MIDL We ll Meet you in the Midl M a r k e t i n g
Creative Brief To Whom are We Advertising? The target market encompasses couples, who are in a relationship or newly married who have children living at home. They are college educated and are currently earning $45-100 thousand as a household income. These couples are very family oriented, enjoy tradition and have active lifestyles, all while staying on a budget. Theses family oriented consumers enjoy fun activities such as going to sporting events, outdoor activities and spending quality time together. These family activities generally take place on the weekends, but they will make time for their families on weekdays as well. These parents are the parents in the car-line or waiting at the bus stop to bring their kids home from school, even if that means leaving work early. Our target market is geared towards couples working in the service industry, such as teachers, government workers or small business owners. We are targeting Virginia Beach and the Outer Banks of North Carolina regulars who find these places satisfactory yet pricey and are looking for a valuable vacation spot with the amenities they are used to, for a better price. What Do They Currently Think? Our consumers currently believe that Myrtle Beach is a typical touristy beach town that does not offer any unique qualities. These parents don t think that Myrtle Beach is accommodating for their family dynamics and personal desires. The consumers also do not think of Myrtle Beach to be a town that offers adventurous activities for the whole family. What Do We Want Them to Think? We want our consumers to know that Myrtle Beach offers value and adventure in the same vacation spot. We want our consumers to see Myrtle Beach as more than just golf and a ferris wheel on the beach. After this campaign, we want them to feel like they can experience something new with the familiar people they love. What s the Big Idea? Regardless of the activities they are looking for, or the budget they are on, they can find the vacation that s perfect for their family. Whether their families are adventurous or laid back, they can customize the vacation that is financially suitable for them. What is Our Tone? Our tone is exciting and active for the adventurous family.
Rationale Target Market Myrtle Beach is already a family oriented location, with 92% of myrtle beach travelers being couples and families. We want to target this demographic so that couples and younger families will start a new tradition at Myrtle Beach and want to continue coming back year after year with their children. Myrtle Beach attracts middle- to high- income households earning $45-100 thousand annually who are college educated. 72% of our target market work full time jobs in the service industry such as teachers, government workers or small business owners. Travelers spent an average of $104 per person per day on shopping, dining and outdoor family activities. We are targeting consumers living in the following areas of the United States: Inland Carolinas, Ohio, Kentucky, Virginia, Tennessee, Indianapolis, Pittsburgh, Richmond and all enclosed areas. These consumers are ideal because families with children will not be willing to drive more than 12 hours for vacation. It would be unwise to travel any longer than a day for these families due to competitive beaches that are located closer calling them in. Car activities to occupy the children might also be very limited and many bathroom breaks need to be taken throughout the ride. Also, these families do not want to spend more money on an extra night of staying at a hotel since they want to maximize their vacation time and spending in their actual destination. The locations mentioned are where our target market resides during the year. Florida and more southern locations are unrealistic for these consumers because of the distance. They want to be able to make it to the coast in one day or less.
Tag-line Escape the ordinary. Explore the extraordinary. Our typical consumer thinks of Myrtle Beach as an ordinary Beach Vacation destination. This tag line will make the consumer realize that Myrtle Beach has an array of extraordinary activities for them and their family to enjoy. This tag-line will be effective in changing the mind of these consumers and showing them that they are not currently aware of everything Myrtle Beach has to offer. We use the word escape because families want to go on vacation to get away from their typical daily life and experience something different and get away. Although they are spending time with their children, it has become a routine that is expected and mundane. Escaping this routine will make the vacation seem even more special and exciting. We decided to use the word explore because we want them to realize that Myrtle Beach has more to offer than just the beach. The word explore lets the consumer know that Myrtle Beach has a variety of activities to discover and enjoy.
