the marketing communication campaign for morning...

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.


I. Situation Analysis


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


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


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.


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


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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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.


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.


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.


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.


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


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.


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’


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


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.


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.


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)


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


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).


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


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.


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.


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)


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).


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.


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.


II. SWOT Analysis


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


III. Target Market Profile


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


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.


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.


IV. Objectives


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.


V. Marketing Communication Strategy

Overview


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.


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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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


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;


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.


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


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


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


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

-Print

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


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.


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


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.


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.


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.


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.


VI. Tentative Schedule of

Marketing Communication Campaign


VII. Campaign Evaluation


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.


VIII. Conclusion


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.


IX. Appendices


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Appendix 4 – Tables

Table 1a

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Source: admanGo

Table 1b

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Source: admango.com


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)


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)


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


Table 9 – Travel Destinations

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Table 11a – Top 3 important factors (men) Table 11b – Top 3 important factors (women)


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Table 13 - Competitive analysis of perceived image

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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 15 – Top 10 advertisers of Travel Industry (Jan-Dec/2003-4)

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 (2003-4)

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


Table 19 –

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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


Table 20 –

Advertising expenditures breakdown by month of Morning Star, 2003-4

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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)


Table 21 –

Competitive media advertising expenditures analysis- ad spend (2003-4) by month

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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


Table 22 – Competitive media advertising expenditure analysis – ad Spend (2003-4)

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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


Source: admanGo (HK$’000,000)

Table 23 - Competitive analysis of perceived image of promotion (Mean)

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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


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


– 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?

?


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.




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.




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.


– Storyboard B: 30s TVC –

Client: Morning Star Travel Agent Title: Smart Choice is Morning Star!


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.




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..

?.... … …




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? !

!




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 !

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Appendix 10 -Newsletter sample

the marketing communication campaign for morning...

Documents