Challenge
Latvia is a country with four different territories, each of them with their own distinct features and attractions. The most populated city is Riga and is where most of the tourist attractions are.
In 2008, the economy crashed leaving unemployment at a high and increased the rate of emigration. The economy began to improve after 2010, but unemployment rates have still been staggering at 7.3% as of January 2019. The need for increased tourism could help with the economy and lower the unemployment rate. The city of Riga was formerly named the European Capital of Culture in 2014 and wants to earn the title again.
Idea
For my advertising campaign strategy, I want to remind the target market of the incredible world outside of their cramped and dull cubicle. My research has found that traveling is important for this target market. Whether they are traveling domestically or internationally, they need some excitement in their life that gives them a break from their desk job. I want to remind the target market about themselves and remembering who they truly are, so I have chosen the “This is Art.” strategy.
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With this strategy, I hope to show that the market can vacation to Latvia to experience new things like the art nouveau museum as well as things they have already experience but in a new way. I plan to give them an overwhelming feeling of experiencing rare architecture and art.
