6.0 Creative Approach / Message StrategyThe creative approach begins withunderstanding advertisement and devise some consumer perceptions. We understandthat employees in Singapore are work well under high pressure. However, in along term, the high pressure will reduce productivity and increase stress. 6.
1.1 Message strategy statement Message strategy message include 3points, there are benefit principles, reason why, and brand. MHR Lombok offersto customer the escape of busy life in their cities, the major benefits is ableto relax and recharge the power in novelty environments. Customer will havemore productive, happier in their work and daily life. MHR use a strong,practical message.
Marketing team believe if we provide the positive attributesfor product and service, MHR has more attention from the target market. 6.1.2 Types of message strategiesWe researched 6 important kinds ofmessage strategies and there are emotional, unique Selling Proposition,generic, positioning, brand Image, pre-emptive.
Marketing team use thepositioning message strategy for this IMC project. 18.104.22.168 Positioning MHRbrand has 25 years’ experience in hospitality sector, it is a famous brand inthe tourist industry. Therefore, MHR offers the fresh and luxurious resort fortourists. The team will have a suitable orientation for Singaporean andMalaysian.
Lombok is a beautiful tropical island located east of Bali. It havea famous world-class beach, coral reefs and some leisure activities such asscuba diving and sailing. In addition, Lombok beach is more beautiful and quietbeach than Bali. Resort also set up the best and modern equipment and MHRLombok will be one of the top luxurious and beautiful resort in there 6.
2 Advertising appeals to be usedMHR has a lot of challenges such ascompetitions with many hotel and resort that have already been there and gotfamiliar with the customers. Therefore, MHR must choose some accordant parts incommunication project for the needs of the sales objectives in the first year.MHR targeted consumers mostly are busy people and family in Singapore/Malaysia.
Therefore, the goal is to promote and introduce the resort to customers in 18months. In this time, the head objectives that need to be completion is 10,000bookings with an estimated average length of stay of 3.5 nights (35,000 bookingnights) for the Lombok resort in its first year of operations.
Everyidea can be used to convince consumers that MHR Lombok has a lot of uniquebenefits that meet their needs. A Collaborative and information share campaignsare developed from traditional and digital media. The traditional media isnewspapers, magazines and Digital media is digital images, digital video,website, apps, social media, and billboard. Moreover, the social media is oneof the best choice in convincing the target audience to choose MHR Lombok.These will help MHR to be know the potential customers and it can attractivemore customers in the first year. In addition, the DAGMAR approach also used tomeasure the results of advertising projects and determine whether specificgoals were met