Travel Advertising Campaign

The finished product will be a 2 - 3 page paper, in complete sentences on your process. Explaining why you choose to market a tour or destination in the way that you chose. You will present on October 24th for 5-10 minutes. I will stop people after 10 minutes. You will have access to the computer and projector, as well as internet.

Select one of the following topics to choose as the subject of your media campaign by the end of the week (7th October): (If you are feeling motivated, create a product of your own. Be sure to verify with me first.)

• The Island of Dolls, near Mexico City, Mexico
  


• Chernobyl, Ukraine



• Waitomo Glowworm Caves, New Zealand
  


• North Korea
  


• Death Valley, California
  


• Nebraska or Kansas
  

The job of advertisers, no matter what the product, is to make the product look attractive. You must know the target audience of your product, who you are trying to sell to; and think of the types of things they are going to be interested in. You want to capture their interest, and convince them the new tour is cool and worth their money.

Imagine you are in charge of developing these aspects of the advertising campaign for a travel package. Imagine I am the head of your agency; you will be "pitching" (giving) your ideas to me in a presentation format.

Your presentation must address these area of the advertsing campaign.

SLOGAN - catchphrase, motto, or tagline of your product. It is something memorable.

BUZZWORDS - developed from your brainstorm of what the product should be, these words generate interest and describe your product

TARGET AUDIENCE - this is exactly who you are selling to; you should know their age, where they are from, what kind of interests they have

MEDIA - Viral/Internet or Multimedia/Multiplatform Campaigns with Print. There are many different ways to get information out to your audience. Based on your choice of a website, facebook page, twitter account, or other types of internet and printed media, will change how your audience will interact with your brand. I want you at the very least, describe the look of your advertisments. You can choose to support your description with photographs or other visual support. The sky is the limit, you can make facebook pages, a powerpoint presentation, whatever you would like to do. Keep in mind, its still an English project, and your use of English is being graded.

SUMMARY - Conclusion; it is a presentation, so remember its important to have a few short closing remarks.

Here are links to the travel campaigns we looked at in class and others.

Montana, There's Nothing Here : http://www.effie.org/winners/showcase/2011/5132

travelocity.com : The Roaming Gnome : http://www.effie.org/winners/showcase/2011/4842

homeaway.com Griswold Hotel Hell Vacation : http://www.effie.org/winners/showcase/2011/5274

Chicago's the Field Museum, Sue Escapes : http://www.effie.org/winners/showcase/2011/4639

This is My Milwaukee : http://thisismymilwaukee.com/

Post any questions to the comments section.

Intro Expectations & Grading

Expectations & Grading
• Attendance – 5%
Attendance is mandatory in accordance with University of Angers standards as well as the IMIS-ESTHUA policy that no absence is excused without a valid Doctor’s Note, Transportation Strike, or Emergency. You will lose points for not coming to class, or consistently showing up late.
• Participation – 10 %
Your participation will directly benefit your English. The more effort you put into class activities, the more you will get out of this class. Participation includes individual & group in-class assignments, pronunciation, and your efforts at preparing written material, including grammar, vocabulary, and syntax. This also includes an assessment of your displayed level of comprehension and ability to express yourself in English.
• Unannounced Review Quiz – 20%
This will be a short review of the things that we have learned up until this point.
• Group Presentation – 25%
This will be assigned on October 3rd with an in-class presentation on October 24th.
• Final Exam – 30%
This will take place on November 21st, and review the entire semester.
Subjects Covered • Tourism
We will focus on traditional tourism, as well as modern ideas like eco-tourism and trends like trekking.
• Technology
There will be a great deal of discussion of the internet, travel websites, and other current technologies.
• Culture
I will share certain aspects of the American culture, the more fun ones of course.
Building English Language Expression
• Purpose
Each class I will explain the goal of each course, why I have chosen the subject matter, and what you should try to gain from the lesson and activities.
• Lesson, Grammar & Vocabulary
Each class I will explain some aspects of English that will help you to finish the in-class activity, or to help you respond to the discussion of articles. This is to help you build upon the English you already know.
• Increase Written Expression; Ability to Speak & Conversate
The idea is to help you find the way to express yourself in English with more confidence, and be able to discuss the subjects you will be required to discuss one day in the tourism field; as well as topics you want to discuss or communicate with others.

Intro to Language Workshop & Questions

Expectations & Grading
• Participation - Oral & Group Activities, Pronunciation, and LISTENING
• Project – Utilization of Lessons to Prepare a Presentation or Group Project
• Evaluation – Scheduled outside of class, 3 to 5 minute interview

Subjects Covered

• Basic Grammar – Even within higher levels of English, Grammar will be reviewed.
It is the building blocks of learning a language

• Technology - Used the world over. e-mail, websites in English, social media and networking, software, hardware, standard vocabulary.

• Tourism & Business – The focus will be the oral aspects: conducting phone conversations,
Ordering lunch, Business Meetings, and other vocabulary specifically related to Tourism.

• Culture – It’s always necessary to learn about who speaks a language in addition to learning it.
You will be presented with material and multimedia that presents English speaking culture.

