酒店營(yíng)業(yè)可以通過(guò)廣告宣傳酒店形象和客房、餐廳、會(huì )議設施功能

酒店營(yíng)業(yè)可以通過(guò)廣告宣傳酒店形象和客房、餐廳、會(huì )議設施功能
    以下是H市A酒店開(kāi)業(yè)前，酒店uxiaobu擬定的廣告計劃提綱：
    一、廣告目的
    1.讓H市廣大的消費者知曉A酒店開(kāi)業(yè)；
    2.通過(guò)廣告，吸引H市其他酒店的客源向A酒店轉移；
    3.樹(shù)立酒店形象，短期內迅速擴大A酒店的社會(huì )影響和知名度；；
    4.突出表現A酒店與競爭對手的差異；
    5.A酒店開(kāi)業(yè)期間為銷(xiāo)售淡季，通過(guò)廣告能吸引眾多商務(wù)散客的光臨。
    二、廣告目標受眾
    根據對H市市場(chǎng)的分析，營(yíng)銷(xiāo)工作的重點(diǎn)是H市本地客源，因此在現價(jià)段（開(kāi)業(yè)后一年內）廣告的目標受眾是當地商務(wù)客人、會(huì )議客人和政府機關(guān)、企事業(yè)單位、高收入群體消費者等。
    三、廣告策略
    A酒店規模不大，經(jīng)營(yíng)項目以客房、娛樂(lè )和餐飲為主。其中，客房150間；娛樂(lè )項目從硬件和環(huán)境來(lái)看，在H市屬于一流；餐飲主要針對本地客源；根據酒店的實(shí)際情況，本次廣告推廣采取低調入市，廣告影響范圍以H市市區為主。媒體的選擇標準以媒體對本地相關(guān)人群的影響力為依據。
    四、廣告推廣時(shí)間安排
    1.開(kāi)業(yè)前期廣告（7月1日~7月25日）、
    2.開(kāi)業(yè)慶典及開(kāi)業(yè)廣告（7月26~7月28日）
    3.開(kāi)業(yè)后輔助性廣告（7月29日~9月29日）
    五、廣告內容
    從以下三個(gè)方面確定廣告內容：
    1.針對商務(wù)客人市場(chǎng)
     突出宣傳酒店是客人的商務(wù)合作伙伴；重點(diǎn)介紹酒店形象設計和客房、餐廳、會(huì )議設施功能。
    2.針對會(huì )議市場(chǎng)
     突出宣傳酒店一流的會(huì )議設施設備、配套設施及高素質(zhì)員工提供的一流的服務(wù)。
    3.針對其他市場(chǎng)（旅游客人及高收入娛樂(lè )消費群體）
     突出宣傳酒店溫馨、舒適、安全的特點(diǎn)，渲染家的感覺(jué)，重點(diǎn)介紹客房、娛樂(lè )設施、餐飲等；
     邀請專(zhuān)業(yè)機構設計廣告創(chuàng )意、廣告詞，制作專(zhuān)業(yè)且有新意的廣告片（15秒/30秒）。
    六、廣告媒體和傳播計劃
    1. 戶(hù)外大小型路牌路標廣告：酒店門(mén)前、火車(chē)站、汽車(chē)站、經(jīng)過(guò)H市3條高速公路出口處、商業(yè)區、步行街。
     本項受眾人群為各地過(guò)境或來(lái)訪(fǎng)商務(wù)政務(wù)人士，廣告時(shí)效性長(cháng)、醒目、易于目標受眾接受；7月20日左右發(fā)布。
    2.車(chē)體廣告：途徑市區主要交通路口的16路公交車(chē)；H市3~5家出租車(chē)公司；省會(huì )至H市豪華專(zhuān)線(xiàn)車(chē)（專(zhuān)線(xiàn)車(chē)廣告只能在座位上做套）。 
     車(chē)體廣告受眾人群為本地社會(huì )各界人群及外來(lái)商務(wù)人士，時(shí)效性強；本項應在7月20日左右發(fā)布。
    3.報紙廣告：H市晚報、H市日報。
     報紙發(fā)行量大，目標人群眾多，但報紙只適用酒店發(fā)布通知性的廣告，即開(kāi)業(yè)或新產(chǎn)品介紹等；
     開(kāi)業(yè)前1天，分別在兩報以新聞報道方式發(fā)布軟廣告；開(kāi)業(yè)當天分別在兩報的A4版發(fā)布開(kāi)業(yè)祝賀廣告（半版套彩/套紅）；從開(kāi)業(yè)當日起，與H市晚報合作舉辦有獎?wù)魑幕顒?dòng)（主題待定），為期一個(gè)月，借以擴大酒店的社會(huì )影響力和社會(huì )美譽(yù)度。
    4.電視廣告：H市電視臺、H市經(jīng)濟頻道。
     電視廣告覆蓋面廣，直觀(guān)性強。開(kāi)業(yè)廣告在H市電視臺晚7:45《H市新聞》前、H市經(jīng)濟頻道晚：10:30《財經(jīng)論壇》前播出，主要觀(guān)眾是H市行政機關(guān)及事業(yè)單位干部、商務(wù)人士等；發(fā)布時(shí)段從開(kāi)業(yè)前5天開(kāi)始，連續播出10天。
    5.電臺廣告：H市人民廣播電臺交通頻道。
     交通頻道的綜合收聽(tīng)率比較高，并擁有一批固定的聽(tīng)眾――的士司機，將可能為酒店帶來(lái)一定量的散客，成為酒店的義務(wù)銷(xiāo)售人員。本項發(fā)布時(shí)間為7月15日~10月初，每天十次滾動(dòng)播出。
    以上媒體廣告費用盡可能采取酒店消費對抵的方式，以減少酒店新開(kāi)業(yè)的資金壓力。
   七、廣告費用預算
     本次廣告費用控制在70萬(wàn)元內；
     費用分配方案

The hotel business by the advertising image of the hotel and rooms, restaurant, conference facilities function
    H City A hotel opened Hotel uxiaobu prepared outline of the advertising program:
    One or advertising purposes
    1 H City, the majority of consumers know A hotel opened;
    Through advertising, to attract the source of the H City hotel A hotel transfer;
    Establish the image of the hotel, the rapid expansion of short-term social impact and visibility of the hotel A;;
    Outstanding performance difference A hotel and competitors;
    5.A hotel opened during the off-season sales through advertising to attract the presence of a number of business FIT.
