I Amsterdam : Amsterdam IMC plan

Abstract

The following integrated marketing communications (IMC) plan seeks to propose a strategy for the marketing of Amsterdam as a leisure tourism destination that accounts for current and emerging trends in the tourism industry, relevant target markets, and the specific strengths and assets of Amsterdam as a tourism brand. This IMC plan proposes a market segmentation and targeting strategy based on generational cohort theory. A communications strategy is proposed to reposition Amsterdam to Millennial travellers aged 18 to 33 as a destination that is compact and accessible, affordable, friendly, and has a vibrant food culture. The objective of the proposed IMC plan for Amsterdam is to increase the number of overall Millennial visitors to the city by 72% by 2018, capturing 1 % of global Millennial travellers in the next five years. The following IMC plan also aims to increase preference for the Amsterdam brand, stimulate purchase intention, and increase the rate of second-time visitors to the city by 2018. Suggested branding, messaging and media strategies aim to increase awareness of Amsterdam's friendly, cool, adventurous, tolerant and fun brand personality to this end. Proposed media campaigns, including public and media relations, transit and airport advertising, new media, an interactive smartphone app, and outdoor advertising, are described in detail. These campaigns have been developed according to primary research regarding Millennials' travel preferences and tendencies, which are included in this report. Clear budget expectations, communications objectives, and evaluation and control mechanisms are also presented.