Contents

Industry Analysis:....................................................................................................... 3
Competitor Analysis:................................................................................................... 3
Consumer Analysis:..................................................................................................... 3
Targeting:................................................................................................................. 4
Product Details:.......................................................................................................... 4
Communication Objectives:........................................................................................... 4
Central Campaign Theme:............................................................................................. 5
Media...................................................................................................................... 5
Media Advertising 1: Brochures (Printed):......................................................................5
Media Advertising 2: Online Advertising (Online):...........................................................5
Promotional Activities:................................................................................................. 5
Creative Strategy:........................................................................................................ 6
Advertisement 2: Print Advert - Brochures................................................6
Advertisement 1: Online Advert Banner / Picture...................................6
Campaign Schedule............................................................................................... 7
Campaign Evaluation............................................................................................. 7
Contingency Plans................................................................................................. 7
References................................................................................................................ 8
Appendices............................................................................................................... 9
Appendix 1 - Fig 1.................................................................................................. 9
Appendix 2 - Fig 2.................................................................................................. 9
Appendix 3 - Fig 3................................................................................................ 10
Appendix 4 - Fig 4................................................................................................ 10
Appendix 5 Fig 5................................................................................................. 10
Appendix 6 Fig 6................................................................................................. 11

Industry Analysis:
Hospitality is a fundamental and pivotal economic boom within Queensland and Australia as a whole.
The size of the industry ever increases with the substantial growth of the tourism industry and in turn
promotes grand scale economic, job and establishment changes. As cited by the Victorian / Melbourne
National Data trends, Australia has over 59,810 establishments, employs over 689,650 people and
generates a magnanimous $58,000 million per annum (Government, 2007-08). In a comparison
between Queensland and Australias national increase of accommodation takings, there has been an
increase by $150m in just under 3 years through 2011 to 2014 (ABS, 2014). This demonstrates how
the industry is potentially growing at a steady rate. As an example, the Main Beach / Surfers Paradise
districts in Queensland is booming with hospitality expansionism. Multiple hotels and apartment
buildings are competing against each other for perfect lifestyle views as bonuses for product packages
as the profit can be exceptionally high. This as a whole lead into a competitive analysis as the
hospitality industry grows, so too does the competition.

Competitor Analysis:
Marketing specifically to pet orientated consumers has gone rather untapped despite the expediential
growth of the hospitality industry in recent years. Many facilities ignore or fail to carter for consumers
and their companions needs; there is no one specific market leader or king pin within this section of
the business as it is typically defined as niche. Many smaller scale hotels do tailor pet care into their
hotel bundles to diversify the clientele; however, do not have dominant marketplace control.
Holidaying with Dogs (pet hotel collaboration website) states that majority of pet friendly hotels are
family owned and do not extend far enough into the market to manipulate and affect it (Pepper
Publishing 2014). The top tier hotels listed on Holidaying with Dogs cost anywhere from $85 per
room to $375. This information alone states that people are willing to spend large portions of money
to ensure their pet entertained and pampered. For market brands to identify and diversify their
positional marketing strategy within the community, establishments attempt to define their brand by
offering unique pet exclusive services and luxuries while holidaying. Holiday Bright gives the unique
benefit that any type of domesticated animal is allowed inside of the apartment, while also giving the
companion a unique section of the apartment (Bright Accommodations 2014). While Rainbow Farm
in South Australia prides itself on wide open fields, foregrounding the pets purpose, every business
has a unique mission statement (Rainbow farm 2015) With so many seemingly equal yet different
options to choose from, how does a consumer decide what option is correct?

Consumer Analysis:
For the purpose of this assessment the target market of the product will be a professional or group of
professionals that are over 35 years of age, no children and one or more dogs. This is the ideal target
market because this is the kind of product that will stimulate the innate needs of these target markets.
The innate need of a consumer is one of the psychological factors that motivate consumers to
purchase a certain product, an innate need is something that a consumer cannot live without; which in
this case is the need for shelter. This is because singles and newly married couples often leave their
previous homes for convenience or to just simply start a new family of their own.

Targeting:
Target Market: Professional working men or women aged from 35 to 55 who own at least 1 dog.
Specifically, professionals who earn more than $20800 to $39000 annually. Lifestyles would also be
targeted; people who particularly want to live in a beachfront / urban area with fancy and prestigious
restaurants / views in the surrounding vicinity. This target market would be highly appropriate as the
product being the packages for hotel apartments suits each professional individually. Relaxing
environments, excellent beach and city views and even stylish interior design all which is priced
perfectly for individuals or partners according in price. It will address their need for a suitable
apartment which can house pets such as dogs and cats. It will also focus on maintaining regular
customers yet also inviting and proposing new suggestions for other clientele.
Marketing
Analytics
Segmentation
Geographic
Psychographic
Lifestyle
Behavioural
Benefits

Information

Specific Details

Demographic: Male and

Female, 35-55 Years old.
Gold Coast.
Personalities: Varied,
engaging, happy, pet lovers.
Seeking a relaxing
environment, wonderful wine
and dine experience.
Relaxing, promotes a healthy
lifestyle, environment for
consumers.
Quality lifestyle package,
affordable rates.

