Model essay on hotel publicity plan

Only by doing a good job of publicity can we improve the visibility of the hotel. This article is a model of hotel publicity plan compiled by me for reference only.

Model document of hotel publicity plan 1

First of all, outdoor advertising

1, knife flag: hang knife flags on major highways to increase advertising visual publicity.

2. Intersection signs: Set signs at intersections that come to our store in all directions, which not only meets the direction guidance of guests who come to our store, but also plays a role in visual publicity.

Second, homemade DV.

1. Make promotional CDs, export them and distribute them to the guests in the store, so that the guests who have never been here have an intuitive feeling and are most directly familiar with our store environment and business projects.

2. Make the publicity interface of the * * * hotel or open a channel to promote the hotel on the initial TV screen of the * * * hotel. Make the hotel's publicity interface on the initial TV screen inside the hotel.

Third, the company website.

1. Establish your own website, increase the ordering system and increase the company's publicity.

2. You can link our website on the website and sign a collection agreement with Baidu.

Fourth, order the network.

1. Establish cooperative relations with major group buying websites (such as Meituan, Ctrip and Handan)1114, 12580, etc. , so as to improve the visibility of * * * * hotel and stabilize the tourists.

Verb (abbreviation for verb) TV advertisement

1. Do hard advertisements or soft advertisements (mainly interviews) in local TV stations such as * * * * to improve the visibility of our store.

VI. Radio broadcasting

1, mainly to publicize the opening information of this hotel, preferably the traffic station.

Seven, leaflets or brochures

1. Design and print publicity color pages and brochures that guests who come to eat can take away.

2. Distribute brochures when sales can be exported.

Eight, DM newspaper, newspaper soft text

1, DM newspaper clips and newspaper soft articles are very extensive, capturing local customers through newspaper exposure.

Nine, SMS group sending

1, using SMS platform to convey the opening information of * * * * Hotel to consumers in Yangzhong.

X. Distribution of leaflets

1, with the content of * * * * hotel opening information, the number is 65438+ ten thousand, and all streets and lanes in * * * * urban area are in place. The distribution of village committees and major township enterprises is mainly concentrated in the commuting time of employees. There is a coupon on the leaflet, which can deduct a certain amount of consumption.

XI。 Wedding photo studio cooperation

1. Establish cooperative relations with major wedding photo studios in * * * * * *, and let them introduce customers to the * * * * hotel for consumption, and the hotel will return their corresponding commissions.

Model essay on hotel publicity plan II

One. foreword

In order to comprehensively enhance the brand competitiveness of Hotel Co., Ltd., further expand the market share, further standardize the company's publicity and realize sustainable development, the company's publicity framework scheme is formulated in line with the principle of respecting facts.

Second, the background analysis

2- 1, master plan

Insist? Development is the last word? Carry out the business philosophy of people-oriented, harmonious and honest, mutual benefit and win-win situation, innovation and transcendence, efficiency first, and wise selection of employees to create? Humanism, green, health and fashion? what's up Government affairs, business, meetings? Service brand as the goal. Plan? Twelfth Five-Year Plan? In the past five years, the operating income has increased by 20% every year, and will exceed 1 100 million yuan by the end of the Twelfth Five-Year Plan. ? Twelfth Five-Year Plan? In five years, the accumulated operating income reached 400 million yuan. Accelerate the construction of houses along the street, so that comprehensive buildings along the street will be put into use one after another. Pass the acceptance of five-star hotels within two years. Accelerate the renovation and upgrading of guest rooms, and pass the four-star acceptance of foreign-related tourist hotels within three years. Expand related service industries, enhance the brand image in an all-round way, greatly improve the salary and treatment of employees, and improve their accommodation, living and working conditions. Strive for the first brand of county-level hotels in China.

2-2. Enterprise positioning standardization, upgrading, upgrading, government conference reception-oriented, strive for the largest share of business reception, and build the first brand of county-level hotels in China.

2-3, location advantages

2-5, industry background analysis

2-6, disadvantage analysis

2-7, corporate vision

Insist? Development is the last word? Carry out the business philosophy of people-oriented, harmonious and honest, mutual benefit and win-win situation, innovation and transcendence, efficiency first, and wise selection of employees to create? Humanism, green, health and fashion? what's up Government affairs, business, meetings? Service brand as the goal.

Third, the market analysis

3- 1, tourism analysis

3-2, guest analysis

3-3, their respective advantages

Fourth, the purpose of publicity.

