Problem
Based on observations made, HôtelBrossard seems to have difficulty attracting customers. Observations made during the day as well asnight conclude that the Hôtel Brossard parking lot is always empty.
Solution
Based on observations made, HôtelBrossard seems to have difficulty attracting customers. Observations made during the day as well asnight conclude that the Hôtel Brossard parking lot is always empty.
Solution
Create an advertising campaignfor Hôtel Brossard that will build awareness and stimulate interest amongsttheir target clientele.
Advertising Strategy
Creative or message strategy
a. Product: Hotel Brossard
Problem: Its lack of guests limits itsmarket potential
Objective: Associate thehotel with relaxation and simplicity by putting emphasis on the availableshuttle service from the hotel to the busy downtown center
b. Thestrategy used will emphasize a unique selling proposition. The superiority claim will be that Hotel Brossard offers a shuttle service and therefore guests will not have to worryabout transport or expensive taxi and parking rates. As well, our benefit statement will reinforcethe simplicity of our stay by putting into perspective how guests areguaranteed a relaxing, quiet environment at the hotel while still being a 10 minute ride from the busy downtown Montreal area. Tagline used is “close enough to live it, farenough to dream it”.
c. Execution: Two magazine advertisementsand a billboard ad
Problem: Its lack of guests limits itsmarket potential
Objective: Associate thehotel with relaxation and simplicity by putting emphasis on the availableshuttle service from the hotel to the busy downtown center
b. Thestrategy used will emphasize a unique selling proposition. The superiority claim will be that Hotel Brossard offers a shuttle service and therefore guests will not have to worryabout transport or expensive taxi and parking rates. As well, our benefit statement will reinforcethe simplicity of our stay by putting into perspective how guests areguaranteed a relaxing, quiet environment at the hotel while still being a 10 minute ride from the busy downtown Montreal area. Tagline used is “close enough to live it, farenough to dream it”.
c. Execution: Two magazine advertisementsand a billboard ad
