MODULE 5
products, marketing & advertising media stephanie spiteri
MODULE 5
products, marketing & advertising media
contents
pg. 7
pg. 9
pg. 11
pg. 13
pg. 15
pg. 17
pg. 27
pg. 31
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introduction the client
target audience competitors
concepts & chosen
the brand finalisation
marketing strategy
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introduction
The idea is to design a souvenir that the tourist and locals alike, will take home with them and keep a memory of the Maltese Islands when they go back to their country or home. The souvenir needs to be something that will stand out from its current competitors, which are mostly souvenirs that consits of the Maltese Cross, the old buses, the Knights of Saint John and the usual magnets. The brand needs to attract the eye of the buyer; to do this the target audience was kept in mind while coming up with the brand’s design and marketing strategies.
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the client
Malta Tourism Authority tries to attract tourists from around the globe with new ideas everyday. They want to make sure that they assist in any projects regarding tourism. Their role is to promote and advance Malta as a tourism destination; to advice the Government on tourism operations and to issue licences under the Act; to contribute toward the improvement of the level of human resources in the tourism industry; to advise government on the planning and development of the tourism industry as well as on the infrastructure supporting the industry. One thing that had to be kept in mind was not to go over the top with ideas as the budget would be unlimited, thus if there would be a lot of production, the product cannot be pricey to be executed.
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target audience
Most of the tourists that you see around the Maltese Islands are families and old couples, if you count out the students that mostly come in summer to learn English. In my opinion, families and old couples are the ones that tend to buy souvenirs while they are abroad, to take home with them to show their family or to give it to them as a memorabilia; thus this souvenir will target family based audience that comes to visit Malta and also those that reside in Malta themselves. Always keeping in mind what kind of souvenirs these tourists usually go for, would help in creating a product that will stand out but still make the buyer want to buy it.
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competitors
souvenirs that already exist »» Maltese bus souvenirs »» Maltese cross »» bizzilla »» magnets »» coasters »» mugs/glasses »» Jubilee sells local food »» Maltese recipe books
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concepts & chosen
»» a game based on the locality/board game »» travelling kit »» souvenir case with edibles »» old game that was played by children before - “boċċi/żibeġ” creating a set with instructions »» a box with a recipe book (local recipes) - designed kitchen utensil + local food packaged
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The souvenir will consist of a recipe book (which contains local recipes and photography of the food), it will also include a designed chopping board and packaged local food - 치bejniet and sundried tomatoes. The recipe book will have the dimensions of 140mm by 140mm and will be spiral bound to be easier to cook while reading the recipe at the same time. These souvenirs will all be packaged in a wooden box that will close with a glass lid, so as to see the contents inside.
Gastronomija LOKALI
LOKALI
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the brand
To create the brand, first it had to have a name; here is the list of names that I came up with before getting to the final name: »» Il-Kċina Maltija »» Gastronomija Rustika »» Gastronomija Lokali »» Rustic Kitchen/Rustic Local Taste »» Rustic Taste The chosen name for the brand is: Gastronomija Lokali, although it is written in Maltese, it can still be understood by English speaking tourists as in English it is translated as Local Gastronomy, which is close to the Maltese version.
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LOKALI Fonts used: Gastronomija in Arimo Regular Font Size 72pt ABCDEFGHIJKLMNOPQRSTUVWXYZ Lokali in Gotham Light 48pt ABCDEFGHIJKLMNOPQRSTUVWXYZ Font size can be changed but proportions need to stay the same 3:2
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The Cyan keyline represents the Logo’s freespace. This is a recommended minimum. Nothing should appear within the boundaries. The magenta keyline represents the logo’s space with relation to the page edge. The logo must always appear positioned to these dimensions.
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mission statement
“Gastronomija Lokali’s mission is to give the tourist an experience and taste of Malta’s culture, and to take it all back home with them.”
values
• • • • •
good quality product local product design that attracts the eye different from other souvenirs to take something of Malta’s culture back home
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Unique Selling Point To have something that is distinguishable from other souvenirs and of a better quality
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finalisation
poster design
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marketing strategy
billboard design
leaflet design
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This leaflet was designed to portray the souvenir. The leaflet is edited to look like a wooden box with a sliding glass. Once the leaflet is open the viewer can get a link straight to facebook, where they can get more information on where to get their hands on this souvenir and sneakpeak photos of it.
the truck
This truck would serve as a promotion on the go. It would be going round Malta selling the souvenir and promoting the brand. Apart from the souvenir one could also buy local packaged food and the recipe book on their own from this truck.
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