4- 1, establish a brand

With the standardization of hotel products, similarity as a derivative of standardization has gradually faded out of people's field of vision. Many people think that there are only five kinds of hotels in the world: one-star and five-star hotels. Then, how to highlight the characteristics of hotels, make hotels different from other star-rated hotels, and how to make hotels and consumers? First intimate contact? Good communication before makes the demand curve of the hotel move up. How to make hotels stand out among many star-rated hotels and establish their own brand image is the primary purpose of publicity.

4-2, social welfare

According to the current situation, the hotel is still the best reception place in this area. However, Z Zuishi Hotel is not only a reception place, but also an image window of hot springs, and the hotel must also bear this social responsibility. While undertaking this social responsibility, the social benefits of the hotel will also be more prominent.

4-3, brand building

Properly position the brand and put it into action. Brand building is a long-term project of an enterprise, and brand awareness, reputation and loyalty are the core contents of brand building. Enterprises can gradually establish brands through various media such as hype, advertising bombing, large-scale public welfare and sponsorship, and stimulate and attract consumers' consumption impulses by establishing brand advantages.

Verb (abbreviation of verb) target customer analysis

5- 1, publicity target customer orientation

5- 1- 1 government personnel

5- 1-2, a wealthy local private entrepreneur.

5- 1-3, foreign tourists and dealers

5-2. Analysis of customer group characteristics of target customers

Most of the main customers of 5-2- 1 are between 30 and 60 years old.

5-2-2 Successful career and rich social experience.

5-2-3 belongs to the local high-income class (private entrepreneurs, government officials) and foreign businessmen or tourists.

5-2-4 groups eager for social recognition and status respect

5-3. Psychological analysis of target customers

Maslow's hierarchy of needs theory divides human needs into physiological needs, security needs, belonging and identification needs, respect needs and self-realization needs. For the target consumers of Huantai Hotel, they not only want to solve their physiological needs, but also exceed the needs of safety and safety. They come here to consume in order to get a high-level service and enjoyment. In the process of consumption, they can highlight their noble status and gain a sense of respect. Therefore, the publicity content of Huantai Hotel should grasp the psychology of the target customers.

Six, positioning strategy

6- 1, cultural orientation

Hotels can satisfy guests not only by simply providing food and drinks, but also by providing in-depth services. Guests' requirements are not only limited to material satiety, but also higher psychological expectations, that is, enjoying culture and consumer culture. This requires Huantai Hotel to create a sense of paying attention to consumer behavior in the course of operation, so that consumers can feel a good atmosphere.

6-2- 1. Enhance the cultural connotation of the dining environment.

We will create a comfortable and elegant dining environment for the guests according to the principle of coordinating the restaurant environment design with the humanistic needs of customers. Dining environment is one of the components of food culture, and its cultural atmosphere is created from many angles and directions. Cultural themes and connotations can be reflected from the tangible shop scene culture outside the restaurant to the functional layout, design and decoration, environmental contrast, lighting sketches and pendant meanings of the restaurant.

6-2-2. Enhance the cultural connotation of food.

Color, aroma, taste, shape, container, name, time and nutrition are the main characteristics of food, which contains rich cultural content. As far as the cuisine itself is concerned, its origin, cooking and flavor have certain cultural background. By studying the cultural background of these dishes and combining with historical records, the hotel can offer various banquets with national characteristics or exotic customs, and professionally explain the cultural value of the dishes, so that the guests can be satisfied both materially and spiritually.

6-2-3. Enhance the cultural connotation of service personnel

The closest to the customer is the service staff, whose words, behaviors, ideas and knowledge are directly perceived by the customer. Hotels must make special training plans and conduct all-round training on the business skills and temperament of their service personnel.

6-2-4. Forming distinctive cultural projects

From restaurant layout, decoration to service, cultural projects are often the most representative of commercial features. Hotels can plan similar cultural projects according to their own characteristics, meet the characteristics of consumers' psychological needs and drive sufficient tourists.

Seven, marketing strategy

7- 1, cultural project proposal

7- 1- 1、 1 ? Tao Yuanming culture?

2、? Hot spring culture?

