Birmingham

Module: Advertising and Sales Promotion

Banner Code: 07 21439
Lecturer: Micelle Leavesle!
Student "#: $92192
%ords: 1&10
Contents
Background....pg 1
Target Audience.........pg 2
Objectives........................pg 3
Singe !inded "roposition.pg #
$e% !essages....pg #
Concept.pg &
'eiver%..........pg (
Schedue........pg (
)e*erence.......pg +
Appendices,....pg 11
Background
'e cam(aign )rie* mentions tat Birmingam+s culinar! o**ering is (erceived to )e
lo,er tan tat o* its closest com(etitors Mancester and Liver(ool- Additionall!. te
)rie* igligts t,o /e! areas to *ocus on 0 1ualit! and diversit! o* cuisine o**ered- As
te '2S (erce(tion surve! cannot )e accessed. (rimar! researc as )een
conducted regarding te relative (ositions o* Birmingam. Mancester and Liver(ool
3as com(ared to te mar/et leader London4. *or te /e! areas o* 1ualit! and
diversit!-
'e results are dis(la!ed in te (erce(tual ma( on (age t,o- "t so,s tat ,ile
Birmingam is seen as o**ering diverse cuisine. te (erceived 1ualit! is lo,-
'ere*ore. tis cam(aign ,ill *ocus on im(roving te (erce(tion o* Birmingam as a
Cit! ,ic (rovides a ig 1ualit! culinar! e5(erience. ,ile rein*orcing its (osition
as a cit! ,ic o**ers a range o* culinar! coices-
'ere are si5 /e! restaurants in Birmingam ,ic ave re(utations *or serving
e5ceedingl! good *ood. ,ile also )eing diverse 3'urner+s. Purnell+s. Sim(son+s.
"tias. A/)ar+s and Lasan4-
Additionall!. /e! areas li/e Brindle! Place. Broad Street and te Mail)o5 are ,ell
re(uted. ,it a range o* restaurants to coose *rom-
Target Audience
"nsigt: e5(eriential. as(irational. lu5urious.
esca(ism
Pro*ile: 26 74&
Luc! is an intelligent and *riendl! 33 !ear old-
Se studied a BSc- in Ps!colog! ,it 8renc
at 9niversit!. and currentl! ,or/s as a councillor.
)ut ,as una)le to a((l! *or a Masters degree
due to *amil! commitments-
Luc! is married ,it a *our !ear old daugter. and
,ould li/e to tr! *or anoter- Altoug se en:o!s
er ,or/. and loves er *amil! dearl!. se o*ten
*eels tired and *rustrated and ,ould love to ta/e
a muc needed vacation. i* te *amil! )udget
,ould allo,-
Se reads Cosmo(olitan instead o* ;ello
Maga<ine. and ,atces 'e = 8actor- Luc! interested in di**erent cultures. and li/es
to e5(erience canges in er dail! routine. ,eter it )e a recommendation *or a
ne, restaurant. or a ne,. overseas *ilm- Luc! en:o!s te >ood 8ood So, and te
Clotes So,- Se loves it ,en er us)and ta/es er out to eat. ,ile teir
daugter Claire is tuc/ed u( sa*el! in )ed-
#es(ite er ,or/ and *amil! commitments. Luc! does tr! to maintain ersel*. and
en:o!s loo/ing te (art o* a ,ealt!. success*ul and attractive ,oman- 8or er. a *ine
dining e5(erience is a lu5ur!. and a glim(se into a li*est!le tat se as(ires to )e a
(art o*-
Objectives
Mar/eting ?):ectives
7Maintain Birmingam+s (osition as a cit! ,it more diverse culinar! o**erings tan
Mancester and Liver(ool
7"m(rove Birmingam+s (erce(tion as a cit! ,ic o**ers iger 1ualit! cuisine tan
Mancester and Liver(ool )! #ecem)er 2012
7"ncrease te num)er o* visitors to Birmingam *rom outside te cit! )! &000 )!
