• The
implement
a
12
month
naBonal
campaign
with
media
that
covers
and
effecBvely
reaches
the
TA
across
the
U.K
• To
use
media
that
does
not
restrict
creaBve
execuBon
• To
use
media
that
will
effecBvely
transfer
the
core
message
of
Laterooms
• To
achieve
a
constant
reach
of
60%,
addiBonally
achieve
a
constant
frequency
of
3.5

44. Media Choices
• Outdoor
• Print
• Internet
• Mobile
App
• Direct
Mail
• Viral

45. outdoor
Meet.
Greet.
Seal
the
deal.
Let
us
take
care
of
the
rest
Easy
business
booking

46. print

47. Internet advertising
We
provide
the
rooms
Easy
business
booking
You
make
a
big
deal
out
of
it

48. Mobile applications
MeeBng
MeeBng
Alarm
Expenses
Contact
Schedule
Clock

49. viral
“How
NOT
to
conduct
a
business
mee5ng”

50. Direct mail

51. schedule
Media
Sept
Oct
Nov
Dec
Jan
Feb
March
April
May
June
July
Aug
Outdoor
Metro
Internet
Adver8sing
Mobile
App
Viral
Marke8ng
Direct
Mail

52. Budget
ConBngency
Direct
Mail
Viral
MarkeBng
Mobile
App
Outdoor
The
Metro
Internet
AdverBsing

53. How will we know
when we ve
arrived?

54. Measurement
•
Exposure
Tests
•
SoW
Measures
•
Altudinal
Studies
•
Brand
RecogniBon
Test
•
Brand
Recall
Tests

55. Is it campaignable?
• Creates
a
very
unique
and
disBncBve
posiBon
in
the
market.
• Sustainable
• PotenBal
to
spread
to
leisure
market

56. ?
?
? ?
?
?
?
?
?
?
Easy
Business
Booking