7-2. Suggestions on marketing projects

1. Create a hot spot for hotel consumption by inviting famous brands to enhance their momentum and influence.

If invited to hold auto shows and fashion shows; Brand promotion meeting, experience the infinite activities of luxury charm. Activity suggestion: the current thinking can't be limited to the meeting room to have a meeting to make businesses make money. We should rely on some exhibitions in our spare time to improve the visibility of the hotel. We can try to charge less or no fees in the venues and make up for the expenses with catering or other things.

2、? A noble life? Marketing activities

Target population:? Political and business dignitaries in Xing Zi County or Jiujiang City.

Activity suggestion: This activity will become a fixed marketing section of Huantai Hotel, creating an exclusive dining area, 1-2 top private rooms, and the price of vegetables will not be lower than 300 or higher. Alcohol is only for high-end wines, such as Maotai and Wuliangye, and other consumption is similar. Can be accompanied by guzheng and so on.

Through this activity, we can form a membership system, hold regular membership activities and create professional business friends. This activity can invite famous brands to participate in the naming and provide corresponding product support.

3. Joint food programs with high ratings: Invite chefs to perform in the hotel regularly, or directly introduce programs and move them into Huantai Hotel to improve the visibility of the hotel.

4. Provide family banquet service for celebrities in Xing Zi's political and business circles.

5. coupon strategy. After spending a fixed amount, guests will get a certain amount of coupons to stimulate hotel consumption.

7. implementation? Hotel VIP club? The strategy (free meals for members themselves) adopts the form of VIP club, which effectively consolidates the attraction of the hotel to high-end customers. One of the core terms of the club is free meals for members. A VIP card with a fixed amount can be used for a fixed period of time. All-copper production, highlighting the grade.

Analysis: Among the motives and needs of customers to join the club, the attraction of free meals to customers is very important. Free meals are also a means to attract customers.

In terms of conditions of use, free meals are limited. Free meals in the absolute sense do not exist. The limit of free meals is that you need to eat with your friends to enjoy free meals. Based on this restriction, members need to bring friends to the hotel to enjoy free meals. In the process of guest consumption, it seems that the hotel has lost a certain gross profit, but the essence is to avoid letting customers go to other hotels or social restaurants for consumption. Because, in the impression of ordinary guests, hotel dishes may be expensive, and even think that the price/performance ratio is not as good as that of social restaurants. However, after being invited to the hotel by members and friends, he will find that the original hotel is moderately priced, and the service and grade of star-rated hotels are much higher than those of social restaurants. By dining with his member friend * * *, he really experienced the elegant environment, exquisite dishes and excellent service of the hotel. Therefore, next time if he has a high-end client who needs a banquet, he will also consider becoming a VIP member of this hotel. The word-of-mouth formed by this immersive personal experience is difficult to achieve in other forms. This strategy is not promoted through mass channels, and it also avoids the frequent use of catering by low-end customers who are greedy for cheap? 2 free 1? Impact on the hotel.

Most importantly, free meals get rid of the mindset of pure discount marketing. Free dining is a brand-new game rule, two peers, one free; Three people go together, or one person is free.

VIP members can make their own rules by Huantai Hotel or join hands with high-end customers of mobile companies.

Eight, the media delivery strategy and form

8- 1, media promotion strategy

8- 1- 1, advantages and disadvantages of media and its choice

First, film and television media

Film and television media is a kind of mass media with high attention rate and wide coverage. Film and television publicity can make the arrival rate of information reach the highest, and it is the most suitable media to quickly improve product awareness. According to the consumption habits of high-end people in China-media habits, 57.8% of high-end people watch TV programs every day, and 72.5% watch TV programs for more than 4 days every week. On weekdays, they watch TV for more than two hours on average, and they spend more than 2.5 hours in front of TV every day on Saturday and Sunday.

In addition, there are many emerging film and television media, such as building TV, car TV, outdoor big screen and so on.

Broadcast media

Broadcast communication has the characteristics of rapidity, timeliness, wide coverage and high flexibility. At the same time, radio is a kind of media which mainly transmits sound, and it can be listened to while the vehicle is driving, so it is favored by the majority of car owners. More than 40% high-end consumers listen to the radio every day, and nearly 70% consumers listen to the radio for more than 4 days a week. Most people listen to the radio for less than 45 minutes every day, and the average listening time is about half an hour. From the listening content, music, traffic information and current affairs news programs have the highest listening rate. From the perspective of different segments of the population, consumers who enjoy life listen to the radio the most frequently and for the longest time.

