Destination Marketing Strategy of Gold Coast
develop a research proposal containing introductory information, brief review of literature and an indication of the choice of methods.
March 15, 2020Business Law Torts and Tort Damages
March 15, 2020Destination Marketing Strategy of Gold Coast
Topic: Destination Marketing Strategy of Gold Coast
Approx 6000 words
Each group (3) of students must develop a marketing strategy for an Australian destination of their choice (not Melbourne). The reports will be in the format of a professional report (including a 300 word abstract) and should have all the components of a marketing strategy.
Destination Marketing Strategy Components:
Destination analysis
• Outline of the prevailing business environment and how it impacts on the destination
o SWOT Analysis
• Key components of the destination to be promoted
o Justification for their inclusion
• Evaluation of existing promotional material associated with the destination and of its competitors
o Evaluate three competitors
Discussion of the assumptions made in the report
• Budget, including how this will be funded
o Based on realistic costing guide distributed in class
• Expected support from the surrounding attractions and infrastructure
o Financial support
o In-kind support
o Possible networking/cluster relationships
Target market
• Justification for the market to be targeted (both in terms of attraction to the destination and the type of advertising campaign)
o Demographic and psychographic characteristics
Branding
• Justification for the branding theme based on the target market and key components of the destination
• Key phrases, images and promotional theme to be used to reinforce this theme
Advertising/Promotional campaign
• Where and how will the destination be promoted (action plan/timeline)
• How will this promotion target the desired audience
• Cost of advertising outline
Monitoring
• Monitoring the effectiveness of the strategy
