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Scholastic
Portfolio
Premium
Travel's "Excursions" Campaign
Introduction
This public relations promotional campaign
for Premium Travel is designed to offer a Spring Break for college
students with a written guarantee that our agency will deliver a
hassle-free vacation. College students have experienced many
problems or inconveniences on Spring Break in the past. These
problems have included; changing of scheduled flights, changes in hotel
reservations, less than standard hotel conditions and extra charges.
These problems have had an affect on the students involved in the travel
plans, their parents, and the hotel or travel personnel who are forced to
solve the problems.
As a result we plan to use the Spring Break
2000 as our kickoff year. We propose to market this guarantee to
college students immediately after Spring Break of this year and to
continue to market in a variety of channels up until our kickoff year.
We intend to change any negative attitudes that may exist in the minds of
students concerning Spring Break.
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