THE MARKETING COMMUNICATION CAMPAIGN FOR MORNING STAR TRAVEL SERVICE LTD.
Cathy K. Y. Yu
A Project Submitted
in Partial Fulfillment of the Requirements for the Degree of
Master of Arts in Communication
Supervisor: Dr. Kara Chan
School of Communication Hong Kong Baptist University
Hong Kong June 2005
Acknowledgement: I would like to express my gratitude to all those who gave me the possibility to complete this final project. I would like to thank Dr. Kara Chan for her permission to commence this final project with her advice, support and her result of survey described in Table 5, as a reference to the analysis. I have to furthermore grateful to my family and friends for their love in the past year. I want to thank my dad, Mr. Sydney Yu to support and encourage me to finish the master degree. And special thanks to classmate, Miss Maggie Li for her support throughout the final project. Especially, I would like to give my special thanks to Mr. Patrick Cheung whose support enabled me to complete this work.
(YU Ka Yan)
M.A. in Communication School of Communication
Hong Kong Baptist University
Date: June 13, 2005
Authorization This is to authorize the School of Communication at Hong Kong Baptist University to place my project titled “The Integrated Marketing Communications Plan for Morning Star Travel Service Ltd.” in the HKBU library for general public reference and inspection.
Name: YU KA YAN
Student ID: 04407148
Signature:
Date: June 13, 2005
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*Table 12 is shown in the consumer analysis of situation analysis
IMC Plan for Morning Star Travel Service Ltd. �
Executive Summary:
Travel is a leisure activity of relaxing and refreshing minds. Thus, travel desires
ever end especially for Hong Kong people. Being a travel agent, Morning Star
Travel Service Ltd. (Morning Star) has to cope with the ever-changing
environment and especially customers needs. Therefore, an integrated
marketing communication plan for 2006 is going to revamp the traditional
image of Morning Star and thus position it as one of the leaders in the industry.
This integrated marketing communication is designed for Morning Star
including situation analysis, SWOT analysis, target market profile,
communication objectives, plus marketing communication strategies with the
focus of advertising. A pre-test survey has been conducted to discover the
current attitude of target market’s towards Morning Star. It is found that
respondents have low brand awareness among respondents and they viewed
Morning Star as traditional and dull. This marketing communication plan is
based on the result of survey and aims to re-position Morning Star to a
professional and reliable travel agent.
Advertising is the focus of this IMC plan with storylines of two TV commercials
and one extended storyline of print ad. It is expected that awareness of target
group is raised after the campaign. Other marketing communication activities
such as sales promotion, public relations will be arranged. The branch office
and uniform will be reformed into a fresh image. Membership programme will
be re-launched as the ‘To be a Smart Traveller’ programme which aims to
increase the database for further promotion strategies.
IMC Plan for Morning Star Travel Service Ltd. �
IMC Plan for Morning Star Travel Service Ltd. �
I. Situation Analysis
IMC Plan for Morning Star Travel Service Ltd. �
i. Company analysis
Morning Star Travel Service Ltd.
Snapshot
Morning Star Travel Service Ltd. (Morning Star) was established in 1972. It is
under the listed company, Malayan United Industries BHD (MUI) Group and
occupies 83.9%1 in the Groups business segment in terms of turnover in 2004
which has slightly increased 2.3% from 2003 (2003: 81.6%) (Table 1a and 1b).
Morning Star principally engages in the business of travelling with 460
employees by the end of 31st December, 2004.
Recently, Morning Star has operated 15 retail outlets under the brand name of
‘Morning Star’ in Hong Kong. In the annual report of the fiscal year 2003-2004,
the Group recorded a pre-tax loss of HK$43.1 million for the financial year
ended 31st December, 2004 from its operating activities and losses from
disposal of investments (2003: HK$23.0 million loss).
The total turnover of the travel and travel-related service for the year ended
31st December, 2004 amounted HK$418,135,000, an increase of 14.7% as
compared to HK$364,488,000 for 2003. Overall, the Travel & Tourism Division
recorded an operating loss of HK$16,280,000 for 2004 (2003: HK$7,630,000
loss). (Table 2)
1 Morning Star’s Annual Report , 2004
IMC Plan for Morning Star Travel Service Ltd. �
The business volume of Morning Star, in terms of turnover, increased by 15%
in 2004 compared with the year before.2 However, the persistent deflation,
high unemployment rate, keen competition resulted in thin margins. Customers
tend to choose the short-haul trips with lower fee (such as Thailand and
Taiwan) instead of long-haul packages. Until June 30, 2004, the total number
of outbound travellers has been increased 43% from the same period in 2003.
The number of customers joining the outbound tours increased by 10%
compared with 2003 and the Ticketing Department recorded 56% increase in
turnover compared with 2003.
The Travel and Tourism Division
The Year 2003 was the most challenging year for Morning Star because of the
SARS. During the period of outbreak of SARS and the outbreak of H5N1 avian
influenza in South-East Asia and China, the number of tour groups to
traditional popular destinations such as Thailand and Indonesia were inevitably
affected, including during the peak travel period.
However, the signing of the Hong Kong Closer Economic Partnership
Arrangement (“CEPA”) and the launch of Individual Visit Scheme, tourists from
regions such as Beijing, Shanghai and Guangdong can travel to Hong Kong
with simpler procedures, contributed significantly to the number of visitor
arrivals for the year, reaching a record high of HK$21.8 million. The sales
volume of outbound visitors was recovered to normal standard in the third
2 Morning Star’s Annual Report , 2004
IMC Plan for Morning Star Travel Service Ltd. �
quarter of 2003. The latter half of the Year 2003 rebounded, which had
reduced the sales volume to 25% comparing to 2002 which lost HK$
7,630,000.
Morning Star launched a series of high-end tour packages programmes in
2004 targeting customers with higher purchasing power and retired people
such as gourmet tours to Japan, Malaysia and Thailand; golf tours to China,
Taiwan, Thailand; overseas study tours to Japan and Thailand; health check
packages to Malaysia and celebrity tours with local artistes and signers as
honorary tour leaders. The volume of business of Morning Star’s outbound
department, in terms of number of passengers, increased by nearly 10%
compared with 2003, with growth coming mainly from tours to China short haul
destinations, Taiwan and the Middle-East. The Travel and Tourism Division
recorded an operating loss of HK$16,280,000.
The ‘Call Centre’ has been launched in April 2004 which captured additional
ticketing sales as well as package tours during and after office hours. It is
expected to be improved its facilities in 2005. Morning Star has launched its
membership programme and the Morning Star Five-Star card with HSBC.
Card holders enjoy the benefits offered by Morning Star’s travel related service.
Moreover, Morning Star had won a lot of awards during the past few years
such as Superbrands Hong Kong 2004, Tourism Sightseeing Award and so on.
List of the award has been shown in Table 3.
IMC Plan for Morning Star Travel Service Ltd. �
Mission Statement
Morning Star’s motto is ‘We care about what you feel” ( ) which
shows its great concern about the customers’ travel experience. Also, Morning
Star believes that “Exquisite craftsmanship, dedication to quality services
and customer-oriented” is its communication
objective. It endeavors to provide customers with quality products and the best
service and strategically seek opportunities for penetrating into the Mainland
China market.
The Total Quality Management (TQM) programme has been implemented as
part of Morning Star’s human resource training and development programme
to equip its employees with necessary skills and experience to deal with the
challenges and competition ahead.
Ad spend
The ad spend of Morning Star from the period of 2003 to 2004 is
HK$114,764,000 which 2003 represented HK$ 45,671,000 and 2004
represented HK$ 69,093,000. 3 Among the 24-months period, the peak
months of spending on ad are January, November and December. (Table 4)
3 adMango
IMC Plan for Morning Star Travel Service Ltd. �
ii. Consumer analysis
The Consumer
With the better economic atmosphere in Hong Kong, more Hong Kong people
travel aboard. They would like to travel for attaining harmony for at least a
short period of time.
Travel Motivations
Travelling becomes one of the popular leisure activities recent years. It is
reported that the desire for outbound travel is increasing and travelling is
regarded as an enhancement of the quality of life, see new things and broaden
their knowledge. Most young adults are willing to spend their annual holidays
to travel.
According to another survey conducted by Dr. Kara Chan in 2001, with the
sample of 300 respondents, respondents viewed travelling for pleasure as one
of the recreation forms. Respondents regard travelling as an activity which can
let them relax (mean=4.0), escape from Hong Kong’s tense life (mean=3.8)
and refresh mind (mean=3.7). (Table 5)
According to the population census4, there are about 2,133,000 people who
are aged 20-39 (about 31% of the total population until the end of 2004). There
are 966,000 men representing 29% of the total population and 1,167,400
women representing 33% of the total population in the age group of 20-39.
(Table 6b)
4 The Population Census, 2004
IMC Plan for Morning Star Travel Service Ltd.
The survey
We conducted the survey in May 2005 with the sample of 50 respondents. The
results are based on the survey conducted with 50 adults aged 21 to 45. About
46% of them were male and 54% were female who were in the age group of
20-54 while most of them fell in the age group 25-34 (54%). (Table 6)
Table 6 – Respondents Characteristics
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IMC Plan for Morning Star Travel Service Ltd. ��
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The questionnaire consisted 3 parts (Appendix I). The first part asked the
respondents their general attitude towards travelling. The second part asked
respondents to show their preferences of travel agents, especially rate the
importance about different aspects of travel agents such as brand image, tour
fee, promotion, service and accommodation arrangement. The respondents’
attitudes towards choosing travel agents are shown in the Table 7.
There is a growing trend that more respondents opt for self service travel or
FIT travel. They enjoy the freedom of being able to control their own itineraries,
activities and expenditures. Self-service travellers are typically younger adults
(25-34), well-educated who hold professional positions.
