Campaign Profile

cause profile Unwrap Christmas in the urban amount The urban center of Melbournes 2009 Christmas play was themed Unwrap Christmas in the urban center. The flow positioned the city as the place to go for value for money, shopping, dining and entertainment. A series of popular Christmas events and activities were an chief(prenominal) part of the citys Christmas offer. The campaign used media, marketing, PR and online activity to encourage double up visits to the city during Christmas. backside audiences Historically the Christmas marketing campaign has rivet on the family market, presenting a range of free family events including Santas imposing Arrival and the Christmas direct luminance Ceremony. In 2009 families endureed a backbone focus of our activities, however, our campaign also targeted young city workers and residents as research (source: holler London) showed this group would be less unprotected to the pressures of an economic downturn. dine off ers and city event information was include in our campaign to encourage young city workers to remain in the city before and after shopping for dinner party and entertainment. Campaign duration Our six-week marketing campaign began with the first city event, Santas Grand Arrival in the Bourke Street Mall, held on Saturday 7 November. The campaign continued until Christmas Eve. Campaign activities Events At the centre of the urban center of Melbournes Christmas campaign is a series of family-friendly events. These events create kotow and attract many families into the city. This years event be rates were: * Santas Grand Arrival: 3500 visitors * Christmas Tree illumine Ceremony 2000 visitors * Santa in the City: 5301 visitors (a untried record) A saucy event was introduced in 2009, the Celebrity Wrap Day, in endure of the Starlight Foundation. Melburnians queued up to have their presents wrapped by 15 Melbourne celebrities. gentle coin donations went to the Starlight Foundation. ! Marketing and PR...If you want to get a to the full essay, order it on our website: OrderCustomPaper.com

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