Addison Farrell | Ben Peterson | Kaylea McKean | Toni Villella

Why Trains are Better than Planes

http://www.youtube.com/watch?v=TQTWGFfhfYE

What is Venture Rails• Luxury meets Efficiency

• Conscientious Consumer

Donations

Preservation

What’s in a name?

•LifestyleAdventure

Fast Paced

Experiential

Logo• Geographic Segmentation

• Country-of-Origin & Heuristics

• Brand Personality

Slogan• “When you travel with Venture,

You’re in for the Journey!”

Motivation & Goals

Target Markets• Singles & College Age Travelers

• Business Leisure Travelers

• Family Leisure Travelers

Services & Offerings

• Atmospherics

• Maslow’s Hierarchy of Needs

Physiological

Self-Actualization

Safety

• Being Space

• Belongingness

Promotion 1: Magazine Ad

• “Businessman sipping a martini and

typing on his laptop while traveling

through cascading mountain…”

• Image and Message

• Placement

Business Week

• Wear-out

Promotion 1: Businessman Ad

• Perception

• Associations

• Need for Power

• Psychographic Analysis

Persuasion

• Approach-Approach

Promotion 2: Spiderman Ad• “Aerial shot of speeding train, child is

crying and mom can’t relax. All of a sudden,

Spiderman comes swooping in the

window…”

• Celebrity and character endorser

• Reference groups

Aspirational & Dissociative

• Influence

• Source of Persuasion

Objectivity

Promotion 3: Subway Ads

• Guerilla Marketing

• Product involvement

• Humor appeal

• Positive WOM

• Self

Actual & Desired

Thank You

Questions