MKT 1

MARKETING IN TRAVEL AND TOURISM

Name

Class
Professor
Institution
City, State
Date of Submission

MKT 2

MARKETING IN TRAVEL AND TOURISM

Table of Contents
MARKETING IN TRAVEL AND TOURISM............................................................................2
TASK 1: UNDERSTAND THE CONCEPTS AND PRINCIPLES OF MARKETING IN
THE TRAVEL AND TOURISM SECTOR.................................................................................3
P1.1 Discuss the core concepts of marketing for the travel and tourism sector..........................3
P1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses with in Thomas Cook Group and tourist destinations with reference to Morocco and
Egypt............................................................................................................................................5
P1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism
sector............................................................................................................................................7
P1.4. Analyze the principles of market segmentation and its uses in marketing planning at
Thomas Cook Group....................................................................................................................8
TASK 2: UNDERSTAND THE ROLE OF MARKETING AS A MANAGEMENT TOOL
IN TRAVEL AND TOURISM.......................................................................................................9
P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism
business (Thomas Cook) or tourist destination (either Morocco/Egypt)...................................10
P2.2- Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector concerning Thomas Cook Group.......................................................12
P2.3 Assess the influence of marketing on society.................................................................13
TASK 3: TO UNDERSTAND THE ROLE OF THE MARKETING MIX IN THE TRAVEL
AND TOURISM SECTOR.........................................................................................................14
P3.1 Discuss issues in the product, price and place elements of the marketing mix.................14
P3.2-Assess the importance of service sector mix elements to the travel sector.......................15
P3.3 Apply the concept of the total tourism product to an individual tourism business............17
TASK 4: BE ABLE TO USE THE PROMOTIONAL MIX IN TRAVEL AND TOURISM18
P4.1 Assess the integrated nature and role of the promotional mix...........................................18
P4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2016
holidays......................................................................................................................................19
Bibliography.................................................................................................................................20

MKT 3
TASK 1: UNDERSTAND THE CONCEPTS AND PRINCIPLES OF MARKETING IN
THE TRAVEL AND TOURISM SECTOR
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
Different marketing concepts apply to the travel and tourism industry. According to the
American Marketing Association, marketing is a broad concept that describes the set of
activities, institutions, and range of processes meant for communicating, delivery, and exchange
offerings that bear value for the clients, partnership organizations, customers and the society in
general. It entails the understanding of different tenets that all drive towards products and service
provision in the society (AMA, n.d.). Collectively, marketing involves the decisions made by the
management of the producer organizations that are aimed at addressing the buyers decision.
Within the marketing domain, it is integral to understand the concept of market orientation which
refers to the guiding principles as well as attitudes that in one way or the other affects an
organizations wholeness (Middleton and Clarke, 2012, p.4; Wu, 2004, p.358). Marketing
orientation concerns itself with consumer orientation, cross functional coordination, and
competitor orientation. Travel and tourism industry experience two broad categories of demands:
international and domestic tourism demand. The former involves both inbound and outbound
forms of tourism. Therefore, the industry just like any other industry has an entire market with
demand and supply in play.
Authentically, in any industry marketing orientation covers the information of the present
as well as future needs of the industry-customers, reaction towards information, and
dissemination of information (Middleton and Clarke, 2012, p.26). Wu (2004), opines that
consumer and competitor orientation refers to the gathering of information about the customers
and competitors respectively. On the other hand, cross-functional orientation best describes the

MKT 4
process of coordination and organization of resources used in collating and dissemination of
marketing information. Done well within the travel and tourism industry and more so for
Thomas Cook Group, the latter is assured of increased performance in its Morocco and Egypt
destinations.
There are many elements in marketing exchange process. First off, there is the attitude
combined with the decisions of the customers that gauges the perceived value and utility of the
services and goods in addressing the wants, needs, preferences and status. Secondly, the
decisions of the producers concerning the production and service provision process for sale
based on the long- and short-term objectives and the complex environment they operate
(Middleton and Clarke, 2012, p.29). Lastly, the manner in which the communication between the
customers and the producers is driven before, during and after the sale duration and the provision
of access to services and goods. The travel and tourism marketing is very complex and needs to
take into consideration all the above mentioned concepts.
The marketing conditions in the 21st century are very dynamic especially in the travel and
tourism industry. There is a relatively small number of large, growing and highly competitive
already established a business that offers standardized products and has well recognized the
brand. There is also the emergence of micro-enterprises that have taken hold of the market
(Middleton and Clarke, 2012, p.29). Furthermore, the development of the market has included
ICT in almost all marketing operations and management options. Nonetheless, the number of
consumers in the developed nations with disposable income is also increasing daily. Last but not
least, the market has shifted its focus to be in line with sustainable development necessities
formalized in the 1922 World Summit held in Rio de Janeiro (Middleton and Clarke, 2012, p.29).
Therefore, when planning to venture into the business in Morocco and Egypt, the above are some