IMC Plan for Morning Star Travel Service Ltd. ��
Travel Destinations
According to the figures of Hong Kong Resident Departures by Destination
provided by the Immigration Department, Mainland China ranked the first
among all destinations while South & Southeast Asia placed the second and
North Asia the third. (Table 8)
According to the survey, the top three destinations which respondents visited
most are Mainland China (30%), Southeast Asia (26%) and Northeast Asia
(26%). However, respondents show their preference of visiting Europe (44%),
Northeast Asia (34%) and Mainland China (22%) in the future 3 years. (Table
9)
Travel Decision-making and Planning
Key decision-making factor
From the Table 7, the result of respondents rating the factor as important or
very important is listed. Ranking of man and women is similar; they rated these
three factors as the top three.
Respondents regarded the brand image (76%), itinerancy (72%),
accommodation (70%), tour fee (60%), service (56%) and promotion (40%) of
a travel agent as important and very important factor. In addition, the itinerary
and travel arrangement of tours are regarded as very important (44%) from
most of the respondents’ views.
IMC Plan for Morning Star Travel Service Ltd. ��
According to the respondents, there are many factors influencing travel
decision-making, but brand/image of the travel agent is definitely the most
important consideration. It ranked the first important factor for respondents’
decision on choosing the travel agent with the mean 3.8. (Table 10)
Also, important factors include good itinerary management because travellers
value for money. Traditionally, a Europe tour’s strength is that travellers can
visit as many countries as possible on their trip. However, a well itinerary
management is much more important than the number of destinations they
visit. Instead, travellers are conscious about how they will spend on vacation.
Thus, travellers increasingly emphasizes the quality of accommodation and
comfort in their decision-making as well. Some travel agents attempted to
incorporate cheaper accommodation into package tours which may
dissatisfied the consumers as respondents’ rate accommodation and dining
arrangement as the second important factor. (Table 10)
Referring to Table 10, respondents perceived itinerary and travel arrangement
as the most important criteria of choosing travel agent. Also, accommodation
and dining arrangement is their most concerns as well. Brand image and
reputation of travel agents remained as the third important factor. Respondents
do not regard factors of service, tour fee and promotion of travel agents as the
first three important factors.
IMC Plan for Morning Star Travel Service Ltd. ��
The mean of different factors are listed in Table 10 and the result is interpreted
that respondents regard the most important factor for travel agents are
itinerary and travel arrangement, following by accommodation and dining
arrangement, and brand image and reputation. However, there is a different
interpretation if the result is analyzed by gender. (Table 11a and 11b)
From the cross-tabulation, it is indicated that there is a difference of attitudes
towards the relative importance of factors by gender although most of the
means lie in between 3 and 4. However, the different ranking of importance of
factors reveals that men and women view the important factors of choosing the
travel agents from different perspectives.
Both men and women regard itinerary and travel arrangement as one of the
first three important factor. Men ranked it as the second (mean=3.7) while
women ranked it as the first (mean=4.1). However, men are more likely to
regard brand image as the most important factor than women. Men rank brand
image as the first (mean=3.8) while women ranked as the fourth important
factor (mean=4.1).
Women tend to regard itinerary, accommodation and brand as the top three
important factors while men regard brand, itinerary and accommodation. Both
men and women do not regard tour fee as important factor for choosing travel
agents. They rank it as the last (mean=3.0) and the last two (mean=3.7)
respectively.
IMC Plan for Morning Star Travel Service Ltd. ��
Travel period and source of travel information
As Hong Kong working people normally have 7 to 14 days annual leave, most
of them preferred spending 5-8 days (48%) to travel and they regarded travel
agency (30%), travel books or magazines (30%) and Internet (22%) as their
major sources for gathering travel information. It is found that referral from
friends or relatives and the promotion is not useful because only 8% and 2% of
respondent have regarded these two ways as useful respectively.
Table 12 - Perception Map towards Morning Star
The questionnaire asked respondents to rate Morning Star on a 7-point scale
of the semantic differential scales on its perceived image from different poles
of adjectives (traditional vs. modern; expensive vs. inexpensive; unfriendly vs.
friendly; welcomed vs. unwelcome). Respondents do not show a strong
perceived image towards Morning Star since the average rate lies on 3 or 4.
The mean of different aspects are shown as follows. They regard ‘Modern’
(2.9), ‘Diversified’ (3.1), ‘Inexpensive’ (3.3), ‘Friendly’ (3.9) and ‘Welcome’ (3.7).
It is found that respondents do not have a very clear image towards Morning
IMC Plan for Morning Star Travel Service Ltd. ��
Star; the overall image is negative on the traditional/modern dimension which
should be enforced in the future. (Table 12)
Furthermore, respondents are found that rated the travel agent on the average
rate in between 3 and 4 which shows that respondents do not perceive a clear
image to Morning Star. They prefer to choose a near neutral ranking instead of
distinct image. Also, no special groups, in terms of age, gender, income, have
special preference to the travel agent. Thus, it is time for Morning Star to
re-establish its position in the market and reinforce its profession towards
consumers with a clear image.
From the Table 13, it is indicated that Morning Star is perceived as relatively
lower image compared to the other two travel agents-Hong Thai and Wing On.
Among different categories, the brand image is perceived as the highest score
(mean=3.1) while tour fee is the lowest score (mean=2.8). Hong Thai was
viewed as the best travel agent for its brand image, promotion and itinerary
and travel arrangement while Wing On was viewed as the best service,
accommodation arrangement and the competitive tour fee. On the contrary,
Morning Star’s image is slightly negative in consumers’ minds.
IMC Plan for Morning Star Travel Service Ltd. ��
iii. Market analysis
Market situation
With the unfavourable economic situation of Hong Kong, travel intentions
of Hong Kong residents had dropped these few years. Subsequent to the
Tsunami incident in South Asia in December, 2004 and March,2005, travel
desires among Hong Kong people have been softened. Destinations like
Japan, Korea, Mainland China and Australia were strongly promoted by local
travel agents after the Tsunami crises (December 26, 2004).
However, the confidence level reached to a score of 99, the highest ever in 10
years, according to the ACNielson Hong Kong Consumer Confidence Index
announced in February, 2005. It reflects the general atmosphere in Hong Kong
is gradually becoming positive.
Respondents of ACNielson’s Hong Kong Consumer Confidence Index
expressed their views of spending and travel intentions; they were going to
spend approximately nine thousands Hong Kong dollars on holiday. They
planned to visit Mainland China, Korea, Japan, Taiwan and Bangkok (Table14).
Also, figures of Abacus, one of the Asia-Pacific leading travel facilitators, have
shown that Asia-Pacific travel is on the growth trail with the continued
economic prosperity the region is experiencing.5
5 Press Release on May 10, 2005 of Abacus, ‘ Asia-Pacific Travel Continues on Growth Trail’
IMC Plan for Morning Star Travel Service Ltd. ��
Market trend
According to the Travel Agents Registry, there are 1,394 travel agents in Hong
Kong (until March 31, 2005), which has been raised 22% from 1,146 in 19996
while the number of travel agents which operates outbound travel is around 20.
The fierce competition is dominated by few giants – Morning Star, Hong Thai,
Wing On while some travel agents have been famous for specified
destinations such as Evergloss Tours (Japan) and JETOURS (Europe). The
travel giants mentioned will be detailed compared in the following section.
Hong Thai and Wing On will be regarded as the direct competitors of Morning
Star.
According to the adMango database, the top 10 advertisers in the travel
industry during the period of 2003-2004 are presented in Table 15. The top
three advertisers, Hong Thai, Wing On Travel and China Travel Service, have
consisted 23%, 17% and 13% respectively which represent more than a half of
the total ad spend of the top 10 advertisers and Morning Star ranked the sixth
among the top ten.
6 Travel Agent Registry, http://www.tar.gov.hk/chi/statistics/index.html
IMC Plan for Morning Star Travel Service Ltd. ��
Key industry development
Traditionally, local travel agents used print ad and TV Commercials to launch
its promotion. However, with the rise of the Internet, website and online enquiry
is prevalent among travel agents. Almost all travel agents in Hong Kong have
their own websites. Also, they enhance the customer service; the pre-travel
gathering house has been greatly improved.
Source of information
When buying packaged tours, a number of distribution channels are available
to customers. Customers may research and book their trip using a combination
of traditional distribution partners and online options.
With the proliferation of Internet, online information becomes one of the
important sources for travellers to gather travel information. New online travel
agents have launched their service in Hong Kong such as priceline.com7 and
ZUJI8 which changed some of the travellers’ purchasing habits. Instead of
gathering travel information from the travel agent in branch offices, customers
tend to search online travel information including destinations info, price of air
ticket and hotel packages. Some of them even choose to pay or book via
online system by credit card.
Also, most of the travel agents in Hong Kong have their own websites with
fruitful information of the itinerary and price of packaged tours. Customers are
expected to check the recent information from the website and get the detailed
7 Priceline.com launched its service in Hong Kong in 2002. 8 ZUJI launched its service in 2002.
IMC Plan for Morning Star Travel Service Ltd. �
itinerary and the exact price from the branch offices. The process of the
application still remained to face-to-face communication at the branch office.
Travelling becomes one of the leisure activities among Hong Kong people;
many travel agents have launched their own series of credit cards and also
allowed customers to pay by installment. Therefore, customers are able to pay
affordable price without economic worries by different ways of payment.
Media mix of the travel agents
It is clear that the top 10 advertisers have dominated the travel agent market in
Hong Kong who made use of newspaper as the major media vehicle,
representing 75%. Also, TVC is also served as an efficient tool, representing
15%. (Table 16)
Among the media vehicles, TVC and print ad are the most frequently used
medium of travel agents. The number of TVCs and print ad has been sharply
increased during the peak travel seasons especially Lunar New Year Holidays,
Christmas and Summer holidays.
IMC Plan for Morning Star Travel Service Ltd. ��
Promotion mix of travel agents
a) series of TV travel programmes with endorsement of famous star
Many travel agents had produced a few series of TV travel programmes
with different destinations which contain 13 episodes and be broadcasted
during prime time of weekdays/weekends. Celebrities were endorsed in
the programmes and the content has been shifted from introduction of the
destination to the story-related travel experience.
b) critics by famous column writers (magazine/newspaper)
Critics have been the recent trend of promoting the new destinations.