Allowed dogs, earning about $20800 to

$39000 annually.
International and national visitors.
Primarily entrepreneurs and workers ranging
from a wide area of professions.
Amusement parks, specific scenic views,
cheap or deluxe accommodation.
Consumers wanting to rent an apartment for
the family.
Pricing - 400 through to 800. Low to High
accommodation based on how the consumer
books and is willing to pay.

Product Details:
The name of the product that we will offer will be Carrington Court Apartments and will be a formal
product package. It will promote consumers to engage with a stylised environment in which they can
live in luxury alongside their pet. The prices that will make up the product will differ between the
floor levels and payments will be on a weekly basis. The hotel will have 3 different floor values with
low being between $400-$500, medium $500-$650 and the high level floors for $650-$800. This
pricing strategy will follow the reference pricing which allows for the customers to view the
competitive price in relation for the amount of money to spend. Ultimately this is the most effective
form of creative advertising as it will generate consumer flow and help establish better connections
between the community businesses.

Communication Objectives:
The communication objectives are able to promote the hotel apartments so consumers become aware
of the product. This will be done through means of advertising (online and offline) and promotional
bundles. Due to the complexities of this task, extrapolating data for the effectiveness of strategies may
prove difficult. To measure the effectiveness of the marketing exposure, a survey will be audited
during and after the consumers stay at their apartment determining whether they are happy with the
product package. If the current project does not meet the expectations of the consumer, an alteration in
the contingency plan will be supplemented instead. The survey will focus on whether a consumer can
identify how happy they are with the product package, whether they would return and future
recommendations. For online measurement, Google Analytics will be crucial in identifying bounce
rate and customer catch, to view if the online advertisements are reaching the targeted market. As seen

in fig 1 and 2, an overview for the advertisement campaign has been run determining the most
successful outcome for us as a company to achieve our advertising objective.

Central Campaign Theme:

The main theme that this product is aimed towards is to sell its packages to consumers through other
market mediums such as brochures and online advertising. Brochures will be used to promote
activities near the apartments so that consumers can engage with the community during their stay.
This will promote an affiliation towards the product brand and its subsidiary community stores.
Secondly, online advertising through emails, banners and communication outlets will engage
consumers with product deals. This will benefit the campaign theme as it directly promotes urgency to
book an apartment which also helps generate sustainability and profitability for the company.
Ultimately by engaging with consumers on a physical and online level will help promote brand
loyalty towards the product and the business.

Media
Media Advertising 1: Brochures (Printed):
The first type of media that this service will use are brochures for commercial use. These brochures
can be used to engage customers and affiliate them with the community. During their stay consumers
will be able to enjoy any activities that are on offer and have a higher satisfaction of their stay. The
brochures will be displayed be displayed at the front of office and also underground car park. This
will allow for convenience to consumers when organising plans on the Gold Coast during their
booking

Media Advertising 2: Online Advertising (Online):

The Internet can reach a wide variety of the target market compared to traditional advertising as it is
frequently utilised. This allows customers to gain more information about the product and this can
greatly help with diminishing the consumer decision process. It will be used to advertise online
specifically through email marketing and will be effective in reaching the market because of the easy
accessibility. Ultimately this would be another form of effective marketing that is vital to the product.

Promotional Activities:
The promotional activities that will be conducted will consist mainly of offers by subsidiary
companies and online orders. Review websites such as booking.com and e-tourism.com will allow
consumers to obtain a pre-order booking slot and also receive discounts at various local businesses.
This type of promotional activity offers an instantaneous rate of purchase and potential offers by
nearby businesses which helps generate revenue for companies and sustainability for the apartment
real estate managers. Customers are also able to comment about their opinions on the pricing of the
apartment rent and also on how well their stay was received during the allocated time. Similarly,
according to (Maylin, 2006) promotional chat greatly differs from traditional advertising. This
therefore means that interacting with other consumers on the Internet allows for more genuine
response to the perception and persuasion of purchasing the product package.

Creative Strategy:
Advertisement 2: Print Advert - Brochures
The advertisement that has been created for the hotel apartment uses a mix of hard and soft sell
approach strategy as seen in fig 3 and fig 4. It emphasises on the features of the apartments and the
different activities that are available around the campus. All of this information provides the
categorical hard sale approach for the consumers with visuals and factoids however it also shares a
soft sale approach (Shintaro, Barbara & Taylor, 2010). The advert uses pictures of scenic views and
demonstrates how the consumers are able to engage in multiple physical or relaxing activities such as
tennis, table pool and swimming. Because of this, the audience are able to have an emotional
connection towards the advert, which is the main goal of a soft sell approach. This will work well
with the target market because middle age professionals work quite extensively and they look for
relaxing places to stay with their pets.

