78 | P a g e According to the internet I recommend that they use less internet banners and more social media, viral marketing and SEO.
To give an average on how they should arrange the media spend, I would, based on my findings, recommend Bravo Tours to use 40% television, 40% internet, and 20% magazines. I think they should use less on magazines and more on television and internet, as I found these two to be most important for brand attitude and brand awareness.
79 | P a g e Hypothesis 3: “In most cases the woman in the house takes the travel initiative” was confirmed. In most cases it is the women that identify possible holidays, and gather information, and then show it to the husband and maybe the kids.
Hypothesis 4 about: “It is a joint decision to make the final decision about booking a specific
holiday” was confirmed, as no one wants to book a holiday their partner would not like or accept. In many cases they book the holiday together because they want to be sure they do it right and do not make a mistake when booking the holiday. About children’s influence, it is a common opinion that the older the children are, the more influence they will have on the holidays. From my analysis, I found that in terms of decision-making process;
Hypothesis 5 “The most important factor when choosing a travel agency is the place of the hotel, and the description on the travel agency’s website” is not confirmed, as I find that the most
important for people choosing a travel agency is price and hotel facilities. My analysis showed that the most effective media according to selling package holidays is the social media, and primarily Facebook; when their friends write something specific about a holiday they have been on. Many also get affected by television commercials. However not everybody likes the television
commercials and explain that if a television commercial should affect them to seek out the specific travel agent, they wanted to see a commercial with a specific destination, specific hotels and
activities and a specific offer, or some core facts about the travel agency. I found that only 10% that get positively affected by banners on the internet. The most common opinion is that it is irritating.
Hypothesis 1 and 5 was not confirmed; I found different results than Bravo Tours. My reflections about the differences of my results and the results from Bravo Tours are that it is difficult to say why exactly the results are different. It could be because of bias in the data collection, it could be that we see new tendencies, or maybe the target group for Bravo Tours has been different.
Step 3 of my analysis showed that top of mind brands for the families, 70% thought of Spies, 60%
of Star Tour, 40% on Bravo Tours, and 30% of Apollo. That means that Bravo Tours is number 3 in line of which travel agencies comes to mind, and only 40% thinks of Bravo Tours when thinking travel agencies. Furthermore, I learned that most people think of Bravo Tours as a brand personality of sincerity with 72,41%, which also is how they wanted to be perceived. However, some families did not know Bravo Tours at all and some families had a bad perception of Bravo Tours, hence they
80 | P a g e should focus more on brand awareness, and on the fact that people should know what they stand for.
Step 4 in my analysis presented that a travel agency should choose recall brand awareness strategy, and brand attitude strategy for high involvement transformational strategy. Looking at media, the best way to achieve these two were all media but radio as it requires visual content.
Last step, Step 5, was where my second research question got answered. The analysis revealed that Bravo Tours should not use radio as it requires visual content for people to get motivated and affected. In terms of media points, the two most important for brand awareness recall, brand
attitude, visual content and frequency are television and internet, thus Bravo Tours should focus on these two. The advertisement should start 5-6 month before the summer holiday, as that is when most people start looking for holidays. In relation to television it is crucial to show the motivational factors which are the sun and being with the family, and at the same time give people what they want to see in the commercials, which are; specific hotels, destinations, and facilities at a good price. This could be combined with some core facts that example Bravo Tours are the travel agency with 90% satisfied customers. Bravo Tours ought to be showing television commercials on female channels and advertise in female magazines, as they, in most cases are the ones that experience need arousal and start looking for possible holidays. From my analysis, it became clear that people are not excited about internet banners, so instead Bravo Tours should focus more on viral marketing, social media, user–friendly website, and a high SEO. When advertising in magazines, the preferred advertisement would be the same as with television; specific details and pictures of hotels, price and facilities, whilst showing the motivational factors of being with your family and experience new things in the sun. My analysis came up with an average on how they should arrange the media spend, I would, based on my findings, say 40% television, 40% internet, and 20% magazines.
The last part of my analysis which concerns Bravo Tours current media strategy and
recommendations is answering my last research question. I present Bravo Tours current media strategy, which is arranged with around 33% on Television, 33% Online, and 33% Print. Bravo Tours do not use radio spots, and they primarily use television and social media to build brand awareness and brand attitude. They start their advertising for the summer holiday in September. The
81 | P a g e most important for Bravo Tours to create in their commercials are a favor towards the company and to show their credibility and competitiveness. In relation to considerations of television channels, Bravo Tours follow the target groups they are working with. Bravo Tours also use viral marketing and SEO, and further they use print media in different daily and weekly magazines.
In terms of recommendations for Bravo Tours in my analysis, I suggest keeping the media strategy with not using radio spots, and keep using television and internet as the most important for brand awareness recall, brand attitude, visual content and frequency. Within the advertisement, I suggest Bravo Tours to start around 5-6 month before the summer holiday, as the 9 month before they are doing now can be discussed to be too early, as people do not already start looking so close to the latest holiday and so far from the next. My recommendations in relation to television is, that it is crucial to show the motivational factors which are the sun and being with the family, and at the same time show specific offers, combined with some core facts that they have 90% satisfied
customers. According to media channels, I learned that it would be optimal to show commercials in women’s magazines and in-between women’s TV series, as it is the women who often start to look for possible holidays. When I asked Bravo Tours, they answered that they used the channels that were appropriate for their target audience; hence I must assume that they use the right magazines and television channels. My recommendations for the internet are that they should use less internet banners and focus more on viral marketing, social media, user–friendly website, and a high SEO, as these are the ones that promote their brand awareness and brand attitude, where internet banners are irritating to look at for the families.
To give an average on how they should arrange the media spend, I would, based on my findings, recommend Bravo Tours to use 40% television, 40% internet, and 20% magazines. I think they should use less on magazines and more on television and internet, as I found these two to be most important for brand attitude and brand awareness.
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