C, newspapers and periodicals

Newspapers and periodicals, as one of the oldest mass media, have been an important information channel in people's daily life since its birth. Its biggest feature is that it has the most news value, from which people can get the latest news. With the progress of society, newspapers and periodicals have changed from simple news to entertainment, sociality and news, and become one of the most important carriers of advertising.

Advantages: (1) Wide readership (2) Large circulation (3) Detailed text description (4) Various layout design forms (5) Large information capacity.

Disadvantages: (1) small distribution area (2) low repeated reading rate (3) difficult to store (4) monotonous color, small visual impact (5) short timeliness.

D, other media

In addition to the traditional three major media, there are many publicity tools, such as outdoor advertisements, mobile phone messages, the Internet, business letters, mobile phone newspapers, catalog advertisements, car body advertisements, and various printed materials. , you can choose as appropriate.

8- 1-2, media delivery ideas

Choosing the right media at the right time can not only reduce the cost of publicity, but also get twice the result with half the effort. According to the basic principles of dynamic and static combination, sound and picture coordination, various forms of selection methods are adopted to maximize the spread rate. Make a plan for the comprehensive dining building.

8-2, Initial Stage

The requirements of 8-2-65438+ reflect the long history and enterprise connotation of China catering culture, which should be explained in detail.

8-2-2. Soft-text publicity: news and soft-text cooperation, with collecting names as the main content, publicize the corporate culture and comprehensive dining building of Huantai Hotel and expand its popularity. 8-2-3, staff recruitment: while recruiting staff, attract the attention of the broad audience 8-3, medium-term stage

8-3- 1. Announce the name: announce the name of the comprehensive catering building through the media.

8-3-2, Huantai Tourism Ambassador Selection Activity: sponsored by Huantai County Tourism Bureau and approved by the county government, and undertaken by Huantai Hotel. Huantai nationality, age 16-30 years old, good image and temperament are required.

8-4 days, climax stage

8-4- 1. Publish the news that the comprehensive dining building is about to open in various media.

B. Hotel catering evaluation service: Are you there? Visit the kitchen and evaluate the chefs? On the second day after the event, the solicitation was published continuously? Hotel catering evaluation service? Advertising, activity content and? Visit the kitchen and evaluate the chefs? Something similar.

C, free meals, fixed vegetable price: in? Hotel catering evaluation service? Implemented immediately after the end. The contents of the above three activities should be implemented in a consistent manner. Get the purpose of publicity out and invite the people who should be invited in!

8-4-6. Public welfare activities: such as helping students.

8-4-7、

8-5, the final stage

8-5- 1. Many media publicized the grand opening of the comprehensive catering building.

8-5-2. Make a high-grade large-format picture book of the hotel, covering corporate culture, dishes, rooms, entities, etc.

8-5-3, 50 details photography contest of the comprehensive dining building: micro-scenes are displayed through the lens to pay attention to the details in Huantai Hotel.

8-5-4. Make a long-term publicity plan.

Nine. Internal propaganda structure

9- 1, corporate culture connotation

9- 1- 1, corporate culture is the soul of an enterprise.

9- 1-2. Corporate culture is the corporate image.

9- 1-3, corporate culture is the basic beliefs, values, professional ethics and mental outlook that * * * abides by.

9- 1-4. Corporate culture is the embodiment of business philosophy, enterprise spirit, enterprise spirit, enterprise goal and enterprise ethics.

9-2, corporate culture carrier

The carrier of corporate culture refers to the media and communication tools that carry and spread corporate culture in various materialized and spiritual forms, and is an important way and means for the formation and dissemination of corporate culture. The carrier of corporate culture is closely related to the goal pursued by enterprises, but the promotion of corporate culture has a long way to go. Therefore, it is important to insist on indoctrination and subtle guidance, establish and improve corporate culture in the process of enterprise development, and make corporate culture concrete, humanized and systematic through appropriate carriers.

Its contents mainly include:

1, the carrier of the enterprise's internal environment, refers to the external environment and internal environment. Such as the capacity, appearance and interpersonal atmosphere of the museum.

2. Cultural activities refer to entertainment, sports, competitions, intellectual and interesting activities.

3. Cultural media refers to products, trademarks, advertisements, internal publications, restaurant logos and so on.

X. conclusion

Model essay on hotel publicity plan 3

I. Preferential activities during trial operation:

1. During the trial operation of a single room, you can enjoy 60% discount and 50% discount (including breakfast for two).

