Creative Strategy for RAPTURE by Hilton
Copy Platform:
Basic problem/issue to be addressed:
Convey all features without creating a “busy” advertisement with a clear visual path that stimulates the reader to peruse more information. Once this is established another issue to be addressed is selling the idea of luxury accommodation for the “thrifty” backpacker and the known name of Hilton. The combination of theses two to create an advertisement that delivers a message portraying fun and savings as well as conveying style and class. With these achieved successfully our main issues and problems are solved.
Objectives for the advertisement:
The objectives that should be achieved for the Rapture by Hilton advertising campaign should address the following concepts and facts.
• Create brand awareness and interest in Rapture, the campaign should also consist of associated services. Promote the “experience” and the “community” by placing team based sports and crowds in imagery used to promote a unity of all guests and the unrivalled experience that Rapture can offer for all customers.
• Promote Rapture’s services and the “community experience”. Can be achieved by placing team based sports and crowds in imagery used.
• The advertisement should strongly portray the low cost of Rapture’s accommodation and the vast amount of activities and services on offer.
• Increase clientele to the Hilton group with the Rapture venture.
• Position Rapture into the number one accommodation for budget minded travellers.
Target Audience:
The target audience consists of Male and Females ages 18 through to 27 of mixed nationalities. They are keen travellers and enjoy a very active and fun filled lifestyle. They adopt a tight budget to work with due to their income, which would be placed into the low - mid ($15,000 to $38,000).
Demographics:
• Age: 18 – 27
• Annual income: Low to mid ($15,000 – $38,000)
• Sex: Male & Female
• Occupation: Student, part-time / Casual worker
• Free spirited, party animal, like to try new things
• International, domestic
Geographic:
Potential clients like the beachside aspect of accommodation (water sports, lifestyle), Love to be in the heart of activity (Close to city/town centres). Something different yet at the same time similar to home (international).
Psychographics:
• Lifestyle: Traveller, explorer, socialite,
• Attitude: Confident, inquisitive
• Personality traits: Motivated, Thrifty spender, love to party, active and fit
Major Selling idea to communicate:
The major selling idea for the Rapture “Paradise is waiting for you” campaign is to create a want for Rapture and its services in a target audience. The advertising campaign for Rapture communicates to the audience the qualities of the facilities in the building, as well as the vast array of outdoor activities that are on offer (full page advertisement).
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