NYC  Travel & Tourism – May 2010

Intro
Charleston, SC agency Rawle Murdy provided my Advertising Research class an assignment to craft strategy persuading college students to vacation at a number of different destinations: city, mountains, beach or cruise.  I worked in a team of five students to conduct appropriate research and devise strategy to encourage our peers to visit New York City during Spring Break. I was the lead strategic planner in the group.

Context
As one of the most popular cities in the United States, New York City offers tourists a unique and remarkable experience. As the epicenter of commerce, media, fashion and food, NYC is one-of-a-kind. Its emotional appeal and celebrity status attract new audiences each day. Advertising plays on these factors when marketing the city as a tourist destination. Despite being a top tourist spot, New York often fails to attract college students during their Spring Break vacation.

Research
As members of the target audience, we knew the consumers well.  But there is no magic bullet that answers the question, “what makes college students tick?” Our research efforts sought to learn about students’ decision making process for Spring Break, what factors are most important to them and their perceptions of New York City.

Research Methods: Random sample of undergraduate population, focus groups, and media review.

Discovery
NYC’s target audience is much smaller than other potential Spring Break destinations because it mainly appeals to Experiencers and Innovators (VALS) and is relatively expensive.

Out of all the factors that determine Spring Break destination decisions, friends’ plans are the biggest determinate. Most students wish to go to a location their friends are going rather than go alone. The influence of friends’ choices outweighs other factors like weather, cost or distance.

Generally, students are under the impression that in order to experience New York City, one must visit all the major attractions that the city has to offer within the single week of Spring Break. However, one week does not provide enough time to encounter the enormity of activities available. Therefore, students do not view New York City as a top Spring Break destination choice.

Strategy
Advertising targeted at college students should communicate the idea that one does not have to see all of the sights and attractions in New York City to have a sensational experience; rather one should just experience whatever most interests them, whether it be museums, landmarks, shopping, theater, etc.

People want to go to New York City to make memories and have a story to tell. Advertising should emphasize the idea of “making your own unique New York City experience.” For example, specific ads could show vignettes of friends enjoying specific aspects of the city such as shopping. Illustrate that one can spend a whole week going to specific attractions, rather than a hodgepodge of everything that the city offers.

Creative Brief
Why are we advertising at all?
New York City is not a top consideration among college students as a Spring Break destination.

What is the advertising trying to achieve?
Make NYC a top-of-mind Spring Break destination among college students.

Who are we talking to?
Undergrads ages 18-24 who budget $500 – $1,500 for Spring Break vacation.

What do we know about them?
The target is comprised of primary Experiencers and secondary Innovators. They believe that their friends are in the know about hot trips and deals for vacations. Their most important factors in deciding on a Spring Break destination are price, warm weather and friends’ plans.

What do they think of our brand?
The target thinks NYC is fun, cold, expensive and far away. They’re overwhelmed by the planning required to take a NYC Spring Break. And, they don’t believe they could get the whole “New York City experience” in one week’s time.

What’s the main idea we need to communicate?
To have a great Spring Break in NYC, you don’t have to see all of the sights and attractions that city has to offer; rather you should just experience whatever interests you most.

What’s the best way of planting that idea?
Emphasize the idea of “making your own unique New York City Experience.”

How do we know that’s right?
Students don’t think a week is enough time to see all the attractions NYC offers. People want to go to NYC to make memories and have a story to tell, not just to experience free attractions.

Result
Rawle Murdy requested our report for their use. The project earned the top grade in class.