You are the marketing consultant hired by Bird Investigate, a company that offers bird-watching and bird-identifying tours. Bird Investigate is located in a large city that sees many tourists each year. The company offers a 3-hour or 5-hour tour that busses customers to scenic wooded areas that are perfect for spotting birds in their natural habitat. Bird Investigate’s clientele is mostly individuals aged 55 years-old and up.
Tourists have always enjoyed adventures and activities while traveling, but now a new trend is emerging: skillcations. A skillcation is a vacation centered around learning a new skill or improving an existing skill. Reports show 40% of travelers look for ways to be productive while on vacation. Bird Investigate has seen a larger number of younger clients booking tours and in response the owner has expanded the business to offer two additional tour options.
Bird Investigate will now offer a mixology session. The two-hour class provides instruction on techniques, recipes and pairings for various cocktails and mocktails. Another new option is a two-hour or 3-hour knitting class that offers beginner, intermediate and advanced classes for all ages. Participants are provided with necessary materials or may bring their own.
The owner of Bird Investigate is excited to have new options that will appeal to tourists desiring a skillcation. The owner understands that the name Bird Investigate does not fit the product offerings any longer and has hired you to help rebrand.
The owner of Bird Investigate hired you to completely rebrand the company to better communicate and market its place in the skillcation industry. The owner wants you to:
- Create the new brand
- Develop strategies to position the new brand
- Identify market segments
- Explain how the new brand can be best marketed to appropriate target audiences
