Unit 5 - Marketing Travel and Tourism Products and Services
Institution
PEARSON (PEARSON)
Unit 5 - Marketing Travel and Tourism Products and Services
M2 - explain how factors have influenced marketing decisions in relation to a selected travel and tourism organisation
Unit 5 - Marketing Travel and Tourism Products and Services
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Ciara Holmes – Travel and Tourism
Unit 5 - Marketing
M2 – Explain how the 4P’s work together as a marketing mix in a travel and tourism organisation
In this assignment I will be explaining how the 4P’s work together as a marketing mix in a travel and
tourism organisation.
Firstly when promoting, Drayton Manor will consider the place. Therefore promotion and place work
together. In 2008 Drayton Manor Theme Park launched a new TV ad, created by PSAFilms, to publicise
recently-launched attraction Thomas Land. Here is the link to the video of the advert:
https://www.youtube.com/watch?v=J2KplxntUsk . The advert was aired on terrestrial channels (free view
channels), however it was only broadcasted in the west midlands region. Places in the West Midlands are,
Herefordshire, Worcestershire, Shropshire, Warwickshire and Staffordshire. By creating this campaign, the
advert will have gained good public relations with people in the local area. The reason why they haven’t
broadcasted it with other regions is because some a lot of the time people aren’t going to travel over 150
miles to go to the theme park. People who live in places such as London will seek theme parks closer to
home such as Thorpe Park and Chessington World of Adventure. This also applies to Radio adverts as well.
Rather than promoting it nationally, they keep it within the region. As mentioned in my Pass assignment,
Drayton Manor also does radio adverts. The local radio stations for Staffordshire are Touch FM and Stafford
FM. Then other radio stations in the West Midlands such as Free Radio, 102.2 FM Capital Radio, and
Sunshine Radio. There are a lot more however these are the ones that cover most of the West Midlands.
Radio adverts have the same idea as TV adverts. They both advertise in the local region to target people
who live not so far away from the theme park.
When doing a promotion it has to establish what is they are promoting, in this case the product. Drayton
Manors unique selling point is that it is ‘Home to the famous Thomas Land’ which is the ‘only one in
Europe’. They conduct lots of promotions for Thomas Land. This also links to promotion because it creates
good public relations. Drayton Manor did a press release about how they have and spent 2.5 million and
expanded Thomas Land. This creates the image to customers that the amazing Thomas Land, is now bigger
and better therefore they will want to visit to see what it is all about. By also promoting that it is the only
one in Europe will attract visitors from Europe.
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