In this task I am going to design a promotional campaign for a specific product that meets the needs of the campaign brief. The business I am going to talk about is Alton Towers who will be launching a new Christmas themed week in December.
The promotional campaign I am going to create is for Alton Towers. Alton Towers are launching a new Christmas Themed week in December, following on from their popular Halloween week. You need to design a promotional campaign that will bring in large numbers of customers. Budget available is £900,000. The target market for my promotional campaign is for family, children and teenagers.
Designing a promotional campaign:
The first factor when designing a promotional campaign is who you are targeting. Alton Towers will need to look at who their target market is. For example they will need to see if it will be males or females. Also Alton Towers will need to look at the age of their target market, what age will they theme be suited to. In addition Alton Towers will need to think about the income of the population. Will the Christmas week be affordable? Lastly, geographic. Alton Towers will need to be aware on which parts of the country they are going to target.
The second factor when designing a campaign is objectives. Alton Towers will need to set goals and objectives when they are introducing the new Christmas theme. Alton Towers will set objectives which they can help widen the business. Furthermore Alton Towers will need to have objectives which can increase sales and boost internet sales. Alton Towers can do this by having special offers on for that certain week.
The third factor Alton Towers will need to considerate when designing a promotional campaign is time scale. Because Alton Towers are doing a Christmas theme then it will be in Christmas, but Alton Towers will need to consider the way they advertise, they will need to do it one or two months before Christmas to make people aware of their new theme.
Another factor when designing a campaign is message. Alton Towers will need to consider what sort of message they are sending to the public. In the message which Alton Towers need to send they need to include important information such as price, offers, and competitions. Alton Towers can do this message with a celebrity who could attract more customers or they can do it with normal people.
A different factor which Alton Towers need to take into account when they are designing a promotional campaign is media. Alton Towers will need to consider what media they are going to use to advertise their Christmas theme week. If Alton Towers decide to advertise on the radio they will need to consider how long they talk about the new theme. They will also need to create a script for what is going to be said over the radio. Alton Towers will need to consider these things when they use media to advertise.
The last factor when designing a promotional campaign is how much you are going to spend. Alton Towers will need to work out how much each area costs them and then have an overall total at the end. With this Alton Towers will need to decide if it is worth using these factors or will it help them increase sales and profit.

Media: Size: Timing: Budget: Focus:
TV 30 Seconds 1 Month
3 times a day £200,000 The main focus for Alton Towers to use this media is so that they can gain more customers and increase their sales. The target market who I am aiming to reach at with this type of media is families, teenagers and children. This is because during the day children will be watching TV and at evening time teenagers and families will be watching TV. So this will give me the chance to advertise my campaign to my target market.
Newspaper
(national
The sun) Full page 2 months £45,000 The main focus for Alton Towers is that they will want to send the correct message and have the right information to the public. The target market who I will be aiming to reach with this type of media is parents. This is because mainly older people read the newspapers, so if they see the advertisement they can take their family which will mean more customers for Alton Towers.
Internet
&
Social media sites 2 pages on the website
On social media website, little boxes on the side. 3 months £2,500 The main focus for Alton Towers is to catch the attention of people who are browsing online. They will do this with a short and snappy message. The target market who I will be aiming to reach when using this type of advertising media is teenagers and parents. This is because a lot of teenagers use social media sites and they can see the advert and make a decision to go with their friends. Also the parents can go onto the Alton Towers website and read the offers from there.
Radio
(national
Capital FM) 1 minute Month
3 times a day £10,000 The main focus for Alton Towers is to provide correct information over the radio so that people at least have been made aware of their Christmas theme. The target market who I will be aiming at when using this type of advertising media is to parents. This is because most people will hear the radio in car and parents will be driving so they can hear the Alton Towers advertisement on that.