Endreport 'Become a Marvel Superhero' for Madame Tussauds Singapore

Margaux Communaudat Debora Vos Mika de Vrij Kirsten van der Wouw 2T, C21048

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introduction Madame Tussauds is an attraction with wax figures of famous people all around the world. Madame Tussauds Singapore is located on Sentosa Island. Madame Tussauds Singapore is going to open a new attraction at this location: ‘The Marvel 4D Experience’. This new attraction consists of a pre-show, including 3 Marvel figures, and a 4D cinema.

Madame Tussauds wants to create awareness for the opening of this new attraction. The target groups of this campaign are foreign incoming families and millennials from Europe in Singapore. To create awareness and drive people to visit Madame Tussauds Singapore, an advertising campaign has to be made. The campaign will focus on digital marketing.

In order to develop the advertising campaign, we wrote this marketing communication plan. The marketing communication plan consists of nine components. The first two chapters are the most important findings from our research, which is done in the first weeks. It summarizes the information we need to create an advertising campaign. We created objectives for this campaign. The objectives help us to keep our goals in mind.

In order to reach these goals, we needed a strategy. The strategy chapter contains all the information on how and why we are going to reach these goals. After we defined what we want to promise the target groups, we created a story. This story translates the strategy we want to use. For the creation of the concept, we looked at the customer journey and important touchpoints. We also decided which channels we want to use to tell the story and why. You can read all about how and why in this report.

Enjoy reading!

Margaux Communaudat Debora Vos Mika de Vrij Kirsten van der Wouw

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inhoudsopgave 4

Research into consumer, product, competition

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Target group

7 Objectives 8 Strategy 9 Concept 13

Digital poster

19 25

Flyer

Outdoor Senpal LCD Singapore

33 Webpage 40 E-mail 41 reward 42 44

implementation

budget specification

47 48

budget

evaluation objectives

50 recap 51 epilogue 3

research into consumer, product, competition Consumers FCB Matrix

When you want people to be interested in Madame Tussauds, they need to know what it is. They can learn about it by getting information.

When they know what kind of attraction it is, they need to feel whether or not it attraction. Therefore, there is a high level of involvement.

R&P Matrix

Madame Tussauds adds value to people’s life. It gets people from neutral to positive. Therefore, the product/service is transformational for consumers. Their involvement is nor high, nor low, but ‘somewhere in between’. Consumers follow the hierarchy: scanning, focusing and attitude.

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Product

Madame Tussauds is a wax figure attraction with a breathtaking artistry where the famous fun is the heart of the experience. It is one of the bigger attractions on Sentosa Island in Singapore. In January 2018, Madame Tussauds is going to open the Marvel 4D Experience. This attraction includes three Marvel wax figures and a Marvel 4D cinema. After the opening of the Marvel 4D Experience, the ticket price is going to be raised with S$3. This means that for an adult it is going to be S$42 and for children S$32. You can go to two other attractions with this ticket; ‘Singapore Images Live’ and ‘Spirit of Singapore Boat Ride’.

Competition

Madame Tussauds is operating in a competitive market. A lot of tourist attractions have the same target group as Madame Tussauds and are also located in Sentosa. Therefore, the attraction has to stand out if Madame Tussauds wants to attract more customers.

Merlin’s main competitor in the entertainment business is the Walt Disney Company, which is quite active in Singapore. There is no Disney park in Singapore, but they are active with a merchandise store. Disney also has a Singaporean website. The main competitors for the Marvel 4D Experience are Sentosa 4D Adventureland and the Trick Eye Museum. Sentosa 4D Adventureland is located near Madame Tussauds and is solely based on 4D entertainment.

Another disadvantage is that this theater has been showing the 4D experience since 2006 and is fully equipped with digital projection and a DTS 6.1 sound system. There are currently four attractions in Sentosa 4D Adventureland: a 4D roller-coaster, a 4D movie, a 4D shoot-out game and a 4D experience ride. The Trick Eye Museum is also an important competitor. It is a museum based on optical illusion with 3D and Augmented Reality experiences. The museum has good means of communication, which makes it a risky component.

Most important findings and consequences

There are many touchpoints per persona. That means the advertising campaign could reach the target groups in many different ways. For this campaign, it is important to advertise and reach the target groups while they are in Singapore because of the limited budget. The campaign has to run for a whole year.

Therefore, it has to be a smart way of advertising. From the moment the target groups set foot on Singapore soil, there is a possibility to reach them.

Trends might be interesting to use in our campaign. It is important to reach the target groups online because they use a lot of social media and other online channels. However, we should not forget offline advertising. The average stay of Foreign Incoming Tourists from Europe is 3,6 days.

