DESTINATION MARCOMM 2: INTEGRATED MARKETING COMMUNICATIONS (IMC) DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

A NNOUNCEMENTS  Tue, May 10 – Sustainable Destination Marketing Presentations; Dress Like a Tourist Day  Wed, May 11 – written reports & presentation slide decks for client project due by midnight  Thu, May12 – client presentations  Fri, May 13 – Final Exam

D RESS L IKE A T OURIST D AY T UESDAY, M AY 10 A FRIENDLY COMPETITION AMONG S USTAINABILITY TEAMS IN D ESTINATION M ARKETING COURSE P RIZE : H ONOR, G LORY & 20 € GIFT CARD TO EACH MEMBER OF WINNING T EAM W INNING TEAM WILL BE DETERMINED BY VOTE OF THE STAFF * *In case of tie vote, visiting faculty will cast deciding vote. A CELEBRATION OF THE CUSTOMERS WHO MAKE TRAVEL / TOURISM / HOSPITALITY THE LARGEST INDUSTRY IN THE WORLD !

DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEWSESSION 9 DESTINATION MARCOMM 2: IMC (IMC) Integrated Marketing Communications & Destinations Lake and Rock Experience Marketing Workshop Return midterms

DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEWSESSION 9 DESTINATION MARCOMM 2: IMC (IMC) Integrated Marketing Communications & Destinations

Marketing Communications Mix

Digital Marketing

Integrated Marketing Communication

Emerging concept in destination marketing IMC has been defined as: … a process of managing the customer relationships that drive brand value. More specifically, it is a cross functional process from creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them (Duncan, 2002) Practically speaking, it means message synergy: Ideally, the five key promotional tools of advertising, public relations, direct marketing, sales promotions and personal selling should be integrated to provide a consistency of message All marketing communications should reinforce the brand identity value proposition Integrated marketing communications (IMC)

What is integrated marketing? Video link

Small Group Assignment: Destination IMC Analysis The purpose of this exercise is to help you better understand what destination integrated marketing communication (IMC) looks like in the real world. Step 1. In assigned groups, search online to identify 2 destination/tourism marketing plans that include marketing communications/promotion sections, and reserve them for your team’s analysis by posting on the board. First come, first served. Each team must analyze different plans. Step 2. As a team, review your plans and report back to MyCourses (be sure to identify your destinations and provide the links to the plan; make sure participating team member names are included in your posting). Provide us with examples of … IMC objectives for each plan IMC tools and activities included in each plan. Wrap it all up with a concise “strengths/weaknesses” assessment. What are two or three things that you think were done particularly well in each plan (the strengths) and what is something that you would recommend be changed or done differently (the weaknesses)? Focus on IMC. Step 3. Present your findings to class at the designated time.

DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 PREVIEWSESSION 9 DESTINATION MARCOMM 2: IMC (IMC) Integrated Marketing Communications & Destinations Lake and Rock Experience Marketing Workshop

Assignment: Describe the Rock and Lake Experience for Authentic Experiencers CottagesSaaraMyNadyaSherif Outdoor Activities LauraAnnumariaQuyenRene FishingOttoClairEuchariaAdelaThuy Boat Tours VyJannicaSaitSara Lake Kyyvesi* JuhoJuleJuttaValentinAn *

Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Step 1: We are now focusing on a single EQ / Traveler Type: Authentic Experiencer. And we have new project teams organized by Rock and Lake Experience. Get together with your new teams and complete Worksheet 1: Understand Authentic Experiencers. Make sure that everyone on your team understands the Authentic Experiencer’s social and travel values, & brainstorm words that reflect these values. Step 2: Review the written materials for your assigned experience at rockandlake.com.rockandlake.com Step 3: Write or rewrite your assigned experience in such a way that will resonate with Authentic Experiencers. Use Worksheet 2: Describe the Rock and Lake Experience to work through this step. The key outcome of today’s assignment is to describe the experiences offered on the Rock and Lake Website in such a way as to resonate with Authentic Experiencers. Three questions must be considered: Why does it (the experience) appeal? What are the emotional triggers the Rock and Lake Experience addresses or satisfies? What are the key components (activities) of the Rock and Lake Experience? What is its unique selling proposition (USP)?

Assignment: Describe the Rock and Lake Experience Additional background material:

Assignment: Describe the Rock and Lake Experience Examples:

Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Worksheet 1: Understand Authentic Experiencers

Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Use Worksheet 2: Describe the Rock and Lake Experience

Assignment: Describe the Rock and Lake Experience for Authentic Experiencers Boat Tours Team 1 CottagesTeam 2 FishingTeam 3 Lake Kyyvesi* Team 4 Outdoor Activities Team 5 *

DESTINATION MARCOMM 2: INTEGRATED MARKETING COMMUNICATIONS (IMC) DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14