Famous column writers of newspaper or magazine are invited to join the
tours and share their experience in their columns. Some travel agents
even arranged famous writers to escort group tours. This sales gimmick is
getting more popular recently and well accepted by Hong Kong people.
The total ad spend of the travel agent industry in 2003 and 2004 is
HK$1,011,387,000 and HK$1,383,084,000 respectively. The peak months of
spending among travel agents are November and December which represent
11% and 15% respectively. (Table 17)
IMC Plan for Morning Star Travel Service Ltd. ��
iv. Product analysis
The tourism industry is ever-changing. There is a shirt of focus on the
short-haul tours such as Mainland China, Southeast Asia and Northeast Asia
with the average length of tours around four to seven days.
However, with the more new gimmicks of the tours, long haul tours become
more popular as well. Travel agents tend to jointly launch programmes in order
to create different new gimmicks to attract more customers.
Destinations Visited by Young Travellers
Table 9 shows the top destinations that travellers visited in the past two years
or intend to visit in the next three years.
According to the survey, Mainland is by far the top destination for past (42%),
Northeast Asia (22%) and Southeast Asia (20%) are also popular destinations
for respondents. Also, respondents travelled to these three regions most.
However, when asking about where respondents want to travel in the future 3
years, most respondents chose Europe (44%) while Northeast Asia (34%)
ranks the second.
Price & distribution of the products
The price of the tours differs from different period, namely the peak or
non-peak period. In general, the price will be doubled or even tripled during the
IMC Plan for Morning Star Travel Service Ltd. ��
peak period such as New Year, Lunar New Year, Christmas or the Golden
Week in May and October. However, customers are expected to pay more than
the fee of the tours as the tips for tour guide and drivers is not included in the
tour fee. In general, the daily tips for short-haul trip is around HK$80/day and
HK$120/day for long–haul trip.
For the popular short-haul tours such as Mainland China, Thailand, Philippines
and Taiwan, the price of the tours ranged from HK$1,000 to HK$3,000
(according to the non-peak period, May 2005) which is around 4-6 days. For
instance, a 5-day tour to Bangkok and Pattaya is around HK$1,199
(BFA05-SPC, Hong Thai). However, some travel agents tried to attract more
customers by adding more destinations into these short-haul trips such as
adding Cambodia in the Bangkok trip (BAR5N, Miramar) with similar price.
For the long-haul tours such as the U.S. and Europe, the price ranges from
HK$5,000 to HK$15,000 (according to the non-peak period, May 2005). Tours
for European countries are featured as visiting many countries within a short
period, 7-10 days. For example, a 8-day tour visited five European countries
with HK$6,799 (ECZ08-SPC, Hong Thai) and a 8-day tour to three countries of
Eastern Europe (EEB08, Wing On).
IMC Plan for Morning Star Travel Service Ltd. ��
Product trends
- Thematic travel
It is well known that Hong Kong people are shopping-lovers, many tours are
featured as shopping tours for destinations such as Japan and European
countries. Also, tours with special themes become the new trend in the local
travel industry. For instance, Kung-fu tours, Yoga tours, Natural tours,
Food-lovers tours, Spa tours, Diving tours, European Champion Clubs' Cup
tour and so on provides the customers special experiences instead of
sight-seeing purpose only. These tours with themes create distinct experience
for the customers.
- Study tour & Family tour
Study tour and family tour is the hot topic recently. These kinds of tours
become popular which allow children enjoy their holiday with their parents. The
travel agents partnered with the overseas education organization in order to
provide a short language courses (English / Mandarin) or other study courses
within a short period around 2 weeks. Children are expected to learn
something during the trip in a different learning environment. However, the tour
fee of these kinds of tours is a little bit expensive ranged from HK$15,000 to
HK$30,000 but it is affordable for most of the middle-class families in Hong
Kong.
- Celebrities endorsement
Also, celebrities are invited to join the tours so as to increase the attractiveness
of the tour. The popular food-lover, Mr. Leung Man-Tao has been invited to the
IMC Plan for Morning Star Travel Service Ltd. ��
tour with the theme of delicious food in Korea introduced by Mr. Leung (KSV04,
Evergloss Tour). What’s more, Thailand travel expert, Mr. Woo Wai-Chung is
also invited as the tour guide for the Thailand tour. (Wingon Travel)
- Extended stay
On the other hand, the more packaged travel agents, the more people tend to
purchase the package (hotel + tickets) instead of joining a tour. Therefore, the
number of people who join tours is decreasing obviously. Most of the travellers
prefer more free time to spend on sight-seeing or shopping. Thus, some travel
agents partnered with the airlines in order to provide the extend stay air ticket
to the customers. For example, customers can choose to stay at Paris at the
last day of the tour for 90 days more valid. This extended stay feature may
attract the people who want to have more time spent on specific locations with
a competitive package. Customers may choose to stay at Paris after finishing a
9-day tour to Europe (EVM09, Hong Thai) at HK$10,299.
Packages including air ticket and hotel, are promoted to Frequent Individual
Travel (FIT). The FIT market is expected to grow as more and more people
prefer to plan their own itinerary.
IMC Plan for Morning Star Travel Service Ltd. ��
v. Competitive analysis
The competitors
As mentioned in the previous sections, there are about thousand travel agents
in Hong Kong. Among the travel agents, Hong Thai and Wing On have been
chosen as Morning Star’s direct competitors. The analysis of media advertising
expenditure is shown as Table 18.
From Table 18, Morning Star consists 14% which had spent HK$ 114,764,000
at ad spend during the period of 2002-2004. Among the competitors, Hong
Thai rated as the highest ad spender with 48% while Wing On consists 38%.
Among the media mix, Newspaper is the major media for travel agents
especially the three agents mentioned. Three of them used this traditional
media as the major media. Also, print ad on newspaper is also being used
among heavily.
Other than print ad, TVC is one of the major used medium for travel agents
which consisted ten to twenty percent of the ad spend. The travel agents also
co-operated with the TV station to launch a series of 1-hr travellogue
programmes which promoting new destinations.
New media such as MTR, bus (Roadshow and First Vision) are also being
used by the travel agents. Among the three travel agents, only Morning Star
did not make use of the TV programmes on the bus (Roadshow and First
Vision) while only Wing On placed ad on both Roadshow and First Vision. The
breakdown and details will be presented in the Table 19.
IMC Plan for Morning Star Travel Service Ltd. ��
Marketing communication of Morning Star
Advertising expenditures breakdown by media of Morning Star, 2003-4
During 2003 and 2004, Morning Star spent most on newspaper, followed by
TVC in TVBJ. Magazines and MTR are the other promotion tools which
Morning Star have been used. The total amount of advertising expenditure of
Morning Star rose from HK$45,671,000(2003) to HK$69,073,000(2004) which
showed an increase of HK$23,422,000 from 2003 to 2004. (Table 20)
TV Commercial
From Table 12, it is found that all travel agents used TVC, newspaper and
magazine as their primary advertising tool. However, it is interesting that only
Hong Thai and Wing On would use ATVH to launch their TVC ad. Wing On is
the travel agent which spent the highest amount of advertising expenditure on
TVC (both TVBJ and ATVH), consisted of 27% of the total advertising
expenditure.
Newspaper
Hong Kong people have a daily habit of reading newspaper; therefore,
newspaper becomes the popular advertising tool especially for the travel
industry. It ranked the first (approximately HK$ 850,000,000) among all media
including TVC, magazine and other outdoor media. All four advertising agents
have spent a large proportion of advertising expenditure on newspaper. Hong
Thai was the highest (HK$ 331,333,000) while Wing On (HK$ 226,516,000)
IMC Plan for Morning Star Travel Service Ltd. ��
ranked the second. Hong Thai spent almost 84% of advertising expenditure on
newspaper while just put 13% on TVC which revealed that Hong Thai
regarded newspaper can reach its target audiences more.
Magazines
Although Hong Kong is such a tiny city, there are thousands of magazines in
the local market. Specialty magazine focusing on travelling has been raised
these years in Hong Kong and it was very popular among the Hong Kong
people such as Weekend Weekly and Eat and Travel Weekly. Thus, travel
agents used magazine as one of their tools to reach their target markets.
Among the four competitors, Hong Thai spent the most on magazines (HK$
5,658,000) while Morning Star ranked the second (HK$ 5,183,000).
Others
Traditional advertising tools such as TVC, newspaper and magazines which
have been mentioned above no longer satisfied the travel agents, nor the
customers’ needs. Public vehicles become one of the new promotion tools.
Morning Star has spent HK$653,000 on MTR while Hong Thai and Wing On
spent around HK$900,000. Other than MTR, Hong Thai and Wing On also
used public vehicles such as bus shelters, programmes on bus (First Vision
and Roadshow).
IMC Plan for Morning Star Travel Service Ltd. ��
Advertising expenditures breakdown by month of Morning Star, 2003-4
In 2003, the peak season of advertising spending was January (24%), followed
by December (15%), March (10%) and September (10%). In 2004, November
was the peak season (13%), followed by December (11%) and January (10%).
The advertising expenditure in April and May of both 2003 and 2004 were the
least, which made up with not more than 8% of the total expenditure. (Table
20)
Morning Star and its competitors have spent a lot on TVCs mainly on TVB
Jade and ATV Home. However, they have different patterns. TVCs of Morning
Star are comparatively diverse and each TVC represents a specialized product
with the duration of a month.
It is found that Hong Thai ranked the first of ad spender of the period of 2003 to
2004 with the total sum of HK$451 million. Wing On was the second large ad
spender with the sum of HK$333 million. Morning Star spent the least among
the competitors with the total ad spend of HK$128 million only. (Table 21)
However, patterns of Hong Thai and Wing On are different from Morning Star.