2. Guests who stay in the room for more than 2 nights will get a beautiful gift.

Guests staying at the weekend will enjoy a western-style buffet lunch the next day.

4. Enjoy 10% discount and 50% discount on food and beverage consumption, and give each table a beautiful hotel signature dish.

5. People who spend more than one meal in 500 yuan will get a gift.

6. A set of guest rooms will be given if the catering consumption is more than 3,000 yuan (during the trial operation period).

Second, Christmas or Spring Festival series activities:

1, a big Christmas party.

2. Spring Festival series activities.

Third, promotional activities:

Printed leaflets 1, 50,000 copies, published twice in Zhao Yan Metropolis Daily.

2. Flyers

Publicity plan:

1. TV media: producing and shooting feature news films (60? 90 seconds)

Content: general manager's speech and hotel summary.

Path: 1), intercept 15? 20 seconds in the form of news clips broadcast on provincial and municipal television stations.

Time: the opening day.

2) Choose one or three local TV stations to broadcast every other day (15 days).

Time: broadcast before the weather forecast.

Three sets of "930" were shown in front of the theater.

Second, the newspaper media

Content: 1. Report the hotel from five angles: hotel comprehensive, guest room, catering, entertainment and business.

2. Hotel? Hire laid-off workers and solve the problem of reemployment? News outlets invited Zhao Yan Metropolis Daily, Zhao Yan Evening News, Hebei Youth Daily and Shijiazhuang Daily to make special reports, so as to establish a good public image of benefiting and repaying the society. And that report cost of such news theme will be minimize.

Media: 1), Zhao Yan Metropolis Daily (Metro News) 1/8 edition is red.

Hebei youth daily 1/4 edition color matching.

Release time: 3? 5 days

2) Zhao Yan Metropolis Daily (Metropolitan New Newspaper) Half-page Red, Shijiazhuang Daily Half-page Red, Zhao Yan Evening News Half-page Red, Hebei Youth Daily Full-page Red Release Date: the opening day.

Third, outdoor media.

1. Orientation: advertising tower of Beijing-Shijiazhuang Expressway (at present, there are 7 hotels in the provincial capital with advertising towers at the expressway, which is not only a symbol of image strength, but also increases the opportunities for foreign guests to choose hotels).

Release time: 13 (this advertising space can be set for a long time after opening)

2.| Orientation: East Road Light (Zhongshan Road to Yuhua Road) (which will become the symbol of this area)

Release date: 1 year

Fourth, broadcast media.

Provincial and municipal traffic music stations (foreign guests who take taxis will become potential tourists of the hotel).

Release time: 2 months before and after the broadcast (broadcast every other day)

Verb (short for verb) magazine

"FM992" or "lifestyle" (magazines are placed in public places such as shopping malls, hotels and entertainment places, and have a certain readership).

Release time: The second edition will be released in the first month.

Combined with the actual situation of the hotel and the customer audience, it is suggested that the target customers of the hotel are mainly business guests and administrative personnel, and the media that affect them are mainly newspapers and outdoor advertisements. In view of this, it will be implemented according to the publicity plan of Scheme II, supplemented by street lamp advertisements, news reports of TV media before and after the opening of the business and a small number of magazine advertisements. After the opening, it will continue to report through good relations with the media. In this way, customers affected by our media will not repeat and the cost will be minimized. * * * * Hotel is an instant hit. Apart from its own advantages, its supporting advertisements will also be an important link in promotion and expansion. At the same time, it will present a generous gift to the people of the provincial capital in the New Year season.

Preparatory plan for the opening ceremony

1. Environment: Qianfang 18 helium balloon, 36-man military band, background painting, fireworks celebration, and colorful flags hanging on East Avenue (Fanxi Road to Yuhua Road).

2. Procedures

1), the guests rest and wait at the reception desk.

2), employees line up.

3) The host announces the opening ceremony (scheduled to start at 10: 00).

4) Speech by leaders (leaders of provinces and cities, leaders of tourism bureau, chairman of the board).

5), the general manager announced the opening.

6) Celebrate fireworks and band playing music.

7) The MC announced the end of the ceremony.

Guests visit the hotel.

Attend a banquet.

10), give souvenirs and end the party.

3. Invited personnel: provincial and municipal leaders, tourism bureau leaders, group leaders, hotel customers, industrial and commercial taxation, media and other personnel.

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