Carry out research into the promotional campaign, ‘Premier Weekend’.You will find information about the campaign on the Whitbread and Premier Inn websites.You will also find reviews and news articles about the campaign on the internet.Whitbread has decided to open a new Premier Inn in your locality.You have been asked to plan a promotional campaign for the opening.

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Context

In this assignment you will evaluate an existing promotional campaign and plan a future promotional campaign. You will carry out research into the promotional activity of Premier Inn (parent company – Whitbread) . Premier Inn is the UK’s biggest hotel chain and won an award in 2011 for its Premier Weekend campaign featuring Lenny Henry. The award was for the ‘Best Group Marketing Campaign’.

Task 1

Carry out research into the promotional campaign, ‘Premier Weekend’. You will find information about the campaign on the Whitbread and Premier Inn websites. You will also find reviews and news articles about the campaign on the internet. Produce a report evaluating the campaign. Make sure the report includes the following:

• a review of the objectives of the campaign

• an analysis of the promotional mix used for ‘Premier Weekend’

• an analysis of the target market for the campaign

• an evaluation of the choice of media in relation to the target market

• an evaluation of the integration of the promotional mix with other components of the marketing mix, that is, product, price and place.

This task covers assessment criteria 3.1, 3.2, 3.3 and 3.4. A bibliography must be attached.

Task 2

Whitbread has decided to open a new Premier Inn in your locality. You have been asked to plan a promotional campaign for the opening. You should produce a plan which must include:

• proposed aims and objectives for the campaign

• choice of target market for the campaign with justification

• suitable promotional activities

This task covers assessment criteria 4.1, 4.2, 4.3 A bibliography must be attached.

1. 3.1 Review the objectives of the campaign

Indicative content

Evaluation of a campaign objectives

• extend reach

• communicate message about image, new product, new features

• AIDA model e.g. attention, interest, desire, action

2. 3.2 Analyse the promotional mix for the product or service

Indicative content

Promotional mix

• promotional methods chosen e.g. advertising, personal selling, sales promotion, public relations, corporate image, direct marketing, exhibitions

• marketing mix e.g. product, price, place (distribution), promotion

• Integration/interrelationship with marketing mix e.g. links to price, product development, positioning and distribution channels

3. 3.3 Evaluate the choice of media in relation to the target market

Indicative content

Choice of media

• Ability to reach target market

• Frequency

• Likely cost

• Previous results

4. 3.4 Evaluate the integration of the promotional mix with the other components of the marketing mix

5 .4.1 Propose aims and objectives for a promotional campaign

Indicative content

Aims and objectives

• Extend reach

• Communicate message about image, new product, new features

• AIDA model

6. 4.2 Justify choice of target market for the promotional campaign

Indicative content

Choice of target market

• Appropriate for message

• Suitable media chosen

• Suitable activities chosen to appeal to target

7.4.3 Devise suitable promotional activities

Indicative content

Promotional activities

• Use of advertising, below the line promotions and public relations

• Links to corporate identity

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