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target group General level

The target groups for the ‘Marvel 4D experience’ campaign are the European Foreign Incoming families and millennials. In 2015, 1,635.725 European tourists went to Singapore. The millennials are a demographic generation and are born between 1980 and 2000. Most of the FIT from Europe have an age between 25 and 34 years old.

However, the age group of 35 to 64 is also well represented. The millennials with an age of 17 to 27 years old are a smaller group. A reason for this is the expensiveness of trip to Singapore. Research has shown that the usage of the internet drops during a vacation. This makes offline advertising also an interesting way of advertising for the campaign.

Domain-specific level

Madame Tussauds operates in the domain named ‘Midway Indoor Entertainment’.

The consumers’ involvement is rather high because their purchase is not frequently made. Madame Tussauds can add value to the life of the consumers. Therefore, it needs consideration and involvement. The consumers are looking for good entertainment. It makes their life more fun and gives them the possibility to create lovely memories together.

Brand-specific level

Many people have heard of Madame Tussauds. They know that is a wax figure attraction but not everyone knows exactly what they can do in the museum. Besides that, there are not many people who have seen an advertisement of Madame Tussauds. Most of them heard about the attraction from others or saw the establishment when they walked by. The main source of advertisement of Madame Tussauds is by word of mouth.

Most important insights and relevance for objectives/strategy

The percentage of people who have to visit Madame Tussauds in Singapore is low for this project. This does not mean that the actual number of visitors is low. The people who see the advertising campaign ‘Become a Superhero’ and actually visit Madame Tussauds have to experience ‘Marvel: The Experience’ as a new adventure.

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Objectives Objectives

1. 90 % of all European Foreign Incoming families and millennials who visit Singapore need to associate Madame Tussauds Singapore as more interactive because of the advertising campaign after they shared their pictures on social media.

2. 2 % of all European Foreign Incoming families and millennials who visit Singapore need to buy a ticket for Madame Tussauds during their stay.

3. 40 % of all European Foreign Incoming families and millennials who visit Singapore need to know that they can easily purchase a ticket for Madame Tussauds Singapore online after seeing an advertisement.

4. 60 % of all European Foreign Incoming families and millennials who visit Singapore who decided to buy a ticket for Madame Tussauds Singapore during their stay need to purchase a ticket online.

5. 20% rise in Madame Tussauds social media activity within a month after the campaign started.

6. 20 % of all the all European Foreign Incoming families and millennials who visit Singapore that see the advertisement on the airport need to visit the billboard of the advertising campaign during their stay.

7. 40 % of all the all European Foreign Incoming families and millennials who visit Singapore who take part in the campaign need to share their photos on social media and tag Madame Tussauds Singapore before entering Madame Tussauds.

Who 0-14 years old 15-24 years old Parents

People 51.019 118.934 102.038

Ticket price 32 S$ 42 S$ 42 S$

Profit 1.632.608 S$ 4.995.228 S$ 4.285.596 S$

The budget is 75.000 S$, which is 0,00687% of the profit. The average ticket price is 40 S$. 75.000 S$ / 40 S$ is 1.875 tickets that have to be bought to get the budget back. We want to double the money we spent, so 3.750 people have to buy a ticket.

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strategy Positioning

For this campaign, a transformational positioning is chosen. Informational positioning is not relevant to the campaign. This is because most people know what Madame Tussauds is and because the Marvel Experience is not a complicated concept. There will be communication about this, in the form of a map and a brief explanation.

However, this is not the main purpose of the campaign. Therefore, two-sided positioning is also not relevant. Execution positioning is not relevant because the Marvel Experience differs from similar attractions.

Propositioning

The main promise to the Foreign Incoming Travelers in Singapore from Europe is a new adventure. A longer lasting experience is a secondary promise.

With this advertising campaign, people will be able to become a Marvel superhero. Going on a vacation is often an adventure. They go to an unknown country and live differently than they do at home.

‘Become a Marvel superhero’ fits into this adventure. It takes the adventure people are already on Transformational posito the next level. ‘BecoThere is a focus on emotion and tioning is often used for me a Marvel superhero’ lifestyle. The Marvel Experience products and brands that adds a fun and carefree has to link to feeling heroic and people use for enjoyment. twist to people’s vacation. an adventurous lifestyle.

The benefit of a brand is Through the campaign, coupled with the values people will learn about or lifestyle of the consuMadame Tussauds and mer (DrewNoGo, sd). Our the Marvel Experience. campaign strongly foThey become more familiar with the Marvel superheroes before visiting Madame Tussauds. cuses on the adventure in becoming a Marvel superhero. The last The campaign gives them a taste of Marvel, entertains them during step in the campaign is visiting Madame Tussauds and joining the their day in Singapore and guides them on their new adventure.