#ecem)er 2012
Mar/eting Communication ?):ectives:
7"ncrease )rand a,areness o* Birmingam as a cit! o**ering diverse and ig 1ualit!
cuisine )! im(lementing a )rand recognition strateg!
7"m(rove te )rand attitude o* Birmingam as a cit! o**ering diverse and ig 1ualit!
cuisine )! im(lementing a ig involvement. trans*ormational strateg! 3@ossiter and
Perc!. 19$74-
Cam(aign ?):ectives:
79se television and maga<ine advertisements. as ,ell as event e5i)itions to
(osition Birmingam as a cit! o**ering )etter 1ualit! and more diverse cuisine tan
Liver(ool and Mancester )! #ecem)er 2012
79se television and maga<ine advertisements. as ,ell as event e5i)itions to attract
&000 more visitors to Birmingam *rom outside te cit! )! #ecem)er 2012
Singe !inded "roposition
Birmingham step into a world of luxury dining
'is conve!s te trans*ormational as(ect o* ste((ing into someone else+s soesA into
a lu5urious li*est!le ,ic is an esca(e *rom !our ever!da!. ectic routine-
"t also clearl! states te name o* Birmingam. and lin/s it to *ine dining. ,ile te use
o* te ,ord B,orld+ conve!s te diversit! o* cuisine o**ered-
$e% !essages
7Birmingam is a ,orld o* undiscovered lu5ur! dining
7C5(erience it *or !oursel* )! ste((ing into a di**erent li*est!le
78eel s(ecial ,it someone ,o is s(ecial to !ou
7'rans*orm an average evening into someting memora)le
#esired @es(onses:
7'e target audience sould *eel a sense o* e5citement and intrigue
7'e! sould remem)er Birmingam as a )rand tat o**ers a ,ide range o* lu5ur!
culinar! e5(eriences
7'e! sould tell teir *riends a)out te )rand and (romote Birmingam troug
,ord7o*7mout
7'e! sould *eel a desire to visit Birmingam *or its culinar! o**erings
7'e! sould *eel a desire to sed teir dail! )aggage and en:o! an evening o* *ine
dining
7'ese res(onses sould relate to teir esteem needs ,itin Maslo,+s ;eirarc!
319&44
Concept
7A ,oman (ulls u( in an e5(ensive car
outside a )eauti*ull! lit restaurant at nigt-
7Se enters te restaurant. ,ic is (ure
,ite and simmering- ;er coat is ta/en
)! a smiling attendant-
7Se ma/es er ,a! to te )ac/ (atio
,ic is more so*tl! lit. as i* se /no,s
te (lace ,ell-
7As se (asses te oter guests in te
,ite room. ,e see a variet! o* ela)orate
dises )eing served to tem. ,it steam
,a*ting u( aromaticall!-
7Se ta/es a seat at a ,rougt iron ta)le
*or t,o on te so*tl! lit and muc more
(rivate (atio- 'e ta)leclot is ,ite and
te cutler! e5(ensive-
7Se si(s ,ater ,ic ,as read! and ,aiting
*or er-
7%e catc a glim(se o* er e5(ensive ring-
7'ere are candles on te ta)le and in
te )rances o* trees. casting a ,arm.
romantic glo, in te nigt air-
7A man ,al/s u( )eind er- %e onl!
