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Marketing Mix Plan for a New Tourism Product


Premise of assignment:

You will be working with the same partner(s) you had for the VIA Rail Tour assignment.

Now that you have come up with a great new tourism product, it is up to you to find the best way to reach your market.

Thinking about the 4Ps Marketing Mix (Product, Place, Promotion and Price) you must describe each of the following: 

What is your product (briefly describe). What is your Unique Selling Proposition (USP), what makes your product special or worth purchasing? (3pts)

Who is the Target Market? Be specific and explain why this is a good fit. You can speak about demographics, psychographics, EQ profiles or a mix of all three. It is very important for the reader to understand who you are targeting and why. This drives everything (5pts)

What is your core message?

1. What is it that you want to convey to your target market, what is their takeaway or what promise are you making to them.

2. What is your big message you want to convey? (2pt)

What hashtag will you use? (1pt)

i.e.: Think about Contiki… It sells small group tours uniquely to 18-35 year olds. Contiki’s messaging is based on the idea that millennials spend less on things and more on experiences, they are playing on the idea of Fear of missing out #TravelGoals

Bonjour Manitoba wanted to send the idea that Quebecers can feel at home among distant family here.



1. Which advertising mediumwill you use, it can be more than one (print, radio, online, other)? Explain and defend your choices, convince me that this is the most effective medium for your target market. (3pts)


2. Using either Tourism Winnipeg’s or Travel Manitoba’s Paid partnership brochure – choose the Tourism Product that you think is best suited to your audience. What is it called in their brochure, how much does it cost, why will this work the most effectively? (3pts)


3. What type of sales promotion will you have? Think of a “sale” or a “buy this get that free” type of example or other innovative idea. (1pt)

1. Intro: Your report will include an introductory section that introduces the concept of this paper. It should help situate the reader.


2. Body: See contents above


3. Summary : The summary should reflect back to the introduction and let the reader understand which main points were most important to retain.


4. Formate: Double-spaced, using Arial, Calibri, or Times New Roman are acceptable fonts in 11 or 12 point. The cover page will include the assignment title, your names, course number, due date, instructor's name, and college name (See APA formatting).


5. The assignment must be submitted using dropbox and is due before midnight on the due date.


6. Use academic writing (avoid using “I” or “our”)


7. Cite your sources on a separate References page

Any student plagiarizing work will receive a failing grade on the assignment, and/or course and will be subject to disciplinary action per program policies. Late written assignments will be deducted 10% per day (weekend counts as 2 days) and will not be accepted after 4 days.

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