Ciara Holmes – Travel and Tourism
Unit 5 – Marketing
P5 – Plan a promotional campaign for a selected travel and tourism organisation to achieve stated
objectives
M4 – Explain how the planned promotional campaign would enable the objectives to be met
In this assignment I will plan my promotional campaign for Thomas Cook relaunching a Club 18-30 holiday
to Dubrovnik.
The marketing objectives are:
To make customers aware of the Club 18-30’s brand
To attract customers to the up and coming resort – Dubrovnik
To inform customers of the available flights to Dubrovnik, when the flights will be available from
To make customers aware of the brilliant deals club 18-30 have to offer
I will use an eye catching poster as my promotional material with the intention of promoting an 18-30
holiday to Dubrovnik. The poster will be colourful in order to catch the attention on new potential
customers.
Target Market: My target market for the poster is young people aged 17-31. Some of which might be
students so it is important to make them aware of the cheap deals that are available.
Timing: The holidays to Dubrovnik will be re launched in June 2017 so I will release the promotional
material in March 2017 as this gives potential customers plenty of time to know about the deal and time to
book.
Budget: The budget will be fairly large. Because I am creating the poster myself money will not need to be
spent on a graphic designer however a sum of money will have to be paid to the printing company who
prints a mass amount of the posters. They will be displayed in night-clubs which may ask for a sum of
money and also around airports. Travel Agents might also be able to display the posters.
Procedures for monitoring and evaluating: I will be able to monitor and evaluate my promotional
campaign by looking at sales revenue and volume of sales. If a lot of holidays have sold then this must mean
that the promotional material is working well. If holidays aren’t selling then an evaluation must be made to
identifying what didn’t work so well within the poster.
My promotional campaign will make customers aware of the up and coming resort Dubrovnik and the
brilliant deals that are available. It will make customers more aware of Croatia, rather than the popular
destinations such as Ibiza, Magaluf and Zante. The campaign will attract are target market by showing
them cheap deals available for holidays. According to figures just released by the country's tourist board,
almost 300,000 Britons visited Croatia in the first eight months of the year, a 24 per cent increase on the
same period in 2012. Reasons given for the increase included the opening up of new routes by low-cost
carriers; the relative affordability of Croatia compared with Mediterranean countries in the eurozone; and
a surge in the number of younger travellers coming to savour its summer music festivals - the Adriatic
country is now home to almost 20. http://www.telegraph.co.uk/travel/news/Young-Britons-flock-to-
Croatia/ . By relaunching this destination will persuade young Brits to visit the destination. The campaign
also makes Dubrovnik seem like the best place to go for a party holiday.
Unit 5 – Marketing
P5 – Plan a promotional campaign for a selected travel and tourism organisation to achieve stated
objectives
M4 – Explain how the planned promotional campaign would enable the objectives to be met
In this assignment I will plan my promotional campaign for Thomas Cook relaunching a Club 18-30 holiday
to Dubrovnik.
The marketing objectives are:
To make customers aware of the Club 18-30’s brand
To attract customers to the up and coming resort – Dubrovnik
To inform customers of the available flights to Dubrovnik, when the flights will be available from
To make customers aware of the brilliant deals club 18-30 have to offer
I will use an eye catching poster as my promotional material with the intention of promoting an 18-30
holiday to Dubrovnik. The poster will be colourful in order to catch the attention on new potential
customers.
Target Market: My target market for the poster is young people aged 17-31. Some of which might be
students so it is important to make them aware of the cheap deals that are available.
Timing: The holidays to Dubrovnik will be re launched in June 2017 so I will release the promotional
material in March 2017 as this gives potential customers plenty of time to know about the deal and time to
book.
Budget: The budget will be fairly large. Because I am creating the poster myself money will not need to be
spent on a graphic designer however a sum of money will have to be paid to the printing company who
prints a mass amount of the posters. They will be displayed in night-clubs which may ask for a sum of
money and also around airports. Travel Agents might also be able to display the posters.
Procedures for monitoring and evaluating: I will be able to monitor and evaluate my promotional
campaign by looking at sales revenue and volume of sales. If a lot of holidays have sold then this must mean
that the promotional material is working well. If holidays aren’t selling then an evaluation must be made to
identifying what didn’t work so well within the poster.
My promotional campaign will make customers aware of the up and coming resort Dubrovnik and the
brilliant deals that are available. It will make customers more aware of Croatia, rather than the popular
destinations such as Ibiza, Magaluf and Zante. The campaign will attract are target market by showing
them cheap deals available for holidays. According to figures just released by the country's tourist board,
almost 300,000 Britons visited Croatia in the first eight months of the year, a 24 per cent increase on the
same period in 2012. Reasons given for the increase included the opening up of new routes by low-cost
carriers; the relative affordability of Croatia compared with Mediterranean countries in the eurozone; and
a surge in the number of younger travellers coming to savour its summer music festivals - the Adriatic
country is now home to almost 20. http://www.telegraph.co.uk/travel/news/Young-Britons-flock-to-
Croatia/ . By relaunching this destination will persuade young Brits to visit the destination. The campaign
also makes Dubrovnik seem like the best place to go for a party holiday.