Building & Continued Interest Topics

My style of teaching approaches each class and individual differently. I will work to incorporate subjects you are interested in learning about into my course planning. I will observe weaknesses, and construct grammar reviews around this. I will observe strengths and attempt to build your vocabulary and current language. • Please contact me with any topics you may be interested in covering this semester.

Discussion

• Questions & Topics, Debates • Some Prepared Responses & Presenting
• Increase ability to Improvise Speech & Conversation

ABSENCES -

WILL NOT BE TOLERATED AND WILL COUNT AGAINST YOUR GRADE.
You must follow the University Policy. Absences are only excused with a Doctor’s Note, Transit Strike, or other serious issue. I expect to be contacted in ADVANCE about missing class, not one or two days after you missed my class. If I have to be here, so do you. Please be respectful of my class, entering late you will also cause you to be counted as absent.


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INTRO QUESTIONS

Here are ten questions to help you start speaking English. Each of these questions help to begin or continue a conversation. The questions are in two categories: Basic Facts and Hobbies / Free Time. There are also a number of questions that can help you continue the conversation after the first question.

Five Basic Facts
These five questions will help you get to know people. They are simple questions with simple answers and provide information so you can ask more questions.
What is your name?
Where do you live?
What do you do?
Are you married?
Where are you from?

More questions for ...
These questions help to continue the conversation after your first question.

"What is your name?"
It's a pleasure to meet you. Where are you from?
That's an interesting name. Is it Chinese / French / Indian, etc.?

"Where do you live?"
How long have you lived there?
Do you like that neighborhood?
Do you live in an apartment or house?

"What do you do?"
Which company do you work for?
How long have you had that job?
Do you like your job?
What's the best / worst thing about your job?
What do you like best / least about your job?

"Are you married?"
How long have been married?
Where did you get married?
What does your husband / wife do?
Do you have any children?

"Where are you from?"
Where is ....?
How long did you live there?
What is XYZ like?
Do you like living here?

Hobbies / Free Time
These questions will help you continue conversations and find out more about people's likes and dislikes.
What do you like doing in your free time?
Can you play tennis / golf / soccer / etc.?
What kind of films / food / vacations do you enjoy?
What do you do on weekends / Saturdays?

More questions for ...
These questions will help you ask for more detail.

"What do you like doing in your free time?"
How often do you (listen to music, eat out in restaurants, etc.)?
Where do you (listen to music, eat out in restaurants, etc.) in this town?
Why do you like (listening to music, eating out in restaurants, etc.) so much?

"Can you play tennis / golf / soccer / etc.?"
Do you enjoy playing tennis /golf /soccer /etc.?
How long have you played tennis /golf /soccer /etc.?
Who do you play tennis /golf /soccer /etc. with?

"What kind of films / food / vacations do you enjoy?"
What's the best place to see /eat / go on vacations?
What's the best type of film /food / vacation, etc. in your opinion?
How often do you watch films / eat out / go on vacation?

"What do you do on weekends / Saturdays?"
Where do you go to ...?
Could you recommend a good place to (go shopping / take my children swimming / etc.)?
How long have you done that?

Marketing Presentation

Select one of the following topics to choose as the subject of your media campaign: (If you are feeling motivated, create a product of your own. Be sure to verify with me first.)

• A handbag for men
• A new soda that tastes like Nutella
• Fashionable Sportswear for girls
• Cheeseburgers in a can
• Camera that only takes perfect pictures
• Wine Flavored toothpaste
• Dancing shoes - makes you a perfect dancer

The job of advertisers, no matter what the product, is to make the product look attractive. You must know the target audience of your product, who you are trying to sell to; and think of the types of things they are going to be interested in. You want to capture their interest, and convince them the new product is cool and worth buying.

Your presentation must address these area of the advertsing campaign.

• SLOGAN - catchphrase, motto, or tagline of your product.
• BUZZWORDS - developed from your brainstorm of what the product should be, these words generate interest and describe your product
• TARGET AUDIENCE - this is exactly who you are selling to; you should know their age, where they are from, what kind of interests they have
• MEDIA - these days there are all kinds of advertising campaigns that stretch beyong regular print media. Redbull has their car, that hands out free drinks and creates promotional events. Everyone has a Facebook fan page, maybe your website has a free download, discount, or application for iPhone and Android. Maybe you have a Twitter page from your spokesperson. You should consider what types of media you would use to get the word out about your awesome new product and why it would be effective.
• POSTERS - I expect at least 2 different ideas for what your product posters will look like. You can actually create the posters, or you can describe in detail what you would like them to look like. You can cut up magazines, organize a photo slideshow, or show examples of other advertsing you want your advertising to resemble. Explain why this is an effective marketing approach for your target audience.
• SUMMARY - Conclusion; it is a presentation, so remember its important to have a few short closing remarks.

This is an English class so you will be graded on your presentation and oral level of English, as well as graded on the outlined presentation I would like you to write/type out and hand in at the end of your presentation. Each English level has different expectations for grading, length of presentation, and length of written portion. Contact me with questions.