    Second, the advertising target audience
    H City market, the marketing focus is the local source of H City, therefore, within one year after the price segment (opened), the ad's target audience is the local business travelers, conference guests and government agencies, enterprises, institutions, high-income groups of consumers.
    Third, the advertising strategy
    A hotel is small and operating projects to the rooms, entertainment and dining. Among them, 150 rooms; entertainment hardware and environmental point of view, belong to class H City; catering mainly for local tourists; according to the actual situation of the hotel, the advertising low-key to enter the market, the advertising sphere of influence H City City District-based. Media selection criteria based on the influence of media on the local population.
    Fourth, advertising, promotion timing
    (1) pre-opening advertising (July 1 to July 25 May),
    2 opening ceremony and opening advertising (July 26 ~ July 28,)
    Opened auxiliary advertising (July 29 to September 29)
    Fifth, the advertising content
    Determine the advertising content from the following three aspects:
    A. Market for business travelers
     Highlighting the hotel guests' business partners; highlight the image of the hotel and rooms, restaurant, conference facilities function.
    (2) for the conference market
     Highlighting the hotel's excellent meeting facilities and equipment, facilities and highly qualified staff to provide first-class service.
    (3) for the other market (travelers and high-income entertainment consumer groups)
     Highlight the cozy comfort, safety features, rendering the feeling of home, focuses on the rooms, entertainment facilities, restaurants, etc.;
     Invite professional bodies to design creative advertising, advertisements, production of professional and innovative commercials (15 seconds / 30 seconds).
    Six, advertising, media and communication plan
    An outdoor large and small road signs road signs advertising: the front of the hotel, train station, bus station, after the 3 H City Expressway exit, commercial areas, pedestrian street.
     Audience crowd around transiting or visiting business-government persons, advertising timeliness, eye-catching, easy to target audiences to accept; be released around July 20.
    Car ads: the way to the main urban traffic junction 16 buses; H-3 to 5 taxi companies; provincial capital to H City luxury green car (the green car advertising only seat).
     Audience crowd of car ads for local community groups and foreign business people, timeliness; this subparagraph should be released around July 20.
    Newspaper ads: H City Evening News, H City Daily.
     Many large newspaper publishers, the target population, but the newspaper is only applicable to the hotel, release notice of the ads, that is opened or new product introductions;
     Opened one day, respectively, in two newspapers to a news report released soft advertising; opening day, respectively, in two reported that the A4 version published opening congratulations ad (half-sets of color / Tao Hong); from the opening day, with H City Evening cooperation held there Prize Essay Contest (theme to be determined), one month, so as to expand the social influence and social reputation of the hotel.
    TV ad: H City television stations, H-City Economic Channel.
     TV advertising has wide coverage, and intuitive. Opening ad in front of the H City television station late 7:45 H-City News ", H-economic channel late: 10:30 broadcast before the Financial Forum, the main audience is H City executive authorities and cadres of the institutions, business people; the release period from the beginning five days before the opening, broadcast 10 days.
    Radio advertising: H People's Broadcasting Station traffic channel.
     Traffic channels to listen to the rate is relatively high, and has a fixed number of listeners - taxi drivers, will likely bring a certain amount of individual hotels, the obligations of the hotel sales staff. This time from July 15 to early October, every day ten times rolling broadcast.
    Media advertising costs as much as possible taken Hotels consumption on arrival, in order to reduce the financial pressure of the newly opened hotel.
   Seven, the cost of advertising budget
     The advertising costs are controlled at 700,000 yuan;
     Cost allocation scheme