Case+study+one


 * [[image:sovata_hotel-danubius-spa__1.jpg width="497" height="400" align="right"]]+LOCAL ADVERTISING CASE STUDIES**

......//This Project it`s realized by Diamantstein-Derzsi Katalin, Kerestely Beata-Adrienne and Moreh Imre-Barna.// //It contains real and local informations.//


 * THE HOTEL DANIBIUS CHAIN**

Almost like Home! ..........................................................................................................................................................................................................................................................

//.......Danubius Hotel and Spa Company was formed on 1 April 1972, in order to build and operate spa-hotels. The 100% state owned company began its work with Grand Hotel Margitsziget, Helikon Hotel in Keszthely and Hilton Hotel.// //Now Danubius is a 100% privatized company and operates two groups of hotels, Danubius Hotels and Danubius Beta Hotels, and has the majority ownership of Thermal Hotel Helia PLC (99,94%) and of HungarHotels (99,76%).//


 * ........................................................................The Hotel Danubius Resort Sovata.........................................................................................................**

//.......Voted the best hotel in Romania in 2004, the only four-star hotel in Sovata standing just 200m from the unique salty Bear Lake. Fully renovated hotel with its own medical center. It has a great facility, that even in winter you can swim in the hotel`s pool, which is filled with the lake`s salty water. It`s a great place to merge business with relaxation, it has spa and conference facilities in one spot. The location of the Hotel, give us a perfect starting point for fantastic tours through Transylvania`s great and historical locations.//

//........The Hotel Danubius Resort Sovata has many ways of advertising his services and products: - trough the Internet, trough commercial ads in the local televisions, trough ads in the local radios, trough local newspapers, and of course trough they customers, guests.//


 * //First of all it has his own hotel Danubius chain website:// http://www.danubiushotels.com/
 * //After this every hotel has his own website, just like this:// http://www.danubiushotels.com/en/our_hotels/romania/sovata/danubius_health_spa_resort_sovata
 * //The local television Sovidek TV:// [] - //in the commercials.//
 * //The local Radio Gaga:// []- //in the commercials.//
 * //Local newspapers:// [|http://szovata.lap.hu/]
 * //Guests and costumers opinions to the new guests and costumers (it works 80%, from my own experience, M.I.B.)//
 * //Brochures :Danubius Hotels Group Directory, Danubius Meeting Planner, Health Spa& Welnness Hotel Guide, Danubius Spa Treatment Guide, Danubius Health spas. -// []
 * //Social networks://

//-Facebook:// - []

//-Youtube:// - []


 * A. THE PRODUCT-BASED APPROACH**


 * The hotel Danubius Resort Sovata has a large target audience:**


 * //The hotel services are addressed basically to the middle aged people and to the elderly, because they could be interested in maintain of health or need treatments, which are indicated in case of rheumatic and muscle-skeletal disorders, rehabilitation after accident, chronic inflammatory, gynecological diseases, hormonal disorders, allergic problems of the respirator system. All these treatments are available at highest level together with accompanying services of experts with the most modern technical equipment.//
 * //In the same time, this hotel has a variety of pools for adults and children, like: - swimming pool,- hydro pool,- children pool,- warm water Kneip pool,- cold Kneip pool,- dipping pool.//
 * //For the business class Sovata is an ideal venue for meetings, conferences, trainings,company events and partner parties. The meeting rooms are equipped with the latest technical achievements.//
 * //Thanks to the location of the Danubius Health and Spa Resort in Sovata, attracts the winter sports lovers .It has a lot of activities for people of every age but they will often target the parents of young children (about 3-5, to lead them in skiing or snowboarding ) and teens and young adults because these are the people who are practicing these sports the most often. In the same time the tourist can make daily trips in the wild nature regions or in the neighbour villages, which are ethnographical centers mantaining the ancient rural life. //


 * Product/Service type:**
 * //I think in one hand it's// **necessity** //and in another// **luxury.** //For example:It is a necessity for those who are following a heath treatment and there are depending on these or business people using the conference rooms, training's or meetings,because in there life's this is a necessity in our day's. Luxury because not everyone needs on expensive vacation in a 4 star Hotel or spa treatments.//
 * Medium:**
 * //The main medium for the Danubius Healt Spa Resort Sovata is the// **Internet**, //which is followed by the// **Radio**, a//nd sometimes it appears on the// **TV**, //but not so often, and not with their own commercials.//
 * //On the Internet we find the most necessary information from the Hotel, we also can use their Booking in facility.//
 * //On the Radio, usually if the Hotel has an offer for example to New Year Party, they using the Radio to publish this.//
 * //On the TV, appears, but for example in one period when there is one Festival and the participants use the Danubius Healt Spa Resort Sovata hotel for accommodation, and its mentioned on the TV, or if their is one important business meeting or conference and the TV broadcast this.//


