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Marketing Via Online Ad: Tahoe
- 1. Monica Cho Jasmine Leong Travel Online Ad 3/15/13
- 2. Product: An exciting winter getaway to North Lake Tahoe. Audience: • 20 – 35 years old • Both males and females • Single or in a relationship with no children • Middle to upper middle income • Resides in the West Cost of U.S. • Advanced to expert skilled skiers • Passionate about exploring the outdoors and lives an active lifestyle • Outgoing personality Objective: Achieve both brand awareness (for North Lake Tahoe’s prime destination in advanced skiing) and click through (for www.gotahoenorth.com).
- 3. Banner type • Extended Leaderboard Banner (728x200 pixels) • Large size engages & aesthetically pleases viewers Design • 3-part: 1) 364x200 photo on left, 2) 364x200 photo fades in on right, 3) 728x200 photo replaces 1st & 2nd photos • Transition of clear images • Storyline reveals scenic adventure in North Lake Tahoe • Differentiated CTA button draws viewers’ attention 1 2
- 4. Message • Contrasts ski skill levels to accentuate greatness of advanced skiers • Emphasizes grandiose adventure that North Lake Tahoe Resort can provide Call-To-Action • “Learn more” shows desire to help viewers make the choice to plan a trip, not pressure to choose NLT Resort Contextual, Behavio ral Targeting • Contextual targeting for a highly specific audience • Ad placed on sites with content relevant to skiing in the outdoors and on higher skill level trails
- 5. Enough of the pizza… Rise to the challenge. Experience north lake tahoe
Editor's Notes
- Product and Target Audience. Describe your product and its target audience.We are advertising the North Lake Tahoe resort for a winter getaway, with an emphasis on ski mountains and the views from them for the seasoned skier.Our target audience includes advanced-to-expert skilled skiers who aren’t afraid of a physical challenge. Including males and females, our viewer is 20 to 35 years old and is either single or in a relationship with no children (thus more spontaneous with trips). With middle to upper middle income, our target audience can afford such a getaway and has an outgoing personality that also drives their active lifestyle. Considering the location of North Lake Tahoe, our audience predominately resides in the West Coast. b. Objective. What is the goal of this ad – is it to build brand awareness? To get a click through? With what ultimate goal?The goal is to achieve both brand awareness and click through for North Lake Tahoe Resort. The graphic banner serves the purpose to advertise the region’s offering of cross country skiing to advanced skiers in search of a challenge. Driving traffic to the resort’s website will help in leaving impressions with viewers that North Lake Tahoe is more than a resort, but also an adrenaline seeker’s prime destination. Both objectives work together in solidifying North Lake Tahoe’s daring outdoor offerings.
- c. Banner Type (graphic, sound, picture) – describe why you chose the type of banner that you did.We chose to do a three-part Extended Leaderboard Banner (728x200) with photos because it was an engaging way to tell a story while being aesthetically pleasing. The first photo fades in at 364x200 pixels, the second photo fades in right next to it at 364x200 pixels, and in the third part of the banner, a 728x200 pixel panoramic photo fades in on top of the two previous photos. We decided to pick a bigger banner in order to ensure that our photos--and our message--would not be shrunken, as our images tell as much of a story as our captions. The views from the ski mountains such as Jake’s Peak are most impressive when seen panoramically, and additionally, are most life-like. Therefore, it leaves the best impression on our viewers and interests them to see the views for themselves.d. Design. Describe why you chose this design and images. You may choose images from the Internet but be sure that you’re creating unique ones for this brand, and not just borrowing from their current advertising other than the product image. The design of our display ad is engaging for the viewer with our transition of clear images revealing the scenic adventure of Jake’s Peak in North Lake Tahoe. Our online advertisement begins with a photo depicting a gawky man coming to a stop (“pizza” style) on a nonexistent slope. The next image, however, is the total opposite, with an experienced skier descending down a summit. Our graphic banner concludes with a panoramic view of Jake’s Peak looking down into Emerald Bay with a North Lake Tahoe logo positioned on the top left corner. Our call-to-action is located on the bottom of the panoramic Jack’s Peak photo in a green text box. We chose this so it would stand out and encourage viewers to click-through to the website. With the format being an extended leaderboard banner, this display ad will appear on-page at the top.
- e. Text. Create and use ORIGINAL text for the banner. Include a message and an ORIGINAL Call-To-Action. Describe why you used this.Our message is split into two parts. Our message is, “Enough of the pizza...Rise to the challenge. Experience north lake tahoe.” Our call-to-action is, “Learn more.” We chose this message to first contrast the different skill levels in skiing that is seen in Lake Tahoe, from beginners to expert skiers. By giving the beginner skiers and ski slopes a sense of gawky awkwardness and level of lameness, then contrasting them to the awesomeness of a well-seasoned skier working his way down a Triple Black Diamond slope, we amplify the greatness, magnificence, and adventure that North Lake Tahoe Resort can provide its visitors. Our target audience is not interested in going to Tahoe to learn how to ski or be surrounded by beginners, as they would be in the Nursery Slopes (which explains our caption, “enough of the pizza,” “pizza” being the stop position learned in ski school). They are seasoned skiers looking for a challenge and an adrenaline rush, so our “Rise to the challenge” message calls to them. Our conclusive caption, “Experience north lake tahoe,” lies above a magnificent view, which shows our audience what they would see if they were skiing down an advanced-level slope.Our call-to-action encourages our viewers to “Learn more” about North Lake Tahoe Resort and the experiences it would provide to its visitors. We chose this call-to-action because we understand that deciding to take a trip to Lake Tahoe is not a quick, easy decision, and only want to help our audience make the choice to stay with North Lake Tahoe, not rush them into planning a trip then and there.f. Contextual, Behavioral. Explain why you selected that targeting. In an effort to advertise our resort to our specific target demographic, we are implementing contextual targeting. Since expert skiers are a highly specific target market, we only want to place our advertisement on sites which our target audience would most likely be visiting. Website content that is relevant to skiing on higher skill level trails and skiing in the outdoors is ideal in reaching our potential visitors. For example, Everytrail.com is an online community where thrillseekers share travel experiences and skiing destinations are a featured guide. By aiming for users’ interests with specific website placement, our contextual targeting efforts will have a better chance at reaching our demographic.
- This our online travel ad for North Lake Tahoe Resort. Remaining slides will provide analysis of our display ad.