Karen

AWARENESS

Karen is a 43 year old woman who loves to watch TV and scroll on Facebook. Since she is a mother of five, all of her energy goes to her children and not her job where she does the bare minimum. After a long day of work, chores and making her kids food, she sits down for her daily dose of television. Since this is the only thing she genuinely enjoys doing, everything that pops up on the TV, she immediately absorbs. Every weekend, she organises a girls night with her girlfriends where they gossip and blow off some steam. They whine about their jobs and complain about the men in their lives. One evening, Karen is watching the news where the Duchy of Vindicta is under fire. This triggers something in her.
Touchpoints: television, Facebook

CONSIDERATION
She shows this to her friends and they all immediately start riling up. They are thinking of how the country does not align with their personal views and want to see what it is actually about. Sparked by their curiosity, the girlfriends conduct some extensive research on the internet. They look up articles and reviews and decide they are all on board to visit the Duchy of Vindicta. 
Touchpoints: television, internet

ACTION
Karen books a couple of nights in one of Vindicta’s famous hotels for her and her friends. They are really eager to witness what all the fuss is about. On the website, they are guided to a ‘book now’ button. Through this button, Karen can easily book her stay. After that is done, she gets a confirmation email. 
Touchpoints: website, email

RETENTION
Karen and her friends had an eye-opening experience at Vindicta. Even though she planned the stay with preconceived notions, Karen quickly noticed them all being debunked. Her main worry was how the country treated its women, but after speaking to the female workers and maids, she realised how misrepresented they were by the outside media. Karen and her friends even visited multiple bars and for once, she spoke to the wealthy men without kicking up a storm. On the plane flight home, she was gushing over her life-changing trip to other passengers. She can’t wait to go back and starts reading the luxury magazines she bought at the bar.
Touchpoint: magazines

ADVOCACY
It was the best, and only, illuminative adventure Karen went on and she writes about it on her Facebook page. She encourages her friends and followers to open up their minds and visit the incredible Duchy of Vindicta. During her weekly girls night, Karen and her friends even swap their regular hateful chitchat for cheerful conversations about their previous and hopefully, future trips. 
Touchpoint: Facebook