PART A: Individual Assignment $(90$ marks$)$

Digital Journeys Through Heritage: A Marketing Campaign for Local Heritage Sites

Definition of Heritage Site: a historical site, a building, or an area of the unspoilt natural

environment, considered to be important to a country.

Objective:

To develop an innovative online marketing campaign that promotes a local heritage site,

utilising the latest technologies such as Artificial Intelligence $($AI$),$ Virtual Reality $($VR$),$ and

Augmented Reality $($AR$),$ to enhance its cultural significance, historical value, and

sustainability, while engaging the target market's interest in immersive and authentic travel

experiences.

Task:

Imagine you are the digital marketing manager for a company, tasked with creating an online

marketing strategy for a specific heritage site in your country. Your strategy should leverage

cutting$-$edge technologies such as AI$,$ VR$,$ and AR to create an engaging and interactive

experience for potential visitors. The campaign will highlight the historical and cultural

importance of the heritage site, emphasising its role in preserving local traditions and

promoting sustainable tourism, while appealing to a target market that values technology$-$

driven, immersive, and authentic travel experiences.

Make a Report Structure as below:

$1.$ Introduction

Background on the chosen heritage site and the objectives of the report.

$2.$ Target Market Identification and Analysis

Identify the target segments for your online marketing campaign and perform a situation analysis.

$3.$ Online Campaign Strategies

Development of the strategy based on consumer insights:

a$.$Product Strategies

b$.$Pricing Strategies

Distribution Strategies

$$ Promotional Strategies

$4.$ Online Campaign Timeline, Budget, and Measurement

$5.$ Conclusion

$6.$ Appendix $($If any$)$

Please make sure you provide strong justifications and arguments to support all your points and ideas. Include relevant references