The Bass Pro Shops Pyramid

Background

Bass pro shops is one of the largest fishing and hunting suppliers in the United States. In 2015 the company bought the 7th largest pyramid in the world located in Memphis, it was refit into a megastore with a hotel, bowling, archery, an aquarium, and multiple restaurants. Bass pro stores offer a wide selection of hunting equipment, a huge range of clothing, fishing equipment, guns, boats, and camping gear, all of which are available to test out in the pyramid. Its Disneyland for the divorced. the target audience for this campaign are middle aged men, age range 35-50, recently divorced or the fathers of children who have moved out often find themselves with more disposable income than they had previously. Memphis is known for little more than this monumental obelisk, so we want to sell this megastructure as a retail paradise akin to that of other attractions that are traditionally aimed towards young adults and children such as Disney world. 

The Brief

Bass pro shops “the ultimate man cave”

The product/ service

Big Cypress Lodge is an unrivaled experience located inside Bass Pro Shops at the Pyramid. The hotel extends across the second and third floors and looks upon the lifestyle and retail areas on the ground floor of the megastore. The complex is made up of multiple hotel suits, a shop floor, an indoor archery and shooting range, restaurants, bowling and indoor fishing.

Business objective

to appeal to an international target market and to sell a package holiday.

The Target market.

The target market for this brief are suburban men with some disposable income. (expand)

The strategy

We are informing an international market about the Tennessee pyramid complex.

The single-minded proposition

The ultimate man cave.

Support

the pyramid has a plethora of shops, food stands, shooting ranges, bowling alleys, and indoor fishing ranges.

Competition

the competition for the package holiday would be similar excursions such as Disney World Resort. As well as more traditional package holidays such as cruises.

Tone of voice

The tone of voice for the campaign will be fun light-hearted, and informative. Light humor should be used as the target market ranges from 40-80.

Desired consumer response

We want the customer to yearn for the American outdoors and the comfort of the pyramid, we want them to think about hobbies that are unusually hard to get into in the UK and the potential of trying them abroad.

Media requirements

Social media such as Facebook and YouTube, direct mail, TV advertising, and print ads. Research for data, target them directly and look for big golfers.

Consumer insights

·      The point of this is to drive awareness of the existing hotel\ commercial experience to a new demographic, your primary goal is to sell the experience to fill the gap of family excursions such as Universal Studios Florida. The primary demographic would be parents of children who had now moved out and divorced British men, with the pyramid being a beacon of American lifestyle, offering a safe first step into the American world of hunting and fishing, paired with trail experiences provided by the pyramid in the nearby wilderness it’s an adult excursion like no other.   

The solution to this brief came in the form of ‘dad’ movies, Nostalgic Films our target audience grew up with. The theming of these adverts focused on escaping mundane work life and indulging in a ‘dad’ themed resort. Our inspiration came from the classic movie, the Great Escape, we carefully recreated the posters created for the original film with the Memphis pyramid.

Executions

Second Executions

Here is the original poster that severed as inspiration. We swapped out the famous motorbike for a jet-ski that is available to purchase inside the pyramid. The crowd is now running towards the pyramid instead of away.

Here is a second execution, based on another one of the film’s posters.

Here are my second pair of executions based off Action movies for ‘dad’s’. This time the inspiration came from the mission impossible franchise. Despite the films being a modern hit, The first film came out around 28 years ago. Previously the Mission impossible franchise was a television show from 1988 and holds a nostalgic place in the hearts of our target demographic. For this reason.