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Highlight report

Highlight report . 4. Field research. What media do you use the most? Why would you choose for a city trip instead of another vacation? What is the budget Why Amsterdam. Analysis field research. Target group uses the media: Television & Internet the most

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Highlight report

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  1. Highlight report 4

  2. Field research • What media do you use the most? • Why would you choose for a city trip instead of another vacation? • What is the budget • Why Amsterdam

  3. Analysis field research • Target group uses the media: Television & Internet the most • Reasons to go on a city trip are divided, but mosly the cultural diversity is the main reason. • Budget: 100- 250 euro average • Canal boat trip and musea are popular

  4. Strategy • Dual positioning: “connect the benefits of a product or service to the lifestyle” • Proposition :“Amsterdam is a clean, sustainable and safe city with a friendly atmosphere where people can walk around and explore the cultural diversity.” • Storytelling: Use this as a sort of co-creative process • Tone of voice: Formal, friendly, experiencing

  5. Coolhunt • Draw something: • Play against someone • Guess pictures • Earn coins

  6. Coolhunt • Apple store

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