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Shoalhaven Coast Winter Wine Festival
Transcript of Shoalhaven Coast Winter Wine Festival
- Upper Hunter Wine and Food Affair, Denman
- Lovedale Long Lunch, Hunter Valley
- Unwined in the Riverina, Griffith
- Go Grazing, Mudgee Key Problem SWOT Analysis TripAdvisor Website Facebook The Big Idea We know you hate Mondays...
So we made one you'll love Billboard Advertising Effective way to reach target audience
Simple Visual Message
Short and Catchy, shortening of the original tagline Advertising Strategy Flighting Strategy
Most effective strategy for the budget
According to Monash Study 75% of people decided to attend in the month leading to the festival
Billboard Advertising launched one month before the commencement of the wine festival Benefits Economically efficient
Low production costs compared to other mediums for cost per thousand
24 hour presence, high frequency, high reach and geographic flexibility
Effective for targeting middle to high-income earners The Big Idea Used to solve the problems of lack of attendance on Mondays
Designed to grab attention, stay in their mind and be recalled Approach Soft sell approach
Emotional Appeal to connect with the negative association people have mondays
Offering experience to the cusomter for a more enjoyable monday 45- 64 years Target Audience Increase attendance on Mondays to at least 50% by next year Retaining 35% of those who attend on Sundays to stay on more day
To change to customers perception of Mondays to a positive and relaxing experience
Make the Shoalhaven Coast Winter Wine Festival brand favorable over other festivals 77% of people who read, read the newspaper
Most frequent readers are those in the age range 45- 64 Newspaper Advertising In Local and State Newspapers How? Objectives Reference List Australian Bureau of Statistics 2010, Arts and Culture in Australia, accessed 26th September 2012, http://www.abs.gov.au/ausstats/abs@.nsf/0/BF4EDAC246040A18CA2577C00013B468?opendocument. Arora,
A & Brown, U 2012, ‘Hard-sell and Soft-sell Advertising Appeals with a ‘Polysemic’ Difference: A Purposeful Advertising Polysemy Perspective’, Advertising and Society Review, Vol.13, No.2, date accessed 3/10/2012, http://muse.jhu.edu.ezproxy.uow.edu.au/journals/advertising_and_society_review/v013/13.2.arora.html.Brown. C 1980,
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Weiler, B, Truong, M & Griffiths, M 2004, ‘Visitor profiles and motivations for bisiting an Australian wine festival’, Department of Management Working Paper Series, vol.19, no.4, accessed 25/09/2012, via Summon Database.