PowerPoint Presentation

ByMcGrav Communications

GoalIncrease in Tourism by 10%Increase of Google hits by 5%Increase tourismpei.com hits by 20%Drive audience conversation through younger, relevant channels Drive revisitsDrive hotel and cottage occupancy within PEI by 15%Evoke emotion and bring people home

The Big IdeaThe Journey WithinWithin ourselvesWithin our CountryWithin our Home

Target Market Young familiesFamilies consist of 70% of total households.Families make up to 20% more than non-parents Looking to make memories.Generation 60+Leisure and Entertainment Financial health Students Explore Education Low price

CARVING OUT OUR NICHE

The DNA of Holidays vs. JourneysFrivolousMeaninglessFun and frolicSpendingDifferentiating ourselves by repositioning the world of holidays and vacationsPurposefulEnrichingSelf discoveryInvestingHolidays vs. Journeys

Strategic Implications for IMC

While the world is about frivolous holidays,we will be about purposeful and enriching journeys.

TELEVISION COMMERCIAL

An emotional narrativeAs a human beingOur lives are about inward journeys in search of ourselvesEvery time we travel, we only come closer to ourselvesTherefore, journeys help us find ourselves

As a CanadianThe journeys we make should be enrichingWe dont just make these journeys, they make usBy enriching us; about heritage, culture, history and much moreThese journeys bring us closer to our home, CanadaCreating a connection with the brand at two levels

Mood BoardCopyEmotive narratives that tug at their heart

VisualsSlow motion videos that calm you down; evoke a sense of inner peace and tranquility

SoundsMeditative and contemplative; an antithesis to the party themed music of holiday adsWhat do we want our viewers to feel?

The brands current tone of voice.Has the DNA of holidays and vacations, not journeys and travels.

https://www.youtube.com/watch?v=g5qGFqV98uA

We need to move from selling a holiday,to sharing a transformative experience.

And in so doing, avoid the clutter of the competition.

WEBSITE

http://www.concretedesign.co.in/pei/index.html

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PRINT & OUTDOOR

SOCIAL MEDIA

Nudging people onto their transformative journeys.#ifound_____Persuading them to take more journeys than vacations.

Nudging people onto their transformative journeys.Persuading them to take more journeys than vacations.#ifounddirection

Nudging people onto their transformative journeys.Persuading them to take more journeys than vacations.#ifoundmybestie

Nudging people onto their transformative journeys.Persuading them to take more journeys than vacations.#ifoundhistory

Help people create, share and relive their journeys.By introducing a PEI app that allows you to turn your photos into memories.

https://www.youtube.com/watch?v=4sKFUBkrTIE

Experiential Marketing

#iFoundAMemory

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http://foodandtravelmagazine.com/lobster-dinner-on-beach-pei/27

BUDGET

BudgetThis journey is worth takingMedia ChannelAmount Spend $CAD TV$2,741,856.00 Print$130,485.00 Billboards$113,600.00 Experiential$34,710.00 Social Media$974,000.00 Transit$280,424.00 Airport Ad $551,450.00

The award: P.E.I vacation trip represents 0.2% of the budget ($10,000)

MEDIA PLAN

Media Plan Your journey to the island begins here

#IFound

Your island, your homePEI

Block Chart: #Ifound Campaign 2017

#iFoundHomeYour Island. Your Home

SOURCES

SourcesTVChttps://www.youtube.com/watch?v=ro0USWYoP0I (PEI footage)https://www.youtube.com/watch?v=Q2gx0cWkpRA (misc. footage)https://www.youtube.com/watch?v=H2-1u8xvk54 (soundtrack)

WEBSITEhttp://themeforest.net/item/barossa-responsive-versatile-one-page-template/5445609 (template)

SOCIAL MEDIAhttps://www.instagram.com/welcomepei/?hl=en (images)http://foodandtravelmagazine.com/lobster-dinner-on-beach-pei/