Advertisement 1: Online Advert Banner / Picture

The main objective of this advertisement is creating awareness, interest and memory to the target
audience as seen in fig 5. The message in the advertisement is simple and straightforward as the
slogan emphasises that pets are welcome in the hotel apartments. For this advertisement the soft sell
approach is used. Therefore, it does not rely on factual information as the advertisement is set out
purposely to be subtle and indirect towards the target market which makes it rely on an emotional
approach to advertising. When the target market views this advertisement, they will feel a connection
towards their pets and give them an incentive to purchase or book beforehand as most apartments do
not accept animals on campus.

Campaign Schedule
Overall the campaign will start during the month of October which is the booming season on the Gold
Coast specifically for Halloween and Christmas shoppers seeking apartments, and ultimately finish
during September in the forward year for an evaluation of the effectiveness of the campaign. This is
due to the media weighting of primary and secondary audiences and also because of the ambiguous
peaking seasons over the months as seen in fig 6. Because of this, the advertising campaign will focus
on a pulsing option strategy using both a pull and push based strategy where the consumers will be
pulled in for renting apartments at affordable prices for themselves and their animals. Consequently,
once the consumers have purchased their apartment and duration of stay, a push approach will enforce
other subsidiary companies that consumers should engage with, such as whale watching, fine dining
and amusement parks. This will promote a profitable and sustainable environment for the apartment
real estate owners and for the community businesses. It will also enable positive brand feedback and
diminish the CDP (consumer decision process) allowing the apartments to book for return trips and
frequent clientele.

Campaign Evaluation
In order to determine whether the campaign has been a success or not, an evaluation will be set up
during the month of February to March. This is after the first peak season and coming up to the
second during April and May. During this evaluation period two core tests will be run to determine
how effective consumers have perceived the apartment advertisements and how persuaded they are to
purchase a room for a set amount of time. The first test will be a semiotic analysis determining
whether consumers agree with the location, design choices for both interior and exterior and primarily
the environment for their animals and of course themselves. Feedback forms are given during the
beginning and end of their stay and can be given directly to the real estate owners or provide a short
summary online at one of the subsidiary sign up sites such as booking.com or e-tourism.com. This
will give an immense amount of feedback from a diverse culture demographic for improvements upon
the next settlement financial year. Secondly the final core test is the persuasion test which determines
whether a consumer is willing to re-purchase or pro plan their next stay during the final quarter of
their current stay. If a majority of consumers are willing to come back than clearly the campaign for
the apartments has been a tremendous success.

Contingency Plans
If issues occur during the campaign schedule, a contingency plan must be implemented to maintain
budget and consumer engagement during the half semester. Some alterations would include changing
from brochures to pure Internet based advertising such as banners, videos, contact forums and more.
As quoted from the International Journal of Advertising: The Review of Marketing Communication,
Online advertising has experienced phenomenal growth since its inception of 1994 contrary to
expectations, long messages on banners were associated with higher CTR (Helen Robinson, 2007).
Therefore, it should have a significant effect on the online reservations boosting consumer intake.
Ultimately if any significant issues were to occur with the advertising campaign, then this
contingency plan would need to be implemented immediately.

References
ABS. (2014, December 19th). Key Figures. Retrieved from Australian Bureau of Statistics :
http://www.abs.gov.au/ausstats/abs@.nsf/mf/8635.0
Bright Accommodation. (2014). Best locations to stay retrieved from Holiday Bright:
http://www.holidaybright.com.au/
Expedia Inc. (2015). Australian Hotels retrieved from: Wot if
http://www.wotif.com/Australian-Hotels.d178312.Travel-Guide-Hotels
Government, V. (2007-08). Hospitality Facts and Statistics. Retrieved from Enterprise Melbourne:
https://www.melbourne.vic.gov.au/enterprisemelbourne/Tools/publications/industries/Pages/H
ospitalityResearch.aspx
Helen Robinson, A. W. (2007). International Journal of Advertising: The Review of Marketing
Communications. Internet Advertising Effectiveness, 26(4), 527-541.
Mayzlin, D. (2006). Promotional chat on the internet. Marketing Science, 25 (2), 155-163.
Pepper publishing. (2014). Current Five Paw Award Winners retrieved from: Holidaying with dogs
http://www.holidayingwithdogs.com.au/
RAB. (2015). FAQ. Retrieved from Radio Advertising Bureau:
http://www.rab.com/whyradio/faq10.cfm
Rainbow Farm. Your children and pets are very welcome at rainbow farm (2015, August 2nd)
retrieved from Rainbow Farm:
http://www.rainbowfarm.com.au/
Shintaro Okazaki, B. M. (2010). Measuring soft-sell versus hard sell advertising Appeals. Journal of
Advertising, 39 (2), 5-20.

Appendices
Appendix 1 - Fig 1
Campaign Communication Chart (internet)

Appendix 2 - Fig 2
Campaign Communication Chart (brochure)

Appendix 3 - Fig 3
Front part of the brochure for Carrington Court Apartments.

Appendix 4 - Fig 4
Back part of the brochure for Carrington Court Apartments.

Appendix 5 Fig 5

Online advertisement for Carrington Court Apartments

Appendix 6 Fig 6
Pulsing strategy chart for Carrington Court Apartments.