Tone Our tone is exciting and active for the adventurous family. We want the family to feel as though they can go on the adventure of a lifetime with the comfort of each other, at a location that s not too far from home, and at an affordable price. Each ad will be in third person so that the ad is speaking directly to the consumer. Tactics Radio We decided to take a creative, energetic approach using a fun, well-known song It s still rock and roll to me by Billy Joel. This song will tie together the radio ad, TV commercial, and magazine ads (magazine being mentioning where you can do what you ve seen in the magazines ). The lyrics were strategically chosen to highlight the adventure Myrtle Beach offers. All lyrics also show how Myrtle Beach is better than the competition and offers families an affordable, unique vacation destination that is different than what they are used to. 60 Second Radio Ad CHARACTERS: KID 1- Male, AGE 12 KID 2- Female, AGE 9 MOM- Female, AGE, 36 DAD- Male, AGE 37 (Billy Joel s Still Rock and Roll to Me instrumental) (Singing) DAD: What s the matter with the old same vacation? MOM: Can t you tell that the kids are bored? DAD: Maybe we should take a trip somewhere else? MOM: Somewhere that we can afford. DAD: Where s adventure hidin out lately, honey? KID 1: You can do vacation without a lot of money. KID 2: Everybody s talkin bout the new beach sunny KID 1&2: What about Myrtle Beach for me MOM: Oh, it doesn t matter what they say on the Banks cause thats always been the same old scene. KID 1: There s a fun beach town where you can do what you ve seen in the magazine DAD: Aimed at your families dreams (Speaking) NARRATOR: Escape the ordinary. Explore the extraordinary. Come to Myrtle beach where you can experience a customized family vacation, full of adventure without breaking the bank.
(Singing) KID 2: Jet Pack, zip line, get adventure on a dime ALL: Myrtle Beach is it for me 30 Second Radio Ad CHARACTERS: KID 1- Male, AGE, 12 KID 2- Female, AGE, 9 MOM- Female, AGE, 36 DAD- Male, AGE, 37 (Billy Joel s Still Rock and Roll to Me instrumental) (Speaking) NARRATOR: At Myrtle Beach, you can escape the stress of ordinary everyday life, and explore the extraordinary adventures that only this beach has to offer. From surfing to zip lining, Myrtle Beach isn t your typical beach town, it s so much more. Personalizing your vacation for your family is what Myrtle Beach is all about. (Singing) KID 2: Jet Pack, zip line, get adventure on a dime ALL: Myrtle Beach is it for me (Speaking) NARRATOR: Escape the ordinary. Explore the extraordinary. Print Ads For each magazine ad the paper will be folded in a way to get the consumer to interact with our ad. It will be an image with a catchy tag-line to entice the consumers to open the flap and see a more detailed version of the image. Ex: Children swimming or playing in the ocean, unfold the flap, and the children in the ocean are actually children surfing. There will be three separate scenarios showing the target audience that there is more to myrtle beach than they originally knew. TV storyboard Imagine dragons On Top of the World The commercial will begin with clips of a family having a mundane summer vacation at a beach location. The commercial then moves into the adventurous activities that Myrtle Beach has to offer! Script: Slide 1: Ah, the picturesque family vacation. Slide 2: From going to the beach to taking a family bike ride,
Slide 3: Your family can get away from the stresses of every day life Slide 4: But who wants a typical beach vacation?! Slide 5: Myrtle Beach is so much more than an ordinary beach Slide 6: Escape the ordinary. Explore the extraordinary. Slide 7: Visit Myrtle Beach, South Carolina. Other The Adventure Bus Tour Traveling from March through July, the Adventure Bus Tour will be a traveling RV bus that will bring Myrtle Beach to people in our target areas. These months are key because they are the months right before our peak summer season so they will provide our target market with ideas for their summer vacation. The bus will be filled with aspects of Myrtle Beach, such as sand and surf boards, information and people talking about different adventurous activities available, such as surfing, zip-lining and jet-packing. The bus will also be able to set up a mini zip line simulation for people to try out and get them excited about Myrtle Beach. The Adventure Bus Tour will catch peoples attention by breaking through the ordinary advertisements people see on a daily basis by providing this clever outdoor tactic. The Adventure Bus will promote strictly through social media: Myrtle Beach s Facebook, Twitter and Instagram, #MBAdventureBus. Social media will prompt users to take their pictures with the Adventure Bus and share their summer plans with other tourists near them on social platforms. Outdoor Ad We will be using a guerilla marketing tactic for our outdoor advertisement to catch people off guard and get them excited about Myrtle Beach. We have found that 35 million times each weekday, people board public transportation. By using a bus as our outdoor advertisement, not only will the people who are using the bus be able to see the ad as they board, but everyone on the streets where the bus passes will be able to experience our ad. We want to have a bus decal that covers the entire side of the bus but leaves the window areas alone so that you can still see everyone s faces. The bus decal will make it look like the people are zip lining, surfing or jet-packing by having an image of the rest of their body performing these activities. That way bystanders on the streets or in passing cars will see the different types of adventurous activities that Myrtle Beach has to offer.