Avengers on their adventure in the Marvel Experience. Therefore, the campaign focusses on emotion and lifestyle. This corresponds to The reason why this concept has been chosen is that this way of transformational positioning. We want to link the Marvel Experience advertising is more interactive and allows people to have fun. The to feeling heroic and an adventurous lifestyle. This links to people campaign turns a zero to a plus in the R&P matrix. Because peopthat are on vacation. They feel more adventurous than they normally le’s stay will be more fun and a visit to Madame Tussauds a longer do. This also corresponds to the R&P matrix, because it is transforlasting experience. mational and a high involvement.

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concept Storytelling

The journey towards becoming a superhero starts with going on a new adventure. You have to travel to unique places and create memorable experiences. During this time, it is important to surround yourself with other superheroes. You can help one another throughout the adventure. As the adventure continues you start developing your superpower. The skills and knowledge you gain during your experience make you even stronger than you already were. A superhero suit and signature weapon will help you with the difficult task of completing the adventure. Last but not least, you have to behave like a superhero in order to become one. You have to inspire people and set an example for them. Show people what you have reached during your adventure. Now you can claim your reward and join the team of Avengers!

‘Become a Marvel Superhero’ is the advertising campaign for the new Marvel 4D cinema in Madame Tussauds Singapore. The promise to the people is ‘Go on a new adventure and join the team of Avengers’. The goal of this campaign is to create a longer lasting experience for the customers and for Madame Tussauds to be more interactive online with their customers. How to become a superhero is an unfamiliar thing to people, because it only happens in movies.

This new adventure helps people to become a well- known Marvel superhero. Most people are familiar with a Marvel superhero.

Customers experience the campaign themselves. This makes the concept credible. People are going to feel thrilled, excited, involved, intrigued, joyed, confident, enthusiastic and amused.

The promise of a new adventure is chosen because this corresponds with the feeling of going on a vacation. This new experience fits into peoples’ journey because on a vacation they are constantly experiencing new things. The campaign provides something similar.

Customer Journey

This concept works for both families and millennials. During their stay, people mostly visit the highlights of the destination. Parents have to think about the needs of their children. Children need a different way of entertaining than parents do. Children want to do things which are fun for them. The concept is easy to participate in. The billboard will be located on the Imbiah road in Singapore. People pass this when arriving at Sentosa. People do not have to put in too much effort to see the billboard. They are likely to see it just by arriving in Sentosa. Sentosa is known for its attractions but also has sights. This makes it nice for both parents and children. Children have the possibility to do something fun and different. While for parents it does not differ too much for the parents need to see the city.

Millennials are different because they decide for themselves what they want to do. They are often on a holiday with friends or a partner, which is often based on a fun time together. The concept is easily accessible and based on the experiencing trend. This corresponds to millennials.

The adventure will start during the ‘arrival’ stage of the customer journey. This will take place at the airport. People can learn about the concept. Becoming a Marvel superhero and joining the team of Avengers will happen during the ‘during the stay’ stage of the customer journey.

Awareness, consideration and purchase are the most important stages in the customer journey. The concept will create awareness for the Marvel Experience, make people consider visiting Madame Tussauds and help them purchase a ticket. Social media ads, offline ads, online ads, website and social media are the most interesting touchpoints. The customer journey and statistics show that these touchpoints are being used by both families and millennials. There

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is not a lot of difference between families and millennials when it comes to these touchpoints. Therefore, the touchpoints people come in contact with are the same for everyone in this project.

Concept/customer journey walkthrough

Before people start their travel to Singapore they can only get to know the concept of the new campaign by the new webpage or maybe social media. This only happens when people are interested in Madame Tussauds beforehand. Neither will they come in contact with the concept during their travel to the airport in Singapore. When people are going to reclaim their luggage, they will be exposed to the campaign for the first time. There will be digital posters above the baggage reclaim. The multiple slides on the screen will make people aware of Madame Tussauds, Marvel the Experience, the interactive billboard and how to purchase tickets. After this, they will probably go to their hotel. During the ride to the hotel, they will not see anything from the advertising campaign. Once they have settled in, they will start considering what to do during their stay. In the hotel, they can find a flyer about the Marvel Experience. This will make them

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aware of it or the poster on the airport will help them consider it.

When they go sightseeing in Singapore they will actively or accidentally see the interactive billboard from the campaign. Because when they arrive at Sentosa by cable cart it will be hard to miss. After they have decided to participate and use the billboard they will have received an email. This email will inform them about a reward and help them visit Madame Tussauds.

Touchpoint from the campaign

Website: before travel or after people have seen an advertising tool of the campaign.

