Advertising Proposal
BIG THING ADVERTISING
Scoot Advertising Proposal
BigThing Advertising
24C Seah Street Singapore, 189702
T (65) 63678714 F (65) 63678712 enquiries@bigthing.com
BigThing
Table of Contents
Executive Summary Situational Analysis Key Strategy Creative Strategy Creative Execution Promotional Activities Media Selection Activity Plan Summary of All Cost Campaign Evaluation Appendix 2 3 8 12 14 16 20 24 24 25 26
Scoot Advertising Proposal
1
BigThing
Executive Summary
Overview Low cost traveling started in Singapore in 2004. Since then the industry has grown rapidly and namely Airlines like Tiger Airways, Jetstar Asia Airways and AirAsia has been able to prosper due to their competitive prices. However, all might not be as rosy in the aviation industry. Escalating fuel costs, debt troubles in Europe and natural disasters threaten the industry’s profitability. With oil prices sky rocketing to over $100 a barrel, and expecting to remain high over the next five years, elevated oil prices will keep the airfare prices high. According to Jeff Knittel, the 2012 outlook for the global aviation sector is dependent on the overall global economical growth. Despite these headwinds, there is still hope at the end of the tunnel. Rising disposable income, tourism promotions and low-cost airlines will assist the industry’s revenue growth for the next five years. Task/Target Market Scoot, having recently entered the industry via the support of its parent company, Singapore Airline, is vying for a place within the industry front runners. With its maiden flight set to depart in June 2012, Scoot has thus tasked us to promote its flights for the June holidays, during the April - May period, in hope to promote trial and infuse brand switching amongst those in Singapore, who lead a conventional family life, and seek to give better to do their families daily.. Competitiveness A common trend between its competitors; however, is the very closely
Scoot Advertising Proposal
BigThing Advertising
24C Seah Street Singapore, 189702
T (65) 63678714 F (65) 63678712 enquiries@bigthing.com
BigThing
Table of Contents
Executive Summary Situational Analysis Key Strategy Creative Strategy Creative Execution Promotional Activities Media Selection Activity Plan Summary of All Cost Campaign Evaluation Appendix 2 3 8 12 14 16 20 24 24 25 26
Scoot Advertising Proposal
1
BigThing
Executive Summary
Overview Low cost traveling started in Singapore in 2004. Since then the industry has grown rapidly and namely Airlines like Tiger Airways, Jetstar Asia Airways and AirAsia has been able to prosper due to their competitive prices. However, all might not be as rosy in the aviation industry. Escalating fuel costs, debt troubles in Europe and natural disasters threaten the industry’s profitability. With oil prices sky rocketing to over $100 a barrel, and expecting to remain high over the next five years, elevated oil prices will keep the airfare prices high. According to Jeff Knittel, the 2012 outlook for the global aviation sector is dependent on the overall global economical growth. Despite these headwinds, there is still hope at the end of the tunnel. Rising disposable income, tourism promotions and low-cost airlines will assist the industry’s revenue growth for the next five years. Task/Target Market Scoot, having recently entered the industry via the support of its parent company, Singapore Airline, is vying for a place within the industry front runners. With its maiden flight set to depart in June 2012, Scoot has thus tasked us to promote its flights for the June holidays, during the April - May period, in hope to promote trial and infuse brand switching amongst those in Singapore, who lead a conventional family life, and seek to give better to do their families daily.. Competitiveness A common trend between its competitors; however, is the very closely