MKT 5
of the necessities that are likely to determine the direction and success of Thomas Cook Group in
the travel and tourism industry.
P1.2 Assess the impact of the marketing environment on individual travel
and tourism businesses with in Thomas Cook Group and tourist destinations
with reference to Morocco and Egypt
Businesses are not stand-alone but operate in a constrained marketing environment. The
environment can be divided into micro-environment and macro-environment. By definition, the
marketing environment refers to the set of variables or factors that either directly or indirectly
influence the planned marketing activities (Bennett and Strydom, 2001, p.24). Microenvironment refers to the internal variables such as tourism organizations, intermediaries,
customers, and competitors that can be controlled at the level of the management. The macroenvironment, on the other hand, includes demography, the political, social, cultural, tourism,
technological factors in the destinations. According to Bennett and Strydom (2001, p.24),
marketing management should have their focus on the micro-environment and macroenvironment through strategic analysis and planning to counter their effects.
The tourism industry in Morocco is well developed and is at its advanced stages. The
industry contributes 8% of the GDP of the nation and receives over 18 million inbound visitors
annually (Invest in Morocco, n.d.). Morocco has several free trade agreements and is
economically and politically stable. Furthermore, the country enjoys good relations with the EU.
The infrastructure is well developed, and the nation meets the set international standards.
Nonetheless, the country has a fair set of laws that govern copyright, industrial property, labour
and pricing among others (Invest, n.d.). The domestic tourism demand in Morocco is also
gaining momentum. Furthermore, the relations between the governments enables it to create

MKT 6
policies that are meant to develop the tourism industry (Invest, n.d.). There are various
competitors in the industry including luxury hotels, private-owned tour operators, and the
government owned tourist agencies.
Egypts tourism industry is also developed and is the most vibrant and diverse in the
world. There are many tourist attractions, rich cultural heritage, and unique geographical
features. The country has over 6000 companies that totally have an investment value of $26.4
billion (Egypt the Future, n.d.). The country enjoys a quick recovery after the recession with the
rate at which the economy is reviving being promising for market entrants. Most of the
companies in the travel and tourism sector are private with the industry being a key target for
foreign direct investments. In general, the 14.8% of total GDP of Egypt emanates from travel and
tourism (Egypt the Future, n.d.). Therefore, the two countries Morocco and Egypt have a perfect
market climate for Thomas Cook Group to invest in with their planned summer 2016 Holiday
visit to the two nations. The marketing environment dictates the amount of investment, the
planning process and the scope of the marketing campaign for an entrant business in a state.
P1.3 discuss the factors affecting consumer motivation and demand in the
travel and tourism sector
In a market filled with different needs and wants, different consumer behaviour is the
order of the day. It is, therefore, necessary for the marketing management teams to profile the
needs of the customers through looking at the factors that influence the behaviour and demand
for success in the uncertain marketing environments (Bennett and Strydom, 2001, p.37). Majorly,
this process borrows heavily from the market orientation. Consumer behaviour comprises of
actions of the consumers that are directly or indirectly involved in the process of obtaining and
satisfying their wants and needs.

MKT 7
Interestingly, this concept entails the decision making process and is expressed by
different models. The individual factors that affect consumer behaviours include motivation,
perception, learning ability, and attitudes of the consumers (Bennett and Strydom, 2001, p.37).
There are also group factors that affect the behaviour including social status, opinion leaders,
reference groups, cultural groups and the families. Most importantly, the decision making the
process of a consumer is also worth understanding (Bennett and Strydom, 2001, p.37). The
consumer decision making process begins at problem recognition followed closely by
information search (Middleton, Fyall and Morgan, 2009). The consumer then evaluates the
alternatives from the information acquired. The next step is the choice of the purchase which is
influenced by the prevailing conditions. The last stage is the evaluation of the post purchase
experience based on the value and perception of the employee. Various models define consumer
behaviour in nearly all industries. However, the most outstanding in travel and tourism industry
is the Leisure motivational scale. This model comprises of intellectual motivation, social
motivation, the desire to be competent and has mastery of skills through different activities, and
the stimulus-avoidance motivations that make the customers enjoy tourism and travel (Middleton
and Clarke, 2012, p.87; Bennett and Strydom, 2001, p.37). The ultimate function of marketing is
that the customer is satisfied and that the value of their money given precedence while at the
same time getting returns.
P1.4. Analyse the principles of market segmentation and its uses in
marketing planning at Thomas Cook Group
In an ideal market, there exist different categories of people making it a necessity to plan
and divide the market for better satisfaction of the varying needs and wants of the consumers.

