Imc Recomendations

Creative Brief

Objective • Increase tourism revenue

• Increase interest in NL as a travel designation

• Create an emotional response with a positive image

Target Market • Ages 45+ and 25-34 years of age

• Male/Female

• Singles and couples with no children living at home

• Above average income

• Higher than average proportion attended university

Consumer Insight • Our biggest opportunity group doesn't see themselves as tourists

• Sophisticated travelers in search of unusual places and experiences off the beaten track

• Looking for an outlet from the urban life

• Curious people

• In search of intriguing and authentic destinations

Desired Response • They don't have to leave the country to have a vacation

• We want them to have a deeper experience

• To learn and explore a new environment

Benefit • A desire to visit again

• Lasting memories

• Knowledge and discovery

Focus of Communication • "To reconnect with their inner child and discovery a whole new atmosphere"

Creative Strategy Statement Our communication program will convince:

o adult males and females

o ages 25-34 and 45

o who are curious explorers

o who want to receive a rich vacation experience

that Newfoundland and Labrador Tourism will help them find their "inner explorer" and make them realize that they don't have to leave the country to experience an intriguing vacation.

Tone • Intriguing

• Calm

• Natural

Brand Character • Youthful

• Curious

• Out-going

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