Congratulations you are the new Digital Marketing Manager for DESTINATION a vacation resort and luxury spa in Muskoka. DESTINATION offers three restaurants with choices ranging from five star fine dining to an all you can eat buffet. They have a day camp for children 4 to 11 years of age. They have a pool, water slide and adventure activities such as rock climbing, horseback riding and sailing for tweens, teens and adults. The resort caters to families looking for a holiday for something to do for everyone from 5 year olds to 90 year olds.

DESTINATION's business objective is to increase reservations by 10% for the holiday season. They would like to understand how best to target this market segment using paid digital media.

Based on what you've learned so far & your keen marketing sense, how would you use digital advertising to increase reservations by 10%.

1. Identify and describe the highest potential segment where you would direct your digital marketing efforts and Include at least 2 reasons why you chose the segment (2 marks)
2. Provide at least 2 digital media platforms or websites you would use to reach that high potential segment and your rationale for each (2 marks)
3. Include at least 2 targeting methods you would use to reach the highest potential segment within the digital media platforms or websites and your rationale. (2 marks)