1

Table of Contents

Memorandum of Proposal ........................................................................................... 3

About Us ..................................................................................................................... 6
Branding and Identity .................................................................................................. 7
Media Release ............................................................................................................. 9
Marketing Letter ........................................................................................................11

2
To: Enigma Travel Group Ltd.
From: Innovation Uncapped Inc.
Date: November 28, 2016
Re: Solutions for Rebranding and Increasing Sales Revenue

Dear Mr. Darryl Jones and Enigma Travel’s Management Team,

Congratulations on your upcoming 8-year anniversary of being in business! Thank you for this

exciting opportunity to work with your company as you rebrand from Spur of the Moment Tours

to Enigma Travel Group.

From what we understand, the former Spur of the Moment Tours has been providing mystery tours

to travellers looking for unique adventures while retaining control over aspects of the trip that are

important to them. We understand that your sales have been steadily declining this past year and

you are seeking solutions to remedy this. A brand renewal is an excellent strategy for bringing new

life into the exciting travel product that Enigma Travel offers.

Upon being contacted by your Sales Manager, Mr. Michel Jackson, we immediately began a series

of consultations with him as well as several members of your sales and internal marketing

department. We would like to thank Mr. Jackson for his many insights and for arranging one-on-

one interviews with your sales and marketing employees. (Recognition, Support) The information

gained from these meetings has been invaluable in creating the strategies outlined in this proposal.

Who are we? (FAQ)

Your Innovation Uncapped consulting team is comprised of three of our company’s most senior

members who have partnered with many regional businesses to help increase sales. Ms. Carma

Chan is our Creative Director who oversees all graphic and web development, Mr. Alex

McCorquodale is our Director of Sales and Marketing who applies a results-centered approach in

3
examining marketing opportunities, and Mr. Andy Chu is our Public Relations Manager who uses

his attention to detail in implementing all media strategies.

We are Bachelor of Tourism Management students at Capilano University with previous education

and professional backgrounds. Our goal is to provide quality marketing advice and strategies that

target the growing millennial market by applying the realities of our own experiences as

millennials. A brief portfolio of our past work and additional information about the members of

your dedicated consulting team have been enclosed for your viewing pleasure. (Track Record)

What do we propose?

The significant decline in sales over the past three quarters is grounds for serious concern.

(Candor) Your team at Innovation Uncapped has worked tirelessly to uncover the root of these

problems. We are positive that our proposed solutions will help you recapture your share of the

tourism market and set the foundation to grow your business into the level of prosperity that a

company with products of your caliber deserves. (Fanning)

The solution we propose includes the use of several courses of action: (Bullets)

 Design a new company logo with a fresh and dynamic appearance

 Upgrade the company website to streamline user navigation

 Develop a mobile application to maximize communication with customers

 Implement a marketing campaign that focuses on Romantic Tours segment

 Organize an event to celebrate Enigma Travel’s new brand identity

 Create promotional incentives for both new and existing customers

 Send out value-added marketing letters that target repeat customers

4
 Why now?

Combined with celebrating the company’s 8-year anniversary, the increased public attention from

rebranding can be directed towards informing potential customers of products that are being

offered. The release of limited time promotional offers will encourage turning spectators into

participants as they buy products extensively during this time. This campaign can be expected to

bring in an ROI of 43% during the initial two months. The excitement generated from these events

can be expected to facilitate a steadily increasing growth in sales as new customers share their

experience with friends and family. (Scalable Benefits)

Additionally, the development of Enigma’s Romantic Tours segment comes at an opportune time

as travellers begin planning Valentine’s Day activities. (Window of Opportunity) Upcoming

brides and grooms will be taking this low season of weddings to plan their nuptials, including

bachelor and bachelorette parties, and honeymoons.

What is next?

The subsequent pages of this report will contain crucial elements about the strategies we propose

to utilize on behalf of Enigma Travel Group. (Attachments) Please take a look at these pages as

accompaniments to our in-person presentation. We will gladly provide clarifications during this

presentation as questions come up.

Should you have further questions or concerns at a later time, please contact Alex, Andy, or Carma

at any time through whichever method is most convenient to you. Thank you for this opportunity

for us to work together and expand your business. We look forward to discussing our proposal in

greater detail with you during a follow-up meeting in the upcoming week. (Deadline)

5
6
7
8
 1021-545 MAIN STREET VANCOUVER, BC V2T 3W7
TEL: 604-212-0012 FAX: 604-212-0013
(Letterhead)

Media Release – For Immediate Release

(Release Info)

December 2, 2016 (Date)

Contact: Andy Chu, Public Relations Manager, Innovation Uncapped
Tel: 604-598-3892
Email: contact@enigmatravel.com (Contact Info)

A Night Around the World on Main

(Vancouver) – Get your boarding passes ready! (Hook) In two weeks’ time, the 500-block of Main
Street will transform into a jetsetter’s extravaganza. With exciting destinations around the globe,
get a taste of world at Enigma Travel’s Taste the World couples dining experience.

This year’s festivities will be held on Thursday, December 15th and guests will be able to get a
taste of local ethnic favourites along the Main Street corridor. (Event Details) Taste the World
2016 will feature popular establishments such as Phnom Penh Cambodian Cuisine, The
Foundation Eatery, Miura Waffle Bar, and Cabrito’s Spanish Tapas. (Partnerships)

2016 also marks the official launch of Enigma Travel Group. Enigma Travel, previously known as
Spur Of The Moment Tours, have been at the 545 Main Street location since 2008. Spur Of The
Moment specialized in unique “mystery” tours where grad students and groups filled out travel
questionnaires and the company’s Experience Coordinators set up one-of-a-kind travel packages
for the guest. Whether it is exploring the Swiss Alps or navigating through the scenic backdrops
of New Zealand, guests receive a packing list as their source and clue before departing
Vancouver. As Spur Of the Moment reached 8 years of operation, the company was able to
relaunch as Enigma Travel Group. This change opens the company up to new opportunities and
travel experiences as the company is looking into the application of their mystery tour towards
new travel experiences for couples and newlyweds. This brand refresh was made possible by the
student entrepreneurs of Innovation Uncapped.

