Timing
- We want to roll this campaign out immediately!
- The sooner the better to increase brand recognition and get the last bit of travelers before rainy season
- However, we want to unleash a second, bigger campaign next March dedicated to what Huacachina has to offer in the spring and summer and focus on the niche party market (e.g. college students on Spring Break)
- This is to increase our overall presence on social media before we return to marketing for adventurers and families and tourists in general
Costs and Resources
- We want to spend as little money as possible for the maximum amount of business by
- Using affiliate marketing by offering unique travel packages along with some of Peru's more popular destinations (i.e. Lima)
- Using Twitter, Instagram, and Facebook to get the word (or picture) out about Huacachina! If we show them how beautiful it is and everything we offer they're more likely to become interested in visiting.
- This means creating we would need to hire a city employee to run all of our online sector, and alongside keeping our website updated and secure, would also create memes and use buzz words in posts to generate traffic to our site and eventually to our location
- Using Google AdWords and "fun" and "inviting" online banners to advertise our city around the internet
- Taking out the cost of city employee salaries (as they will need to scale with the potential growth of the city, with the exception of our social media manager), we would account for this as follows:
- $200 to run the website per year
- $1-$2 per click via Google AdWords
- $235 per month (minimum wage) to hire a social media and network manager
- This equates to $2,850 per year
'Guardians of The Brand'
- We will strive for customer satisfaction and have a visitor's center to solve any problem our guests may run into
- Not that they will... right, guys?
- We will train local business on proper hospitality etiquette to boost the overall happiness of our visitors as well as earn positive ratings for the city as a whole
- We will ensure the safety of our visitors and maintain a aesthetically pleasing scenery by hiring security officers and janitors to look after our city
Objectives
- Draw in adventure tourists to explore our city
- Drive repeat customers who bring their families/friends
- Bring internet personalities that can advertise our desination to their like-minded fan base
- Invest profit back into the destination to continue to grow the reputation and limits of our city
Communication Methods and Events
- Notify travelers about special events through updates to our website and email lists
- This means hosting events that bring out the best of Peru's culture, whether it is national holidays or local festivals
- Communicate through adventure journalists via websites, blogs, videos, etc.
- Advertise our message to the public on banners and billboards in popular places, both in other countries and in nearby cities for travelers already in Peru