Poster: at the airport.

Flyer: at the hotel.

Billboard: when arriving in Sentosa.

Email: after using the billboard.

Reward: inside Madame Tussauds.

These touchpoints are available for both families and millennials.

They are not focused on one or the other.

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The goal goal of of this this campaign campaign is is The to create create aa longer longer lasting lasting to experience experience

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digital poster Posters have been a trendy thing since 1890. Nowadays they are still used a lot. This instrument increases knowledge, changes attitudes and, in particular, influences behavior. ‘A poster is a powerful form of visual communication that connects with the mind and can dynamically change our minds and behavior’, says Windo Displays. People get in touch with this instrument from the moment they have arrived in Singapore. Even if people do not pay committed attention to a poster, they still see it and process the message or call to action of the poster in mind, consciously or unconsciously. The poster is an offline advertisement which creates awareness. It is possible to put every message on a poster. Even though this is an offline advertisement, you can still use a poster to get people online and that is what the goal is for the poster in this campaign. A poster does not necessarily have to be in print, it could be a digital version.

The main promise of this campaign is that people go on a new adventure. The adventure starts when people see the posters. The digital poster will have multiple slides and therefore, multiple purposes. The poster will make people aware of Madame Tussauds Singapore and the Marvel Experience. The main goal of the poster is to drive people to start their adventure by visiting the billboard. The poster does not contain much information. It will be used to catch people’s attention. It will be obvious that the poster is from Madame Tussauds and has to do with Marvel. People will notice the different calls to action. It will also be made clear that it is easy to buy tickets online.

The posters will be located at the luggage reclaim section from European incoming flights on the airport of Singapore.

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slide one

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slide two

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slide three

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slide four

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Flyer Flyers can be a great way of marketing. When distributed to the right people it can be very effective. The sender controls the message and design of the flyer. A flyer can be whatever you want it to be. It is a cheap way of advertising because it is purchased in bulk amounts. The quality of a flyer is often high because it is a small format (marketing tool, sd).

The flyers are used to offer information. The flyers are the first thing people see at the start of this, they are based on starting the adventure.

The flyer will explain what the adventure is. The front of the flyer will be used in the same way the posters are, to attract attention. The back of the flyer will describe the story of the adventure and what it leads to. Its purpose is to get people to visit the billboard where you can become a marvel superhero.

The flyers will be available at hotels. The suggestions of the hotels are based on recommendations of booking sites, what kind of hotel and the prices. These are hotels that match with our target group. For the full list see the appendix. Note: not all the hotels will have a display stand.

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Front page

Eyecatcher

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back page

Information about the Marvel 4D Experience, the digital billboard at Sentosa Island and different ways to get to Madame Tussauds

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Outdoor Senpal LCD Singapore

Outdoor Senpal LCD Singapore is a digital billboard. The billboard has a camera in it. This camera shows augmented reality. People can see themselves on the billboard as a superhero because of augmented reality. They have the opportunity to combine different gear. They can put on a helmet, suit, pants and pick an accessory. People do this by selecting a category and swiping through the different options. This is a physical product. People need to put in some effort to visit it. This gives them the opportunity to experience it themselves. The can see, touch and take pictures with the board. People will have the possibility to email the picture to their own email accounts. It is a great way of communicating a story. The augmented reality makes it look like people are a part of the story. This brings the story to lives. This kind of billboard is not very familiar channel. For some people, it might be the first time using one. Same goes for augmented reality. Using something new corresponds to a new adventure. It adds an unfamiliar sense to the adventure. The text on the billboard will be in multiple languages.

This is nice for people to be able to read the text in their own language. The other languages will be German and French because Germany and France are the second and third European country of which people visit Singapore most.

People are actively busy with this offline instrument. This makes their visit to Madame Tussauds a longer lasting experience. This instrument is visible and therefore attracts attention and awareness for the Marvel Experience. It leads to people taking a picture. People are likely to post them on social media. This makes Madame Tussauds more active on social media.

The billboard will be located here:

me Mada

ds

u Tussa

This is on Sentosa Island which means it is close to Madame Tussauds. This location is chosen because of the good site; two cable carts stations are situated at the Imbiah road. Therefore, the location of the billboard is a popular stopover district. In this way, the campaign can reach the potential customer at the beginning of their journey on Sentosa.