9
Innovation Uncapped is a not-for-profit entity based in Capilano University that provides
students with the opportunity to develop an entrepreneurial mindset and provide consulting
services for small businesses in the Greater Vancouver region.

“It has been an absolute pleasure to work alongside the new Enigma Travel Group on their brand
refresh, digitalization, and launch party on December 15,” says Alex McCorquodale, Director of
Sales and Marketing at Innovation Uncapped. “The university has provided us with the tools,
resources and faculty support to ensure that this project is the best version it can be. We have
worked countless hours identifying our new brand identity and markets and we are excited to
finally share it with the rest of the community.” (Direct Quote)

Darryl Jones, President and Owner of Enigma Travel Group, is very enthusiastic about the
partnership with Capilano University.

“We are always looking for new and exciting ways to engage with our community,” says Jones.
“As a company with roots that first served student group travel, it has been amazing to see our
brand develop and go full circle as we now have Innovation Uncapped using their fresh and eager
energy to help launch our expansion.” (Top of Pyramid Testimonial)

To purchase your tickets and for more information, visit www.enigmatravel.ca, or visit the brand
new Enigma Travel Group office at 1021-545 Main Street. (Call-To-Action)

-30-

Appendices:

Appendix A – Press photo of Darryl Jones and Innovation Uncapped

Appendix B – Photo of Taste the World 2012

Appendix C – Enigma Travel business card

(Enclosures)

10
November 25, 2016

Dear (Insert Name Here),

Do you remember your youthful days when travel was exhilarating, spontaneous and full of
adventure? (Appeal)

You may remember us as “Spur of the Moment Tours”. Spur of the Moment was a great little
company before, but we want to continue to look towards a bigger and brighter future in the world
of travel. We are still providing the same levels of excitement and relaxation, but through our new
name, Enigma Travel Group (ETG). ETG is proud to announce that we will be offering a new
range of travelling experiences and features to our organization starting today and in the near-
future. Our newest travel category will be romantic, international, getaway destinations for
newlyweds and couples who may be looking for that spark of adolescence and mystery in their
relationship. After filling out an easy-to-use survey, located on our brand-new website, an
international destination will be chosen based on you and your partner’s preferences. The survey’s
criteria will consist of a number of essential features: desirable temperature and climate, values in
culture, restrictions in food diets, quality of luxury and the type of traveler that you two share.
Brand-new and unique locations for you and your partner to explore!

● Iceland: Travel around the whole arctic island and gaze at the exquisite landforms
and night sky phenomenon that Iceland is known for.
● New Zealand: Navigate through New Zealand’s authentic backdrops and learn
about the indigenous Polynesians’ customs and traditions.
● France: Experience marvelous French cuisine and luxury in Paris, then leave the
city behind and escape to the stunning French countryside.
● Greece: Dock yourselves in the white city of Santorini and explore the beautiful
islands and coasts of the Mediterranean Sea by sailboat.
● Switzerland: Cross-country ski through the snow-capped peaks of the Swiss Alps
at day, while nesting yourselves into cozy, log cabins at night.
● Madagascar: Be a part of a safari that that delves deep into the lives of wild beasts
and landscapes, and then rests under the African night sky.
● Chile: From the dry Atacama Desert to the rigid Andes Mountains. Learn and
experience Chile’s rich culture and vastness in scenery.

11
 ● Dubai: Wanting to live a life of luxury? This trip entails a massive range of
extravagant activities, while being accommodated in one of Dubai’s five-star
locations.
● Nepal: Hike through the precipitous cliffs and ridges of the Himalayas and then
bunk in the small mountainside towns, temples and lodges.
Prices and times differ for each adventure, but can be found conveniently on our online website
page attached below. If the both of you are not satisfied with your tour, you can contact us via
email and Enigma Travel Group’s professionally trained staff will resolve the issue accordingly.

“An unparalleled experience that you and your significant other will
hold dearly for the rest of your lives.”
- New York Times
(Testimonial)
Have you traveled with us in the past? If you show us your old proof of payment, you and your
partner are eligible for at 15% off discount of your entire romantic getaway (Opportunity) and
that’s not even the best part! If you reserve a spot with us within the next three month period, the
two of you will receive a $1000 reloadable credit card that you may use on your excursion!
(Deadline) Do you two know another couple that would enjoy this tour too? Enigma Travel Group
is also now offering a Reference Loyalty Program (RLP). The RLP is designed to give your
friends and family 10% off the total price off their tour! Every time you refer a couple you will
earn points; once you earn enough points you will receive all sorts of limited edition merchandise:
t-shirts, sweaters, coffee mugs, rainwear, hats and many more.
For additional information, Enigma Travel Group associates are eager to answer any questions
pertaining to this or any other tour. Feel free to contact us over email and phone. Links will be
provided below to every form of communication available to you! (Ease of Response) We will be
looking forward to hearing from you soon!

Sincerely,

Alex McCorquodale
Alex McCorquodale
Sales and Marketing Director
Enigma Travel Group Ltd.
1021-545 Main Street
Vancouver, BC
V2T 3W7
Phone: (604) 212-0012
Fax: (604) 212-0013
Email: contact@enigmatravel.com

ATT: https://cmnsmysterytours.wordpress.com/ (Attachment)

12