The Missing LinkWe are link between where you are & where you deserve to be

Alistair - Creative Director Aleisha - Chief Consultant Olivia - Marketing Director

Bonnie - Senior Marketing Executive Georgia - Strategic Director

Main Issues1. Lack of communication synergy between the video and print advertisement

The two platforms portray two different types of messages that do not connect with each other

Main Issues 2. Incongruent communication

Although the intention was to inform the audience of what Tasmania has to offer, the information presented was messy and had information overload.

Also, due to the nature of the advertising material, the audience do not have sufficient time to effectively decode the message before the next message is transmitted

Recommendations

1. Clear and effective message

Use of similar structure and content across various platforms to create a consistent message

Recommendations

2. Use of a narrative / storyline

Our creative strategy is to ensure that the advertisement is memorable and it effectively communicates a clear and consistent message

Our Proposal Our proposal is to create two promotional videos using a Go-Pro camera that will be set up as a narrative to portray a number of activities that can be undertaken in the course of a day in Tasmania

Each video will target a separate demographic age group. It will focus on the concept of “two sides of the same coin” by maintaing synergy between the videos while portraying contrasting content

In addition to the videos, two separate print advertisements relating to the videos will be created

Why Go-Pro?The Go Pro promotional videos have become a viral sensation. As a result of these videos, 2.3 million cameras were sold in 2012. This figure has since doubled in 2013.

These cameras are designed to be self negating observers, to sit by the sideline and watch adventures unfold.

Our Proposal 1. Video targeting 20-40 year olds

The video will portray scenes that depict high impact and high involvement activities throughout Tasmania.

It will begin with a short clip of an activity that could be undertaken early in the morning such as surfing at Eagle Hawk Neck and progress with short clips of activities over the course of the day.

Each clip will depict an activity that is not typically associated with travelling in Tasmania to ensure that they ‘go behind the scenery’ message is expressed

The video will be distributed across different social media platforms aimed towards this target market

Our Proposal Video targeting 40+ year olds

This video will follow the same structure as the previous video however the activities shown will be more strongly associated with this demographic. Examples of these include a slow walk through the botanic gardens in the morning or a relaxing lunch cruise along the Derwent River

This video will be distributed on television and in cinemas during programs targeted towards this demographic

Our Proposal Print advertisements

The ads will encompass still shots from each of the short clips and will be shown in progression to encapsulate the same message and relate to the videos

The print advertisement targeted towards 20-40 year olds will be distributed in magazines, in banners on popular travel blogs and on social media sites

The print advertisement targeted towards 40+ year olds will be distributed in national newspapers, in airline magazines and in travel agencies

Our Proposal The campaign that we have created seeks to inform our target audience of what Tasmania has to offer apart from its scenic beauty and seeks to relate this message to the audience through a narrative

It takes advantage of different multi media platforms to ensure that each target audience is addressed effectively and to boost exposure of the campaign

Why choose The Missing Link? We are a new age advertising firm that is focused on building brand position and creating tactical offers to improve conversion rates for our clients

We cater to a wide range of demands and can create campaigns for individuals, firms and corporations