Background and Over view
Integrated marketing communications is the combination of advertising and public relations efforts to achieve a more wholistic marketing approach for audiences. Both traditional advertising and PR efforts are used to build relationships with audiences, which will hopefully become loyal to the brand or organization.
Assignment Scenario
Note: This is a fictional assignment.
Next year, the city of Lafayette, LA, will turn 300 years old. City government officials and the region’s tourism and marketing organization want to leverage the anniversary as a major marketing tool. The officials want to use the anniversary to highlight travel and tourism in Lafayette to attract visitors from outside the city.
One major goal of the anniversary campaign is to increase the total number of tourists visiting Lafayette year-over-year.
Your client, the Lafayette Visitor’s Bureau, has identified three main target audiences for its campaign: Millennial and Gen Z singles traveling in groups of friends; Millennial and Gen Z married couples without children; and Baby Boomer or empty nesters (no children).
Assignment:
Considering the scenario above and the campaign goal, develop three to four integrated marketing communication programming tactics that could achieve the goal. Use ideas and best practices learned from the case studies, as well as secondary research.
Download and complete this Integrated Marketing Communications Tactics template Download Integrated Marketing Communications Tactics template
For each programming tactic, explain the activities involved and how you would effectively measure its success or failure. Consider the target audiences and explain in a sentence or two how each programming tactic would be effective for one of the audiences.
Feel free to research other travel and tourism advertising and PR campaigns, using a general web search, library search, or through one of these trade and industry news sites