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    Made By: Anukriti Shakyawar Roll No.: 201907064

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    Anukriti Shakyawar
    The document outlines a digital media planning strategy for promoting Thailand tourism to women travelers. It discusses using SEO, social media like Instagram and Facebook, and email marketing to target this audience. It proposes collaborating with travel agents, apps, airlines, and content creators. The communication program details focusing messages on Thailand's safety and wellness/adventure opportunities to change women's perceptions. Videos, storytelling, and social posts from travel bloggers and a celebrity ambassador would be used to inspire travel. Budget would be allocated across channels like social media, SEO, blogs, and discounts based on launch, growth, and established campaign stages.

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    Download as PPTX, PDF, TXT or read online from Scribd

    Made By: Anukriti Shakyawar Roll No.: 201907064

    Uploaded by

    Anukriti Shakyawar
    54 views14 pages
    The document outlines a digital media planning strategy for promoting Thailand tourism to women travelers. It discusses using SEO, social media like Instagram and Facebook, and email marketing to target this audience. It proposes collaborating with travel agents, apps, airlines, and content creators. The communication program details focusing messages on Thailand's safety and wellness/adventure opportunities to change women's perceptions. Videos, storytelling, and social posts from travel bloggers and a celebrity ambassador would be used to inspire travel. Budget would be allocated across channels like social media, SEO, blogs, and discounts based on launch, growth, and established campaign stages.

    Original Description:

    digital marketing campaign idea

    Original Title

    Thailand Tourism

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    The document outlines a digital media planning strategy for promoting Thailand tourism to women travelers. It discusses using SEO, social media like Instagram and Facebook, and email marketing to target this audience. It proposes collaborating with travel agents, apps, airlines, and content creators. The communication program details focusing messages on Thailand's safety and wellness/adventure opportunities to change women's perceptions. Videos, storytelling, and social posts from travel bloggers and a celebrity ambassador would be used to inspire travel. Budget would be allocated across channels like social media, SEO, blogs, and discounts based on launch, growth, and established campaign stages.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    54 views14 pages

    Made By: Anukriti Shakyawar Roll No.: 201907064

    Uploaded by

    Anukriti Shakyawar
    The document outlines a digital media planning strategy for promoting Thailand tourism to women travelers. It discusses using SEO, social media like Instagram and Facebook, and email marketing to target this audience. It proposes collaborating with travel agents, apps, airlines, and content creators. The communication program details focusing messages on Thailand's safety and wellness/adventure opportunities to change women's perceptions. Videos, storytelling, and social posts from travel bloggers and a celebrity ambassador would be used to inspire travel. Budget would be allocated across channels like social media, SEO, blogs, and discounts based on launch, growth, and established campaign stages.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Made by : Anukriti Shakyawar

    Roll No. : 201907064


    Come see
    what all the
    fuss is about!
    Thailand tourism digital media campaign
    Digital Media Planning Strategy
    Channel
     SEO: to display the website of the campaign whenever someone
    searches for Thailand tour.
     Social media platform can be used for creating awareness in
    consumers mind, in case of traveler Instagram and Facebook are
    widely used by them to share their travel stories which influences a
    huge range of users.
     Email marketing is one of the most effective way of promotion,
    through email marketing we can promote our campaign to our
    targeted audience more effectively as emails can include every short
    detail we need to give to the consumer.
    Affiliate

     Alliance with travel agents and travel agencies to promote


    Thailand tourism benefits of cox and kings.
     Can collaborate with travel apps like BYO so that people can
    actually see the beauty of Thailand and this would attract
    customers to visit Thailand.
     airlines to give discount on Thailand tour packages through cox
    and kings.
    Content creators

     Travel bloggers
     Photographers
     Content writers
     Advertising agencies
    Customers

     Travel vloggers on YouTube


     Women travelers
     Tour agencies
    Communication program
    Message content
     Objective : to portray Thailand as a safe destination for women
    travelers and creating awareness about the wellness spa and
    adventures ports of Thailand.
     Target audience/ personas : women international travelers
     Buying criteria : safety
     Value proposition : we can start with a campaign portraying that
    Thailand is the dream destination that they were waiting for and it
    is also a great opportunity for them to experience the beauty of
    nature, the relaxation of the natural spa and the adventure.
    Message structure
     Impact the audience : it will be cognitive impact as we are trying to
    change the perception in the minds of the consumers with our
    campaign as Thailand is a safe and peaceful destination one could
    ever dream for.
     Brand voice : peaceful and calm
     Brand tone : friendly
     Message framing : inspiring message
     Order effects : vlogs and short YouTube videos
     Two sided message
    Message format

     Creative strategy and idea : our strategy will be to target women


    international travelers with the help of vlogs
     Storytelling/Narrative : showing women travelling Thailand and
    having fun, shopping in the exotic open markets, experiencing
    natural spa and adventure sports.
     Use of vedios.
    Message source
     Credibility : transparent, as all data will be uploaded on the
    website
     Trust factor : posting stories on Instagram by travel bloggers and
    sharing experiences of women who have travelled to Thailand in
    the past.
     Formal sources : products experts who can write blogs about how
    Thailand have changed its security measures for women travelling
    there. Celebrity such as Kusha Kapila, can be made as the
    ambassador of the campaign and we can share her experience of
    travelling Thailand on YouTube, Instagram and facebook.
    Select channel mix

     Launch stage : low cost inorganic display CPM, high cost organic
    social posts, video marketing, direct customer discounts
     Growth stage : average cost display CPC, SEO, blog content
     Established stage : webinars, email promotions
    Budget Allocation across channel mix
     As we are going to start anew campaign we need a full fledge
    social presence and for that we are going to spend a lot of money
    on high cost media channels to promote our campaign and also on
    the collaborations.
     We are going to allocate our budget by using SMART objective
    based method. 

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