Loading presentation...

Present Remotely

Send the link below via email or IM


Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.


Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Shoalhaven Coast Winter Wine Festival

No description

Hannah McCall

on 3 April 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Shoalhaven Coast Winter Wine Festival

Situation Analysis Introduction Online Presence Competitors - Slice of Haven, Camden Haven
- 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,
‘The Social Psychology of Leisure and Recreation’, Dubuque Iowa, USA.Crompton,
J & McKay, S 1997, ‘Motives of Visitors Attending Festival Events’, Annals of Tourism Research, Vol.24, No.2, pp.425-439.
Duncan, T.R. (2005) IMC in industry: more talk than walk. Journal of Advertising, Vol.34, No.4, pp5-6. 34(4), pp. 5–6.
Facebook 2012, Campaign Cost and Budgeting, accessed 25/09/2012, http://www.facebook.com/help/?page=219791638048948Gaebler 2012,
The cost of billboard advertising, date accessed 29/9/2012, http://www.gaebler.com/Billboard-Advertising-Costs.htm. Google 2012,
Ranking, accessed 28/09/2012, http://support.google.com/webmasters/bin/answer.py?hl=en&answer=34432&topic=2370570&ctx=topic.Gray,
L 2002, ‘Scientists tell us why we don’t like Mondays’, The Independent, 16 November, p8, accessed 29/09/2012,
J 2008, Billboard advertising affects the bottom line, Air Conditioning, Heating & Refrigeration News, Vol.235, No.9, date accessed 1/10/2012, http://search.proquest.com.ezproxy.uow.edu.au/docview/196473370.
Lee, T & Crompton, L 1992, ‘Measuring Novelty Seeking in Tourism’, Annals of Tourism Research, Vol.19, pp732-751.
Liebert, R & Schwartzberg, N 1977, ‘Effects of Mass Media’, Annual Review of Psychology, vol.28, pp141-173, accessed 25/09/2012, via Summon Database.
McGann, A & Russell T 1988, Advertising Media: A managerial approach, Irwin, Homewood, USA.Socialbakers 2012, Australia Facebook Statistics, accessed 25/09/2012, http://www.socialbakers.com/facebook-statistics/australia.Socialbaker 2012,
TripAdvisor Facebook Statistics, accessed 28/09/2012, http://www.socialbakers.com/facebook-pages/5863091683-tripadvisor.
Taylor, C, Franke, G & Bang, H 2006, ‘Use and effectiveness of billboards, Journal of Advertising, Vol.35, No.4, pp21-34.
Taylor, C 2010, ‘Integrated Marketing Communications in 2010 and beyond’, International Journal of Advertising, Vol.29, No.2, pp161-164.
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.
Full transcript