MKT 8
Simply put, market segmentation refers to the process of subdividing a market based on
commonalities, similarities, relationships and groupings of the customers resulting into
homogeneous groups of customers (Thomas, 2007). The primary objective of marketing
segmentation is to enable an organization to focus the appropriate resources to a given segment
for competitive advantage.
There are different forms of market segmentations. The first one is geographical
segmentation that involves the division of a market based on the geographical areas and directing
resources to the suitable geographic regions due to the characteristics of the consumers. The
second one is psychographic segmentation otherwise referred to as lifestyle segmentation that
uses the attitudes, values, beliefs, culture, emotions, perceptions and interests of the consumers to
divide the market (Thomas, 2007). The other one is demographic segmentation where gender,
income, social status, education level, and housing type among other variables are used when
marketing so as to target a given section of the market that is highly profitable. There are
different methods used in market segmentation grouped as either qualitative methods or
quantitative methods. Within the tourism industry some variables based on the behaviour, needs
and motivations have been developed and are collectively referred to as tourist typologies (Dey
and Sarma, 2006, p.31). The interactive tourist typologies are more inclined to the idea of the
tourists and their destinations as well as tourism environments being interconnected. On the other
hand, cognitive-normative tourist typologies are more concerned with the psychographics of the
tourists. These typologies are used in the process of segmenting the market (Swart and Roodt,
2014, p.492). Based on the segments the right resources are allotted through a process called
targeting. Moreover, the market segments also help in the positioning of the brands.

MKT 9
TASK 2: UNDERSTAND THE ROLE OF MARKETING AS A MANAGEMENT TOOL
IN TRAVEL AND TOURISM
P2.1- Analyse the importance of strategic marketing planning for a selected
travel and tourism business (Thomas Cook) or tourist destination (either
Morocco/Egypt).
The marketing climate in the travel and tourism industry keeps on changing as time
proceeds. For that matter, strategic planning at the level of an organization as well as at the
destination level is essential (Fyall, Morgan, and Ranchhod, 2009, p.181). Strategic market
planning entails the scrutiny of the environment of an organization, the competitors, internal
strengths, and the general market to come up with a sustainable course of action aimed at making
an organization competitive and maximizing its performance in the industry. Strategic marketing
planning enables an organization or business to understand its competence before formulating
the best market entry strategy. Strategic marketing planning also gives the business direction
regarding determining the best way to achieve the objectives (Fyall, Morgan, and Ranchhod,
2009, p.191). It also provides a vision for the future, leadership direction, and management
framework for the business in the competitive market.
Thomas Cook Group plc is an international organization that operates in the travel and
tourism industry since 1841. The UK based company has branches all over the world and ranks
high regarding service delivery and quality customer service. To strategically place the company
it is necessary to look at its strengths, weaknesses, opportunities and threats through SWOT
analysis.
Strengths
Thomas Cook Group has a rich history since the year 1841 having being recognized
through various awards in the industry. Secondly, the company has over 30,000 employees who

