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酒店营业可以通过广告宣传酒店形象和客房、餐厅、会议设施功能

jiudianyingyekeyitongguoguanggaoxuanchuanjiudianxingxianghekefangcantinghuiyisheshigongneng


来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-01 10:47:31 查看次数:

酒店营业可以通过广告宣传酒店形象和客房、餐厅、会议设施功能
    以下是H市A酒店开业前,酒店uxiaobu拟定的广告计划提纲:
    一、广告目的
    1.让H市广大的消费者知晓A酒店开业;
    2.通过广告,吸引H市其他酒店的客源向A酒店转移;
    3.树立酒店形象,短期内迅速扩大A酒店的社会影响和知名度;;
    4.突出表现A酒店与竞争对手的差异;
    5.A酒店开业期间为销售淡季,通过广告能吸引众多商务散客的光临。
    二、广告目标受众
    根据对H市市场的分析,营销工作的重点是H市本地客源,因此在现价段(开业后一年内)广告的目标受众是当地商务客人、会议客人和政府机关、企事业单位、高收入群体消费者等。
    三、广告策略
    A酒店规模不大,经营项目以客房、娱乐和餐饮为主。其中,客房150间;娱乐项目从硬件和环境来看,在H市属于一流;餐饮主要针对本地客源;根据酒店的实际情况,本次广告推广采取低调入市,广告影响范围以H市市区为主。媒体的选择标准以媒体对本地相关人群的影响力为依据。
    四、广告推广时间安排
    1.开业前期广告(7月1日~7月25日)、
    2.开业庆典及开业广告(7月26~7月28日)
    3.开业后辅助性广告(7月29日~9月29日)
    五、广告内容
    从以下三个方面确定广告内容:
    1.针对商务客人市场
     突出宣传酒店是客人的商务合作伙伴;重点介绍酒店形象设计和客房、餐厅、会议设施功能。
    2.针对会议市场
     突出宣传酒店一流的会议设施设备、配套设施及高素质员工提供的一流的服务。
    3.针对其他市场(旅游客人及高收入娱乐消费群体)
     突出宣传酒店温馨、舒适、安全的特点,渲染家的感觉,重点介绍客房、娱乐设施、餐饮等;
     邀请专业机构设计广告创意、广告词,制作专业且有新意的广告片(15秒/30秒)。
    六、广告媒体和传播计划
    1. 户外大小型路牌路标广告:酒店门前、火车站、汽车站、经过H市3条高速公路出口处、商业区、步行街。
     本项受众人群为各地过境或来访商务政务人士,广告时效性长、醒目、易于目标受众接受;7月20日左右发布。
    2.车体广告:途径市区主要交通路口的16路公交车;H市3~5家出租车公司;省会至H市豪华专线车(专线车广告只能在座位上做套)。 
     车体广告受众人群为本地社会各界人群及外来商务人士,时效性强;本项应在7月20日左右发布。
    3.报纸广告:H市晚报、H市日报。
     报纸发行量大,目标人群众多,但报纸只适用酒店发布通知性的广告,即开业或新产品介绍等;
     开业前1天,分别在两报以新闻报道方式发布软广告;开业当天分别在两报的A4版发布开业祝贺广告(半版套彩/套红);从开业当日起,与H市晚报合作举办有奖征文活动(主题待定),为期一个月,借以扩大酒店的社会影响力和社会美誉度。
    4.电视广告:H市电视台、H市经济频道。
     电视广告覆盖面广,直观性强。开业广告在H市电视台晚7:45《H市新闻》前、H市经济频道晚:10:30《财经论坛》前播出,主要观众是H市行政机关及事业单位干部、商务人士等;发布时段从开业前5天开始,连续播出10天。
    5.电台广告:H市人民广播电台交通频道。
     交通频道的综合收听率比较高,并拥有一批固定的听众——的士司机,将可能为酒店带来一定量的散客,成为酒店的义务销售人员。本项发布时间为7月15日~10月初,每天十次滚动播出。
    以上媒体广告费用尽可能采取酒店消费对抵的方式,以减少酒店新开业的资金压力。
   七、广告费用预算
     本次广告费用控制在70万元内;
     费用分配方案

