Big Four Marketing

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- Canes Fried Chicken

- Happy Hooks Boat Charters

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Section 4.0 Target Audience

We fully understand that your target audience comprises mostly of leisure travelers. We have made a research and found out that most of these leisure travelers taking the Miami-Bahamas route belong to the middle-class and upper middle-class groups. Their ages can be classified into two segments: there is the younger group composed mostly of students and young professionals who travel during the peak months; and there is the mature group wherein family groups are included as the parents are the ones who book and pay for the flights, along with retirees and senior citizens out on a holiday.

Section 5.0 Tone and Manner

Considering the distinguishing age gap between these two segments of your target audience, we recommend that the marketing brochure should have a tone and manner that will appeal to both groups of target audience. We are not going to make it too young and hip and adventurous that the more mature audiences would feel alienated, nor are we going to make it too classic and traditional that the younger targets would feel left out. By identifying the commonality between these two segments of the target audience, it is important to be on a safe ground, so to speak.

We strongly recommend adopting a modern yet classy approach to this project – adventurous and yet refined; exciting and yet respectable. This is going to be the mood and tone of our marketing brochure, which will feature modernity and adventure alongside luxury and refinement.