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start page

Click on this button to start

Lightening call to action, so people know they can click on the board

An example of a person who designed a suit, so people know what they can do with this billboard

Madame Tussauds’ logo

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accessory page

The pages of the menu your are not watching are less clear

The menu page you are watching is white and clear

Click on the arrows to see other outfits

On this page, the accessory will change by clicking on the arrows

quit

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pants page

You choose your pants on this page

quit

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Click on this button when you are done with putting your outfit together

picture page

Click on ‘yes’ or ‘no’ to answer the question When you click ‘no’, you will go to slide on the next page

quit

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end page

Call to action when people do not want to take a picture

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counting page

Countdown for the photo

quit

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e-mail page

Your e-mail appears here

Click on the keys to enter your e-mail

Click on ‘send’ when your done

quit

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end page

Call to action

quit

The page switches to the start page after a few seconds

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Route

Trailer

The Marvel 4D Experience

Watch the trailer for the new marvel 4D movie!

Click on the right video to watch.

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info

tickets

Webpage Every webpage represents different types of information presented to the visitor. Most of the webpages are available on the world wide web, therefore they are universally accessible to the public internet (NTC, sd). This is very useful because there are different public Wi-Fi spots in Singapore. The popularity of the world wide web gives a lot of opportunities to create awareness. The information given on the new web page could facilitate behavior.

The new webpage on the website of Madame Tussauds Singapore will be the online channel. It is possible to reach the website from every channel. On this webpage, the customers can see what the campaign is about, what Marvel the experience is about and where people have to go. The webpage will contain a trailer for the 4D movie, google maps location, information about Marvel: The Experience, information about advertising campaign and links to social media. The main purpose of the webpage is to have one place where people can find all the information and to sell tickets. The website is the only channel which focusses a lot on Madame Tussauds and the Marvel Experience. The other channels are also focused a lot on the advertising campaign.

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front page

Menu

Click on the arrow to see other slides of the banner Click somewhere to go to the page of the trailer If you click on a slide about the tickets, you go to the page of tickets

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route page

Go back to the menu

An explanation about different ways to get to Madame Tussauds

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trailer page

Click on the play button to watch the trailer of the Marvel 4D movie

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information page about the campaign

Information about the new Marvel experience in Madame Tussauds

Scroll down to see the other part of the information page

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information page about the Marvel 4d experience

Storytelling about the campaign and information about the digital billboard in Sentosa

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ticket page

Shopping cart

Ticket prices in Marvel style

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e-mail E-mail marketing is a great way to build a relationship with consumers. It is proven that people open e-mails more often than for instance tweets. It is an effective and cheap way of communication (emailmarketing, sd).

People who have their photo taken can receive the picture by e-mail. This email contains more information about the advertising campaign. It states where you can find Madame Tussauds Singapore, a link to buy tickets and how to collect the reward.

The email will be a non-reply e-mail. The e-mail will help reach objectives because it is easier for people to buy tickets. It will also help increase social media activity because people will share the picture to gain their reward.

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reward A reward is an example of the principle of reciprocity. People are more likely to do something if you give them something first or if they get something in return.

The reward for sharing your photo on social media and tagging Madame Tussauds Singapore will be a free popcorn. First people receive the picture for free. The picture will have the logo of Madame Tussauds on it. The image will be sent to everyone who takes a picture with the billboard, regardless of whether or not they visit the attraction. People can claim their reward inside Madame Tussauds Singapore after purchasing a ticket. The popcorn will be given to them if they can show that they shared the picture. This will help increase Madame Tussauds Singapore’s social media activity and the number of people who visit the attraction.

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implementation Implement

The following channels are chosen for the campaign: webpage, posters, flyer, reward, e-mail and Outdoor Senpal LCD. The medium work well together because they all have an important role in the telling of the concept. They all work towards getting people to visit Madame Tussauds Singapore. The poster creates awareness for the adventure that is offered to people. The flyer symbolizes the start of the adventure. They will explain the adventure and its purpose. The story of the adventure leads to people becoming a Marvel Superhero. People can do this by using the Outdoor Senpal LCD. This billboard will be the stage in which people actually become a Marvel superhero. People design their suit and get ready to join the Avengers. After this, people will have completed the stage in which they become superheroes. For this effort, people deserve a reward. They will get recognition for their achievement in the form of a picture. This picture will be e-mailed to them. This e-mail will be an invitation to join the Avengers on their adventure in the 4D movie.

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People can show their strength by sharing the picture on social media. For this they will get a reward. This leaves us with the ‘claim your reward’ part of the story. The reward can be claimed inside Madame Tussauds after purchasing a ticket. The last part of the story is joining the Avengers. This happens at automatically at the 4D cinema.

People are already there because of their reward.

The website is where you can, during your adventure, learn about the story and most importantly: why the story is being told.

Between these media, they create awareness, consideration and purchase. These are the most important stages of the customer journey.

Planning

The webpage, posters, reward, e-mail and Outdoor Senpal LCD will be active throughout the year, this means 52 weeks. The budget shows that this is possible. The flyers will be purchased once and will run as long as it takes for them to be completely handed out. It is always possible to order new ones.