 * Danubius Spa & Wellnes general introduction video:**

media type="youtube" key="RfGt6Exd6H8" height="315" width="560" align="center"


 * Approach:**
 * //The technique for the Danubius Heatlh Spa Resorts advertising is// **Soft,** //because the advertising doesn't urge you to buy the services that they provide,it is subtle and it try's to sell itself with the relaxing images of the spa and nature,indirectly is suggesting to you that you should go and take a day of relax at the Spa.//
 * //The advertising is emotional,// **tickle** //it is being approached by// **soft selling,** //it gives you the feeling the product/service it will improve your life,you will be more happier more relaxed,enjoying the best of life.//
 * //The ad is simple,everything that is presented it's linked with the ad.//

//The brand name of the Danubius Hotels Group is from the river Danube. Many hotels of this group, are near to a watter source, river or lake. If you hear the worth Danubius, you will have in your mind: watter, the Danube, the relaxation, the recreation, the romance, and all those good things what that Danube river gives us true his drainage trough Europe.//
 * Brand Name:**



**Copy elements:**
 * ** Headline **// is the logo DH.The entire logo is used to convey the meaning intended, the size and resolution it's sufficient to maintain the quality intended by the company, without being unnecessarily high resolution. //
 * ** The Slogan: ** The **"Almost like home"** //slogan, gives us a secure feeling, even if we are far away from home, we can say that we are almost at home.//
 * ** The copy ** ** length: **//It's short ,one sentence it reveals the company's brand name.//
 * ** Attention getting techniques: **// The blue color which is associated with water and the waves from the logo that also reminds us of water. //


 * Mode**


 * **Image and music** //in their ads are fulfilled with colors, this is a good trick, because the human brain likes and observes mostly the first time the colors, and after this the music, which in this ad is a solo one, relaxing, linked to the background video, where the// **language** //is nonverbal and invokes positive feelings.//


 * Information vs Persuasion:**
 * //In every advertising of Danubius hotels Group the// **persuasion** //of the consumer appears in a way which the ad is tempting us to buy there product/service giving us a good feeling only by watching there advertisement's ,which are always based on relaxation,health,nature,water all of this comforting feelings,therefore tempting us to buy there services in the hope that we will enjoy the same comforting feelings.//
 * **The Pitch**//: Attention getting is stimulated with the relaxing sounds and sights of friendly relaxed happy woman who are enjoying them self's.,outside in nature and also inside in the spa and wellness section.It is desire stimulating ,the product/service speaks for itself you don't even need words ,you only know you desire to go to the spa.//
 * //The confidence building is built easily with the friendly ,sincere advertising's which gives the costumer a feeling of trust and also the brand logo which is being known all around the world giving you a secure credibility.//
 * //The ad is very elegant presenting itself with elegance.Like I sad it's very effective,the massage it's loud and clear convincing you go to the spa,with the nice relaxing sounds,happy images,and with the blue color reminding you about water and waves,this is the first think you think of when you see the Danubius Hotel Groups Logo.//


 * B. MEDIUM-BASED APPROACH. **

// Is addressed to those who would like to spend SPA weekends in Sovata. This type of advertisement belong to the adds from a newspaper, but you can find also in the brochures ////. //



//It is a luxury to spend SPA weeks or weekends in Sovata, where you can relax yourself.//
 * Approach:**
 * //The technique of this placard it is **soft**, because it refers to the good feeling, that the service can offer you by the combiner action of the photo and the text. It convinces you to recourse the services,by the nice picture, health sensation and low prices.//
 * //This advertising is **tickle** by giving you the sensation of calm and happiness and the feeling of desire.It convinces you to take a rest and to enjoy the pleasant side of life.//
 * //This placard seems to be simple, but having some icons in the left part makes you curious about their contains, so it is a little bit more complex.//

//**Copy eleme**////**nts:**//
 * //**The Slogan**:The **"Nature and Health in Harmony"** slogan refers to a very pleasurable place, where the health is in chime with nature.//
 * //**Copy length**: It is related to the slogan, but in three words put emphasize on health,cheapness and otherness (salty).//
 * //**Attention getting techniques:** The nudity of the woman in the nature it's capturing our attention. The image is boundless and in this way is suggesting us the infinity.//

//**Mode:**// //**Image**: Warm and pleasant colors, which are offering us a soothing feeling.//

//**Information vs Persuasion:**//

//**The Pitch:** The image is capturing our attention by transmitting calm and need of rest. In short sentences and essential words we are informed about the price,circumstances in order to keep ourself healthy. The low cost of the spa, and the harmony of the image gets are desire to spend some days in this location. Only with an image and a short text we are invited to be the hotel guests.//