Bradford Essay

Table of Conten¬ts
1 Introduction 3
2 Context analysis 4
2.1 General Analysis 4
2.1.1 History 4
2.1.2 Current tourism campaign and marketing mix 4
2.2 Consumer Context 4
2.2.1 Working force 4
2.2.2 Senior retired people 5
2.3 Internal Context 5
2.3.1 Assets and Attractions 5
2.3.2 Future vision 6
2.4 External Context (PEST framework) 7
2.4.1 Political 7
2.4.2 Economic 7
2.4.3 Social 7
2.4.4 Technological 7
2.5 SWOT Analysis 7
2.5.1 Strengths 7
2.5.2 Weaknesses 8
2.5.3 Threats 8
2.5.4 Opportunities 8
3 Communication Objectives 9
3.1 DRIP Elements 9
3.1.1 Differentiate 10
3.1.2 Reinforce 10
3.1.3 Inform 10
3.1.4 Persuade 10
4 Marketing Communications Strategy 11
4.1 Idea 11
4.2 Target Audience 11
4.3 Message 11
4.4 Theme 12
5 Communications Mix 13
5.1 Digital 13
5.2 Advertising 14
5.3 Sales Promotion 14
5.4 Public Relations 14
6 Implementation 15
6.1 Advertising 15
6.1.1 Media channels 15
6.1.2 Partnership 16
6.2 Public Relations 16
6.3 Sales Promotion 16
6.3.1 Online Competition 17
6.3.2 Local Pub Quizzes 17
6.3.3 Partnership 18
6.4 Digital 18
6.5 Other supporting activities 18
6.6 Schedule/Timetable 19
7 Resources 20
8 Evaluation and Control 21
8.1 Evaluation towards objectives 21
8.2 Evaluations of individual communication mix 21
8.2.1 Advertising 21
8.2.2 Sales promotion 21
8.2.3 Digital 21
8.2.4 Tourists 21
9 Conclusion 23
Bibliography 24


1 Introduction
In the 1990s Bradford was succeeding in transforming itself from a declining industrial city and pitched itself as a tourist destination, innovative business centre and more.(Shaw & Williams, 1994, p. 217). However, the riots happened in the early 2000s lowered its reputation(BBC News, 2007)(BBC News, 2001). Now, there is a gap between the actual Bradford experience and the outside perceptions. This report aims to develop a marketing communications campaign to revitalise Bradford as tourist destination, which will improve the economical...