The hotel business by the advertising image of the hotel and rooms, restaurant, conference facilities function
    H City A hotel opened Hotel uxiaobu prepared outline of the advertising program:
    One or advertising purposes
    1 H City, the majority of consumers know A hotel opened;
    Through advertising, to attract the source of the H City hotel A hotel transfer;
    Establish the image of the hotel, the rapid expansion of short-term social impact and visibility of the hotel A;;
    Outstanding performance difference A hotel and competitors;
    5.A hotel opened during the off-season sales through advertising to attract the presence of a number of business FIT.
    Second, the advertising target audience
    H City market, the marketing focus is the local source of H City, therefore, within one year after the price segment (opened), the ad's target audience is the local business travelers, conference guests and government agencies, enterprises, institutions, high-income groups of consumers.
    Third, the advertising strategy
    A hotel is small and operating projects to the rooms, entertainment and dining. Among them, 150 rooms; entertainment hardware and environmental point of view, belong to class H City; catering mainly for local tourists; according to the actual situation of the hotel, the advertising low-key to enter the market, the advertising sphere of influence H City City District-based. Media selection criteria based on the influence of media on the local population.
    Fourth, advertising, promotion timing
    (1) pre-opening advertising (July 1 to July 25 May),
    2 opening ceremony and opening advertising (July 26 ~ July 28,)
    Opened auxiliary advertising (July 29 to September 29)
    Fifth, the advertising content
    Determine the advertising content from the following three aspects:
    A. Market for business travelers
     Highlighting the hotel guests' business partners; highlight the image of the hotel and rooms, restaurant, conference facilities function.
    (2) for the conference market
     Highlighting the hotel's excellent meeting facilities and equipment, facilities and highly qualified staff to provide first-class service.
    (3) for the other market (travelers and high-income entertainment consumer groups)
     Highlight the cozy comfort, safety features, rendering the feeling of home, focuses on the rooms, entertainment facilities, restaurants, etc.;
     Invite professional bodies to design creative advertising, advertisements, production of professional and innovative commercials (15 seconds / 30 seconds).
    Six, advertising, media and communication plan
    An outdoor large and small road signs road signs advertising: the front of the hotel, train station, bus station, after the 3 H City Expressway exit, commercial areas, pedestrian street.
     Audience crowd around transiting or visiting business-government persons, advertising timeliness, eye-catching, easy to target audiences to accept; be released around July 20.
    Car ads: the way to the main urban traffic junction 16 buses; H-3 to 5 taxi companies; provincial capital to H City luxury green car (the green car advertising only seat).
     Audience crowd of car ads for local community groups and foreign business people, timeliness; this subparagraph should be released around July 20.
    Newspaper ads: H City Evening News, H City Daily.
     Many large newspaper publishers, the target population, but the newspaper is only applicable to the hotel, release notice of the ads, that is opened or new product introductions;
     Opened one day, respectively, in two newspapers to a news report released soft advertising; opening day, respectively, in two reported that the A4 version published opening congratulations ad (half-sets of color / Tao Hong); from the opening day, with H City Evening cooperation held there Prize Essay Contest (theme to be determined), one month, so as to expand the social influence and social reputation of the hotel.
    TV ad: H City television stations, H-City Economic Channel.
     TV advertising has wide coverage, and intuitive. Opening ad in front of the H City television station late 7:45 H-City News ", H-economic channel late: 10:30 broadcast before the Financial Forum, the main audience is H City executive authorities and cadres of the institutions, business people; the release period from the beginning five days before the opening, broadcast 10 days.
    Radio advertising: H People's Broadcasting Station traffic channel.
     Traffic channels to listen to the rate is relatively high, and has a fixed number of listeners - taxi drivers, will likely bring a certain amount of individual hotels, the obligations of the hotel sales staff. This time from July 15 to early October, every day ten times rolling broadcast.
    Media advertising costs as much as possible taken Hotels consumption on arrival, in order to reduce the financial pressure of the newly opened hotel.
   Seven, the cost of advertising budget
     The advertising costs are controlled at 700,000 yuan;
     Cost allocation scheme

 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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