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budget specification Outdoor Senpal LCD Singapore

production costs to create a new webpage. To create a website, people pay a monthly or yearly amount of money to have the website online. The number of webpages does not matter change the prize.

Media placement costs: The billboard is going to be placed on the island Sentosa in Singapore. Placement of the billboard costs 21.101 S$. Delivery and file generation cost 382 S$.

Media placement costs: It does not cost any money to launch the webpage because the website of Madame Tussauds is already online.

Production costs: Medium 1 is a physical billboard which needs to be purchased. The purchase costs 13.154 S$.

Agency costs: To create the augmented reality, four people need to work on this for 13 hours. The salary is 110 euros per hour. The total cost is approximately 9.545 S$. For the people to make the AR the files need to be handed to them. The design of the products will be done by people from Madame Tussauds. The designer makes 85 S$ per hour. If the designer works on the products for 8 hours a day for three days the costs are 2.040 S$. Adding the email share function will cost money as well. It takes 32 hours to make this function. An app designer in Asia makes between 10 to 50 euros an hour. The average 30 euros an hour which is 48 S$. The total cost is 1.440 S$. Making the billboard in multiple languages take 40 hours. The app designer makes 48 S$. This will cost 1.920S$.

The price of the billboard is from the webshop ‘TBLCD Senpal’. The augmented reality prices are based on an indication given by a student who studies ‘Mechatronics’ at ‘Avans University Breda’ and who owns a company named ‘D@@N Computer Service’.

Webpage

Production costs: Madame Tussauds Singapore already has a website. There are no

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Agency costs: It looks like the website of Madame Tussauds is not built via a simple online website like WordPress, because the website has its own special design. This means it is built originally and professionally. it differs per company how much it costs to have a webpage created.

You can have a website built from S$800, but this is only a starting price and a large website like that of Madame Tussauds will cost a lot more. It is difficult to determine how much it costs to build a web page, because it depends on the company, the size, the layout, etc. It costs probably between S$1.000 and S$5.000.

Screen poster

Production costs: The poster is going to be a digital poster. Therefore, there are no production costs to print the poster.

Media placement costs: For the placement costs, Schiphol airport is used as an indicator. To put the poster on the digital triangle package it costs 28.644 S$ for a year.

Agency costs: The average price to design a poster is between S$500 and S$800.

The price depends on the agency and also about the number of corrections required. The designer from Madame Tussauds will do this.

The designer makes 85 S$ an hour. This means he has 9 hours to design the poster.

Flyer

Production costs: The price of the flyers depends on what kind of flyer you purchase.

The flyer for the campaign will be A5, double-sided, color and simple paper. There are 46 hotels. Each hotel will receive a thousand flyers for a year.

Media placement costs: The flyers will be placed at hotels. This is often free. The list of hotels is in the appendix. An employee of Madame Tussauds will bring the flyer to the hotels. This employee will make 13 S$ per hour based on the average salary of a Singaporean. It will take two days to bring the flyers to the hotels.

Agency costs: It takes one designer to design the posters. This is a designer from Madame Tussauds. The designer makes 85 S$ an hour. It probably takes a day of eight work hours to make a flyer.

The price of the production is from ‘Drukland’. The salary is based on a pdf file for Singapore statistics.

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Reward

If people share a picture on social media, they can win a free popcorn. People can get the popcorn at the bar at Madame Tussauds.

Madame Tussauds needs to purchase a popcorn machine and the ingredients. The popcorn machine approximately costs 600 S$. The popcorn corn costs 405 S$ per 70 ton. There needs to be an employee of Madame Tussauds to work the popcorn machine. This cost a bit more than normal because handling the popcorn machine is added to the job description. It will approximately take 4 hours a day more. On average a Singaporean make 13 S$ an hour. This is 52 dollars a day. If the attraction is open for 365 days a year the costs would be 18.980 S$. The email will be sent by a computer.

The salary is based on a pdf file for Singapore statistics. The popcorn machine from Expondo.com and the corn from dutch.aliba. com.

Trailer

The trailer for the 4D movie will be put on YouTube and on the website. This will be free. There are no production costs because the footage is from the 4D movie. To make the video Madame Tussauds needs an editor. The editor can be from Madame Tussauds itself. An editor makes 174 S$ per hour. It roughly takes 2 hours to edit a video.

The salary comes from ‘Videoworks’.

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budget Costs per year

Total costs

budget: 75.000 S$

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evaluation objectives We intend to evaluate whether we have achieved the objectives of chapter 5 in various ways. Each objective is unique, therefore the research about our accomplishments within these objectives are exceptional as well. Each possible evaluation option is connected to one of the objectives in this chapter.

