Promotion campaign for Luton Town

Illustration of a specific Example of the Communication Tools Used (1)………………………………………………………………….........11
Illustration of a specific Example of the Communication Tools Used (2)……………………………………………………………………….12
Conclusion………………………………………………………………15
Reference………………………………………………………………..16
Introduction
Luton is a very nice town, however recently the opinion about it has not been very good. That is why it has to be promoted.
The aim of this report is to develop a plan of Luton’s promotion. To make it, communications objectives will be established firstly and then market publics/segments will be identified with a clear message for each. Moreover, issues that might be addressed will also be identified and the components of the marketing communications mix will be analysed. Finally, appropriated communications methods will be recommended, the choice will be justified and examples will be illustrated.
Background Information
Luton is situated only 32 miles (51 kilometres) north of the capital of United Kingdom – London. Located at East of England it has its own London Luton Airport (LLA), London Town Football Club and University of Bedfordshire. Furthermore, it is famous for a spring bank holiday that is one of the biggest one-day carnivals in Europe, for hat making and Vauxhall factory that used to make cars for a long time. Although there live about 185 thousands in Luton it is multi-cultural, modern and very nice town. What is more, every year many students from different countries come to study in Luton.
Communications Objectives
Communications are very important in today’s life because with their help people gain knowledge about different things. For Luton communications are significant as recently it has been unpopular and unloved town. So here are the objectives of communications:
• To make people hear about changes in Luton;
• To attract more people to Luton;
• To make businesses invest into Luton;
• To change a bad opinion about Luton;
• To make Luton popular and loved town.
All these objectives are connected. When people will change...

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