MKT 10
are majorly drawn from different backgrounds. Thirdly, the company has acquired and merged
with some organizations such as MyTravel and Kuoni and thus has a larger market base (Thomas
Cook Group, n.d.). The company owns more than 100 aircrafts and 3000 shops. Furthermore, the
company also organize travel to more than 2000 destinations worldwide. The company has a rich
product portfolio including flights, financial services, and travel agencies among others (Fyall,
Morgan, and Ranchhod, 2009, p.190). The company has different well established brands in its
geographical segments such as Direct Holidays and Air tours in the UK. The company also has
excellent customer service and thus returning customers.
Weaknesses
The market environment is not very stable. Some inadequacies face Thomas Cook Group.
First off, there has been a continued growth of competition in the market accompanied by a
shrinking market share in most of the areas the company operates (Fyall, Morgan, and Ranchhod,
2009, p.190). Secondly, the dynamic nature of the financial market making the exchange rates
fluctuate causing losses. Lastly, there is a persistent debt making by the company making it easy
for the company to fall prey of market fluctuations.
Opportunities
There are a plethora of openings that can be utilized by the company. First off, the growth
of online boking for tour packages. Secondly, there is increased demand for travel and tourism
worldwide (Fyall, Morgan, and Ranchhod, 2009, p.190). Thirdly, the earnings of the company
show a positive financial landscape meaning that there is a possible turnaround with more cost
saving initiatives.
Threats
There are also threats that risk making the business lose its place in the market. First off
there is economic uncertainty in the Eurozone economies coming in the form of market
fluctuations and change in policies (Thomas Cook Group, n.d.). There is growing competition
from other low-cost travel agencies and organizations operating in the same niche. Lastly, low

MKT 11
profitability in the business due to competition also risks affecting the company. The group
should, therefore, focus much on optimizing the strengths and channelling resources into the
opportunities while keeping at bay the threats and weaknesses at whatever cost.
P2.2- Discuss the relevance of marketing research and market information to
managers in the travel and tourism sector concerning Thomas Cook Group
In the travel and tourism sector, marketing research and information is very useful.
Marketing research refers to a function that bridges the link between the customers, the
consumers, and the general public with the marketer through the provision of information
(AMA, n.d.). The information, in this case, is used in the identification and definition of the
marketing opportunities as well as problems. Within this context, the information is applied for a
variety of purposes including generation, refinement, and evaluation of marketing options,
monitoring the performance of the market and improving the managements understanding of the
entire marketing process. Marketing research specifies the information that is authentic and
pertinent in the process of addressing all the issues that are relevant to marketing in an
organization (Housden, 2010, p.26). The process involves data collection process, data analysis
and presentation of the findings, and the communication of the information to the relevant
departments.
Marketing information is also used in the development of market entry strategy of an
organization. For example, Thomas Cook Group might evaluate its competitors and be able to
know whether to enter through mergers, franchises or acquisitions in Morocco and Egypt. The
market research data could also be used in the process of segmentation, targeting and then
positioning of the brands (AMA, n.d.). The marketing data research results could also be
employed in the process of informing the best marketing information systems to acquire for

MKT 12
success in the industry. Additionally, travel and tourism managers might also use the data and
information of marketing research to forecast the trends in the market based on the
demographics. Furthermore, the marketing information might be used to understand the market,
define it, and measure its level or stage of maturity (Housden, 2010, p.26). Last but not least,
businesses such as Thomas Cook Group could use marketing research to understand the demand
of the tourism products they have in their portfolio and explain the general trend in the tourism
industry on a wider scale.
P2.3 Assess the influence of marketing on society
There are various impacts of marketing on the society as a whole apart from profit driven
role in business. Marketing in the wake of consumerism helps in the protection of the consumers
through adherence to strict government regulations on goods and services (Hartman, n.d.). Still
on consumer protection, marketing increases social responsibility of the businesses such that the
society also benefits from the organizations. Notably, the market is also to thank for the increase
in consumerism as peoples decisions to purchase are influenced by decision making of the
marketers. Furthermore, the marketers can communicate their ideas to the government so that
their levels of compliance is assessed for the benefit of the consumers (Hartman, n.d.). Secondly,
marketing helps in the process of raising awareness of the whole society on the public policies
pertaining different niches in the market. Marketing also aids in the process of ensuring that the
environment is protected.
In the wake of modern consumerism, the consumers are well versed in greenwashing
practices and are more likely to raise a red flag should they encounter such in the marketing
activities of a business. Marketing also aids in the formalization of the legal ramifications in an
industry through compliance and raising awareness. Lastly, marketing creates sustainability of a

MKT 13
business through such things as ethical business practices and having a code of conducts in
business (Hartman, n.d.). In general, the marketers meet the expectations of the government and
that of the consumers through their marketing practices. Furthermore, any changes in consumer
perceptions are covered in marketing research enabling the organizations to come up with
scenario planning. Therefore, organizations should invest in their marketing and make sure that
they adhere to the regulations.