Sources "Myrtle Beach Surf School." MyrtleBeachSurfSchool.com. Tripadvisor, n.d. Web. 19 Sept. 2013. <http://www.myrtlebeachsurfschool.com/>. file://localhost/users/michelleostbye/desktop/senior%20year/mb%20tour%20dates.pdf "Myrtle Beach Jet Pack Adventures." MyrtleBeachJetPackAdventures.com. Adrenaline Adventures, 2012. Web. 19 Sept. 2013. <http://myrtlebeachjetpackadventures.com/>.file://localhost/ Users/michelleostbye/Desktop/Senior%20Year/MB%20tour%20dates.pdf "Myrtle Beach Zip Line Adventures." MyrtleBeachJetPackAdventures.com. Adrenaline Adventures, 2012. Web. 19 Sept. 2013. <http://mbziplines.com/>. "Statistical Abstract for the Myrtle Beach Area of South Carolina 22nd Edition."MyrtleBeach- ChamberArea.com. Ed. Wendy Bernstein. Marketing Research Department Myrtle Beach Area Chamber of Commerce, Jan. 2013. Web. 19 Sept. 2013. <http://www.myrtlebeachareachamber. com/research/docs/22statabstract.pdf>. http://www.apta.com/mediacenter/ptbenefits/pages/factsheet.aspx
(Singing) KID 2: Jet Pack, zip line, get adventure on a dime ALL: Myrtle Beach is it for me 30 Second Radio Ad CHARACTERS: KID 1- Male, AGE, 12 KID 2- Female, AGE, 9 MOM- Female, AGE, 36 DAD- Male, AGE, 37 (Billy Joel s Still Rock and Roll to Me instrumental) (Speaking) NARRATOR: At Myrtle Beach, you can escape the stress of ordinary everyday life, and explore the extraordinary adventures that only this beach has to offer. From surfing to zip lining, Myrtle Beach isn t your typical beach town, it s so much more. Personalizing your vacation for your family is what Myrtle Beach is all about. (Singing) KID 2: Jet Pack, zip line, get adventure on a dime ALL: Myrtle Beach is it for me (Speaking) NARRATOR: Escape the ordinary. Explore the extraordinary. Print Ads For each magazine ad the paper will be folded in a way to get the consumer to interact with our ad. It will be an image with a catchy tag-line to entice the consumers to open the flap and see a more detailed version of the image. Ex: Children swimming or playing in the ocean, unfold the flap, and the children in the ocean are actually children surfing. There will be three separate scenarios showing the target audience that there is more to myrtle beach than they originally knew. TV storyboard Imagine dragons On Top of the World The commercial will begin with clips of a family having a mundane summer vacation at a beach location. The commercial then moves into the adventurous activities that Myrtle Beach has to offer! Script: Slide 1: Ah, the picturesque family vacation. Slide 2: From going to the beach to taking a family bike ride,
Slide 3: Your family can get away from the stresses of every day life Slide 4: But who wants a typical beach vacation?! Slide 5: Myrtle Beach is so much more than an ordinary beach Slide 6: Escape the ordinary. Explore the extraordinary. Slide 7: Visit Myrtle Beach, South Carolina. Other The Adventure Bus Tour Traveling from March through July, the Adventure Bus Tour will be a traveling RV bus that will bring Myrtle Beach to people in our target areas. These months are key because they are the months right before our peak summer season so they will provide our target market with ideas for their summer vacation. The bus will be filled with aspects of Myrtle Beach, such as sand and surf boards, information and people talking about different adventurous activities available, such as surfing, zip-lining and jet-packing. The bus will also be able to set up a mini zip line simulation for people to try out and get them excited about Myrtle Beach. The Adventure Bus Tour will catch peoples attention by breaking through the ordinary advertisements people see on a daily basis by providing this clever outdoor tactic. The Adventure Bus will promote strictly through social media: Myrtle Beach s Facebook, Twitter and Instagram, #MBAdventureBus. Social media will prompt users to take their pictures with the Adventure Bus and share their summer plans with other tourists near them on social platforms. Outdoor Ad We will be using a guerilla marketing tactic for our outdoor advertisement to catch people off guard and get them excited about Myrtle Beach. We have found that 35 million times each weekday, people board public transportation. By using a bus as our outdoor advertisement, not only will the people who are using the bus be able to see the ad as they board, but everyone on the streets where the bus passes will be able to experience our ad. We want to have a bus decal that covers the entire side of the bus but leaves the window areas alone so that you can still see everyone s faces. The bus decal will make it look like the people are zip lining, surfing or jet-packing by having an image of the rest of their body performing these activities. That way bystanders on the streets or in passing cars will see the different types of adventurous activities that Myrtle Beach has to offer.