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Communication management: Recommendation of a new communication strategy for a tourism exhibition

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case study
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6 pages
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  1. MONDIAL DU TOURISME : Introduction
  2. Presentation of the exhibition
  3. Exhibitors and visitors
  4. Targeting
  5. Competitors
  6. SWOT analysis
  7. Initial marketing communication plan
  8. Problems faced by 'Mondial du Tourisme'
  9. Recommended communication strategy
  10. Conclusion

The main objective of the communication department is the optimization the number of visitors on the exhibition, with a limited budget. In order to succeed, the current strategy focuses on two points: optimization of the visibility of the exhibition in media and the diffusion of invitations for free. Partnerships represent an economical advantage, as it is a low cost way of communication: the exhibition can benefit of partners? media-planning (visibility on their materials of communication such as posters, websites...) and advertising spaces for free. Partnerships also represent a marketing communication advantage as it is a good way to create buzz and reinforce the interest of media. The exhibition has media fallout for free as a partnership is generally seen as an ?event' or a ?scoop'. Social Networks increase the temporal impact: before (teasing over the weeks: unveiling of the thematic of the exhibition, entertainment on the exhibition, people that will be there?), during (broadcasting of content in live and interaction of participants via Smartphones for example, why not inviting the 10 bloggers the most active in order to they cover the event?) and after (sharing of photos, videos?) the exhibition. In order to create a real buzz, the exhibition must be seen as dynamic on Social Networks.

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