Dharane Shanmuganathan Course Final – Rebranding Colombia

Transcript

  Dharane ShanmuganathanCOURSE FINAL – REBRANDING COLOMBIAProblem Statement:  The goal of Colombia’s Ministry of Tourism is to make Colombia the fth most popular tourist destination in Latin America. The impediment is that their current campaign, “Colombia The only risk is !anting to stay", is ine#ecti$e as it fails to focus on Colombia’s tourism assets and also plants an idea of danger in the consumer ’ s mind. The solution is for Colombia to launch a ne! campaign !hich e%presses positi$e credence attributes and sho!cases regional destinations !ithin Colombia. Goal Suort: Colombia has much to o#er the !orld in terms of tourism. &ts biggest asset is its natural beauty. &t o#ers a lot in terms of ecotourism because of its rich en$ironment and natural resources. The Colombian go$ernment is doing a lot to incenti$i'e tourism endea$ours including ta% e%emptions and trade pro$isions. Ime!"ment Suort: (oth the pre$ious campaign “Colombia is )assion" and the current campaign “Colombia  The only risk is !anting to stay" are too general in their message and lack the focus needed to inform consumers of !hat Colombia has to o#er. They fail to deli$er a targetedmessage that addresses consumers’ needs !hen deciding !here to tra$el. *urthermore, “The only risk is !anting to stay" slogan reinforces a negati$e association that Colombia is ghting against. &nternational tourists !ill be prompted by o+cial tra$el !arnings, so the goal of ad$ertising should be to pro$ide them !ith strong and specic reasons to $isit. Solut"on Suort:  To pro$ide tra$ellers !ith strong reasons to $isit, the Ministry of Tourism should segment the market based on psychographic attitudes instead of geography. E#h"b"t $ sho!s $e consumer segments of the leisure tra$el market. Colombia !ould do best to target “(eachcombers" and “(ackpackers" because their needs most closely align !ith Colombia   ’ s $alue proposition. E#h"b"t % e%plores the critical steps in the consumer  ourney from  Awareness  to Purchase . The Ministry needs to e%ecute a concerted and balanced e#ort across the con$ersion cur$e. To impro$e  Awareness  and Consideration , the Ministry of Tourism should launch a global mass media campaign that emphasi'es  regional destinations !ithin the country as opposed to Colombia as a !hole. These ads should focus more on e%perience and credence attributes. E#h"b"t & pro$ides e%amples of !hat these ads could look like. To impro$e Conversion  and Purchase , the Ministry should ad$ertise at a regional le$el to!ards tra$el !ebsites, airlines and tour operators, emphasi'ing search attributes such as price, accommodations, attractions and e$ents. E#h"b"t ' pro$ides e%amples. EXHIBIT 1: Psychographic Segmentation of the Leisure Travel Maret  EXHIBIT !: Mapping the "ustomer#s $ourney for the Travel In%ustryEXHIBIT &: "reative e'amples of the ne( )lo*al Mass Me%ia "ampaign This campaign would focus on regional destinations within Colombia and emphasize credence variables through the slogan +,in% -ourself In./  EXHIBIT 0: "reative e'amples of Informational %vertising to "olla*orators These ads will equip collaborators with all of the necessary information to provide to customers who are already considering Colombia as a travel destination.