Introduction

Executive Summary

SEVERAL analysis

SWOT analysis

Mission, Vision and Value

Target
Several Goals
Several Message
Steps of Advertising Campaign
Conclusion
MARIA MOURA
MARIANA LOPES
VANESSA MORGADO
may 2014

Bibliography

INTRODUCTION

Within English II subject, we proposed a Copy Strategy of FlashTravel.

FlashTravel is a service of tourist communication, which offers low cost services in
the unknown geographic areas of Portugal.
This company was created because, even though the area of Beira Interior is explored,
it isnt much-publicized national wide. Therefore, Raiana Region, more specifically
Idanha-a-nova, needs a mechanism and an external communication plan to advertise
what that area has.

In order to promote this company we will present an executive summary to clarify
this company and its services, the target and the design of the brand. We have also
done several analyses including the S.W.O.T analyses, with all the strengths, weaknesses, opportunities and threats. We also promote missions, visions and values of FlashTravel Company plus quality, costumers satisfaction and promote the Portuguese culture
and tourism. Comparable with all companies and services our company has goals and
needs to be advertised, because of that we have some measures to advertise FlashTravel, with all the steps to do an advertising campaign. These are all the topics that we
will present on this FlashTravel project.

Summary ExEcutIvE

FlashTravel is a service of tourist communication that has one of the best quality services in the
area of tourism. It offers low cost services, to promote tourist routes, and provides an exclusive treatment for the costumers; this service only works with tourism companies and local tourism. Likewise,
Flashtravel helps to improve and invest the human capital of community and bounce a socio economic development of the geographical areas to explore. As a travel service, the target is all the
people who likes to travel and the ones that have never travel, due to monetary reasons, but want
to. At the same time, we create a database of the costumers profile. This database is crucial to
improve the internal tourism because we have found that there isnt a profile of the tourist consumer in Portugal.
The design of this brand has to be memorable, attractive, with meaning to the consumer and
represent the colours of challenge, mountain, land, Sun (the characteristics of the Raiana Region).

SEVERAL analysis

Geopark Naturtejo is a territory with well-defined limits and
with an area sufficiently wide to allow a socio-economic development, cultural and environmentally sustainable. That network explores the Raiana Region to Beira Interior and it integrates
the Schist Villages network and Historic Villages network. Those
networks work together and have a role model of internal communication and strategies. Any tourist that goes to this zone will
discover many places to visit, how to enjoy all offers and find out
about the culture. Those networks have to involve their internal
strategy in the national strategy.

A threat to this company is the demographic issues. A large
part of the population of this region is typically aged. Because of
this it is crucial to create opportunities that can help raise publics,
human capital and investments.

SWOT analysis

Strengths

Weaknesses

Opportunities

Threats

Low Price;
Product of Portugal/ National
Tourism;
Raising public;
To promote culture and social
issues;
To increase a
bounce economic

Doesnt have a
costumers profile;
Many
taxes
and official protocols;
Lack of initial
positioning and
reputation;
Absence of any
data.

The Geopark, in partnership with Schist Villages

and the Historic Village
networks, only have an
internal strategy;
Financial supports;
Unknown areas (the
people get curious
about it);
Short distance;
Establishment of partnerships;
Ignorance by the Portuguese of their own
country;
Economic crisis;
Strategic alliances.

The areas of consumer

and entertainment goods
occupy a high share in the
household income, so the
families may not join our
company;
The local trade, tourism,
playground and leisure
places cant give an answer to the future consumers in a good timely.

mISSIon, vISIon and valuES

FlashTravel believes in value of network and sharing knowledge. We provide a service of tourist communication for the less known geographic areas and/or with pronounced season periods, with a low
cost price. At the same time, we offer the costumers the opportunity of demand their own holidays
and share their flash moments.
Our company wants to be the number one service in our area and to be a reference of excellence.
The other values of FlashTravel are: Customer Satisfaction the costumers are the most important
part in our company, without them we are nothing; Ensure the Portuguese culture and tourism we
want to advertise and sell what Portugal has to offer; Quality there is no place for a service with low
quality in our company. We want to offer the best quality and excellence to our customers.