Instead, their TVCs are not only product TVCs, but also including corporate
branding which emphasis the image of the company without promoting any
products. The travel agents placed the corporate ads many times for months in
order to deliver the message to the consumers. Details of comparison of TVC
among the travel agents are illustrated in Appendix IV.
IMC Plan for Morning Star Travel Service Ltd. �
While Hong Thai placed most of its ads mainly during November and
December, Morning Star placed the most during January and December.
November and December definitely to be identified as the highest amount of
ad spend while August and February are the lowest among the three travel
agents during the said period. (Table 22)
- Perceptions towards Morning Star and its competitors
According to the survey, respondents regard the best promotion mix of the
travel agent is Hong Thai (mean=3.7), Wing On ranks the second (mean=3.4)
while Morning Star ranks the last (mean=2.9). That means awareness of
Morning Star’s promotion is relatively low among the respondents. (Table 23)
The details of the comparison of the three travel agents have been shown in
Appendix V.
IMC Plan for Morning Star Travel Service Ltd. ��
II. SWOT Analysis
IMC Plan for Morning Star Travel Service Ltd. ��
SWOT Analysis
Strength
- long history of establishment
- good network with the industry
- this brand has been established for years
- high dedication to advertising
Weakness
- low brand awareness and brand loyalty
- weak image perceived by customers
- strong competitors lead the industry
- not much great change compared to the past
Opportunities
- enhance the corporate image
- reinforce the variety of service including tours and
packages
- deliver the message of professional service
provided by Morning Star
Threat
- growing trend of online travel agents
- more consumers prefer self-service tour/FIT travel
- consumers tend to choose the modern travel agent
IMC Plan for Morning Star Travel Service Ltd. ��
III. Target Market Profile
IMC Plan for Morning Star Travel Service Ltd. ��
Target Market Profile
According to the data of Hong Kong Census and Statistics Department, there
are 2,133,000 people who are aged 20-39 (about 31% of the total population).
There are about 68,903,433 Hong Kong residents departed in 20049 which
Mainland China, Southeast Asia and North Asia were the destinations with the
highest number of people. These travellers are the deciders, influencers and
purchasers who make the choice to choose which travel agent, purchase the
product and influence other purchasers. (Table 17)
In a general sense Morning Star targets all travellers. However, in the current
campaign, the primary target is the frequent travellers who are aged 25-34.
Demographic characteristics
The demographics for the frequent traveller include: educated adults, age
25-34, with a household income for more than HK$30,000. The 25-34 age
group represents the majority of travellers. People in this segment are more
adventurous and enjoy travel. Respondents view traveling as a relaxing,
refreshing mind activities. According to the interviewees, most travellers (48%)
will spend more than HK$5,000 per trip. It is indicated that their purchasing
power is relative high. Most of the young people are well educated and their
travel motivations are relaxing, escaping from Hong Kong’s tense life and
refreshing minds.
9 Source: Immigration Department
IMC Plan for Morning Star Travel Service Ltd. ��
Psychographic characteristics
The target audiences travel at least once a year. They show preferences to
travel to Northeast Asia, Southeast Asia, Europe and etc. with around 5-7 days.
Also, many of them show the preference to visit Europe, Northeast Asia in the
future three years. Respondents rate itinerary and travel arrangement as their
important factors to decide travel agent. They shift from being passive
travellers to active ones, and seeking variety in their trips and different types of
activities to experience.
Most of the respondents nowadays gather travel information from various
channels. Newspaper, magazines, TV, and Internet are regarded the major
news source. Most of them also get travel information from travel agents or
online information. They read Oriental Daily and Weekend Weekly most and
regard Internet as one of the sources of gathering information.
IMC Plan for Morning Star Travel Service Ltd. ��
Primary Market
- Heavy user who frequently travel (at least once a year)
- Ages 25-34 with college education
- Travel with partner/spouse
- Prefer joining tour
Secondary Market
- Heavy user who frequently travel (at least once a year)
- Ages 25-34 with college education or above
- Travel with partner/spouse or alone
- Prefer purchasing package/air ticket
The primary and secondary target group is slightly the same age group but
they enjoy different forms of travel. The primary target group enjoys travelling
with the tour guide. They expect a well-planned itinerary and travel
arrangement. Also, they prefer a unique tour which should be distinguished
from the tours of general travel agents offered. Special food or activities are
expected instead of the monotonous trip.
The second target group prefers freedom of choice. They can gather travel
information from different sources such as travel websites, forums or books.
However, they are confused by booking procedures of travel agents. As they
tend to book the air-ticket within a short period, price comparison is
time-consuming and exhausting. They prefer a reliable and professional travel
agent to offer them accurate travel information and products are well received.
IMC Plan for Morning Star Travel Service Ltd. ��
IV. Objectives
IMC Plan for Morning Star Travel Service Ltd. ��
Communication objectives
The objective of this campaign is to revamp the corporate image of Morning
Star. Instead of the perceived traditional and dull image, it is forecasted that
Morning Star will be regarded as an energetic travel agency with professional
manner.
- Marketing objectives
The sales volume of Morning Star will be increased 30% by the end of year
2006.
- Advertising objectives
The top of mind awareness of Morning Star among the target audiences
(aged 25 to 34) will be increased from the existing 15% to 40% by the end
of year 2006.
IMC Plan for Morning Star Travel Service Ltd. ��
V. Marketing Communication Strategy
Overview
IMC Plan for Morning Star Travel Service Ltd. �
Marketing Communication Strategy Overview
A series of integrated marketing communication strategy will be launched in
order to revamp the image of Morning Star into a new, energetic, young and
professional travel agent. The message of joining a tour or buying packages in
Morning Star is the smart choice for travellers that will be delivered to target
audiences through the best use of media mix. The tentative schedule is shown
in Appendix VII.
- Marketing objectives
The sales volume of Morning Star will be increased 30% by the end of year
2006.
� to increase Morning Star’s market share of the travel industry in Hong
Kong
� to increase customer satisfaction on Morning Star’s service
Marketing Strategies:
- to increase usage of Morning Star’s service
- to maintain Morning Star position as one of the leaders in the industry
Two TV commercials will be first launched with the theme of energetic Morning
Star is coming in order to catch the attention of target audience. The TVCs will
be placed on the local TV stations including TVB Jade, ATV Home and Cable
TV during prime time especially the popular Chinese TV drama and Game
shows.
IMC Plan for Morning Star Travel Service Ltd. ��
Target audience are expected to recall the new image of Morning Star and
further gather information by different medium including print ad on newspaper
and magazine, websites and visit the branch offices in the future 6 months.
Print ad and interactive pop up ads on websites served as the support media in
order to provide supplementary source for target audiences. The style of
advertisements will be totally different from the old ones which make a fresh
look to the target audiences.
An Integrated Marketing Communication Plan
�
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�
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Advertising -TVC
-Print ad (newspaper, magazine,
in-flight magazine)
-Outdoor (MTR, Airport, Shopping Mall)
-Online (Corp. website, Portals,
Forums)
Sales Promotion
-Coupons
-Discount
-Membership programme
Evaluation
-pre-test (survey)
-post-test (survey, focus group)
Public Relations
-Sponsorship
-FAM tours, Press Releases
-Exhibition/Shows
-Newsletter
IMC Plan for Morning Star Travel Service Ltd. ��
Public Relations Strategy
In order to successfully execute the marketing communication campaign,
Morning Star should take the first step to strength the relationship of different
groups:
Relationship of different parties will be focused during the new campaign
launch. Morning Star will attend the travel exhibitions in order to strengthen the
trade relationship and also get exposures in the media. Interviews and press
releases will be prepared during the exhibition period. Also, media trips (FAM
tours) will be organized. It is expected the media and celebrities can enjoy the
first hand experience with the new destinations. Also, Morning Star will jointly
co-operate with the travel-related companies such as travel bags, travel
insurance and travel books, members of Morning Star Club can redeem gifts
with the bonus points they got from the purchase or referral. A Travel
Competition will be organized under the sponsorship of Morning Star. Morning
Star will sponsor the package for the participants and the programme is jointly
co-operated with the TV station.
Parties Strategy
Travel
Trade
Travel Trade Strengthen the ties and level of co-operation between
Morning Star and different national tourism
departments;
Exhibitions/
show
Attend trade shows and disseminate information to
travellers about the new image of Morning Star;
IMC Plan for Morning Star Travel Service Ltd. ��
Public Corporate
identity
planning
Designers are employed to design the interior design
of new branch offices, staff uniform and promotion
literatures.
Media Media trips Offer FAM tours to the media and celebrities to give
them first hand experience with the destination;
Press releases To draw attention to favourable news events;
Promotion
literatures
Use trade press advertising, travel magazine, travel
guides, videos, brochures and direct mail to reach the
industry. Further enrich the content of the website of
Morning Star (www. Morning-star.com.hk) targeted at
young travellers.
Industry Sponsorship Sponsorship of the Travel Competition for targeted
group of young adults aged 25-34. The Travel
Competition opened for the target group for designing
their dream routes. The three winning teams are
invited to take the real trip with their designed routes.
Consumer Membership
programme
A new membership programme (To be a Smart
Traveller) *will be launched. The new member can get
free gifts of travel-related products and enjoy
discounts. They can get bonus points when
purchasing any products from Morning Star or any
referrals. Gifts can be redeemed by the bonus points.
Leaflets/
brochures
New designed guides, brochures are delivered to
current and potential consumers.
*Details of the programme will be discussed in Appendix X.
IMC Plan for Morning Star Travel Service Ltd. ��
Sales Promotion Strategy The sales promotion of the campaign demands promotions be implemented
that will draw the target audience’s attention to Morning Star. A series of sales
promotion programme will be launched during the second phase of the
marketing communication programme. New packaged products and brochures
will be designed. Members are expected to receive regular newsletters with
incentives.