see u( to is soulders. is e5(ensive
suit :ac/et casuall! slung over tem-
7;e (auses )eind er and covers er
e!es ,it is and
7Se smiles and covers is ands ,it
er o,n-
72ot a ,ord is s(o/en as e sits o((osite
er- %e still onl! see te )ac/ o* is ead as e sits do,n-
7A ,aiter a((roaces ,it menus. as/ing. D%at ,ould !ou li/e to e5(erience tis
eveningEF
7%e no, see a vie, o* te ,ole ta)le. ,it te man and ,oman eac visi)le in
(ro*ile. loo/ing onl! at eac oter- 2eiter as ta/en a menu. !et te ,oman sa!s to
te ,aiter. D%e+re still deciding-F

7'e ,aiter loo/s con*used. )ut (olitel! e5cuses imsel* to leave tem in (rivac!-
7'e screen )lurs and ,ords accom(anied )! a narrator+s voice a((ear on screen:
DBirmingam 0 ste( into a ,orld o* lu5ur! dining-F
7A ,e)site address is also so,n: D,,,-)irmingam7dining-co-u/-F 'is ,e)site
sould )e maintained )! Mar/eting Birmingam. and sould ost in*ormation.
(ictures and lin/s to te to( si5 restaurants in Birmingam 3as mentioned in te
)ac/ground4- "t sould also ave in*ormation a)out te tree /e! dining areas
3Brindle! Place. Broad Street and 'e Mail)o54. as ,ell as ,ell re(uted restaurants
suc as Simla Pin/s and 'e Blue Mango-
7'e deliver!. sceduling and media mi5 o* te conce(t are discussed in te ne5t
section-
7'e conce(t idea a((eals to te target audience+s as(irational sel*- 'e! can see
temselves as te ,oman in te conce(t. and ,is to e5(erience ,at se is
e5(eriencing 7 a nigt o* lu5ur!- 8rom te *ood served. to te man accom(an!ing er.
to te surroundings 0 all denote a lu5urious and *ul*illing li*est!le. ,it :ust a touc o*
m!ster!A a secret sared )et,een er and te man- 'is translates to a olistic
lu5ur! dining e5(erience. ,ere average ,omen can see temselves as glamorous.
amorous. success*ul and a((! ,omen- 'e /e! is to lin/ tese )ene*its ,it te
dining e5(erience in Birmingam-
'eiver%
8or )ot )rand recognition and ig involvement. trans*ormational strategies
3@ossiter and Perc!. 19$74 'G. maga<ines and te internet ,ill )e used as deliver!
cannels- Bot re1uire lo, *re1uenc! and ig reac in order to increase a,areness
and cange attitudes-
'G 7 'e conce(t ,ill )e made into a 'G advertisement ,ic ,ill )roadcast
nationall! in a *ligting (attern 3(articularl! around )i7annual events li/e te >ood
8ood So,. ,ere visitors to Birmingam ma! increase4- A scedule is (rovided at
te end o* tis section- 'e advertisement ,ill air during 'e = 8actor -
Maga<ines 0 He! scenes *rom te 'G advertisement ,ill also )e made into a series
o* (rint advertisements ,ic ,ill all )e (rinted ,itin /e! maga<ines li/e
Cosmo(olitan- "n e**ect te advertisement ,ill )e a stor! in a series o* (ictures 0 *irst
,it te ,oman sitting alone. ten ,it te man covering er e!es ,ile se smiles.
