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The demographic for this advert is the same as for the venue itself, men and women, aged from 22-60. The bar would have a significantly younger demographic than that of the restaurant with the bar being 22-35 and restaurant being 35-60. However, to express the given message to a larger age span increases the amount of viewers and thereby likely future customers. The advert will aim to reach people with moneyed class, as the demographic for the venue are customers looking for an elegant and classy experience.
I hope that the creative idea for the video will capture the interest of the entire demographic, and that the quick start in the promo will spark the curiosity intended. By aiming for the specific demographic it should allow Electra to hold the great reputation it has achieved of offering quality and classy experience.

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Journal Entry 11 - Final statement for promotional video

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Journal Entry 11 - Final statement for promotional video

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The treatment is written and the final concept set. The initial idea was to focus the video on showcasing the beautiful features which the venue holds. This is a still a good idea, however something more creative came to me which I have higher hopes for. Past adverts which i have seen for various cocktail bars all have the same structure with the main idea being showing all of the various product and facilities the establishment offers.

I believe my video will be different to others as it adds a variety of effects to keep the audience interested. For example the sound effects I will use will be quite loud to try and snap the audience's attention. For about two thirds of the video the pace is very fast, which then contrasts well to the slow pace towards the end of the advertisement.

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Journal Entry 10: Catch up for week 4 - Journal Statement

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Journal Entry 10: Catch up for week 4 - Journal Statement

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How will my advert be different to similar promotional adverts?

Most bar/ cocktail establishments focus their adverts on the products sold within the venue. I want to try to create an advert which instead engages with the viewer's creativity and invites them to come and discover electra 'because their curiosity brings them' not because of a special event or promotional product offer. However, this is a option which can be explored later on. The creative advert could spike the viewer's curiosity which, if they have enough interest could lead them to the second advert which highlights the beautiful venue from the chamber bar to the beer garden and the levels above.

Bubbl.us mind map:
https://bubbl.us/NDY1NDYyNC84OTMyODkyLzE0N2I2ZjA5M2U5NGRjYTMyM2VhODA5OGUyNGU4ZjBj-X?utm_source=shared-link&utm_medium=link&s=8932892

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Initial scene is black, in the distant a train approaches, it's whistle bellowing. As it nears and sounds like it is right next to the camera, the clip reveals it's visual component as well as audio and we are sent hurtling into a series of fast paced clips in a sequence. The sound effect of the train is what starts the clip and sets the pace.
Very short clips perhaps a second or two long, are pressed together as 'everyday' objects and chores are show The talent appears worried and fed up with the day even though it is only the start. The colour used at this time will be quite unsaturated, representing the dull and boring everyday life which a lot of the public find themselves in.
After the clips have been shown, it will cut to a man standing in front of the large wooden doors at Electra. The shot will be from the back of the talent, showcasing the beauty of the structure before him. This shot will last a few seconds before the talent will slowly push open the doors and the screen will fade to white with the aid of a transition.
When faded to white, the Electra House Hotel logo will appear, with the catchphrase 'Discover Electra' beneath it. This is the final message left with the audience and leaves an element of mystery behind the establishment hopefully leaving the audience with interest to go discover the venue for themselves.

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Colour scheme: Electra logo in journal entry 3.
Code for gold colour: a28c50
Code for white colour: ffffff

Font: From DaFont as employer could not find correct font.
Font used: Viceroy

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Annotated bibliography

References:

Johns, N 1993, 'Quality Management in the Hospitality Industry', International Journal of Contemporary Hospitality Management, vol. 5, no. 1.

This article provides and insight in to the factors which affect the transition in international business travel markets, whether that be a positive or negative effect. The collection of data shows the logical growth expectation based on past history. The article uses information from the 1980's, however it shows that in the UK there was a 146 increase in the demand for UK business travellers, and a 68 increase for overseas business travellers. This information is not relevant for hospitality in Australia, however the same idea can be used to state and analyse how the hospitality industry may shape in the future.

Lewis, R, Shoemaker S 1999, 'Customer loyalty: the future of hospitality marketing', Elsevier, vol. 18, no. 4, pp. 345-370.

Lewis and Shoemaker explain how the majority of hospitality marketing has been to have the goal of reaching out to as many customers as possible intending to bring in the new audience. They go further on to state how hotels believe it important to satisfy the guests but the overall goal is to bring in new customers. This article however addresses the importance of loyalty for the hospitality industry, and that it may not be as simple as trying to reach as many customers as possible but more so how important retention and loyalty marketing is. They also say how satisfaction does not equal loyalty, which is a misdirection which often occurs in the hospitality industry.

Wilson, E, Harris, C, & Small, J. 2008, 'Furthering Critical Approaches in Tourism and Hospitality Studies: Perspectives from Australia and New Zealand. Journal of Hospitality and Tourism Management, vol. 15, no. 1, pp. 15-18.

