National Geographic Journeys
Published on: Mar 3, 2016
Transcripts - National Geographic Journeys
National Geographic Journeys
Case Study By:
The Markeeters (Group D)
Instructor: Erin Whittle
Course: Marketing 1102
•What IMC strategy should NationalGeographic Journeys
use in it’s introduction phase in order to create brand
awareness within 45% of the target market?
• G-Adventures is a Canadian tour company with over 25 years
• G-Adventures will work with National Geographic, to form a joint
venture named “National Geographic Journeys.”
• Offer affordable trips, focusing on exploring countries and cultures in
• More than 80% of Canadians involved in planning their pleasure trips
used the advice of friends and relatives, or a travel agent (Tourism
British Columbia, 2007).
• 45% of Canadian travelers read the travel section of a daily
newspaper frequently or occasionally (Tourism British Columbia,
• 1/3 of Canadian travelers share videos / photos via social media during
their trip (CanadaTourism Commission, 2014).
• Building customer relationships will be crucial.
• Advertising in newspapers will be an effective way to reach and
capture our target market.
• Consumer-generated advertising, contests may provide the company
with low costs of advertising and building the brand within the
• Kiosk / travel agents will play a vital role in the selling process.
Target Market (Overview)
• Market Needs andWants: new experiences, more value than for what
is payed, control, and ability to socialize.
• Geographics of all segments:
11 major metropolitan areas with more than 500,000 people.
Target Market – Free Spirits
• FirstTarget Market: Free Spirits
• Behavioural: most flexible with time and money, socialize, looking for
experiences, spontaneous, enjoy shopping, brags about experiences
and seeks organized vacations
• Demographics: main percentage is age 18-34, single or new families,
flexible working conditions, males and females, many are students.
• Psychographics: wanting to live in the moment, expresses life
through social media, seeks adventure, prefers high end brands, and
is the centre of attention.
Target Market - Free Spirits
• Needs and wants of this segment: Free spirits seek excitement,
variety, high end travel experiences and to socialize.
• Market size: 1.15 million (in metropolitan areas).
• Potential Growth: Students seeking international experience.
• Cost to Reach: Low to Moderate – Social Media is less expensive.
• Objectives: Show off attitude, opinion leaders.
• Position: displays heavy brand loyalty, status recognition, advertising
through social media.
Target Market – Cultural Explorers
• The second target market is Cultural Explorers
• Behavioural: seek to sample elements of different cultures, travel is
unstructured, looks to share experiences, frequent
• Demographics: 41% are single, rest is married, most significant age group
is 35-54, have full time careers, average income.
• Psychographics: strong sense of social responsibility, seek unique
experiences, creative, are in control, not materialistic
Target Market - Cultural Explorers
• Needs and wants of the segment: Seeks to immerse themselves into
new cultures, socialize, prefers natural beauty, and enjoys control
over their vacation.
• Market size: 830,000 (metropolitan areas).
• Potential Growth: High – social responsibility increases tourism.
• Cost to Reach: High – needs creative advertisement, unique
• Objectives: Segment wants are similar to Journey’s mission and goals.
• Position: high value for money, no damage to the environment.
Target Market – Authentic Experiencers
• ThirdTarget Market are Authentic Experiencers
• Behavioural: New experiences, learn as much from cultures as
possible, control their entire vacation, shorter vacations
• Demographics: Most are 55+, kids no longer living with them, and
• Psychographics: seek knowledge from their vacations, remain in
control, ecological concerns, and seek to sample cultures, not
concerned with materialistic needs, can be easily dissatisfied.
Target Market – Authentic Experiencers
• Needs and wants of segments:Vacations need to provide a historic
element where segment can learn, having personal control over their
vacations, want the freedom to do what they want.
• Market Size: 1.2 million people (metropolitan areas)
• Potential for Growth: increase with aging population.
• Cost to Reach: Moderate – traditional forms of advertisement
• Objectives: Similar to Journey’s goal of freedom
• Position:Vacations with historic elements and freedom of choice.
SWOT - Strengths
• National Geographic is a worldwide/internationally known brand.
• G adventures is an established, experienced, and influential tour
• Journey’s position is to offer unique, once in a lifetime opportunities
• National Geographic can provide a large web of internal promotion
vehicles for products and services.
• Few people are aware of the new concept created by both
• National Geographic Journey’s promotes at high pricing without
efficiently advertising their value proposition.
