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.