IMC Plan “Be You, