3.A: CAMPAIGN THEME
Opportunity: Cite specific turn-around/recovery opportunities identified as a springboard to revive patronage affected by the lockdown period. It may be rebooking of cancelled accounts, promotion of new services/ facilities, tapping of new target markets, re-branding, forging tie-ups with external partners, launch of price promotions, or even positive/inspirational messages on resiliency amidst the COVID-19 pandemic.
Focus: Please explain why this specific program was selected to be featured in the COVID-19 Marketing Communications Campaign. What alternative options, if any, were considered?
COVID19 Relevance: Explain the key message of the Marketing Communications Campaign as it relates to the COVID-19 situation.
Target Audience/Market: Describe the target audience/market for the Marketing Communications Campaign and how/why the Campaign will appeal and encourage them to respond, despite the threat of COVID-19.
Property Image: Does the selected campaign sustain or deviate from the company’s usual market
Weight: 30% Maximum Words: 400