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Question: Matthew heads up the marketing department for Flight Centre, a well-known travel agency with branches all across South Africa. Flight Centre specialises in both local and international travel, often putting together specially curated travel packages, which include flights, accommodation and excursions to famous sites. Matthew has been tasked with writing a promotional article for a travel magazine highlighting Flight Centre’s 2024 Chinese New Year package. The purpose of Matthew’s article is not only to promote the travel package, which includes flights, accommodation at a top hotel in Beijing, and three cultural excursions to New Year festivals, but also, to explain what Chinese New Year is, why it is important in Chinese culture and how it is celebrated. By writing a vivid and interesting article, Matthew is hoping he will draw in many prospective customers from across South Africa 2.2. Identify and explain the elements Matthew needs to consider when planning his promotional article, and provide examples from the scenario. (12 marks)
1. Audience Understanding: Matthew needs to understand his audience who are South Africans interested in travel. He should explain Chinese New Year in a way that is easy for them to understand and engaging to read. His promotional article should encapsulate the excitement of visiting a foreign culture during a festive period. Example: He might start his article with something along the lines of: "Experience the vibrancy of China during its most celebrated festival, Chinese New Year, and witness traditions steeped in history." 2. The Unique Selling Proposition (USP): Matthew needs to highlight what makes Flight Centre's package unique and attractive. For instance, the inclusion of flights, premium accommodation and participation in New Year festivals. Example: He could mention: “Our meticulously designed package lets you immerse completely in the festivities, without worrying about logistics. From comfortable flights to your stay at a top-class hotel in Beijing, we've got you covered.” 3. Emotional Appeal: The article should evoke the desire to participate in this cultural celebration. This can be achieved by elaborating on the experience customers will have if they choose the package. Example: Matthew can evoke this by saying: "Imagine being amidst the vibrant lantern decorations, participating in traditional Chinese games, and feasting on sumptuous local cuisine to commemorate the new year." 4. Easy to Understand: Using simple and clear language should be a priority, avoiding industry jargon, to ensure the widest reach. Example: Instead of saying, "a full-board option", he can say, "meals are included in the price." 5. Informative Content: Providing information about Chinese New Year – its cultural importance and way of celebration. Example: He could write, "Chinese New Year is the most important holiday in China, celebrated with firecrackers and lion dances to bring prosperity and good luck." 6. Call to Action: Wrapping up the article with a persuasive instruction that prompts immediate response. Example: He can conclude his article with, "Don't miss out on this incredible experience! Get in touch today to secure your spot for this unforgettable adventure." 7. Proofreading: Matthew must ensure that the article is free of grammar and spelling errors. Overall, Matthew needs to focus on creating an engaging, informative, and persuasive article to achieve his goal.
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