Description
the hotel need to be the W hotel in New York time square
New Marketing Communications
- Please select and describe the target market that you will focus on in this section. Include reasons why you chose this market with supporting materials such as statistics, charts, graphs, or interview quotes. Do you want business from this target market year-round, during peak season, or during slow season? Please identify the target market. Is it meeting business, accommodations, or both, or other (golf, tennis, athletic club, etc)?
- Create three new marketing communications methods, as described below, for the chosen hotel and market. These methods should reflect and round out the brand’s Integrated Marketing Communications (IMC) strategy.
- Your Choice: Design another marketing communication method for your brand. Identify the type (advertising, sales promotion, or one of the others). Describe it in detail, and explain why your idea is a strong addition to the company’s IMC and how it will build brand equity. Also explain what your brand resonance goal is for the target market.
- Experience Marketing: Design an experience marketing campaign for your market (review Chapter 5 for ideas). Describe it in detail. Also explain what your brand resonance goal is for the target market (Chapter 3).
- Secondary Brand Association: Design a new secondary brand association (Review Chapter 7 for ideas). I’m not giving you a budget limit, so be bold! Describe it in detail, and explain how you will communicate the association to your customers. Also explain what your brand resonance goal is.
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Explanation & Answer
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Running Head: NEW MARKETING COMMUNICATION FOR W HOTEL NEW YORK
New Marketing Communication for W Hotel New York
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NEW MARKETING COMMUNICATION FOR W HOTEL NEW YORK
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New Marketing Communication for W Hotel New York
W Hotel New York City has 57 floors, 466 rooms, 43 suites and 7 meeting rooms. The
Hotel is located in the Empire State Building in Fifth Avenue’s Time Square, New York City.
The hotel serves corporate events as well as family and individual accommodation. The hotel has
a state of the art facility with impressive space, dining halls, and conference rooms. The main
clients for the hotel are tourists. The organization requires improving its market through proper
targeting in its marketing efforts. Some of the marketing strategies that can work include the
experience and event marketing, brand association, and enhancement of digital marketing efforts.
Target Market
The target market for W Hotel Time Square, New York, begins from the ages of 23 and
above. Although the hotel facility has some features which are meant for use by children,
children lack the bargaining power essential to make them a target as the facility is somehow
costly (Williams, 2006). Moreover, it is an unethical practice, and illegal in some states and
nations, to target children in marketing. The ages between 18-50 is a viable target as most people
start gaining financial stability at such ages. In the year 2018, New York received an excess of
34% of all tourists within this age bracket (Statista, 2019). Moreover, at this age, people may be
in romantic relationships and going up, most couples or individuals may be having children
accompany them to the hotel facility. As a result, they might need a very spacious facility for
accommodation and good tables for dining which can accommodate at least more than one
person which the W Hotel offers to its clients. Clearly, the second criterion is, hereby, targeting
couples and families. The target market is both corporate events as the facility has a meeting
NEW MARKETING COMMUNICATION FOR W HOTEL NEW YORK
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space; and accommodation, as the hotel also offers luxurious and spacious accommodation to
visitors (Williams, 2006).
Appendix 1: Graph showing the percentage of Tourists who visited New York City by age...