Abstract
In order to implement our IMC campaign, we decided to divide the market into 3 types of targets, which are frequent travelers (general target), businessmen (main target) and families (secondary target). More precisely, we will focus on businessmen from both genders, aged between 25 to 50 years old (as the 15-64 year olds represent 68% of the Irish population). With respect to income, we chose to target people who have a relatively high income. According to the Irish Central Statistics Office, the average weekly earnings of a worker in business services in Ireland in 2008 were 723.62 Euros. We will launch our campaign in Dublin, Belfast, Shannon and Cork not only because there are international airports but because these cities are the largest settlements in Ireland. Dublin has a population of 1187176, Cork 481,295, Belfast 276 456 (2006 figures).
