DESIGNER

Aidan Tan

PROFILE/DESCRIPTION

The company is the National Park Service, who manage 63 national parks across the US and have over 20,000 employees and 131,000 volunteers. I'm advertising for their main source of income, visitation to their parks, which brings in around $350-$365 million dollars annually. Using pathos, this ad aims to appeal to the consumer's curiosity to visit these parks and bring in more visitors, increasing the park's income. NPS’s core values are to preserve natural and cultural resources unimpaired, promote enjoyment and education, and ensure shared stewardship for future generations.

My target audience would be the group living in 10014, or West Village in New York City. The demographic that lives here is primarily 25-54 year olds, perfect for people who want to explore, with the dominant group being 25-34 year olds and most groups having post-graduate degrees. This is perfect because they’ve spent a lot of time studying, likely not getting to pursue their personal hobbies, and the ad offers them the opportunity for a nature getaway. Public transportation is also very popular in NYC, and ads would likely be seen constantly by the same people, planting the image of National Parks in their head.

 

Brand advantages: Amazing scenery, getaway, nature, immersive, knowledgeable rangers.

Brand attributes: Dedicated, experienced workers, interactive.

Experience: Friendly, professional, empathetic.

 

GOALS

After seeing these ads, the consumers should feel inspired to make the most out of their lives and feel the urge to travel to nature. They should feel dissatisfied with only seeing online clips and pictures of nature and know that the National Park Service is welcoming them. The consumers should look into different parks in their free time and start planning a trip to visit a park.