Sales Promotion Objectives:
- to provide incentives for members of To be a Smart Traveller’ Programme
in order to gain more business
- to induce 10 percent trial of sales through the new launched products
- to provide incentives for frequent travellers of customers
Sales Promotion Strategies:
‘To be a Smart Traveller’ Programme
This programme targets two groups of consumers, the existing Morning Star
Club’s member and the potential consumers. The existing member of Morning
Star Club can be automatically join the programme and enjoy discount or
benefits if they have purchased the products/packages for more than three
times. Referrals to friends or relatives can also be counted as the bonus points.
This will encourage the existing consumers to enhance their brand loyalty to
Morning Star.
On the other hand, potential consumers are attracted to be a member of the
IMC Plan for Morning Star Travel Service Ltd. ��
programme and enjoy free gifts or coupons for the first travel. The more new
members they refer, the more bonus points they can earn. A variety of
packaged products is developed to give travellers a better selection of tour
routes include options that allow them to choose from different alternatives.
Also, newsletters and brochures of introduction of different new routes are
delivered with travel magazine and also at the counter of Morning Star to the
past and potential consumers. The database of membership can be served as
a good source for direct marketing campaign at the third phase. Customized
seasonal newsletters can be sent to them with coupons. All members are
invited to join the ‘To be a Smart Traveller Programme’.
- Develop affordable packages while maintaining a minimum level of quality;
- Develop combination tour products with routes. For instance, consumers
can join Tour A after Tour B with the same picking up venue;
- Participants of the competition of ’To be a smart Traveller ‘ have the chance
to win the long-haul tours
IMC Plan for Morning Star Travel Service Ltd. ��
Advertising Strategy
Effective advertising can accomplish various objectives. Morning Star can
create an awareness of brand and highlight new or improved services. Attitude
of consumers is expected to be changed by the advertising, one of the
important media for this campaign including TV, newspaper, magazine and
outdoor. Also, travel related guides, books and brochures that accept
advertising are used to be the tool to reach the target market.
- Advertising objectives
The awareness of Morning Star among the target audiences (aged 25 to 34)
will be increased from the existing 15% to 40% by the end of year 2006.
� to achieve 15 to 40 percent awareness that Morning Star is a
professional travel agent among the target market, during the
campaign period
� to deliver the message that Morning Star will get the travellers to a
destination in a pleasant way
� to deliver the message that Morning Star concentrates on consumer
and care about their needs
Advertising Strategies:
- To show in all advertising that Morning Star’s customer satisfaction is the
first priority
- To show a smooth, polished look in all advertising that will convey the idea
IMC Plan for Morning Star Travel Service Ltd. ��
of pleasant travel
- To use a focus on the customer as a dominant element in all advertising
Media Mix
Morning Star will be positioned as the professional travel agent in the region.
The media mix aimed to enhance creative strategy and to support sales
promotion and public relations programme. In order to reach the target
audience and deliver the advertising message, the media mix comprises four
media types.
Media
-TVC Local popular Chinese TV stations (TVB Jade, ATV Home) :
TVCs and destination-related drama
media
newspaper & magazines (Oriental Daily, Weekend Weekly, Milk, East
Touch, in-flight publications-Cathay Pacific):
Print ad, advertorial and inserts
-Online
media
- official website of Morning Star
- bannering campaign: placing interactive pop ads on popular portals
such as Yahoo.com.hk, Sina.com.hk, MSN.com.hk
-Outdoor
- MTR (billboards and in-train: MTR and KCR)
- Cinema advertising
- Airport (billboards near the check-in counters or departures’ entrance)
- Bus (Roadshow/First Vision) – for airport shuttles only
IMC Plan for Morning Star Travel Service Ltd. ��
Storyline & Creative Strategy
Advertising series
The advertising series, containing two TV commercials and series of print ad,
are used to promote the corporate image of Morning Star with the theme:
TV Commercials-
A) No more Duck Tours!
B) Smart Choice is Morning Star!
Print ad-
Morning Star, your Travel Expert
Key message
The two TV commercials show a unifying idea that Morning Star is the reliable
travel agent with creative itinerary management and professional tour guides.
Joining a tour or buying packages in Morning Star is the smart choice for
travellers. The key message is used to change the old-fashion perception
towards Morning Star so as to increase the awareness of the company.
Travellers are regarded as the focus by projecting the image in its advertising
that everything done by Morning Star.
IMC Plan for Morning Star Travel Service Ltd. ��
Storyline of TVC A - No more Duck Tours! (30s TVC)
The current theme is,’ No more Duck Tours’. The
traditional image of the tour, ‘duck tours’, is
perceived by most Hong Kong people. Thus, the
TV commercial starts with the travelling scenes of
‘duck tours’ showing the disappointment of most Hong Kong people towards
the tours. The rhetoric question, ‘Why travelling is not enjoyable?’ touches the
travellers’ heart. The comparison of professional Morning Star’s tour is shown
in the last few scenes to make a big contrast.
Rationale
The creative approach places Morning Star’s customer at the focus of the
marketing campaign. The two kinds of character in the TV commercial, ducks
and the human, are selected to represent two different kinds of travellers
increasing the persuasive power because they represent the primary target
audience. The leading character is the duck which is representing the
travellers who are aged 25-34.
They key message of this TV commercial ‘No more Duck Tours!’ is that
Morning Star is a travel agent which is reliable and cares about the consumers.
In fact, many tours have been viewed as boring and exhausting by using a
metaphor ‘Duck Tour’ ( ) among Hong Kong people. They carry
considerable negative feelings associated with the travel experience: slow
service, unfriendly personnel, treatment as a number but not a person, and
IMC Plan for Morning Star Travel Service Ltd. �
problems that seem to be unsolved.
For the travellers, he or she would like to enjoy travel experience and to be
treated as the unique customer who is the one that matters. The creative
concept of this TVC is to let the traveller be treated as the VIP of Morning Star
by projecting the image in its advertising that everything has been done by
Morning Star. Thus, through the advertisements, all customers will be shown
being catered to by Morning Star which is a professional travel agent.
Creative Execution
They key frame is the last frame which shows Morning Star with the stamp of
travel expert. A combination of execution styles is used to present the
emotional appeal including animation, mood and humour. These executions
are used to match the expectations of our target audience. The metaphor of
cartoon duck is used to describe the negative experience of traditional tours.
The repeat rhetoric questions alert the target audience to think about what
kinds of travel experience they expect. The last few scenes show the great
care of Morning Star to the consumers which can build an emotional mood or
image about Morning Star.
IMC Plan for Morning Star Travel Service Ltd. ��
Storyline of TVC B - Smart Choice is Morning Star!
The current theme is, choosing Morning Star is a
smart choice because everything has been
prepared by Morning Star. Travellers no longer
need to wait and see but let all things get well
prepared by the travel agent.
Katy is a young lady, a typical traveller, who needs to book package and air
ticket frequently. However, she is disappointed about the service of travel
agents. Then, she overheard her colleagues, Miss A and Miss B’s conversation
that Morning Star is a very responsible and professional travel agent. Then,
she successfully booked the package through Morning Star. She is very happy
and satisfied about that. She concluded that Morning Star is a professional and
reliable travel agent and she is happy to be one of the members of the Morning
Star club.
Rationale
The characters in the TV commercial, Miss A, Miss B, Katy and her brother,
are selected to increase the persuasive power because they represent the
secondary target audience. The leading character is Katy (aged 30). Miss A
and Miss B are the working women who are 32 and 37 respectively. They love
travelling and seek for a good travel agent. The younger brother (aged 26) is a
supporting role.
IMC Plan for Morning Star Travel Service Ltd. ��
They key message of this TV commercial ‘Smart Choice is Morning Star!’ is
that Morning Star is a travel agent which is reliable and professional. They key
frame is the sixth frame which shows the professional manner of Morning
Star’s service.
Creative Execution
A combination of execution styles is used to present to emotional appeal
including slice of life, testimonial and humour. These executions are used to
match the expectations of our target audience. In addition, the repetition of the
logo in the TVC is used to reinforce the memory retention of our target
audiences. The advertising will include elements aimed directly at the target
market.
IMC Plan for Morning Star Travel Service Ltd. ��
Introduction of Extended Storyline – Print ad
Two TV commercials mentioned above will focus on the primary and
secondary target audience respectively. The extended storyline of the print ad
will focus on both target market as it will be placed at the travel magazines
which most consumers regard as the source of gathering travel information.
The big idea of print ad is to reinforce the professional image of Morning Star
with photos of the new flagship shops. Instead of a single print ad, a series of
print ad will be placed in consecutive weeks.
Storyline of Print ad – ‘Morning Star, your Travel Expert’
Katy, the character of TVC B, will be again appeared in the print ad. She
shared her own personal experience because she found that Morning Star is a
professional travel agent with excellent service and arrangement for her. Her
big smile is being recognized as a satisfaction of consumers. She is happy
about the service and surprised about that the new offices of Morning Star are
good for consumers. The staff of Morning Star wears new designed uniforms
with big smiles with the consumer, Katy in the new office. Some travel photos
will be put on the ad in order to stimulate the consumers’ travel desires. Also,
words such as professional training of tour guides and details of contact such
as hotline number, branch address, email and website will be posted in the
print ad.
IMC Plan for Morning Star Travel Service Ltd. ��
VI. Tentative Schedule of
Marketing Communication Campaign
IMC Plan for Morning Star Travel Service Ltd. ��
IMC Plan for Morning Star Travel Service Ltd. ��
VII. Campaign Evaluation
IMC Plan for Morning Star Travel Service Ltd. ��
Evaluation
Post-test is recommended to evaluate the effectiveness of the advertising
campaign. Communication effects will be measured against the predetermined
objectives. A variety of internal performance measures will be used to evaluate
the effectiveness of Morning Star’s market plans and strategies key measures
for each strategy are tracked throughout the year.
