Integrated Marketing/E-Tourism Project

This was our final assignment to be completed as part of our Honours Degree and involved choosing an existing company and re-branding its image, deciding its target markets (existing and potential) by implementing all elements of the communications mix and identify the strategies for both offline and online channels of communication.

After much deliberation, we chose the Leprechaun Museum in Dublin.

The Museum is the first ever attraction dedicated to Irish mythology, opens up a fun and magical world full of fascinating folklore, mythology and enchanting stories. It claims to be the first leprechaun museum in the world.  We chose the museum for many reasons:

• Its uniqueness
• Its location
•  Its potential

Our main aims were to:

• To create a one voice, one look brand image for the museum;
• To create top of mind awareness in the minds of our international market particularly the American market, schools and the general leisure market .

The first decision was to interview the Director of the museum to gain first-hand information about the museum and to ask specific questions such as their advertising methods, target markets and plans for expansion. We then decided on our marketing strategy which would be fundamental in the success of the re-branding of the museum.

Our campaign followed the structure of the SOSTAC model. SOSTAC is an acronym for the following six elements of our marketing plan:

·         Situation analysis, asks what the current state of the business is.

·         Objectives, helps list an overview of goals for the business.

·         Strategy helps provide a “big picture” plan to achieve the goals

·         Tactics breaks down the “big picture” strategy into smaller details

·         Action helps assign responsibility and deadlines for certain tasks

·         Control offers an easy way to track the progress of the plan

We felt that while the National Leprechaun was a unique business it did not have a strong brand identity which would stick in customer’s minds. After careful consideration we decided it would be detrimental to change the company’s name as it instantly grabs attention and explains what the museum entails. However we decided that the museum needed a logo as this would be how the museum would be visually identified in the business world and to customers.

                                                                                   

                                                                        New Logo

We also created a new slogan which we hope will capture the fun, exciting, uniquely Irish personality of the museum:   

“Have the craic, agus maybe find a crock!”

We felt this new logo and slogan is a better representation of what the Leprechaun Museum aims to be. 

Tactics:

We implemented both online and offline methods of communication.

Online:

Website and Social Media.

Off-line:

Increased print and radio advertisements 

Direct Mail

Personal contact with potential markets

We also created a new website and booking page which can be seen on our Prezi and in our completed assignment. It was a very enjoyable assignment as it an opportunity to use a new form of presentation method and also allowed us to decide and  implement our ideas on how to improve an organisation which was a very interesting concept.