Alpha Advertising
A large advertising agency with a reputation for creating imaginative and effective campaigns is competing for new business.
Background
Alpha Advertising is based in Turin. It is competing for several new contracts. It has been asked to present ideas for exciting new campaigns to the management of the companies concerned. Concepts are required for the following new goods and services.
Panther Air
• An ‘on-demand’ jet charter service, based in Hamburg, Germany
• High standards of safety, quality and service
• Expert advice on choice of plane;competitive price
• Target consumers: top business executives and VIPs
Aim:To target the world’s top business people
E-Book
• An electronic book recently launched – slim; it can fit into a pocket or handbag
• It has a 200 - novel memory and sells at 250 euros.
• When turned on, it takes readers straight to the last page they were reading.
• A ‘next read’ feature: the E-Book consults a database of related titles which may be of interest to the reader. It then makes recommendations for downloading or purchase.
• The E-Book is pre-loaded with 150 books.
Aim: An international press and TV campaign
Safe Haven: a new group of hotels in your country
• Rooms at competitive prices.
• Excellent facilities: a mini-spa on every floor; free aerobic classes three times a week; musical entertainment in the lounge every evening
• Hotels all in downtown areas
• Hotel restaurants offer a wide range of local dishes, prepared by well-known chefs
• A comprehensive advice service for all guests
Aim: A creative campaign to attract more customers