Campaign Overview to Hawaii Visitors & Convention Bureau

Scenario： Your client has asked you to review your brand’s most recent campaign and in turn provide recommendations for expanding it.

Please use the link below as a reference.

https://www(dot)edelman(dot)com/expertise/digital/our-work/hawaii-visitors-convention-bureau-wfh-work-hawaii



https://www(dot)youtube(dot)com/watch?v=zvWe8UyCtKc&ab_channel=Edelman

Individually or in pairs, please respond to the following:

Scenario: 

• Your client has asked you to review your brand’s most recent campaign and in turn provide recommendations for expanding it.

Task:  

• Review the following case assigned to you and respond to the questions below.
  • Hawaii Visitors & Convention Bureau (WFH – Work From Hawaii)
    • Campaign write up from Edelman PR Agency
    • Unpack it so that you have a clear understanding of the campaign’s intent
      • i.e., write the creative brief that informed the campaign
      • i.e., map out the channels, platforms, and tactics used in the campaign
• Propose how the brand should expand the campaign to cities across North America

Outcomes: 

• Demonstrate that you can develop an IMC plan.
• Communicate succinctly and concisely (nobody has time for an 80-page PowerPoint)
• Leave with a document that you can use in an interview to demonstrate your thinking. 

Conditions:

• You can refer to course materials to help familiarize yourself with content
  • Course materials cannot be paraphrased, nor quoted as part of your response.
  • The purpose of this activity is to demonstrate what YOU think, not what someone else thinks.
• The only source that you are permitted to cite / reference is Statista, using your GBC account.
  • Use of other reference materials may result in a fail grade.
• Submit your response to Blackboard by the due date and time.
  • Late submissions may not be accepted and result in fail grade.

Submission Checklist: 

q  Word file format, 12 pt font, Times New Roman or Arial, do not impact the standard margins 

q  Written in paragraph or point form (be sure to communicate the full thought) 

q  Use Headers / sub-headers throughout 

q  2 pages maximum, plus any additional resources in the Appendix 

q  The only resource/references that is permitted is Statista

q  Include a Bibliography for the Statista information, and use parenthetical citations

q  Submitted to Blackboard