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Creating an Advertising Message in the Hospitality & Tourism Industry

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  • 0:03 What Is an Advertising…
  • 0:19 Advertising in Hospitality
  • 1:55 Steps to Creating a Message
  • 4:55 Lesson Summary
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Lesson Transcript
Instructor: Tara Schofield

Tara has a PhD in Marketing & Management

Creating an effective advertising message takes a conscious effort, but there are steps you can follow to improve your message and get more response from your target market. Use this lesson to learn how to craft a solid advertising message for the hospitality and tourism industry.

What Is an Advertising Message?

An advertising message is the combination of words, colors, and images that benefit a product or service, with the goal of having the target market take action. This action may include responding to an offer, making a purchase, or trying a new service or product.

Advertising Messages in Hospitality

When you're creating an advertising message in the hospitality industry, the focus is to make consumers aware of your business, entice them to come to your establishment, and make a purchase of a product or service. Within the hospitality and tourism industry, you will want to tailor the message towards your offering and the industry. For instance, if you're targeting tourists, you want to make it clear you welcome new customers and you have fast and friendly service, an inviting environment, and something unique for their special trip.

Let's imagine you own a restaurant. Your restaurant has been slow lately, and you want to create an advertisement to attract more business. Typically, you have a mix of tourists and locals who eat at your restaurant. However, recently two other restaurants opened in the area and have drawn away much of your tourist business. Because your target audience is transient, you must consider an advertising message that will attract travelers coming through town. Traditional forms of advertising, like newspapers, television, and radio, aren't the most effective, as people passing through will not likely see those ads. You decide you need to rely on billboards and partnering with hotels for outlets for your advertising message.

Your message focuses on the delicious food you offer, the options available on your menu, and your affordable prices. You also offer a special to entice people to come in. You offer a free drink with each meal purchase. Because you are creating a billboard, you want to make sure your message is clear, quick to understand, and attractive to potential diners.

Steps to Creating a Message

There are six key steps for creating an effective advertising message:

1. Write an attention-grabbing headline.

You have just seconds to catch the attention of your customer. Think of something catchy, interesting, and appealing. Include messages that target your intended customers, hotel, or tourism guests. Think like a tourist: local, fresh, waterfront dining, best in the city.

2. Understand the needs of your target audience.

What problem or need does your customer have? Are they in an unfamiliar area and want a delicious meal? Your ad should provide a solution. In the case of the billboard, the reader is hungry, yet probably doesn't want just any fast food restaurant. You are providing the solution - a place to eat with delicious, one-of-a-kind options.

3. Provide a brief description of the product or service.

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