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Campaign Analysis
Before I begin to analyze the specifics of the F1 campaign, I shall critique the (ACM) Grand Prix and Monaco Government Tourist Office websites against the International Criteria for Websites. These websites are the primary media channels used to reach the [international] target audience and communicate the messages. Please note that not all of the criteria can be applied to the websites, so only certain points have been raised.
Translation V. Localization: Both the Monaco Government Tourist Office and ACM (Automobile Club de Monaco) websites are directed towards a specific target audience – tourists. They answer questions, which are primarily tourism related so one can assume that they are not merely translating one of their local sites but instead we are the initial audience.
Cultural Concerns: The main icon reflecting cultural thoughts is the American/British and French flags to represent the preferred language for the ACM site. It is note worthy how they merged the British and American flags to show concern for both countries.
Know your audience: The audience for both sites are undoubtedly tourists and the information provided is clear for what anyone visiting the country would need to know. Details about Monaco and its events are too the point and answer any tourism questions ranging from hotel specials to ticket prices.
"Analyzing the Grand Prix in Relation to a Tourism Campaign"
I shall now analyze the various elements that were used for F1 Grand Prix campaign, whilst taking into account tourism promotion
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In any campaign is it imperative to understand your publics and both websites clearly target all tourists when promoting the Grand Prix and not solely sports fans. Specific advice about the best tickets and seats for the race is given, along with information about which hotels to use and how early to book. The information is obviously not intended for anyone else and by giving advice tourists can be motivated to plan their trip to visit Monaco.
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Creating a Relationship with the Publics |
A part of the campaign is establishing a relationship with the publics, especially if you want them to invest time and money in your country. The Tourist Office establishes a we can help you relationship with the publics and since the site mentions tour groups that they have cheated tourists in the past, the idea of ‘trust us' is established.
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The Cultural Approach |
Tradition and the monarchy have a strong role in Monaco's culture and something that Monaco publicizes. "Seven centuries of monarchial heritage” is a part of the slogan for the Tourist Office homepage, reflecting this fact. Accordingly tradition is used to promote the Grand Prix and 'history' is the first page after you enter the Grand Prix site. By providing traditional context about the monarchy creating the ACM and the race, it makes the event be more historical and cultural for tourists.
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"To Be Entertained" |
As Regina Bendix stated in her article Tourism and Cultural Displays "tourists...wish to be entertained" and this is something the Tourist Office realizes. For that reason the site describes the way "spectators delight in the raucous noise of the roaring engines" and furthermore mention its popularity as an international race.
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The Natives Life |
Another element Bendix states is how tourists constantly desire an insight into the natives way of life. By renting out their balcony's during the race, the people of Monaco are enticing tourists with exactly what they - an authentic experience with the locals.
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As you can see both the F1 Grand Prix and Monaco Government Tourist Office use various techniques to promote the race in terms of tourism. They use strategies ranging from the cultural/traditional approach, to tourists being entertained and experiencing the authentic way of life. They also establish a 'you can trust us' relationship with the targeted publics, indicating the value of tourists.
| Roopa Purohit |
| Class 2004 |