BRIEF_ONE_looking for trouble

LO O K I N G F O R ‘ TROUBLE ‘

RATIONALE:

SUZANNE MOORE

PE TT Y COMPLAINERS x INTERNE T = TROUBLE ( A N D L AU G H T E R )

BRIEF:

AUDIENCE:

RANGE:

People are complaining more and more in life, especially with the used of the internet to hide behind.

Pettiness can harm a business if comment are taken seriously. Using Trip Advisor create a publication that will highlight the pettiness of people. This should be done in a humorous way that acts as a promotional piece for cities and hotels.

The audience is male and female 20-33, with a key interest in humour and also an interest in exploring Cities using hotels. They themselves will not be petty complainers and will see the absurdity and humour in the comments that people have written.

The range of products that will be made are: - Publication, Book - Promotion

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CONTEXT / PURPOSE:

SUZANNE MOORE

PURPOSE:

BOOKSHOP

The purpose of this book is to both inform and entertain the audience. It has all the information that is needed about each hotel but then it is also filled with entertaining complaints, so it has two purposes.

The context for where Looking for trouble would be sold would be varying Book shops. Looking for trouble would be suitable for travel and tourist shop, waterstone tourist section and things alike, but it would also be appropriate for shops such as village bookstore as it is a book with a humorous edge.

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CONCEPT:

SUZANNE MOORE

10 Citie s

B ir m in gh am

B r is t ol

C ard if f

BOOK: To highlight the petty use of trip advisor I have taken direct quotes commented on the top five hotels for each city. The book is split into 10 cities and within each chapter for the city is the top 5 hotels going by trip advisor. By combining the petty comments and actual information about hotel it makes a successful way to promote the hotels in a lighthearted way.

50 Ho t els

Le e d s

Li ve r p o o l

Lo n d o n

E d in b u r gh

Ma n ch e s te r

G las gow

New ca s tl e

DETAIL: To aid with the navigation for the book, each city is colour coded so that it will be easier to spot the section if you were looking for a hotel specifically in Manchester for example. It is also a good way of bringing colour into the publication which gives it a more light hearted, fun feel.

The style of the book will be very simplistic as there will be a lot of information within the book in terms of visual information and written. The more simplistic the layout the easier it will be to take in all the information.

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RESEARCH:

SUZANNE MOORE

Suzanne

Dear Suzanne

I would very much agree..

It is true that some reviews can be the cause of great frustration. However, we rarely have received a review that is completely fabricated and in the case of a five star hotel when our guests pay for a first class service and product, we have to appreciate that all our guests feedback is valid, no matter how minor the complaint may seem. We always try to ensure a high level of interaction with our guests during their stay and will attempt to resolve any issues prior to their departure.

Unfortunately I have found that the reviews that you refer to can also be “written” if a guest has not been offered a discount/compensation due to a problem they have experienced-the serial complainers do often quote Tripadvisor however hoteliers should not feel threatened by this and should stand their ground if guest’s requests/ demands unfair or exaggerated.

I think that the prospective guests do get an overall view if they read many reviews and this should give them a better understanding..

Hope this helps

If there is a review that we feel requires follow up action then we would endeavour to make contact directly with the guest as opposed to becoming involved in an online discussion.

Regards

I hope this helps you with your research.

Kind regards

Stephen

Stephen Kinnear Reception Manager

Susan Smith Online Marketing Executive

CONVERSATIONS:

LAYOUT:

As I am doing a publication about trip advisor and hotels I felt that it would be valuable to contact the hotels to find out if they have any opinions on the matter of petty complainers.

I have been looking into simplistic layout where more image is used then text. It is useful to see how colour is being used in the images as that is something I may have to take into consideration as all the picture from the different hotels are different tones so grey scale might work best.

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CONCEPT DEVELOPMENT:

SUZANNE MOORE

GRAPES:

COLOUR:

Throughout reading the comments the one word that is most common when people are about to make a petty complaint is ‘gripe’ before I started reading the comment I had never hear the word grip being used.

This word gripe has been applied to the concept a bunch of grapes, as this book is a bunch of gripes.

Map are very important when looking at new cities and planning trips. They are an individual thing that the city owns, maps represent each city perfectly, that is why I want to develop the concept of using maps further.

LOGO: For the logo I tried out a few variations of such as a comb ‘going through things with a fine tooth comb’, magnifying glass for looking for trouble. And then the grape and gripe concept came into for front and visual as well as conceptually worked

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FINAL OUTCOME:

SUZANNE MOORE

COVER: The book cover is simple, with a use of strong contrasting black and white. From research most travel guides are very garish in colour, so I think by doing something sleek and black and white it will stand out.

The book also come packed in a plastic grape big to complement the concept that the book is a bunch of gripes.

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MAPS:

TIPIN:

The book cover is simple, with a use of strong contrasting black and white. From research most travel guides are very garish in colour, so I think by doing something sleek and black and white it will stand out.

I w a n t e d t o ke e p a l l t h e i n f o r m a t i o n a b o u t each hotel very short but with all the essential information you need about the hotel. Often you h a v e t o re a d t h ro u g h c h u n k s o f t ex t t o f i n d o u t t h e e s s e n t i a l s w h i c h a re m o s t o f t h e t i m e p re t t y b a s i c , b u t y o u h a v e t o s e a rc h f o r t h e m w i t h i n t h e t ex t w h i c h t a ke s t i m e .

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FINAL OUTCOME:

SUZANNE MOORE

MAPS: This is where the comments on trip advisor will come into full swing. The comment I have picked out are the ones which you read and think, why on earth would they right that! and stir up some sort of emotion within you. To make sure that the comments are not read as a negative reflection to the hotel I have paired up each comment with an image that reflects the pettiness of the trip advisor comment.

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