Ultimate Escapes is a prime resort located in Oahu, Hawaii. The resort is nestled on the northern shore of Oahu. The location is serene and the experience associated with the resort is more akin to a dream that reality. The resort offers visitors amazing views of the vast Pacific Ocean. The cold breeze that flows gently from the ocean is breathtaking. The sight of the swaying palm trees provide guest with limitless opportunities for adventure. The resort’s pool area has a waterslide and hot tub that serve to give the guests a heavenly experience. Additionally, the guests are treated to high-speed internet Wi-Fi that will keep them connected to the world. Being a new resort, Ultimate Escapes should be promoted so that it can attract more guests. The promotional messaging for the resort should be informative in content so that it can introduce the resort to the target market. The informative promotional messaging will significantly help in educating the market on the unique features and benefits of Ultimate Escapes.
Target Market
The target market for the promotional messaging is the young population aged between 15 years and 27 years. This segment of the population is popularly referred to as Generation Z. It is the cohort after the Millennials, those born from the mid-1990s to the early 2000s. Generation Z accounts for 25 percent of the United States population. This implies that the generation is more numerous compared to either Baby Boomers or the Millennials. There are several key characteristics that define Generation Z. They are independent, self confident, and autonomous in their way of life ( Dabija et al., 2018). This generation does not rely on their parents as much as their predecessors. This is because they begin to earn money at an early age. The internet and technologies have allowed them to access income generating opportunities. Given the widespread use of internet resources among the cohort, the informational messaging will reach this target market the earliest. The promotional messaging will focus on the key benefits of the Ultimate Escapes resort such as the ambient environment, the picturesque views of the Pacific Ocean, and the unlimited internet Wi-Fi. The messaging will assure the target market that they will not be cut from the world as they enjoy the wild experience of the resort. After an eventful day, they will rest assured of being able to connect to the world. The informational content in the promotional message is also consistent with the generation’s focus on independents and autonomy. The messaging will serve to inform them about the uniqueness of Ultimate Escapes resort, along with its benefits ( Jean Paolo , 2014) . It is important to realize that informational messages do not appear biased in the eyes of the audience, as they provide an honest opinion regarding the value of services offered. Therefore, the target customers have an opportunity to make an informed choice without facing the risk of ever regretting.
Delegate your assignment to our experts and they will do the rest.
The Promotional Messaging
The promotional messaging will feature the unique facilities at the resort, with a particular focus on the experience. The messaging will provide information about the resort’s location, amenities, and the quality of the experience. The resorts location along the Pacific Coast promises a breathtaking experience for the guests. The location represents a prime hideout for the adventurous young generation that values autonomy. The idea of free Wi-Fi connectivity services at the resort will also appeal to the target market. Generation Z is a techno savvy cohort that values a connected world. Through the high speed internet services, the guest will be able to attend to their precious online responsibilities while enjoying the awesome Ultimate Escapes experience. The amenities at Ultimate Escapes are generally appealing to a youthful audience. Additionally, the promotional approach appeals to the group because it is laden with information that helps in arriving at the most appropriate decision.
The information-based promotional messaging has a lot of benefits over other forms of messaging. For instance, informational messaging allows the target audience to make an independent decision based on the available information ( Saxton & Waters, 2014 ). Since Generation Z consumers focus on independence, the approach will appeal to them. However, such forms of messaging as persuasive messaging tend to impose certain decisions on the consumers. The persuasive messages are crafted in such a way that the audiences have little to ponder. Since the resort is new and reminder messaging may not be appropriate, as the target audience have no prior experiences with Ultimate Escapes.
Communication Tools
Advertising and sales promotions are the most effective communication tools that should be considered in the communication strategy. Advertising is an effective marketing communication tool that can help the resort reach majority of its target audience ( Jha et al., 2014). The resort will develop short videos featuring the various amenities in the resort and post its YouTube, Instagram, Facebook, and Twitter accounts. The social websites will increase the reach of its promotional message. The Generation Z population is generally techno savvy and the message will reach them the fastest. Additionally, the resort will advertise its unique services through social influencers popular among the young generation. The social influencers will help Ultimate Escapes to reach out to its target audience. Essentially, social influencers are celebrities who are accepted by the target audience such as accomplished artists and sports personalities. Sales promotions will also provide an effective communication tool for developing the resort’s overall communication strategy. The sales promotions will feature discounted accommodations at the resort. For instance, the resort may decide to offer 50 percent discount for the first hundred guests.
References
Saxton, G. D., & Waters, R. D. (2014). What do stakeholders like on Facebook? Examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages. Journal of Public Relations Research , 26 (3), 280-299.
Jha, P. C., Aggarwal, S., Gupta, A., Kumar, U. D., & Govindan, K. (2014). Innovation diffusion model for a product incorporating segment-specific strategy and the spectrum effect of promotion. Journal of Statistics and Management Systems , 17 (2), 165-182.
Jean Paolo G Lacap RMP, A. F. B. E. (2014). Competitiveness and sustainability of the hotel industry: the case of hotels in Pampanga. Business Management and Strategy , 5 (1), 115.
Dabija, D. C., Bejan, B. M., & Tipi, N. (2018). Generation X versus millennials communication behaviour on social media when purchasing food versus tourist services. Economics and Management .
