Presentation to promote tourism in Argentina for ADV 3200.

1. Discover the Adventure that Awaits Argentina

2. Our Team Natalie Rivero Heather McLaughlin Chelsie Rachelle Soderman Kelley Howard

3. SWOT Analysis

4. Target Audience Young people and families (25-34, 35-49) who travel for fun Germans—traveling for adventure and culture Brazilians—traveling for luxury and skiing

5. Why Target German Tourists? Germany is culturally diverse, modern, and cosmopolitan. Germans enjoy celebrating carnival, wine and beer festivals, and music festivals. Disposable income: The GfK purchasing power for Germany in 2011 will total EUR 1,610.2 billion, which is 2.6% more than in 2010. The average German can therefore expect purchasing power of EUR 19,864 in the coming year, to spend on consumption, rent and the costs of living, for example. Germany has the 4th largest economy in the world and the largest population in Europe.

6. Why Target Brazilian Tourists? Brazilians could experience a "stay-cation" and enjoy new scenery and shopping while still staying in South America and close to home. A new middle class is emerging in Brazil. The percentage of households with an annual disposable income over USD 7,500 has grown from 42.7% in 2005 to 57.1% in 2007. This new middle class has an appetite for consumption, and as in the case of all income levels in Brazil, they too attempt to reach products generally available only to higher income groups, as a way of demonstrating status. The highest-earning 10% of households earned an average disposable income of USD 72,932 in 2007, an increase of 124% since 2002. There were 390,100 households with a disposable income of more than USD 150,000 in 2007. 45.8% of disposable income is concentrated among the richest 10% of households. Brazil does not have snow so Brazilians would be interested in staying at skiing resorts in Argentina.

7. Events Special

9. Country's most important folklore festival

11. Offers free tango classes, parties and performances of celebrated dancers

13. Four-day agricultural exhibition

15. Attractive for thrill seekers

17. Held in Buenos Aires in La Rural Exhibition Centre

18. National and international art galleries, institutions and organizations participate

22. Offers a variety of Latin American electronic music

24. Held in San Antonio de Arco

26. How to Promote Argentina Main Challenge: Lack of awareness of what Argentina has to offer Key Objectives: Increase tourism and raise awareness about Argentina’s diversity Past Campaigns: Argentina is known for its meat, wine and tango. Campaigns in the past have often promoted wine tours and fine dining.

27. What’s the Big Idea? To draw people to Adventure in Argentina

28. How Do People View Argentina? Many people with a lack of knowledge about Argentina are concerned about safety and economic strife dating back to 2001 Those who have visited have positive things to say…

29. Consumer Insights “The wine tasting itself took place in an enchanting ambiance. The tour definitely performed its task to show different tastes of wines that are growing in different areas and conditions. In the terms of tasting the wines it fulfilled all my expectations perfectly.”–Karla, Berlin, GermanyVisited Mendoza in 2011

30. Consumer Insights “We have seen glaciers at Gray Lake at Torres del Paine, Spegazzini and Moreno itself by boat, but the Moreno tour walking by the brand new catwalks is breathtaking. When you get to it by the lower and closer levels you start to hear and see the roar and thunder of the falling ice in the water and it turns out to be a unique rush, very unexpected.”– Sergio, São Paulo, BrazilVisited El Calafate in 2009

31. What Do We Want Them to Think? Argentina is a place for having an adventure or exploring in a fun and safe environment A trip to Argentina has added value—tourists can experience a more luxurious vacation for less

33. Study Abroad

34. Conferences

36. What’s the Most Important Thing to Say? Discover Argentina

37. Have a coldone

38. Or have a hot one

39. Shop by day

40. Or dine by night

41. Adventure by land

42. Or by water

43. Discover your sophisticated side

44. Or your inner party animal

45. Escape Explore Experience Argentina

46. Why Choose Argentina? Supporting Rationale: There is so much to do in Argentina; ski, hike, horse back riding, water sports, shopping, relaxation, dancing, eating and drinking, etc. Emotional Reasons: Argentina’s diversity appeals to individuals by combining modern day sophistication with old world charm.

47. Strategies Interactive Campaign Advertising Campaign Public Relations Campaign

50. Allows them to get involved in the campaign

51. Potential to create a buzzPicture Yourself inArgentina

53. Slogan: Create Your Own Adventure.

54. Ad copy: With rich culture, fine meat & wine, and something to do at every turn, a trip to Argentina is as diverse as you are.or have a hot one. Have a cold one Escape, Explore, Experience Argentina Create your own adventure. With rich culture, fine meat & wine, and something to do at every turn, a trip to Argentina is as diverse as you are.

55. Escape, Explore, Experience Argentina