The above article takes a different approach and explores how people with disabilities are able to use the hospitality and tourism industry. It provides an interesting insight as to the struggles which people with disabilities face in the tourism and hospitality industry. One point which is made is that not all establishments provide the resources and aid needed for people with disabilities when they require it. This article was a good choice I think as it was allowed me to take a look at the situation at hand from another perspective. Perhaps if establishments try to cater more for people with disabilities that it will open up a new clientele for the venue, an idea to keep in mind when creating the avetisement

The links below are for two promotional videos on youtube for cocktail bars both capture the same feel which i desire for Electra's video. During the lecture Carolyn mentioned how it is important to capture the audience in the first 5 seconds. One specific shot which i would like to to have as the initial clip is a birds eye perspective of a staff member making a gin and tonic special. This will provide a different perspective, one which people re not normally familiar with and it is my hope that a shot like this will capture the audience from the very beginning. I am still yet to find/create the soundtrack which I will use with the video.
Promotional videos on YouTube:

Es Cornet Lounge Bar Promo

https://www.youtube.com/watch?v=-5XT-8ZvxH4

Whisky Bar 88 promo video

https://www.youtube.com/watch?v=JxZ9iqWVlSE

Mason Bar and Kitchen

https://www.youtube.com/watch?v=WyJz30tLdTk

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Finalising the plot for the promotional video. Would like to show talent walking up on a normal day and film the various activity/objects the average business person would encounter on a day. Repeat this structure 3 times using new clips where possible. Over the three day i will slowly speed up the pace expressing the 'blur' that happens in people lives. Finally when the clips are being played extremely fast cu to a scene where the talent is standing outside electra house, the big strong doors in front of him. Then slowly pushing the double doors open and the video fades to white (representing elegance), with the facility logo and motto being presented to the viewer as the final thing they see.

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I have started thinking about the various shots I would like to include in my promotional video. They include the following:
CU: Feet while walking.
CU: Pedestrian light changing from stop to go.
LS: Cluster of people (idea for this shot being that the main character is blending in with everyone).
MS: Talent walking in slow motion over a bridge.
CU: Pigeons flying away
CU: Train hurtling by

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Some objects that I might like to include in my video to try and express "the boring everyday life" include:
People walking
Traffic lights
Buses
Lights
Birds
Talking on a mobile
Walking along bridge alone. grabbing coffee
Reflections (in general, interesting shot)
Train
Escalator
Computer
Car keys
Phone

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After some consideration I have re-thought the way I would like to go about making my promotional video. I originally thought I wanted to show several clips of inside the facility highlighting their decor and relaxed vibes. However, after reconsideration I would like to show the busy lives that individuals have these days, then leave the mystery of Electra for the customer to discover. Electra's slogan is, " Explore the unknown, discover Electra", which will play perfectly into my idea for the video.

Link for picture: https://twitter.com/electrahouseadl

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The first week after uni and my mind is racing around excited to show my creativity and passion I have for this industry. I have talked to my boss at Electra House Hotel if I am able to make my promotional video for their business which he has approved, and if it is what they are looking for it might be uploaded to their Facebook page, which is great opportunity for me to start showcasing my work. I have started thinking about the various shots which I should use to match the feel I would like the video to have.

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Journal Entry 1: POSSIBILITIES FOR ASSIGNMENT 1 (promotional video)

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Journal Entry 1: POSSIBILITIES FOR ASSIGNMENT 1 (promotional video)

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1. sunglasses
2. longboard
3. beer
4. surfboard
5. camera
6. surf lessons
7. youtube
8. filmmaking
9. samsung s7
10. Kuitpo forest
11. deforestation protection
12. endangered species
13. travelling!!!
14. travel equipment: camera bags, quick dry towels, chargers etc.
15. gaming consoles: xbox, playstation
16.  mountain biking down the death road in Bolivia
17. holden commodore acclaim
18. hot lap with race car driver
19. surf wristbands
20. woodburnings
21. australia
22. spotify
23. bluetooth headphones
24. hair products and accessories
25. wooden furniture
26. lawyer organisations
27. clothing
28. acting
29. cook book
30. computer
31. steel
32. mining organisations
33. safety equipment: hard hats
34. kustom shoes
35. red bull
36. massage experience
37. surf dive n ski
38. chocolate mousse
39. art gallery
40. apple computers
41. university of south australia
42. curtains
43. snakes vs cats n dogs
44. the sham wow
45. national tiles
46. don't worry be happy
47. quicksilver
48. ripstick
49. apple
50. rising sun pictures
51. Water
52. Science
53. Football
54. BMX competition
55. Fresh fruit

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First impression of the course is good. It d not seem very related to my interests at the moment, but I am sure that the knowledge I will learn will assist me in my adventures to break into the film industry. I am eager to learn more about programming and how it is that any given program is created. For the first assignment would like to choose a product which will allow me to make a video in which my film style will suit. For example, I am thinking of choosing some sunglasses, a longboard, action camera or beer brand and film a type of travel video which will promote the product. I hope that this course will teach me how digital media has evolved over time and will give me a direction as to how digital media will change in the future.