• A new tourism based company faces the risk of a long period in the
introduction and growth stages of a product life cycle before brand
recognition allows for it to enter the mature stage.
• Little information has been promoted about the new National
Geographic Journeys to educate the public.
Swot – Opportunities
• People are moving from well known travel locations to detached
landscapes destinations (tourism government).
• Two thirds of Canadians use the internet to make travel plans.
• Recent surveys have indicated that more travellers are switching to
branded vacation packages.
• Tourism marketing has switched from mass marketing to niche
• Massive industry with a variety of promotion for pricing, products,
• Hospitality and travel websites use intensive promotion to allow for
customers to find the best deals at their own convenience.
• Rising Canadian dollar makes international travel more expensive.
• Political tensions can effect the tourism market.
• Main Competitors are ContikiTours and ExploreWorldWide.
- Both have long established their positions in the market.
- Contiki has been operating for 54 years.
- ExploreWorldWide has been operating for 34 years.
- Similar to National Geographic Journeys, they both offer packaged
- Contiki’s Market Share is 12%.
- ExploreWorldwide’s market share is 3%
Position:Youth travel opportunities for those who have a passion
for adventure, good times, and creating memories.
• Vacation packages are for longer
• Tours allow for peers of similar
ages to travel together.
• Efficient transportation services
offered on tours.
• Only offers tours for ages 18-35.
• Tours are focused on a party
• Many activities listed in the tours
are additional costs.
Position: Experts who offer a range of adventure
• Offers vacations in 120 countries
• Provides food and drink
• Well organized
• Attractive to travellers aged 30+
• Experienced focused vacations
• Lengthy travelling by car between
• Age variety in travel groups can
result in lack of group harmony.
• Target Market: Free Spirits
• Strategy: Pull Strategy
• Promotion MixTools:
- Marketing website, social media, online advertising, viral marketing
- Public Relations
- Product Publicity
- Types: Magazines
- Able to reach target market in in an efficient and less costly manner.
- Promotion tools are the vehicles most used by target market on daily basis.
- Promotes strong brand recognition at early stage in product life cycle.
- Mass media increases the risk of advertisement clutter and can become
- Can be ineffective for the company to engage with customers.
- Online marketing is widely used by competition and most tourism based
• Target Market is Cultural Explorers
• Promotion Strategy: Pull Strategy
• IMC PromotionTools:
- Types: Magazine, brochures, and newspaper
- Vehicles: National geographic magazines, travel brochures and
articles with other travel magazines and newspapers.
• Direct Marketing:
- Personally building relationships with customers
- Allows for product to be advertised through tools which can promote most
-Targeting more specifically to target market than through mass media.
- A more unique/creative promotion mix can be more expensive.
- A stronger reliance on accurate promotion of the product and message
- Harder to differentiate from competition who also uses these sources
• Target Market is Authentic Experiencers
• Promotion Strategy: Pull/Push Strategy
• Direct Marketing:
• -Travel Agencies.
- Types:Television, Internet, Magazine, and Newspaper
- Vehicles: National Geographic Channel, and magazines, major newspapers (i.e.
Travel Section inThe Globe and mail) as well as published travel guides.
- Balances traditional and newer promotional tools to effectively display message.
- National Geographic’s largest vehicles can be utilized for the promotion.
- Largest target market of the distinctive Canadian market segments.
- Target market is highly critical and may find faults or errors within the message.
- Lack of distinctive promotion may cause less of target market to be reached.
- Possibility of channel conflict.
• Alternative 2 – Cultural Explorers!
• Personal/Direct Marketing to reach target market and build relations.
- Clear message delivery
- Core values
- High value in order to reach 45% of target market.
• Back-up:Alternative 1 – Free Spirits
Implementation of Plan
• TimeLine: Over 12 weeks (January 1st 2016 – March 31st 2016)
• Periods: 3 periods present in plan (one for every month)
• Before January 1st 2016:
- Contracted articles, January issues, newspapers, and brochures
printed, employee review.