and lastl! ,it tem )ot in (ro*ile. sitting at te ta)le- 'is ,ill occur on a )urst
scedule. es(eciall! around /e! events li/e te Clotes So,. ,en (eo(le ,ill )e
near Birmingam and can easil! visit-
%e)site 0 'e ,e)site ,ill )e continuous trougout te cam(aign- "t also as te
(otential to )e used *or several !ears to come. as ,e)sites can )e easil! u(dated
,it te latest in*ormation. and are eas! to access *rom most locations-
Schedue
Jul Aug Sep Oct Nov ec Jan !e" #ar Apr #ay Jun Jul Aug Sep Oct Nov
$%
#ag
&e"
'e Cam(aign ,ill run *or *ourteen monts. ,it tree (rior monts o* (lanning
totalling seventeen monts. )eginning in Iul! 2011. and ending in 2ovem)er 2012-
)e*erences
Pictures:
tt(:JJallcele)<-onsugar-comJsearcJ'eKHissingK;and 3accessed on 17J3J20114
tt(:JJimg1-(otogra(ersdirect-comJimgJ1$639J,mJ(d930376-:(g 3accessed on
19J3J20114
tt(:JJ,,,-))c-co-u/J)logsJ:e**<!cins/iJ"nverness7at7nigt7tum)7600541$-:(g
3accessed on 1$J3J20114
tt(:JJ,,,-great-noJget*ile-((J&13067-10&1-(**r!*ada,J1024576$J&26997L&13067-:
(g 3accessed on 17J3J20114
tt(:JJ,,,-momo!-in*oJu(loadsJinterior7designJ:ul710J)ei:ing7restaurant701-:(g
3accessed on 1&J3J20114
Boo/s
Maslo,. A-. 319&44- Motivation and Personality- 2e, Mor/: ;ar(er-
@ossiter. I-@- and Perc!. L- 319$74 Advertising and Promotion Management. 2e, Mor/: Mc>ra,7;ill
Appendices- Creative Brie*
Bac/ground:
%ile Birmingam is seen as o**ering diverse cuisine. te (erceived 1ualit! is lo,-
'ere*ore. tis cam(aign ,ill *ocus on im(roving te (erce(tion o* Birmingam as a
Cit! ,ic (rovides a ig 1ualit! culinar! e5(erience. ,ile rein*orcing its (osition
as a cit! ,ic o**ers a range o* culinar! coices. (articularl! com(ared to main
com(etitors Liver(ool and Mancester-
'arget Audience:
Luc! is an intelligent and *riendl! 33 !ear old-
Se is married ,it a *our !ear old daugter. and ,ould li/e to tr! *or anoter-
Altoug se en:o!s er ,or/. and loves er *amil! dearl!. se o*ten *eels tired and
*rustrated. and ,ould love to ta/e a muc needed vacation. i* te *amil! )udget
,ould allo,-
Se reads Cosmo(olitan instead o* ;ello Maga<ine. and ,atces Se5 and te Cit!
and 'e = 8actor- Luc! is interested in di**erent cultures. and li/es to e5(erience
canges in er dail! routine. ,eter it )e a recommendation *or a ne, restaurant.
or a ne,. overseas *ilm- Luc! en:o!s te >ood 8ood So, and te Clotes So,-
Se loves it ,en er us)and ta/es er out to eat. ,ile teir daugter Claire is
tuc/ed u( sa*el! in )ed-
#es(ite er ,or/ and *amil! commitments. Luc! does tr! to maintain ersel*. and
en:o!s loo/ing te (art o* a ,ealt!. success*ul and attractive ,oman- 8or er. a *ine
dining e5(erience is a lu5ur!. and a glim(se into a li*est!le tat se as(ires to )e a
(art o*-
?):ectives:
7"ncrease )rand a,areness o* Birmingam as a cit! o**ering diverse and ig 1ualit!
cuisine )! im(lementing a )rand recognition strateg!
7"m(rove te )rand attitude o* Birmingam as a cit! o**ering diverse and ig 1ualit!
cuisine )! im(lementing a ig involvement. trans*ormational strateg!
Single Minded Pro(osition:
DBirmingam 0 ste( into a ,orld o* lu5ur! dining-F
Su)stantiation:
7Birmingam is a ,orld o* undiscovered lu5ur! dining
7Mou can e5(erience it *or !oursel* )! ste((ing into a di**erent li*est!le
7Mou can *eel s(ecial ,it someone ,o is s(ecial to !ou
7Mou can trans*orm an average evening into someting memora)le
He! @es(onse: 'e (ros(ect sould *eel a desire to sed teir dail! )aggage and
en:o! an evening o* *ine dining in Birmingam
#esired Brand Caracter: so(isticated. intelligent. ca(a)le. success*ul. *ul*illed.
Mandator! "nclusions: D,,,-)irmingam7dining-comF