In order to meet the communication objectives of the campaign, an evaluation
will be conducted with an after-survey evaluating how the awareness and
attitude of target audiences has been changed after the campaign. The result
can be compared with the pre-test, the questionnaire’s (Appendix I). Attitudes
and perceptions against Morning Star can be compared. The questionnaire
(Appendix VI) will be designed as the rating point for respondents to choose in
terms of brand image, promotion, awareness, recall of the campaign, key
message and the number of visit after the campaign.
Also, focus groups are conducted in order to gather detailed feedbacks from
respondents and comments. Surveys of target customers are to be interviewed
before and after the campaign to assess the levels of recall and any changes
in attitudes. The surveys or focus groups will be conducted at the shopping
mall with travel agents area for how they heard of the company and to state
what advertising (if any) they had seen. Respondents are expected to be able
to recall advertising for the campaign for increasing 30% awareness. Also,
respondents are asked to show the preference for choosing Morning Star as
the travel agent with significant rise of percentage.
IMC Plan for Morning Star Travel Service Ltd. ��
VIII. Conclusion
IMC Plan for Morning Star Travel Service Ltd. ��
Conclusion
Morning Star Travel Service Ltd. is a travel agent which has set up for 33 years.
It had been a popular travel agent among Hong Kong people. However, with
the rise of thousands of travel agents established throughout the years, the
competitive power of Morning Star became low. The keen competition forces
travel agents to be outstanding and satisfy the customers’ needs.
The perceived image of Morning Star is quite negative according to the
survey’s result. Competitors have revamped its image with the changing
business environment. Also, it is found that respondents do not perceive a
clear image towards Morning Star. No special groups, in terms of age, gender,
income, have special preference to the travel agent. Thus, it is time for
Morning Star to re-establish its position in the market and reinforce its
profession towards consumers with a clear image.
The integrated marketing communication campaign of 2006 is going to revamp
Morning Star’s traditional image into professional, reliable and modern.
Marketing communication strategies such as advertising, public relations and
sales promotion are included in this plan. It is expected that the attitudes and
perception of consumers will be changed to positive after the campaign.
IMC Plan for Morning Star Travel Service Ltd. �
IX. Appendices
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Appendix 4 – Tables
Table 1a
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Table 1b
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Source: admango.com
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Table 2
Table 2 - The past 3-year turnover of Morning Star 2002 2003 2004
Turnover
(HK’000)
Contribution
(HK’000)
Turnover
(HK’000)
Contribution
(HK’000)
Turnover
(HK’000)
Contribution
(HK’000)
Travel
and
travel-
related
service
489,964 4,455 364,488 (7,630) 418,135 (16,280)
Source: Morning Stars’s Annual Report (2003 & 2004)
Table 3 – Awards of Morning Star during the period of 2003-4 2004 Awarded Superbrands Hong Kong 2004
2004 Tourism Sightseeing Award (The best travel agency in Hong Kong) - by Taiwan Travel and Sightseeing Department
2004 The Best Sun & Beach Tour Award – by Weekend Weekly/Airport Travel
2004 Hainan Province Tourism Development Special Contribution Award - by Hainan Province
2004 Gold Award 2003/04 –by Malaysia Airline 2004 2004 ‘ ’ The best business performance Award – by Star
Cruise 2004 2004 The Best Tourism Performance travel agent – by Cathay
Pacific 2004 The Best tour packages in Hong Kong
– by Yangjiang Hotspring Resort 2004 The Best tourism performance advancement Award
– by Dragonair Airline 2005 The 2nd Hong Kong Premium Business (2004-5)
-by Guangzhou Daily 2005
Tourism Sightseeing Award (The best travel agency in Hong Kong) -by Taiwan Travel and Sightseeing Department
2005 The Best Tourism Performance Travel Agent – by Malaysia Airline
Source: Morning Star’s Annual Report (2003 & 2004)
IMC Plan for Morning Star Travel Service Ltd. ��
Table 4- Ad Spend of Morning Star (2003-4) – by month
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Table 6b - Size of the Potential Travel Market
Total Population 6,895,500
Approximate Adult Population – HK (20-39) 2,133,000
Aged Male Female Adults
(25-39) 966,000 (45%) 1,167,400 (55%)
Source: Population Census (until the end of December, 2004)
10 Survey (N=300) conducted by Dr. Kara Chan (March, 2001)
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Table 7 - �������������������/���������"����������0*'��
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Table 8– Destinations of departures of Hong Kong Travellers
Destinations 2003 2004
Mainland China 52,555,615 59,675,547
South & Southeast Asia 2,446,992 2,661,097
North Asia 699,832 806,420
Thailand 691,205 723,876
Japan 479,804 586,380
Taiwan 414,545 536,071
Singapore 268,519 310,208
Philippines 240,123 246,727
South Korea 220,028 220,040
Malaysia 172,588 200,371
Indonesia 82,546 91,618
Pakistan/India/Sri Lanka 38,348 43,285
Others 953,663 1,045,012
Total 60,936,082 68,903,433
Source: Hong Kong Resident Departures by Destination, Immigration Department
IMC Plan for Morning Star Travel Service Ltd. ��
Table 9 – Travel Destinations
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Table 14 –Destinations that travellers planned to visit
Source: ACNielson Hong Kong Consumer Confidence Index (February, 2005)
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Table 16 - Media Mix of Top 10 advertisers in Travel Industry
(Jan-Dec/2003-04)
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Table 17 – Ad Spend of Travel Agents (2003-4)
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Travel Agents -- Monthly Trend (HK$ in millions)
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
2003 1,109 586 755 269 525 712 1,034 885 807 822 1,105 1,506 10,114
2004 1,086 769 1,338 889 1,056 1,114 1,343 1,216 1,041 960 1,536 1,483 13,831
Subtotal 2,196 1,355 2,092 1,159 1,580 1,826 2,376 2,101 1,848 1,782 2,641 2,989 23,945
Source:adMango
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Table 18: Competitive media advertising expenditure analysis, 2003-2004
2003 (‘000) SOV 2004 (‘000) SOV 2003-2004 (‘000) SOV
Morning Star 45,671 13% 69,093 15% 114,764 14%
Hong Thai 181,961 51% 212,620 45% 394,581 48%
Wing On 128,675 36% 188,584 41% 317,259 38%
Total: 356,307 100% 470,297 100% 826,604 100%
Source: admanGo
IMC Plan for Morning Star Travel Service Ltd. ��
Table 19 –
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IMC Plan for Morning Star Travel Service Ltd. ��
Table 19a: Advertising expenditures breakdown by media of Morning Star, 2003-4
Travel Agents TVBJ ATVH Newspaper Magazines MTR Tram
Shelters Roadshow First Vision Total SOV
Morning Star 25,277 0 83,650 5183 653 0 0 0 114,763 14%
Hong Thai 51,259 862 331,332 5658 1,159 1,489 2822 0 394,581 48%
Wing On Travel 60,298 25805 226,516 2749 991 0 359 543 317,261 38%
Total 136,834 26,667 641,498 13,590 2,803 1,489 3,181 543 826,605 100%
Source: adMango (all figures are presented in HK$’000)
Table 19b: Advertising expenditures breakdown by media of Morning Star, 2003-4
Travel AgentsTVBJ ATVH Newspaper Magazines MTR
Tram
Shelters Roadshow
First
Vision Total
Morning Star 22% / 73% 5% 1% / / / 100%
Hong Thai 13% 0% 84% 1% <0% <0% 1% / 100%
Wing On 19% 8% 71% 1% <0% / <0% <0% 100%
Total 17% 3% 78% 2% <0% <0% <0% <0% 100%
Source: adMango
IMC Plan for Morning Star Travel Service Ltd. ��
Table 20 –
Advertising expenditures breakdown by month of Morning Star, 2003-4
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Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total
2003 10.92 1.61 4.38 0.67 0.77 1.48 5.24 2.5 4.7 2.48 4.29 7.05 46.09
2004 8.33 3.54 8.42 6.09 4.56 5.06 8.1 6.23 5.08 6.68 10.38 9.21 81.68
Total 19.25 5.15 12.8 6.76 5.33 6.54 13.34 8.73 9.78 9.16 14.67 16.26 127.77
Source:admanGo (HK$’000,000)
IMC Plan for Morning Star Travel Service Ltd. ��
Table 21 –
Competitive media advertising expenditures analysis- ad spend (2003-4) by month
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Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total
Morning Stars 19.3 5.2 12.8 6.8 5.3 6.5 13.3 8.7 9.8 9.2 14.7 16.3 127.8
Hong Thai 41.8 25.9 35.1 23.5 32.0 34.1 46.3 38.1 31.8 29.4 59.6 53.5 451.1
Wing On 26.3 19.0 36.2 14.3 23.5 26.7 34.0 27.9 26.3 22.8 35.8 40.5 333.3
Total 87.4 50.1 84.1 44.6 60.9 67.4 93.7 74.7 67.8 61.3 110.1 110.3 912.2
IMC Plan for Morning Star Travel Service Ltd. ��
Table 22 – Competitive media advertising expenditure analysis – ad Spend (2003-4)
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Month Morning Star Hong Thai Wing On Total
Jan 19.25 41.83 26.31 87.39
Feb 5.15 25.9 19.03 50.08
Mar 12.8 35.1 36.18 84.08
Apr 6.76 23.54 14.34 44.64
May 5.33 31.98 23.54 60.85
Jun 6.54 34.07 26.74 67.35
Jul 13.34 46.28 34.03 93.65
Aug 8.73 38.1 27.87 74.7
Sept 9.78 31.75 26.25 67.78
Oct 9.16 29.43 22.75 61.34
Nov 14.67 59.62 35.77 110.06
Dec 16.26 53.48 40.53 110.27
Total 127.77 451.08 333.34 912.19
IMC Plan for Morning Star Travel Service Ltd. ��
Source: admanGo (HK$’000,000)
Table 23 - Competitive analysis of perceived image of promotion (Mean)
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IMC Plan for Morning Star Travel Service Ltd. ��
Appendix 5 - Competitive Analysis of ad - TVC
Travel agent Headline Airtime/Da
te
Morning
Stars Advertising Execution: Straight-sell/Factual message
Product
First shot is two Korean woman opening
door, then introduces ‘Korean open doors,
Dongdamen, inclusive accommodation
package in Hotel Tirol, Ginseng specialty
shops, Everland and etc. The license number
appeared at the lower and the slogan ’Caring about
you’.
