GROUP 1 Brittany Ifft | Megan Walschlager | Jaclyn Pappageorge
THE GOLDEN RACE MARKETING PLAN
CHALLENGE | Awareness of Pilsen Brand awareness | Image | In bound tourism | Overnight Stays
OPPORTUNITY | Pilsen 2015 & Czech Tourism 8 Flagships | Land of Stories
SOLUTION | The Golden Race Prague to Pilsen – It’s Yours to Discover
CREATIVE BRIEF
Discover the Bohemian in you To enlightened lovers of culture, Pilsen is the capital and guardian of the Bohemian way of life because of its unyielding fight for its hidden treasures in art, music, literature and expression.
TARGET AUDIENCE Wandering Adventurer
Music Art Nature Literature
Story telling Unconventional lifestyle
The unbeaten path
Romance is a flirtation between intellect and experience.
Believes in love
Live in urban cultural centers
AMERICAN’S COMPETITIVE NATURE
THE GOLDEN RACE | Prague to Pilsen: It’s Yours to discover Beginning in Prague, The Golden Race will take travelers into exploring Pilsen’s industry, culture and nature!
B2B
“Open up, Pilsen” – We will instill pride and excitement in local shop owners during Pilsen 2015 through the influx of traffic and involvement in the international campaign.
THE GOLDEN RACE LOGISTICS
The Golden Race landing page – ticket sales
Flat Rate Price Include meals, hotel, equipment rentals
24 hour period to complete challenge Wifi for visitors
THE GOLDEN RACE | Incentives
Daily winner receives round of Pilsner Urquell and a branded mug at partnering business
B2C Instruct racers to upload pictures before, during and after each challenge.
SAMPLE ITINERARY The Golden Race Itinerary 8:00 a.m. – Any Student Agency Office in Prague • Pay for race, pick up map and event packet
9:00 a.m. – Board bus to Pilsen at station
10:00 a.m. – Arrive in Pilsen • Find hotel, check into room, receive first clue from front desk 11:00 a.m. – Begin Race
CLUES ROADBLOCKS SPECIAL EVENT CLUES
*First team to arrive at final restaurant wins daily prize
21:00 p.m. – Racers return to hotel
NEXT DAY
9:00 a.m. – Racers board bus back to Prague
SAMPLE CLUES
Special Event Clues: Next stop: Pinocchio’s family reunion. Find a doppelgänger for one of your teammates.
Clue: Fee Fi Fo Fum! Find the giant heads in the park and take your turn posing while they sing their song. (Talking heads sculptures)
SAMPLE ROADBLOCKS
Uh-oh! There are only two places in the world to drink unfiltered Pilsner Urquell. Find the one closest to the city center. (Pilsner Urquell Museum)
Detour! Take a digital guided tour with the Pilsen Paradise mobile app! Find a local and discover hidden stories of Pilsen
Dobrey Den! (Good day!) Time to be outgoing! Stop a local a have them translate this clue for you
COMMUNICATION STRATEGY Public Relations
Digital
Social Media
PUBLIC RELATIONS | College Opportunities Contact Schools’ department coordinators with study abroad programs in Prague to include Pilsen in their itinerary
PUBLIC RELATIONS | Reach out to Blogs
68.6k Followers 56,075 Likes Reach out through Press Releases
15.2k Followers 7,554 Likes
PUBLIC RELATIONS | Tourist hotspots in Prague
The Strahov Dormitory
DIGITAL | Tripadvisor & Lonelyplant
Estimated UMV: 38 million
Estimated UMV: 4 million
JUNE 2014 (www.ebizmba.com)
SOCIAL MEDIA | Facebook USER GENERATED CONTENT Racers will create and share their own content based on each challenge they complete & check-in when possible. Link post and ads back to website to measure ticket purchases
CONVERSATION STARTERS Post fun facts about Pilsner's history, share photos of Pilsen and racers, share special oers
SOCIAL MEDIA | Pinterest SPREAD AWARENESS Photos from the Golden Race, Flagship events, past clue sites and roadblocks Link post and ads back to website to measure ticket purchases
USER GENERATED CONTENT Repin existing pins of Pilsen
EXPENSES Printing fees for the flags, signs and clues to be displayed at each checkpoint.
MEASUREMENT Social media interactions Ticket sales 1 ticket = 1 overnight stay
THE GOLDEN RACE Prague to Pilsen It’s Yours to Discover TICKET: 12047QJIOJDFN
TIMELINE Placement
URL
Start Date
End Date
Ad Type
Spend
Travel Websites
Tripadvisor.com LonelyPlanet.com
01/09/2014
01/03/2016
Skysracpers 160x600
$75,000
facebook.com/ thegoldenrace
01/09/2014
01/03/2016
FB Ad Unit
$20,000
Most Visited Places by American Tourists
http:// www.studentroom-flat.com/ going-out
01/09/2014
01/03/2016
Posters & Flyers
$20,000
01/09/2014
01/03/2016
Brochures
$15,000
School
TOTAL: $130,000 $20,000 to add where needed based on metrics
ROI This campaign will create awareness among Bohemian American tourists during 2015, but the stories they take home and share with like minded travelers will increase awareness and interest in Pilsen for years to come.
CONCLUSION
CHALLENGE | Awareness of Pilsen 2015
Brand awareness | Image | In bound tourism | Overnight Stays
OPPORTUNITY | Pilsen 2015 & Czech Tourism 8 Flagships | Land of Stories
SOLUTION | The Golden Race Prague to Pilsen – It’s Yours to Discover
Děkuji!