Marketing Plan
For
this marketing campaign there will be 5 different posters, all them including a
QR Code – which leads the viewer to the Cultural Olympiad website, this will
then provide them with information on the London festival and what to expect.
Also on the poster is a circle of people holding hands, this will represent a
single Olympic ring. Each of the 5 posters will include a different coloured
ring – green, blue, red, yellow and black. These represent the Olympic colours.
Along with this, the ring of people holding hands will represent community, this
is something that is relevant to the Cultural Olympiad – also; this is the
message that they are trying to get across. The posters will be placed around
the UK to spark interest, based on secrecy. These posters will then create a
brand identity for the Cultural Olympiad and these rings will be present
throughout the campaign along with a TV strategy that flashes a single Olympic
“people” ring.
The
strategy used for the TV advert, will be similar to Big Brother’s past and
present marketing campaign. This will run along-side the posters after a week
of the being on show the public. Like Big Brother, on the advert shown, there
will be a flash of the single Olympic “people” ring varying in the Olympic
colours. The image shown on TV will be the same image that is displayed on the
posters around the UK; the difference is however is that the ring will have a
separate image inside, for example, a dancer, a microphone etc. These will
represent the activities that the Cultural Olympiad provides. Like the
print-based strategy, it is hoped that it will create a word-of-mouth effect
and get people talking about the Cultural Olympiad. Again, the main problem and
for the Cultural Olympiad is that the public are not aware of their services,
when the campaign becomes more mainstream, the PR will provide information
about the festival.
In
addition to these, there will be outdoor events taking place in London and
Portsmouth 3 weeks after the posters are shown and 2 weeks after the TV advert
goes on air. One of the events will be a “Meet and Greet” opportunity, where
the public will be able to meet 2 of the famous faces that will be performing
at the Cultural Olympiad. Along with this, there will also a series of
competitions; these will get visitors and mainly students involved in the activities.
The competitions will be based on music and fashion and will allow people to
create their own piece of music or costume to display to the organisers – the
winner of each will have the opportunity to showcase their piece at the opening
of The London 2012 Cultural Olympiad. The competitors will be able to upload
their piece straight to the website and their Twitter page, @London2012Fest.
When uploading their photograph or video to Twitter, the creator can use the
appropriate the hash tag to let the organisers know which competitions they are
entering and what to expect – “#CultralOlympiadMusicComp” or “#CultralOlympiadFashionComp”. At these outdoor events, there will be free fridge magnets,
badges, stickers etc. that are given out throughout the UK, this will hopefully
get people talking about the festival. Running along side the events will be
cultural activities throughout the UK. For example, films being shown outdoors,
dance and musical performances.
One
of the main outdoor events, which will get the public talking and involved, is the
“Meet and Greet” opportunities. The first “Meet and Greet” will take place in
Commercial Road, Portsmouth with Leona Lewis. The second will take place in
Trafalgar Square, London a week later with Plan B.
Along
side the events and appearances, there will be a travel offer on train fares
from the UK to London. Travellers that show their The London 2012 Cultural
Olympiad wristband, which they can order online for a cost of £1 or purchase from
their local supermarket, will get train fare to London for a £1 per person.
This will allow people that may not be able to afford travel to take part and
visit the festival and appearances with Plan B in Trafalgar Square.
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