MKT 14
TASK 3: TO UNDERSTAND THE ROLE OF THE MARKETING MIX IN THE TRAVEL
AND TOURISM SECTOR
P3.1 Discuss issues in the product, price and place elements of the
marketing mix
Marketing mix refers to a policy framework that is adopted and used in marketing
organization to succeed in the marketing environment. Primarily, it refers to the marketing
variables such as price, place, and product that a firm uses at a given period (Lamb, Hair, and
McDaniel, 2012, p.48). Nonetheless, some marketing authors and researchers also integrate
distribution in the marketing mix. The product mix is the first element of the marketing mix and
is meant to satisfy the consumer needs. It includes product services, branding, packaging,
standardization, planning and the development of right products as well as innovation and
modification of product production process (Kotler and Armstrong, 2003, p.75). The second
element of the marketing mix is the pricing strategies that determines what the consumers must
give up to access or obtain a particular product. Price is seen as more of a competitive weapon
that is necessary for an organization. Some of the key factors in pricing include terms of
payment, terms of delivery, pricing objectives, policies and strategies, discount policy and terms
of credit among others. The place/distribution in the marketing mix is concerned with how the
good and services are made available when and where the customers want them (Lamb, Hair,
and McDaniel, 2012, p.48). The place covers place and time utility. It combines channels of
distribution and the physical distribution. It also includes transportation, inventory control, and
the whole supply chain.
Due to the dynamic nature of the market, the marketing mix is also bound to change with
time. There are controllable and uncontrollable factors that affect a given marketing mix (Kotler

MKT 15
and Armstrong, 2003, p.75). The uncontrollable factors are market oriented and are referred to as
market factors in some books (Lamb, Hair, and McDaniel, 2012, p.48). Despite affecting the
company activities the company has no control over them. They include customer behaviour,
competitor behaviour, intermediaries behaviour, and government behaviour. The controllable
factors are factors that marketing management team can deliberate and solve. The factors include
product, branding, pricing, promotion, distribution, and packaging policies that can be tweaked.
P3.2-Assess the importance of service sector mix elements to the travel
sector
Service marketing mix refers to a conglomerate of different elements of services
marketing used by companies to communicate their brands and organization to the customers.
Services have unique characteristics (Ibrahim, 2014). The services are intangible, heterogeneous,
consumes at the same time of production, are perishable, and lack ownership. The mix consists
of seven Ps that includes product, place, pricing, promotion, people, processes, and physical
evidence (Business Case Studies, n.d.). Travel marketing is a service marketing mix that is
unique in that the principle products are mainly for the travel and tourism businesses and
primarily involve hospitality and recreational experiences. Secondly, the customers visit a place
where the products are located. Thirdly, travel requires time and money that is associated with
tourism experiences. Lastly, tourism marketing is authentically in peoples decisions whether or
not they travel (Ibrahim, 2014). The location of the service delivery matters a lot. Furthermore,
the comfort and attractiveness of the site of the service also shape the experience of the
customers. It is also worth noting that the process of service provision lie between

MKT 16
standardization and customization and thus special attention is required in the travel and other
service-based industries,
Place in the service industry is achieved through customizing the services to meet a given
requirements for customer satisfaction. The pricing strategy for services is important in that it
determines the direction of demand and supply and also offers an organization some competitive
edge in the market (Business Case Studies, n.d.). The place strategy enables the travel industry to
provide information to the customers available before travel. The promotion in the industry aims
at addressing and providing accurate as well as timely information to the customers. The travel
experience creates the physical evidence making the tourists evaluate their post purchase
experiences. All these factors combined to determine the direction of success for the marketers in
the service industry (Ibrahim, 2014). Service promotion mix determines not only organizational
performance but also brand loyalty that comes due to the customer service (Business Case
Studies, n.d.). Last but not least, the service marketing creates brand awareness so that the
consumers can make choices and evaluate before making the purchase.
P3.3 Apply the concept of the total tourism product to an individual tourism
business
Total tourism product refers to the intangible and tangible components that are based on
the activities at a particular destination. The consumption of the duo means that there are some
specific activities at the different destinations that create a luxurious travel experience for the
customers at the individual level (Koutoulas, 2001, p.474). Some literature equates the concept
to the total travel experience. Ostensibly, this total tourist product encompasses all the things a
tourist consumes on their ideal trips. The total product has several components. First is the
integral parts that can be sold independently of the market that includes accommodation,

