Gap360 is a relatively new privet limited company in the UK offering affordable trips for younger travelers for two weeks and up to a whole year. Their promotional activities were mainly focused on digital media since it is targeting more young travelers. The target audience is across the UK (giving more focus on Manchester using Traditional Media), existing customers and potential customers between the ages of 18-34 who are students, part or full-time workers, male and females. The objectives of this campaign are to create awareness among students and workers aged 18 to 34 in the inner city of Manchester by 80% leading to achieve top of mind awareness building customer preference for Gap360 products and increase the search for their offers for the period of May 2014 to April 2015. For objectives related to Direct Response, the aim is to increase website traffic from customers, social media engagement among customers aged 18 to 34 across the UK. Increase repeat sales by 10% from existing clients aged 18 to 34 across the UK from and achieve 5500 booking for the period of May 2014 to April 2015 from clients aged 18 to 34 from across the UK. Targeting Manchester to develop great awareness for Gap360 is thought to be more effective due to our limited budget; also, Manchester has a growing population of 500,000 in the inner city of Manchester. The city has a very large consumer market and a large student population of about 90 thousand.
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