Implementation of Plan
• Period 1 – January 2016:
• Materials distributed
• Kiosks set up
• Customer awareness measured – estimated 25%
• Period 2 – February 2016:
• Continued distribution of materials and kiosks
• Introduction of website
• Customer awareness measured – 35%
Implementation of Plan
• Period 3: March 2016
• Additional printed materials ordered
• Customer awareness – 45%
• Changes to distribution strategy
• End of promotional campaign
January February March
1. - 7. 8. - 15. 16. - 22. 23. - 29. 30. - 31. 1. - 5. 6. - 12. 13. - 19. 20. - 26. 27. - 29. 1. - 4. 5. - 11. 12. - 18. 19. - 25. 26. - 31
National Geographic Magazine
brochures and travel guides
Opening Kiosks TVs in Kiosk Computers in Kiosk Newspaper articles Travel Magazine articles Brochures and Travel guides Blog Website
Opening Kiosks TVs in Kiosk Computers in Kiosk Newspaper articles
• Chapter 1 – Customer Perceived Value - Creating customer perceived value by customizing unique packages to
individual needs and wants.
• Chapter 2 – Positioning – positioning the packages in the consumer’s minds to be exciting and unique
Chapter 4 – Media Publics – Having a public event with live streaming to build positive PR.
Chapter 6 – Maslow’s Hierarchy of needs -Travelers realize a need for self-fulfillment to explore and discover new
Chapter 7 – Age and life cycle segmentation – dividing a market into different age and life cycle groups
Chapter 11 – Shopper Marketing – using point of sale promotions and advertising to extend brand equity to “the last
mile” and encourage favorable in-store (kiosk) purchase decisions to close the sale.
Chapter 12 – Advertising – usingTV channels,YouTube, and National Geographic Journeys website to promote ideas,
goods, and services.
Pull strategy – National Geographic Journeys will have a website where prospects will be able to see videos / pictures,
and even purchase their travel plans.
Consumer-Generated Messages – Ideas and advertisements created by the consumers themselves, such as when
travelers share positive experiences online with friends and family.
• MediaVehicle – Advertising through magazines and television channels
Chapter 13 –
Salesperson - Kiosk agents will represent National Geographic Journey’s and will use all steps in the selling process, starting with
prospecting/qualifying, approaching, presentation/demonstration, handling objections, closing sales, and follow up only if
PersonalSelling – National Geographic Journey’s agents will be interacting with customers to help them build their preferences,
convictions, and actions.
Event Marketing – National Geographic Journey’s will have an event to build brand reputation
Chapter 14 –
Online marketing – Online marketing efforts are made in order to market travel ideas and services, as well as building customer
relationships over the internet.We will also retain a customer database to comprehend and project estimations on future travel
plans made by our customers
• Direct Marketing – National Geographic Journey’s agents will directly connect with carefully targeted individual customers to
obtain immediate reactions and build customer relationship.
Customer database – Data is collected in order to understand our target markets such as the Free Spirits, Cultural Explorers, and
MarketingWebsite – Customers will be able to gain access to travel product information and services through the National
Geographic Expeditions website
Online Social Networks – 1/3 of Canadian travelers share thoughts and experiences through online websites where they can
exchange views and information.
• Tourism British Columbia, (2007). Retrieved November 28, 2015, from
Marcoux, J. (2004). Retrieved November 28, 2015, from http://publications.gc.ca/Collection-R/Statcan/87-003-
CanadianTourism Commission, (2014). GlobalTourismWatch – 2014 Canada Summary Report. Retrieved
November 28, 2015, from http://en.destinationcanada.com/sites/default/files/pdf/Research/Market-
• CanadianTourism Commission, (2012).Tourism Snapshot 2012Year in Review – Facts & Figures 7th edition. Retrieved
December 1, 2015, from http://en.destinationcanada.com/sites/default/files/pdf/Research/Stats-figures/Year-in-
• Statistics Canada, (2015). CANSIM – table 051-0001. Retrieved December 1, 2015, from
• Statistics Canada, (2015). CANSIM – table 051-0042. Retrieved December 1, 2015, from
Government of Canada, (2014). Supporting Tourism. Retrieved December 1, 2015, from
Glassdoor, (n.d.). Retrieved December 1, 2015, from https://www.glassdoor.ca/Overview/Working-at- Contiki-
Explore Worldwide Ltd., (n.d.). Retrieved December 1, 2015, from https://www.exploreworldwide.ca/
Crain Communications Inc., (n.d.). Retrieved December 1, 2015, from
Private Company Financial Intelligence, (n.d.). Retrieved December 1, 2015, from http://0-
• Parker, L. (2015). National Geographic and 21st Century Fox Expand Media
Partnership. Retrieved December 1, 2015, from
• Contiki, (n.d.). Retrieved December 1, 2015, from http://www.contiki.com/
• National Geographic Expeditions, (n.d.). Retrieved December 1, 2015, from