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New York City

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by

Fernando Moncada Rivera

on 26 March 2015

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Transcript of New York City

Target Consumer
Young
18-30
Living in the UK
Active, contemporary, travelers
Need escape from daily life
Intention to vacation in North America

Objectives
- To differentiate the city of New York from other cities in the United States

- To create and maximise demand within the target audience

- To create lasting impression on public through aggressively placed advertisements

- To increase New York's UK tourism market share through increased ticket sales.
Timeline
Positioning Map
New York
City

Hectic
Relaxed
Differentiated
Attractive
Advertising Budget (£)
Physical Advertisement
Social Media
Key Evaluation Criteria
Core Campaign
Set Your Own Limits
Tube Station Banners
Billboards
Street lamp banners
Welcome to New York
I Love New York
Pre-Testing:

- Focus Groups - Projective Techniques (Association, Completion)

- Dummy Vehicles
Post-testing:

- Inquiry Testing

- Recall Testing

- Sales Tests
Tube digital panels
NYC GO
Set Your Own Limits
Full transcript