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Virginia Beach Case

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Submitted By tarotpipi
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Pages 3
1.
Virginia Beach offered segmented marketing initiatives to attract different types of tourists. This strategy is highly successful with the use of a user-friendly Web site. It places target advertisements through specific media channels in order to reach each traveler segment. Currently, the target traveler segment of Virginia Beach includes singles without children, families, sports enthusiast and mature consumers. Personally, I think there can be more potential tourist segments for Virginia Beach.
First of all, Virginia Beach is advertised as a fun resort area with many entertainment and activities. From my point of view, Virginia Beach is very American and foreign tourists would definitely like to experience the atmosphere. Therefore, it can place advertisements in the airports or even in the airplanes. When foreign travelers come to America, they will definitely see the advertising.
Secondly, Virginia Beach wants to attract sports enthusiasts with activities like Annual Sand Soccer Tournament and its Rock n' Roll 1/2 Marathon. I think young students will also like this kind of activities, because it would fun to come to the beach during spring break or summer holidays. Virginia Beach’s positive and athletic image will help to promote its life style. It can advertise on campus in order to attract students.
Last but not least, Virginia Beach can hold concerts or music festival at its four oceanfront stages to attract Fans will come to see their idiots or they will just come to watch the concerts. These activities will be a new attraction and advertising on music applications will be a good idea. Streaming music on smart phones is really common now and if Virginia Beach can place advertisements on Spotify, they can reach to many fan groups.

2.
Virginia Beach has customized and tailored multi-media marketing strategy to each consumer segment. On one hand, it hopes generate awareness among meeting planners, event planners and sports planners. Then, some of them maybe interested in visiting the Virginia Beach Web and finding out what they can do on Virginia Beach. On the other hand, it uses list rental strategies to identify e-mail lists that may “prove to be useful in connecting with prospective tourists.” Therefore, they are running an e-mail campaign with a lists of content provider so that they can connect with meeting planners, event planners and sports planners and keep them updated with the new facilities and attractions.

3.
The sports, entertainment and leisure activities depicted on Virginia Beach’s Web site are summer bound. However, it also offers numerous venues to tourists. For example, Virginia Aquarium & Marine Science Center is one of the best aquariums in the nation. It has live animal like river otters, harbor seals, Loggerhead sea turtles, stingrays and sharks as well as hundreds of hands-on exhibits. It would be a fun and educational trip for the family. If it is too cold to swim in November, the family can also visit the outdoor aviary and nature trail for an adventure during the daytime. If they like to watch movies, going to the 3D IMAX® theater will be a great activity. They can also visit the parks on the beach, the shops around and the golf court. Therefore, Virginia Beach is a perfect destination for a quality, year-around vacation for families.

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