90 % of all European FIT families and millennials who visit Singapore need to associate Madame Tussauds Singapore as more interactive because of the advertising campaign after they shared their pictures on social media.

Check on COOSTO if ‘interactive’ is one of the trending topics for the search word Madame Tussauds Singapore. Compare these results with the results there where before the campaign had started.

2 % of all European FIT families and millennials who visit Singapore need to buy a ticket for Madame Tussauds during their stay.

See if the online tickets sales in Singapore have increased in comparison to before the start of the campaign.

40 % of all European FIT families and millennials who visit Singapore need to know that they can easily purchase a ticket for Madame Tussauds Singapore online after seeing an advertisement.

See if the online tickets sales in Singapore have increased in comparison to before the start of the campaign.

60 % of all European Foreign Incoming families and millennials who visit Singapore who decided to buy a ticket for Madame Tussauds

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Singapore during their stay need to purchase a ticket online.

When people buy a ticket online, they have to fill in their address. Madame Tussauds knows how many tickets they sold, so they can also see how many tickets they sold to European tourists.

20 % rise in Madame Tussauds social media activity within a month after the campaign started.

Check COOSTO for more messages on the search word Madame Tussauds Singapore within a month after the start of the campaign.

Compare this to the number of messages on this search words before the start of the campaign.

20 % of all the all European FIT families and millennials who visit Singapore that see the advertisement on the airport need to visit a location which is part of the advertising campaign during their stay.

Check the number of pictures which are taken with the interactive billboard every three days. The average length of stay of Europeans in Singapore is three days.

40 % of all the all European FIT families and millennials who visit Singapore who take part in the campaign need to share their photos on social media and tag Madame Tussauds Singapore before entering Madame Tussauds.

This can be checked by the number of popcorns that are given away at Madame Tussauds. This number is equal to the number of pictures that are shared on social media.

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recap We collected enough knowledge about Madame Tussauds, the target groups and the competition to be able to develop an advertising campaign. The campaign ‘Become a Marvel Superhero’ is based on the promise ‘Go on a new adventure’. This campaign promises customers a new adventure and a longer lasting experience.

The campaign exists of five different channels, namely a few new webpages on the website, digital posters, flyers, an outdoor digital billboard and e-mail. All these media fit with the target groups and their customer journey. Millennials and families are looking for entertainment and new adventures when they are on a holiday. This is exactly what the campaign represents. With the well-placed media, the target group cannot miss out!

In order to create a successful campaign, we made objectives. This helped us to decide what we wanted to achieve with this campaign. After the campaign, we will be able to evaluate how those objectives were realized. This is possible with tools as Coosto, the number of entrance, automatically sent e-mails, the number of given rewards, etc.

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epilogue We are proud of the end result and happy with how the process went. We think we made a good advertising campaign which can work for Madame Tussauds.

We like the idea we came up with. Every week helped us to further develop our idea. We have stuck with this concept since we conceived it on the FETH-Ex days. The storytelling was easy for us to imagine. Linking the story to the customer journey was a bit harder. The research we did beforehand really helped us with this. We had the most trouble with finding the right channels. The most of our original ideas were offline and we had to focus on online advertising more. Translating the offline means to online was difficult. Once we had figured this out, we tried to fit everything into the budget. This was unexpectedly easier than we thought. Designing the means went really well. We are pleased with the looks of the means.

We learned how to take on a big assignment. It is important to do this step by step. We also learned the importance of thinking everything through thoroughly and to take the point of view of the target group.

We are happy about the collaboration within our group. During the project, we did not have any arguments. Everybody had their own tasks and responsibilities. We all delivered on time and discussed each other’s work.

We would like to thank Joep Peeters for all the coaching sessions and all the other teachers for the lectures.

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Appendix

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pretest report Billboard

Navigation test Responses: 33 Average Duration: 35 seconds Success Rate: 78.4% Failure Rate: 21.6% Average Time Taken: 36.4 seconds People were asked to get to the next page of the billboard by clicking on the screen.

Conclusions: - It is obvious where to click. People did not have trouble getting to the next page. The ‘done-button’ was a bit confusing because the person on the screen was fully dressed. There are no expected problems with this when the billboard is fully active.

Because people will see them selves on the screen and see the clothing appear.

- Nothing will be changed based on this.

Five second test Responses: 32 Average Duration: 37.4 seconds Questions asked: 1.

Would you be interested to click on this billboard if you walked passed it?

2.

From what brand is the billboard?

3.

Wat can you do with the billboard?

