You are to assume the role of the director of marketing for Jubilant Ranch, an amusement park that is an extremely popular tourist destination. The chief marketing officer wants you to choose one market to target for a promotion that would increase attendance in January and February.
Jubilant Ranch is a popular and favorite tourist destination among all ages. The park is quite large and guests often require three days to experience all it has to offer. Jubilant Ranch’s primary target market is families with children, as many of the attractions are geared toward children. However, in the past two decades, Jubilant Ranch has seen an increase in the number of adult couples that come to the park without children. The park now has many rides, attractions and restaurants that are not geared toward children.
While Jubilant Ranch is one of the top tourist destinations in the nation, it has a sharp decline in daily attendance in January and February. Park officials feel this is due to various vacations and holidays during December and the popularity of traveling for spring break in March and April.
The chief marketing officer wants you to create a promotion and marketing strategies that will increase attendance in January and February. The chief marketing officer wants you to choose between two target markets: families with young children not yet school-age or couples without children.
