In order to implement our IMC campaign, we decided to divide the market into 3 types of targets, which are frequent travelers (general target), businessmen (main target) and families (secondary target). More precisely, we will focus on businessmen from both genders, aged between 25 to 50 years old (as the 15-64 year olds represent 68% of the Irish population). With respect to income, we chose to target people who have a relatively high income. According to the Irish Central Statistics Office, the average weekly earnings of a worker in business services in Ireland in 2008 were 723.62 Euros. We will launch our campaign in Dublin, Belfast, Shannon and Cork not only because there are international airports but because these cities are the largest settlements in Ireland. Dublin has a population of 1187176, Cork 481,295, Belfast 276 456 (2006 figures).
[...] The more people pass by, the more we put ads in the city. This media is very efficient; its power can be compared to television. The repetition and the memorization are very fast. Furthermore, in 7 days of exposure, a campaign reaches 80% coverage. By putting ads in airports, tourism offices, travel agencies, buses, highways and also in the city center (Dublin, Belfast, Cork and Shannon) they will be seen by people (main target, core target, secondary target and also other people). [...]
[...] Concerning the Use of cars for the distribution of catalogs, it makes people talk about the new promotion of Aer Lingus. This tool is an original one. Putting ads in Airports, highways, tourism offices, travel agencies and also in city centers will inform consumers about our new policy and thus they will talk about this change to people around them (friends, family, colleagues and so on). Consumers, who have traveled with our airline company, have appreciated the service and therefore they have talked to people about Aer Lingus. Also the visit of Aer Lingus website has increased the word-of- mouth. [...]
[...] The green color is used prominently in this catalog to remind customers of Aer Lingus' colors. This copy will feature the flight offers for 2010-2011. The photo, in the center, represents Ireland; the cliffs make you want to escape and be free. The catchphrase written on the bottom of the page “Feeling Free Ireland” underlines this sensation. This catalog will be distributed exclusively in Ireland, in major cities such as Dublin, Belfast, Cork, Shannon. The presence of the website arouses readers' curiosity and invites them to reach more information about the company on the Internet. [...]
[...] Proposal for Integrated Communication (IMC) for Aer Lingus - recovering a lost market Q1: SEGMENTATION, TARGETING AND POSITIONING STRATEGY TO BE DEFINED FOR THE INTEGRATED MARKETING COMMUNICATIONS (IMC) CAMPAIGN. (Consumer Personification) In order to implement our IMC campaign, we decided to divide the market into 3 types of targets which are as follows: More precisely, we will focus on businessmen from both genders, aged between 25 to 50 years old (as the 15-64 year olds represent 68% of the Irish population). [...]
[...] Our catalog has visibly encouraged people to travel with Aer Lingus. Moreover, the demand of loyalty cards has increased a lot by using the special discounts for loyalty card applicants. This means it enabled Aer Lingus to attract a lot of new customers. Now it is the job of the company to keep its promise intact and respected. Some new customers called Aer Lingus saying they saw the billboards and would like to know if it is possible to book straight away in order to take advantage of discount prices. [...]
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