Running head: MARKETING COMMUNICATION AT TRAVELODGE 1

Marketing Communication At Travelodge

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Table of Contents
1.0 Introduction ............................................................................................................................. 3
2.0 Promotional Mix ..................................................................................................................... 3
3.0 Promotional Mix Methods Adopted by Travelodge ............................................................ 4
4.0 Channels Used by Travelodge for Brand Recognition ........................................................ 4
5.0 The Key Message in Travelodge’s Video Campaign ........................................................... 5
6.0 The Key Target Audience of the Video Campaign .............................................................. 5
7.0 Use of AIDA Formula in Video.............................................................................................. 5
8.0 Discussion of One Method to Gather Feedback ................................................................... 6
9.0 Conclusion ............................................................................................................................... 6
References ...................................................................................................................................... 8
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1.0 Introduction

Integrated marketing communications, broadly means, a marketing campaign that is

communicated across multiple platforms, methods and channels, in a cohesive and strategic

manner (Luxton, Reid and Mavondo, 2015). The importance of integrated marketing

Communications is to make sure that there is coherence and coordination between the various

communication channels at all levels of the organization. This included, Public Relations, Sales

promotions, Advertising, Direct marketing and Personal selling. The stress is laid the message

that has to be consistent across all the channels. IMC is the marketing strategy initiative and

would cut across multiple departments: Corporate Communication, Investor Relations, Product

Marketing, Sales, Demand Generation etc. (Levy, 2013).

2.0 Promotional Mix

Promotion mix involves important decisions related to promotion of services and

products (Kumar and Patra, 2017). The decisions covered in this component of marketing mix

are related to selection of advertising media, use of publicity measures, choosing promotional

techniques and public relations etc.

There are five components to promotional mix (Kumar and Patra, 2017):

 Personal selling- face-to-face selling to persuade a buyer to make a purchase.

 Advertising- promoting business to target customers.

 Sales promotion- a way to get customers to buy a product or service quickly.

 Public relations- developing good relationships with local press representatives.

 Direct marketing- use of technology to individually target customers.

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3.0 Promotional Mix Methods Adopted by Travelodge

Travelodge is using two components of promotional mix in the video. These are advertising

and publicity. Through advertising, Travelodge is able to create a value proposition as it helps

the company to reach multiple demographics simultaneously. However, there are huge costs

associated with advertising especially in the developing and featuring video ads (Hyde et al.,

2014). Also, the results of advertisement are not guaranteed. On the other hands, publicity is

used to spread awareness to people about the product or service by the use of mass media. When

public show interest in something, then company can say it is receiving publicity. Through

publicity, Travelodge is able to enjoy the benefits of news value, credibility and significant

word-of-mouth communications (Hyde et al., 2014). However, there are two major issues

associated with publicity such as accuracy and time.

4.0 Channels Used by Travelodge for Brand Recognition

The Travelodge uses a blend of different media channels in order to increase the brand

recognition. Digital media has enabled the company to interact with customers through online

platforms such as website and social media. Travelodge has strong presence on social media. It

runs marketing campaigns by creating videos and sharing them on social media. It also uses the
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platform to regularly communicate with the customers, gather the feedback, address their queries

and communicate about new offerings. Along with the social media marketing, the company also

uses newspapers and websites. The combination of newspaper and websites allow company to

reach traditional customers as well as those who are tech savvy.

5.0 The Key Message in Travelodge’s Video Campaign

The Travelodgical video features a puppet, through which the company is set to deliver the

message that all rooms across the estate are updated and modernized. It also shows a new

concept that all travellers have a keen eye for a bargain. The puppet character featured in the

campaign represents the customers who are seeking value and positions the company as the

logical choice when staying away from home. The features and facilities at the new places are

very attractive and pleasing. The king size bed, the location and all the other things that are

needed to make it a best.

6.0 The Key Target Audience of the Video Campaign

There are different classes of the people targeted through the video. The video first shows

a single working person who wants to find value in what he pays for. The second was a family

shown in family room having king size bed. It depicts the needs of the families and offer value to

them. Third is the old couple who want to spend some good time in the lodges. Forth is a newly

wedded romantic couple on honeymoon who are targeted for honeymoon sweats. Fifth type of

audience shown in the video was a single lady who may be working lady.

7.0 Use of AIDA Formula in Video

The use of the AIDA formula for communication message has been followed in the

development of the video message by Travelodge. Soon after the start of the video a puppet is
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featured to deliver the message. These puppets are seeking attention by saying “that loves

finding value”. They are featured to gain interest of the target audience. It further creates the by

telling all the features of the new places by saying that the “new places have it all”. At the end,

audience is directed to avail the high quality services of the organization by visiting the website

Travelogical.com.

8.0 Discussion of One Method to Gather Feedback

Travelodge must share the video on its social media accounts such as Facebook and

Instagram where it can reach to more diversified audience and can get the feedback from them.

This will also help the company to analyze the responses from varying segments and can carry

out two-way communication easily.

9.0 Conclusion

Travelodge uses integrated marketing communication to achieve marketing campaign

objectives. It uses different promotion methods that reinforce each other and enhance the

marketing process. The company uses advertising and publicity as the two elements of

promotional mix. Through publicity, the company is able to reach large number of people at a

time but is costly as compared to other methods. Travelodge is able to create a value proposition

through advertising as it helps the company to reach multiple demographics simultaneously.

However, there are huge costs associated with advertising especially in the developing and

featuring video ads. The company uses social media videos, websites, news papers, television

and news websites as marketing channels. Travelodge is using videos to convey the message of

business extension highlighting features at the new places. The video message is developed using

the AIDA formula enhancing the communication. The company could enhance its marketing

efforts by sharing video on social media account and gathering feedback from varying segments.
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References

Hyde, A. M., Ubeja, S. K., Saxena, A., Sharma, G., & Sharma, R. (2014). Effect of Promotion

Mix on Consumer Behavior in Shopping Malls. Anvesha, 7(4), 33.

Kumar, S., & Patra, S. (2017). Does Promotion Mix Really Help To Enhance Brand Equity: A

Literature Review. Indian Journal of Commerce and Management Studies, 8(2), 80.

Levy, S. (2013). Roots of marketing and consumer research at the University of Chicago,

Consumption, Markets and Culture, 6(2): 99-110.

Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability

and brand performance. Journal of Advertising, 44(1), 37-46.