SEvEral goalS
FlashTravel identifies itself as a service that offers help to expand the communication and image of
the Raiana Region and to offer to the final costumer and alternative way to know unusual destinations.
The service discerns by low prices and a new and different way to make a better external communication. This is a way to improve the culture of Idanha-a-nova and local businesses. We want to increase the tourism and profits of that area, place Idanha-a-nova at a national level and make it a
reference of tourism.
We recognize the foreign residents. They live in Portugal, also they are costumers of Portuguese/ internal tourism. For this, its crucial to make an English support inside tourism strategy.
Our goals to advertise FlashTravel are great reputation and brand recognition. Because of that we
will adopt some strategies like:
Create some public events to promote travelling and also the Portuguese culture in order to
promote tourism;
Use famous personalities to endorse the service;
Advertise in social networks, such as Facebook and Instagram;
Create a website where all the information is going to be available, including our products.

targEt

We defined two marketing mixs for our service. The first marketing mix has two target segments
that are: the tourism companies, traditional business and cultural institutions that support Idanha-anova financial sector and companies related to GeoPark; tourism authorities who already have a
route. The second marketing mix has only one target segment: the final costumer. Our final costumer
has to be interested in culture, history, adventure, radical sports, nature and regional gastronomy.

SEVERAL MESSAGE

FlashTravel Get Going!

The message is to make the costumer recognize himself in the guide. The offers are for him and the
service gives him the power to choose and create an alternative guide.
Get Going represents the reality. When the client chooses our product, he decides to share his profile
and experience. The client is conscious about that decision, because he knows that this product was
design exclusively for him. So, when he reads or receives this slogan Get Going! He already feels
that this is his own decision and that he has all the control about the flash guide.

Steps of Advertising Campaign

1: FlashTravel website: flashtravel.pt

2: Create a Raiana Passport, and make the lowest price politic for a full experience.
3: To place the passport as a voucher in online stores like as Groupon, Lifecooler, Odisseias.
4: Create social protocols to involve and retain costumer, cross the online places and to improve
the viral messages.
5: Replace the numerous leaflets of tourism posts to just one: more intuitive, creative and briefer.
6: Endorsement. Joo Manzarra, tv presenter, has origins and heritage in Idanha-a-Velha (a part of
the Raiana Region).
7: Journalism Protocols. We offer articles (including photography and exclusives) in return for edition
and associated notoriety with the press itself.

8: The continuous monitoring of the strategies implemented.

concluSIon
Portugal is one of the most recommended countries to visit. The gastronomy, the people, the
history and some unique natural landscapes make tourists return. Therefore we create FlashTravel, a
tourism service that has low cost services for the unknown geographic areas in Portugal. The goals of
this service are: promote touristic routes and expand communication in Idanha-a-Nova more specifically Raiana Region and make it a tourist reference. The target of this service is the people who like
to travel and the ones who never did it but want to. The company wants to build bonds of loyalty
with the costumers and for that we have as visions and values the costumers satisfaction, the quality
of the service and promotion of the Portuguese culture and tourism. The design of the brand has to
be memorable, attractive and with meaning to the consumers with colors that remind the nature. To
advertise FlashTravel we set up some strategies to get some brand recognition like leaflets, endorsement, use the social networks and create and website and also create public events to improve
tourism in Portugal. This advertising plan was made following several steps that will help the service to
get recognition.
In conclusion, the creators of FlashTravel want to promote the Portuguese culture and also work
with topics like travel, advertising and design. These are topics that, in a near future, can be very
helpful.

BIBlIography

KOTLER, Philip. (2000). Marketing Management Millenium Edition. Tenth Edition. New Jersey: Prentice Hall, Inc. Available in http://dl.ueb.edu.vn/bitstream/1247/2250/1/Marketing_Management_-_Millenium_Edition.pdf
NATURTEJO. Introduction. Available in http://www.naturtejo.com/en/conteudo.php?id=19.

MARIA MOURA
MARIANA LOPES
VANESSA MORGADO

School of Education and Social Sciences

Polytechnic Institute of Leiria
Social Communication and Multimedia Education

English II - Ricardo Pereira

Leiria, May 2014.