Baderman Island Family Vacations

Topics: Advertising, Brand, Target market Pages: 5 (1971 words) Published: January 16, 2011
Baderman Island Family Vacations: Advertising, Creative, and Media Strategies Advertising not only works but is often unmatched in its capacity to reach major audiences, build brand awareness and personality, as well as stimulate curiosity and desire. But, more than ever, companies today [in this very competitive environment] need the right creative messages and media choices in an effort to break through the “noise” in order to get noticed, and therefore, remembered. This paper will outline Baderman Island’s Family Vacations advertising plan, further expanding on creative decisions and effective media strategies in an effort to increase market share. Baderman Island - Family Vacations Analysis Family getaways are one of the top reasons that guests stay at Baderman Island, regardless of whether the stay is a seven day excursion or a weekend family reunion. With so many activities to choose from such as: boat rentals, water skiing, snorkeling, scuba diving, tennis, golf, five secluded beaches, Oasis Spa, and gallery touring there is truly something for everyone in the family to enjoy, not to mention all the activities on the island are appropriate for visitors of all ages. The many unique selling points of Baderman Island Family Vacations consist of the island being self contained, all-inclusive, hosting an array of restaurants, three different hotels, and unlimited activities to entertain and relax all guests. Currently, the marketing situation consists of a website that is an excellent tool for attracting guests and showing them all the perks of the island through pictures and blogs. The blog is a new advancement to the website, but should prove to attract positively more guests through the testimonials of previous visitors. Target Audience The target audience for Baderman Island is the typical “family vacationers” who are looking for a resort that offers a variety of activities without having to leave the premises. These families will consist of parents with at least one child. The target family will be the family who consists of two adults within the household with at “least” 2-3 children to help maximize profits. All races, ethnicities and cultures are welcome. The target market will be an adult who enjoy warm weather vacations with family, spending quality time with each other enjoying activities and who have a love for the beach and fine art. The target audience will also consist of consumers who fall within the lower to middle class and above demographics searching for a family destination that does not require leaving the United States (U.S.). Not all families can afford the cost of securing passports and expensive air travel to the Caribbean. Creative Strategies A creative strategy is important to the overall execution of an advertising campaign. Team C will use a “positioning” approach as its creative strategy. In this approach Baderman Island will be clearly defined as the number one “all inclusive” destination for family travel. Brand image approach will also be incorporated into the strategy. This will help consumers correlate the Baderman Island brand as a top notch, high quality destination. This approach will be accomplish by using an easy to remember slogan, such as “Baderman Island Family Vacations, the Finest Place to Reconnect,” as well as further using the ever popular slogan, “Relax, Enjoy, Indulge.” Increased emphasis will be placed on marketing the concept that Baderman Island is a unique destination specializing in family activities. This will enable Baderman Island to distinguish themselves from other competitive resorts in the marketplace. All creative advertisement associated with the resort will be colorful and eye catching; it will feature pictures that depict happy families vacationing and spending time together, further providing a visual of what family vacationing could be for the potential customer. On radio spots sound bites will be used of customer testimonials of how happy they were when...
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