Results: Eighteen people were interested to click on the billboard, fourteen

people were not. Four people knew Madame Tussauds was the brand behind the billboard. Twelve people thought Marvel was the brand. The remaining sixteen people had no idea. Eleven people knew what they could do with the billboard, twenty-one people did not.

Conclusions: - More than half of the people would stop to use the billboard. This is good enough. The importance of Madame Tussauds needs to be made more clear. The purpose of the billboard also needs to be obvious.

- The Madame Tussauds logo will be made bigger and therefore, more present. There will be an example of what the board can do on the first page.

Poster

Question test 1 first slide poster Responses: 26 Average Duration: 1 minutes and 4 seconds Questions asked: 1.

What does the poster promise you?

2.

Would this poster draw your attention and how long would you look at it?

3.

Would you wait to see the next slide?

Results: From the first slide of the poster only six people understood that the poster promised people a new adventure. Nineteen people said that this poster would draw their attention. Most people would not look at the slide for a long time. Eighteen people would wait to see the next slide.

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Conclusion: - Not enough people know what the poster promises. The amount of people who would look at the poster is very good. From the nineteen people who would be interested, eighteen would wait to see the next slide. This is a good number of people.

- The first slide should not be on the screen for to long. The number of slides will be added, so people know what to wait for.

Responses: 25 Average Duration: 34.2 seconds

Question test 2 second slide poster Responses: 24 Average Duration: 1 minutes and 27 seconds

Results: Twenty-four people knew the brand was Madame Tussauds.

Fifteen people knew that the flyer promised that you can become a Marvel superhero. Nineteen people knew that the flyer had to be turned around.

Questions asked: 1.

Is this to much text to read on an airport?

2.

Does the text need to be replaced with a visually strong alternative?

3.

Is it clear what the text is about?

Results: Twenty-one people thought it was too much text to read. Even though, the poster was visually nice all twenty-one people said a visual alternative was better than text. Nineteen people thought the text was clear but still would want to read it.

Conclusion: - A lot of people know that the brand is Madame Tussauds, this is very good. Enough people know what the flyer is about. The fact that the flyer has two sides is obvious enough.

- Nothing will be changed based of this test Question test Responses: 30 Average Duration: 2 minutes and 36 seconds

Conclusion: - There is too much text on the slide.

- The slide will be replace with two different slides. One with an animation on how the board works and one with a google maps image.

Questions asked: 1.

Is it clear what the flyer is about?

2.

Is it easy to find the billboard after you have read this flyer?

3.

Would you be interested to visit this billboard?

Flyer

Results: Twenty-eight people knew what the flyer was about. Twenty-four

Five second test

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Questions asked: 1.

From which brand is the flyer?

2.

What does this flyer promise you?

3.

What do you have to do?

people thought the flyer would help them get to the more easily billboard. Twenty people knew the flyer was from Madame Tussauds.

Conclusion: - A lot of people understood the flyer an thought it was a nice helping hand. Enough people knew the brand was Madame Tussauds, but this was mostly because they had seen the front of the flyer in a previous test.

- The logo of Madame Tussauds will be but on the back of the flyer as well. The image of the map will be made a bit bigger.

Not enough people knew what the webpage is about. Where to click is obvious enough.

- The logo of Madame Tussauds will be featured on the website. The text on the page will be changed. It will be made more clear that the Marvel Experience is a 4D movie.

Website

Five second test Responses: 31 Average Duration: 39.3 seconds Questions asked: 1.

From which brand is the website?

2.

What is the website about?

3.

Where can you click on the webpage?

Results: Only five people knew the website was from Madame Tussauds.

Seventeen people thought it was from Marvel. The other people did not know which brand belonged to the website. Ten people knew that this webpage was about the new Marvel Experience. Other people thought Madame Tussauds, Marvel or did not know. Twenty people knew where to click.

Conclusions: - Madame Tussauds need to be more present. Five people who knew the site belonged to Madame Tussauds is not enough.

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Bibliography (sd). Opgehaald van Madame Tussauds Singapore: https://www.madametussauds.com/singapore/en/ (sd). Opgehaald van Alexa: https://www.alexa.com/siteinfo/madametussauds.com (sd). Opgehaald van Expondo: http://www.expondo.de (sd). Opgehaald van Drukland: https://www.drukland.nl (sd). Opgehaald van Videoworks: http://www.videoworks.nl NTC. (sd). Opgehaald van ntchosting: https://www.ntchosting.com/encyclopedia/internet/web-page/ (sd). Opgehaald van Yadi: https://www.yadi.nl/Waarom-je-emailmarketing-moet-gebruiken (sd). Opgehaald van Basis Reclame: https://www.basisreclame.nl/flyers-laten-drukken/ D@@N Computer Service

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