02 Jul DESTINATION 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
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