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Mazda Roadtrips


Jenna Dickson

on 1 December 2009

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Transcript of Mazda Roadtrips

Mazda Roadtrips 1. If you can’t wake up looking forward to your job, wake up looking forward to the drive. Because it’s not about the destination, it’s about the road trip.

2. Mazda gets you where you need to go, where you want to go, and has great gas mileage so you can afford to go.

3. You can’t find yourself while sitting on the couch. Get in the driver’s seat of your life. Get in the driver’s seat of your Mazda. 1. Increase desire for the unique elements Mazda can deliver among target market by showing an increase in sales by 15% six month after the end of the campaign.

2. Decrease image of Mazda as a second-rate vehicle by increased interaction on Mazda Web site each month of the campaign.

3. Engage the target audience in the road trip mentality by reaching capacity at 50% of the national concert locations. 1. Twitter
2. Facebook
3. Concert Series
4. Blogging
5. Traditional Media The goal is... Strategy Objectives Tactics Message Points Budget Sample site Audience Calendar High school teens and young
adults ages 16 - 24 People who are in college, who want to go to college or who are recently out of college The goal is to give Mazda an association with the good memories made while driving a car; reinforce the idea that any time you drive can give you the feelings you have when you’re on a road trip. YouTube Contest Blog: If Wheels Could Talk Mazda's Small Town Summer Ditch the itinerary and DRIVE. Mazda will use an aggressive and interactive campaign to engage the audience and create awareness about the image of Mazda. Total Cost: $55,316,880 For 8 months, 8 employees and 50 concerts
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