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MRK 436 Summer 2021 2. Marketing Goal and Marketing Strategies : (7 Marks) Marketing Strategy Assignment (10 %) a) What do you believe was the desired overall goal/outcome of this plan? (3 Marks) Due Wednesday, Sun July 25th by 11:59 PM on Blackboard b) Provide 2 marketing strategies to achieve the Goal you identified above. (4 Marks) 3. Marketing Objectives: (6 Marks) Provide 2 SMART marketing objectives that are specified in the articles or that you believe e've discussed marketing strategies and objectives in class. Objectives and strategies terms this new plan was trying to achieve in 2017 and that the DMO would have evaluated on ho ften get mixed and blurred in marketing plans. This exercise will help you differentiate well they were met in 12 - 18 months after the campaign was launched. (6 Marks) tween the two and give you some practise in developing objectives, strategies and tactics ithout going through long cases or developing a full marketing plan. Marketing Tactics: (6) marks) 12017, Toronto Tourism (now called Destination Toronto) changed its positioning and List 3 marketing activities or tactics that you would have used to achieve the objectives Ivertising strategy and used the theme line - 'The views are different here'. The theme refers related to the strategies and objectives that you've identified. more than scenery, it wants to highlight and support the attitudes that are experienced in oronto - inclusive, multi cultural, non judgemental, freedom to live your life as you choose. his was designed set Toronto up as a different destination, a new positioning to differentiate Background Reading/Reference rom other big city destinations. https://www.bing.com/videos/search?q=you+tube+- However, advertising is just one part of the marketing plan. There are lot of other things to #the +views+are+diiferent+here&view=detail&mid=658DF48E3D84EOC4DCOF65BDF4 8E 3D B4EOC4DCOF onsider. I want you to go back in time and consider how the Toronto Tourism DMO got to that FORM=VIRE Television Ad point. http://strategyonline.ca/2017/03/07/recognizing-what-makes-up-toronto/ - Strategy Magazine Article March 7, 2017 below are listed several articles about the new campaign to give you some you some ackground. I would suggest that you watch the ad a few times, then read the Strategy article www.seetorontonow.com/explore-toronto/this-is-toronto/#sm.0000wvjBerlcwwdoOpuavh05pjzd2 - rst and then the other articles about it. some background & campaign creative hen, I would like you to determine/recreate the marketing criteria/situation for https://www.blogto.com/city/2017/03/torontos-newest-tourism-campaign-not-others/ - BlogTO - March 6, 2017 he campaign (using the information provided to imagine/determine how Tourism pronto got there - what was the DMO's goal, objectives and strategy. https://crowdriff.com/resources/blog/tourism-toronto-diversity-video-viral - October 24th, 2017 https://www.prnewswire.comews-releases/tourism-toronto-launches-new-campaign-to-showcase- With the information provided in the background links below provide the following in your own the-unique-views-in-canadas-downtown-300417886.html March 6, 2017 ords. https://torontolife.com/life/occasionally-cringe-inducing-look-torontos-past-tourism-boosting-videos/ Toronto Back to the Future Toronto Life - March 7, 2017 . Situation/Background in 2017 (9 Marks) https://www.newswire.caews-releases/tourism-toronto-launches-new-destination-campaign-let- a) List 2 key issues/observations/external conditions that the Toronto DMO observed then yourself-in-817712435.html June 19th - 2019 - Tourism Toronto Changes Course (2017) and realized were important and could be used to help develop the marketing plan that would position Toronto differently than it had been in past campaigns. (6 Marks) b) And tell me why you believe they were important