MKT 17
bookings, and air transport. Secondly, it entails public goods such as beaches, scenery, and
climate that can be consumed free of charge. Lastly, it also implies complementary service that
cannot be sold without the market such as services offered by tourist leaders (Koutoulas, 2001,
p.394). Tourism product has different functions. First it enables visitors to engage in activities
during travel. Second, it involves the visitors in activities and creates a total travel experience.
Thirdly, it facilitates transport from one destination to the other. Fourth, it also creates social
reputation during the stay (Koutoulas, 2001, p.475). Fifth, it fosters arrangements of the travel.
Lastly, it enables the tourist to share their experiences with others.
Thomas Cook has a total tourist product that offers all the above mentioned experiences.
First, the company has over 2000 destinations across the world (Thomas Cook Group, n.d.). The
company also owns its fleet of vehicles to take the consumers to their various destinations within
the destinations. Thirdly, the company has over 100 airplanes to take the visitors to all the
destinations around the world (Thomas Cook Group, n.d.). Thomas Cook also has an omnichannel distribution system for their products that includes retail stores, third party agents,
websites, and some call centres to enrich the customers experiences. The product portfolio of the
company is also broad and fits in each of the segments that are targeted through different brands.

MKT 18
TASK 4: BE ABLE TO USE THE PROMOTIONAL MIX IN TRAVEL AND TOURISM
P4.1 Assess the integrated nature and role of the promotional mix
Promotional mix combines different methods, techniques as well as tools of
communication in presenting a company, the products, and a variety of services to the customers.
As a matter of fact, a successful promotional mix determines the success of the marketing mix
and helps in attracting and retaining the customers (Lamb, Hair, and McDaniel, 2012, 246). A
mix promotion ha six components. First is advertising that involves the sponsors presenting and
promoting the ideas, goods or services to the customers through different channels such as print
media, the internet, and the social media among others. Secondly, there is the personal selling
that involves persuasion of the potential customers through the use of oral presentation. Personal
selling is achieved through sale representatives, sales meetings, incentive programs and samples
among others. The third one is sales promotion that is propagated through the media and nonmedia marketing channels to increase the demand and improve product presence in the market
(Lamb, Hair, and McDaniel, 2012, 248). The fourth element is public relations where the supply
of a product or service is stimulated through spreading its information in the media for public
consumption such as newspapers, reports, magazines, periodicals, speeches and seminars among
others (Lamb, Hair, and McDaniel, 2012, 247). The fifth component of a promotional mix is
direct marketing that allows organizations to communicate directly with the consumers through
mobile messaging, emails, direct mails, websites, letters and door to door advertising among
others. The promotion mix is meant to meet the marketing objectives of an organization, create
brand loyalty and awareness and improve the sales of that particular product or service. It is

MKT 19
noteworthy that most of this promotion mix apply equally to both service and products in the
market as they use more or less the same channels.
P4.2 Plan and justify an integrated promotional campaign for Thomas Cook
summer 2016 holidays.
Integrated promotional campaign for Thomas Cook must first take into account the target
audience. As is, the target audience is the visitors from the international time zones who would
wish to visit Morocco and Egypt to have the first-hand experience. There is a need to understand
or have a rough idea of the motivations of these visitors. Therefore, the marketing team needs to
conduct an online survey of the potential visitors through the online booking systems and the
website of the company. With the information, it would be necessary to choose the right channel
that can be used to reach the people from all over the world. The perfect choices would be the
social media such as Twitter, Facebook, Instagram and Snap Chat among many others, direct
mail, and emails for the loyal customers, and the media (Schiff, 2014). Furthermore, digital
marketing through the web can also be embraced to reach further many people. Even when the
media channels for the promotion campaign is different, the message and visual of the campaign
should be consistent so that the customers can be intrigued. The next stage is to create a clear,
consistent, coherent, efficient and complimentary message that can be repurposed to meet the
requirements of different channels. When designing the message, some of the areas that will be
visited in summer 2016 Holiday event should be reflected. The images used should be appealing
to the eyes of the customers so as to lure them. The messaging should be integrated so that the
target audience gets the whole idea of the campaign at a glance (Schiff, 2014). Within the
messages, a reference should be given to past experiences of the visitors who opted for Thomas

MKT 20
Cook services as well as the statistics. Furthermore, the vision and mission of the company
should also feature in the campaign messages. The next phase is to have the marketing team
evaluate the campaign and correct the errors. The marketing teams should then coordinate the
manner in which each project of the campaign is executed and the timeline (Schiff, 2016). The
marketing teams should be able to make follow-ups within the first week to understand the
success or failure and act where there is a need.

MKT 21
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