30s TVC
TVB Jade
(Nov 2004)
Product
Lunar Chinese New Year Tour- Japan
Hokkaido Tour, Korean Ski Resort, Spa
Valley, Malaysia, South Asia Palace
Hotel, Thailand Temple. The license
number appeared at the lower and the slogan ’Caring
about you’.
15s TVC
TVB Jade
Jan 2004
10s TVC
(TVB Jade)
Product
Mainland China Super Tour. The logo
placed at the upper-left corner. The logo
appeared at the last with license number
at upper-left corner, the tag line: “Caring about your
feeling” was placed at the lower-right corner.
(Mar, Apr,
July, Sept
2003)
Hong Thai Advertising Execution: mood or image and testimonial
15s TVC
(TVB Jade &
Cable TV) Corporate
branding
First shot at Thai’s style of house, a
woman met a girl, then the family stood
in front of a temple with a Thai women.
The women held a stick; the logo of ‘Doubled Happy
Promise’ appeared. The logo appeared at last.
Oct – Dec
2003
30s TVC
(ATV Home)
Product
Female star introduced Shandong. The
last shot is the logo placed in the middle,
the source of AC Nielson’s Hong Kong
Media Report 2001 in the left corner and
the license number placed in the right corner.
Feb – Apr
2003
IMC Plan for Morning Star Travel Service Ltd. ��
30s TVC
(TVB Jade)
Sponsorship
Miss Ka Pik Yee introduced Thailand.
The last shot is the logo placed in the
middle, the source of AC Nielson’s Hong
Kong Media Report 2001 and the license
number placed in the base and the words ‘Exclusive
sponsorship of the Travel Embassdy of Miss Hong
Kong 2004’ appeared with the words of ‘Consecutive
17 years of outdoor shoot for sponsorship of Miss Hong
Kong’.
Jul – Aug
2003
Hong Thai Travel Classroom (1):
Benefits for early bird. Boys are running
at the first scene, a boy runs when
getting sets. Vocal says,’ Of course runs
the first because early bird for Hong Thai can get the
benefits’. The logo appeared at the last.
15s TVC
TVC Jade
July 2004
20s TVC
(TVB Jade) Sales Promotion
New Zealand adventure tour with TV
series. Six month installment without
interest and administration fee by using
Manhattan credit cards. Oct 2003
Wing On Advertising Execution: Animation and Humor
Corporate
branding
The man opened his mouth and he
discovered that all people bending their
bodies with all circumstances. Then, a
man lies on the grass and turned to an ‘i’,
The logo and the license number appeared at the last.
30s TVC
TVB Jade
Jan 2004
Product
promotion
Role play as news report for airfare’s
price. ‘Transportation of Airport and
Mainland China’ was introduced with
enquiry hotline at the last.
90s-TVC
(ATV Home)
Jan-Mar,
Jun-Aug,
2003
Product
promotion
Spring promotion of March (Tours of
Hainan, Beijing, Huadong, Taipei). The
logo of Wingon appeared at last with the
‘March Spring Speical Promotion’. The
number of hotline and Ms Chui’s photo were appeared.
20s TVC
(TVB Jade)
March 2003
IMC Plan for Morning Star Travel Service Ltd. ��
– Storyboard A: 30s TVC –
Client: Morning Star Travel Agent
Title: No ‘Duck –Tour’ More! Commerical:#0601 (Page 1 of 4) Timing: 30s
1
OPEN TO SLOW ZOOM TWO
SCENES: THE ‘DUCK TOUR’ IN
SCENE A IS VISITNG MOSCOW; THE
‘DUCK TOUR’ IN SCENE B IS VISITNG
ITALY IN A HURRY.
ANNCR(VO):VISIT HERE, VISIT
THERE, DO YOU STILL REMEMBER
WHERE HAVE YOU VISITED?
?
2
DISS TO RESTAURANT WHICH THE
‘DUCK TOUR’ IS HAVING THEIR
MEAL. DOLLY IN LITTLE DUCK OF
THE RIGHT HAND SHOWS HIS
UNHAPPY FACE.
ANNCR(VO):WITH THE SAME MEAL
OF EVERYTIME. WHAT DO YOU
THINK?
?
3
CUT TO A MAP WHICH SHOWS
ITINEARY OF THE ‘DUCK TOUR’ WITH
THE WORDS OF ’10 COUNTERIES 8
DAYS TOUR’ IN THE RIGHT CORNER.
ANNCR(VO):SO CALLED PRESTIGE
TOUR. BUT YOU HAVE TO HURRY
FOR THE WHOLE TRIP, WHAT DO
YOU THINK?
?
IMC Plan for Morning Star Travel Service Ltd. �
Client: Morning Star Travel Agent Title: No ‘Duck –Tour’ More!
Commerical:#0601 (Page 2 of 4) Timing: 30s
4
THE DUCK LS LIED ON THE FLOOR
WITH A SUPER TIRING FACE.
ANNCR(VO):WHY TRAVELLING IS
HARDER THAN WORKING?
?
?
5
CUT TO A MORINING STAR’S STAFF
AND A MAN. THE MAN IS SMILING
WITH A PASSPORT.
ANNCR(VO):
6
CUT TO A MAN STANDING ON THE
GRASS IN RAINY DAYS. AN
UMBRELLA PROTECTS HIM FROM
RAINING FROM THE RIGHT HAND.
ANNCR(VO): WE, CARE ABOUT YOU
WHEN RAINY DAYS.
IMC Plan for Morning Star Travel Service Ltd. �
Client: Morning Star Travel Agent Title: No ‘Duck –Tour’ More!
Commerical:#0601 (Page 3 of 4) Timing: 30s
7
DISS TO A DIZZY MAN WHO HAS
JUST PLAYED IN THE AMUSEMENT
PARK. SOME PILLS ON THE ECU
PALM SHOWING TO THE MAN IN THE
LEFT HAND CORNER.
ANNCR(VO): WHEN YOU FEEL SICK,
WE CARE ABOUT YOU.
8
CUT TO CHINA’S SCENE.A MAN IS
HOLDING THE CAMERA.
ANNCR(VO): WE HAVE
PROFESSIONAL CAMERAMAN, TAKE
PHOTOS FOR YOU DURING THE
TRIP.
9
CUT TO AND ECU TWO HANDS
HOLDING COCKTAIL GLASSES
UNDER A COMFORTABLE
ENVIRONMENT WITH NICE FOOD.
ANNCR(VO):WE THOUGHT THAT
YOU WANT TO TRY THE LOCAL
TASTE OF FOOD BUT NOT THE
MONOTONOUS TOUR MEAL.
IMC Plan for Morning Star Travel Service Ltd. �
Client: Morning Star Travel Agent Title: No ‘Duck –Tour’ More!
Commerical:#0601 (Page 4 of 4) Timing: 30s
10
DISS TO MORNING STAR’S HOTLINE
CENTER, A STAFF IS TALKING ON
THE PHONE.
ANNCR(VO):AND WE HAVE TRAVEL
AMBASSADOR TO LISTEN YOUR
NEEDS, WE WILL TRY OUR BEST TO
HELP YOU ARRANGE.
D D
11
FADE TO DIFFERENT TRAVEL
SCENES.
ANNCR(VO):HAVE AN ENJOYABLE
TRAVEL EXPERIENCE NOW. WE CAN
DO IT FOR YOU.
? !
12
CUT TO THE BILLBOARD WITH A
STAMP OF ‘TRAVEL EXPERT’ AND
‘SMART CHOICE’.
THE SUPER SLOGAN:’ ’
SUPER UPPER RIGHT 1/3:
SUPER LOWER 1/3:
http://www.morning-star.com.hk
ANNCR(VO):TO TRAVEL, GO TO
MORNING STAR, ONLY WE WILL
CARE ABOUT YOU.
IMC Plan for Morning Star Travel Service Ltd. �
– Storyboard B: 30s TVC –
Client: Morning Star Travel Agent Title: Smart Choice is Morning Star!
Commerical:#0602 (Page 1 of 4) Timing: 30s
1
ON ZOOM TO MISS A AND MISS B CU
WHO ARE WHISPERING. MISS A IS
VERY HAPPY AND MISS B IS CURIOUS
WHERE MISS A HAS BEEN LAST
WEEK.
MISS B: Where have you been last week?
?
MISS A: I travelled last week.
2
CUT TO THREE ANNOYING PEOPLE.
THE WOMAN (LEFT) IS LOSING
TEMPER. THE MIDDLE WOMAN IS
BUSYING ON PHONE TO ASK ABOUT
THE AIR TICKET. THE MAN (RIGHT) IS
ANNOYING WITH BIG EYES.
MISS B(VO):YOU CAN BOOK THE
TICKETS WITHIN SHORT TIME?
UNBELIEVABLE!I FAILED TO BOOK
THE TICKET LAST TIME AND
COULDN’T GO WITH MY BOYFRIEND.
IT’S SO DISAPPOINTING!
? ?
hold
!
3
PAN LEFT MISS A AND MISS B LS,
KATY CU IS OVERHEARDING THEIR
WHISPERS IN THE RIGHT CORNER.
MISS B: HAHA, I BOOKED TICKETS
THROUGH MORNING STARS. ONCE IT
IS AVAILABLE, I CAN GET THE TICKET
NEXT DAY.
IMC Plan for Morning Star Travel Service Ltd. �
Client: Morning Star Travel Agent Title: Smart Choice is Morning Star!
Commerical:#0602 (Page 2 of 4) Timing: 30s
4
CUT TO THE SCENE THAT MANY
PEOPLE ARE DANCING HAPPILY.
