Objective: Launch a Lonely Planet title through a series of copy-based adverts, I chose city break in New York.
Solution: By reading a series of copy-based adverts which uncovers all the hidden gems that you can find in New York, the ads will generate interest in New York and in essence, Lonely Planet.
The first image Winter Wonderland is our main idea, the other images are other potential ideas that we had.
TV/Cinema Ad
To continue awareness with our target audience, we will also create a TV and cinematic advert for Lonely Planet, which depicts a setting which features a young professional couple who are travelling on a city break in New York.
Online Competition
To engage the audience and get them involved, we will also have a social media competition which works alongside the copy-based adverts. Using Facebook, Twitter and a Lonely Planet mini site, users can share their own 'New York experience' by posting a short passage on their most memorable moment. They are encouraged to use poetry, rhymes and metaphors to link with our copy-based ads. The winner will be the one with the most original and intriguing story. As an incentive to join in, the winner will receive a canvas of a famous New York landmark and have their story published on exclusive New York postcards.
To engage the audience and get them involved, we will also have a social media competition which works alongside the copy-based adverts. Using Facebook, Twitter and a Lonely Planet mini site, users can share their own 'New York experience' by posting a short passage on their most memorable moment. They are encouraged to use poetry, rhymes and metaphors to link with our copy-based ads. The winner will be the one with the most original and intriguing story. As an incentive to join in, the winner will receive a canvas of a famous New York landmark and have their story published on exclusive New York postcards.
