A Sample Podcast Creative Brief

CREATIVE BRIEF: Giant Gorilla Agency Product/Service: The Marketing Journey Podcast

January _1_2021

Background

London’s Giant Gorilla agency specializes in hospitality industry marketing.

It has been successful in building a large client base across a range of industry subcategories. Giant Gorilla is known for its strategic approach, data expertise, high ROI programs, and for its business insights and social media channels.

It is time to move this energy into podcasting.

What is the objective of the project?

Create and produce a daily, unignorable podcast for the hospitality industry.

The Marketing School podcast from Neil Patel and Eric Siu, is an example of a daily listen. Each show averages 5 minutes and includes a commercial.

Who are we talking to?

Listenership will include food and beverages, lodging and recreation industry corporate marketers, business owners, and related press.

What do they currently think?

The hospitality industry took a major hit in 2020. We expect a slow but steady revival in 2021. Current trends point to growing domestic travel and then a resumption of international air travel by the third quarter of 2021.

The industry is ripe for the consumption of marketing information related to category growth.

What do we want them to think and what action do we want them to take?

We want the industry to view Giant Gorilla as the leading advertising and digital marketing voice and marketing communications agency in the hospitality industry. The essence of hospitality has changed, and Giant Gorilla is uniquely positioned to be a leading voice in industry marketing.

What is the message that will move this target audience to action?

Giant Gorilla’s The Marketing Journey hospitality podcast delivers business-building information, insights, and brief interviews – every day.

“Give us eight minutes every morning and we will help you accelerate your growth.”

Program Elements – The Show

The five-minute The Marketing Journey Show will be published every weekday at 8 AM EST.

Giant Gorilla’s COO Nancy Greene and Creative Director Jill Davis will host The Marketing Journey. Nancy will use her past broadcast experience to lead the discussions. Friendly, intelligent banter will rule.

From time to time, the show will bring in Giant Gorilla’s leading thinkers (like CTO Sandy Goddof on TikTok and travel), current clients and guests from the industry.

For production efficiency will gang record five shows every Tuesday afternoon unless there is late-breaking industry news.

The production team is TBD.

What are the support points?

Timely topics will include news about the business of hospitality: industry trends, Covid related issues, what’s hot in marketing, new business models, and a range of discussions on the constant evolution of hospitality marketing, with a concentration on digital marketing.

Great Guests = Traction & Unignorability.

We have already booked interviews with the CMO of InterContinental Hotels; Shake Shack owner Danny Meyer, a very successful Airbnb host, and the CTO of Hotels.com.

What is the brand’s character?

The Marketing Journey is super smart, knowledgeable, and curious – all with a touch of humor.

What is mandatory?

Each show will be broadcast on all of the major podcast platforms and will be supported by individual show landing pages.

Each show will promote Giant Gorilla’s hospitality industry expertise. See The Marketing Journey marketing plan for detailed information.

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