MISS B(VO): WHEN I GET THE TICKET,
REPRESENTATIVE OF MORNING
STARS TOLD ME THE INTERESTING
PLACE TO GO. I HAD A GREAT DINNER
WITH IVAN AND DANCED DURING MY
TRIP!
Ivan
!
5
CUT TO KATY CU WHO IS LOOKING AT
THE ITINENARY OF MORNING’S
STARS’ TOUR. SHE IS SUPRISING
ABOUT THE LOW PRICE AND WELL
ITINERAY.
KATY: IT’S UNBELIVABLE!LET ME JOIN
NEXT WEEK!
! !
6
DISS TO MORNING STAR’S HOTLINE
CENTER, A STAFF IS TALKING ON THE
PHONE.
STAFF:HI, THIS IS MORNING STAR.
WHAT CAN I HELP YOU? … YES, YES..
?.... … …
IMC Plan for Morning Star Travel Service Ltd. �
Client: Morning Star Travel Agent Title: Smart Choice is Morning Star!
Commerical:#0602 (Page 3 of 4) Timing: 30s
7
CUT TO LS KATY WHO IS YELLIING
UNDER THE BACKGROUND OF THE
MORNING STAR’S RECEIPT OF
BOOKING AIR TICKET.
KATY: Yeah! It’s so professional! I can get
my ticket for just one day!
! D !
SFX: MORNING STAR
8
CUT TO LS KATY WHO IS JUMPIING
WITH BACKGROUND OF DIFFERENT
TRAVELLING SCENES.
SFX: MORNING STAR
9
CUT TO M/S KATY’S BROTHER,
YELLING BEHIND THE DOOR.
BROTHER: Katy, why don’t you tell me
you’ve booked morning star’s package? I
want to get the new travel bag with more
bonus points! I can refer you and you can
get discount!
!
Package? !
!
IMC Plan for Morning Star Travel Service Ltd. �
Client: Morning Star Travel Agent Title: Smart Choice is Morning Star!
Commerical:#0602 (Page 4 of 4) Timing: 30s
10
DISS TO BCU KATY WITH SMILE.
KATY (VO): Haha, I’m the member of
Morning Star club already! Just got the
nice travel bag from my new membership.
!
11
CUT TO BCU A GIRL AND A BOY
HOLDING THE MEMBERSHIP CARD.
BOY & GIRL: Travel? Find the travel
expert-Morning Star. No more troubles!
Have you registered for the Morning Star’s
Club today?
? !
?
12
CUT TO THE BILLBOARD WITH A
STAMP OF ‘TRAVEL EXPERT’ AND
‘SMART CHOICE’. THE MEMBERSHIP
CARD APPEARED AT THE
CORNER.THE SUPER SLOGAN:
SUPER UPPER RIGHT 1/3 :
SUPER MIDDLE:
SUPER LOWER 1/3:
http://www.morning-star.com.hk
ANNCR(VO):
! D !
!
!
App
endi
x 6-
Com
pari
son
of M
orni
ng S
tar
and
two
dire
ct c
ompe
titor
s-H
ong
Thai
& W
ing
On
M
orni
ng S
tar
()
Hon
g Th
ai
()
Win
g O
n (
) E
stab
lishm
ent
1972
19
66
1964
C
hair
man
M
r. Y
au K
ai B
ing
Mr.
Won
g S
hi S
hum
M
r. Y
u K
am K
ei
Mis
sion
/ K
ey m
essa
ges
- “W
e ca
re a
bout
wha
t you
r fee
l” (
) - C
usto
mer
-orie
ntat
ion
- Doi
ng th
e B
est f
or y
ou
- Dou
ble
happ
y se
rvic
e pr
omis
es
- “Tr
avel
ling
is e
xciti
ng w
ith
dyna
mic
s” (
)
Mai
n P
rodu
ct C
ateg
ory
-Sho
rt ha
ul tr
ips
-Lon
g ha
ul tr
ips
-Loc
al tr
ips
-Pac
kage
d to
urs
-Boo
king
of h
otel
s/tic
kets
-C
ruis
e to
urs
-Ince
ntiv
e tra
vel
-Sho
rt ha
ul tr
ips
-Lon
g ha
ul tr
ips
-Loc
al tr
ips
-Pac
kage
d to
urs
-Boo
king
of h
otel
s/tic
kets
-C
ruis
e to
urs
-Sho
rt ha
ul tr
ips
-Lon
g ha
ul tr
ips
-Loc
al tr
ips
-Pac
kage
d to
urs
-Boo
king
of h
otel
s/tic
kets
-C
ruis
e to
urs
-Ince
ntiv
e tra
vel
Off
icia
l Web
site
s w
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ning
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r.com
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ww
w.h
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ingo
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No.
of r
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l sho
ps
16
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23
Tele
phon
e ho
tline
-la
unch
ed
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first
la
unch
ed
hotli
ne
(7a.
m.-1
1p.m
.) -3
G h
otlin
e
-hot
line
laun
ched
sin
ce 1
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Spe
cial
Pro
mot
ion
-Cre
dit C
ard
prom
otio
n “M
orni
ngS
tar T
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(join
tly p
rom
ote
with
HS
BC
) -M
embe
rshi
p pr
ogra
mm
e
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cial
des
ign
of p
re-tr
avel
ga
ther
ing
hous
e -S
pons
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ip o
f Mis
s H
ong
Kon
g -M
embe
rshi
p pr
ogra
mm
e
-
(e.g
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fess
iona
l P
hoto
s-ta
king
tour
s, E
uro2
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tour
…)
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O to
urs
-pre
-trav
el V
IP g
athe
ring
hous
e P
acka
ge
Yes
Yes
Y
es
M
orni
ng S
tar
()
Hon
g T
hai
()
Win
g O
n (
)
Aw
ard
-Aw
arde
d S
uper
bran
ds H
ong
Kon
g 20
04
-Tou
rism
Sig
htse
eing
Aw
ard
-T
he b
est t
rave
l age
ncy
in H
K
The
Bes
t Sun
& B
each
Tou
r A
war
d
-Out
stan
ding
E
mpl
oyer
20
04
(jobs
db.c
om)
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oo!
(2
003-
05)
-Sup
erbr
ands
Tour
s (d
estin
atio
ns)
*S
hort
Hau
l:Ran
ge fr
om
HK
$300
~1,5
00
Long
Hau
l: R
ange
from
H
K$4
,999
to 2
0,00
0 (d
epen
ds o
n de
stin
atio
ns
and
seas
on)
(A)S
.E.A
SIA
J
apan
, Kor
ea, T
haila
nd,
Mal
ay-s
ing,
Phi
lippi
ne, V
ietn
am,
Indo
nesi
a, T
aiw
an, M
yanm
ar,
Cam
bodi
a, L
aos
& B
rune
i (B
) LO
NG
-HA
UL
Eur
ope,
Aus
tralia
, New
Zea
land
, U
SA
& C
anad
a, In
dia
& S
ri La
nka,
Med
iterr
anea
n, M
aldi
ves,
G
uam
& S
aipa
n, A
fric
a (C
) CH
INA
(long
-hau
l) B
eijin
g, C
hang
jiang
, Hai
kou,
K
unm
ing,
Nan
ning
, Silk
Roa
d,
Cha
ngsh
a &
Zha
ngja
je,Q
ingd
ao,
Gui
lin, H
uado
ng, X
iam
en,
Zhen
gzho
u, N
anch
ang,
Har
bin,
W
uyi M
ount
ain
(D) C
HIN
A(s
hort-
haul
) (E
) Loc
al T
our
(A)S
.E.A
SIA
J
apan
, Kor
ea, T
haila
nd,
Mal
ay-s
ing,
Phi
lippi
ne, V
ietn
am,
Indo
nesi
a, T
aiw
an, C
ambo
dia,
(B
) LO
NG
-HA
UL
N.E
. Eur
ope,
Aus
tralia
, New
Ze
alan
d, U
SA
& C
anad
a, In
dia
, M
edite
rran
ean,
Mal
dive
s, G
uam
&
Sai
pan,
Dub
ai, E
ast A
fric
a (C
) CH
INA
(long
-hau
l) B
eijin
g, C
hang
jiang
, Kun
min
g,
Silk
Roa
d, Z
hang
jaje
,Qin
gdao
, G
uilin
, Hua
dong
, Xia
men
, Zh
engz
hou,
Wuy
i Mou
ntai
n,
Cho
ngqi
ng, F
ujia
n, G
uilin
, Xia
n,
Sha
ngdo
ng, S
hanx
i (D
) CH
INA
(sho
rt-ha
ul)
(E) L
ocal
Tou
r
(A)S
.E.A
SIA
J
apan
, Kor
ea, T
haila
nd,
Mal
ay-s
ing,
Phi
lippi
ne, V
ietn
am,
Indo
nesi
a, T
aiw
an, C
ambo
dia,
S
inga
pore
, SriL
anka
(B
) LO
NG
-HA
UL
Aus
tria,
Bel
gium
, Cze
ch R
epub
lic,
Den
mar
k, E
gypt
, Est
onia
, Fin
land
, Fr
ance
, Ger
man
y, G
reec
e, G
uam
, H
unga
ry, I
taly
, Jor
dan,
Ken
ya,
Latr
ia, L
iech
tens
tein
, Lith
uani
a,
Luxe
mbo
urg,
Nep
al, N
ethe
rland
s,
N. M
anvi
na Is
land
, Nor
way
, P
ortu
gal,
Rus
sia,
S. A
fric
a, S
pain
, S
wed
en, S
witz
erla
nd, T
urke
y,
Uni
ted
Ara
b E
mira
tes,
Uni
ted
Kin
gdom
, Vat
ican
City
, Zim
babw
e,
Aus
tralia
, NZ,
US
A, C
anad
a, In
dia
(C) C
HIN
A(lo
ng-h
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IMC Plan for Morning Star Travel Service Ltd. ���
Appendix 10 -Newsletter sample
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