NEWGRANGE
As a
combined CA for two modules integrated marketing & E-Tourism as a group we
were asked to choose a company which we felt needed to be rebranded. Our group
choose Newgrange.
Newgrange is one of the oldest
heritage sites, over 5000 years old; it was built before the Egyptian Pyramids
and Stonehenge in England. It was constructed during the Neolithic age by the
farming community which thrived on the lands of Boyne Valley. The term ancient
temple is used to describe Newgrange; it is a place of religious, spiritual and
ceremonial importance. Newgrange is a large kidney shaped mound covering an
area of over one acre, retained at the base by just under 100 highly ornate kerbstones,
The inner passage leads to a cruciform chamber with a corbelled roof.
Newgrange is best known for the
illumination of its passage and chamber by the winter solstice sun. Above the
entrance to the passage at Newgrange there is an opening called a roof-box. Its
purpose is to allow sunlight to penetrate the chamber on the shortest days of
the year, around December 21, the roofbox allows sunlight to penetrate the
chamber, illuminating the passage tomb. This is referred to as the winter
solstice.
Facilities
• Personalised
Day Tours
• Day
Tours for Visitors
• Winter
Solstice Lottery
• Newgrange
coin Set
• Visitor
Centre
Situational Analysis
As a brand Newgrange has a
limited level of brand awareness, they have not defined the brand or the target
market. Their website is one of the only means of brand marketing and promotion
and it is basic with information difficult to find. At present they do not take part in any
advertisement for the brand through radio, television, social-media or the
internet. Although they are linked with Tourism Ireland, there is no brand
reinforcement at present, they hold a non-competitive position in the cultural
tourism market.
The unique selling point of
Newgrange; the rarity of the product being offered has great potential to be
the leading cultural tourism attraction in Ireland.
Key market focus:
- To attract increased tourism to Newgrange, in line with the market growth in all markets and continue to develop against all competition
- To win a larger share of the growing number of Europeans visiting Ireland
- To secure American traffic from tourists using Irish heritage as the main attraction
- To attract more domestic short-break tourism
Goal/Objectives:
- Develop a new and improved website integrating Search Engine Optimisation resulting in better competitive positioning within the market.
- Create a new brand, logo and slogan for Newgrange that has international potential
- Create a one voice one look brand that can be effectively communicated to the identified target markets
- Introduce more effective marketing strategies using online and offline methods of communication.
- Link suitable channels of communication with the defined target markets.
- Ensure the new brand creates Top of Mind Awareness (TOMA) across the identified target markets
- Position Newgrange as the main historical tourist attraction in Ireland, using the rarity of Winter Solstice experience.
- Capitalise on the potential of foreign tourism inflows from regions with an interest in Irish history.
- Identify suitable tools available to measure the success of online and offline methods of new brand communication
New Logo
Newgrange does not currently posess its own unique logo; it
is tied in with the local heritage group Bru na Boinne. This logo showcases the
renowned hand carved spiral design from the entrance stone to the passage
grave. This logo can be easily replicated for use on all promotional material
for Newgrange e.g. merchandise. It is a
symbol that can provide customers with instant and powerful brand recognition
of Newgrange.
Slogan
Newgrange- ‘The Irish Wonder of
the World’
The existing
brand for Newgrange had no slogan; having evaluated many alternatives the above
slogan was developed. It was felt that
this was short and catchy, could be used for both online and offline
promotional material and personified the Newgrange experience. It also has
international appeal allowing Newgrange to be marketed overseas.
Website
We developed the
following website mock-ups you can see the current website at by clicking here.
Communications
Mix
Strategy
The new brand should create Top
of Mind Awareness (TOMA) across the desired markets and initiate:
Attention- Sparking
the curiosity of the consumer in the new brand.
Interest- Potential
to create a desire for the new brand, more information is sought.
Desire- Stimulating action to buy, pros
and cons have been considered and compared to market rivals, desire for brand
can grow and may translate into purchase.
Action- Attention, Interest and desire
for the product can trigger action; here the consumer will convert their desire
into a sale.
The desired outcome of the marketing strategy is that the
communications will be:
Relevant- Possess a uniform purpose, to
increase brand exposure.
Originality- Stand out amongst competitors, attract
attention from desired markets.
Impact- Create a lasting impression and
generate sales.
Tactics
·
Website
·
Viral Marketing
·
Social Media
Measuring success
Once the objectives of
communicating the new brand have been determined and the strategies and tactics
used to achieve the objectives have been implemented it is then necessary to measure
the success of the communications mix. We did this using both online and
offline
·
Where is brand interest coming from in terms of
geographical area and market segments?
·
What communication channels are generating the
greatest interest?
·
What are our markets saying about us?
·
How can communications be improved? Where are we
going wrong?
·
Have we provided enough information to our
markets?
·
What communication channels would be better
suited to this audience?
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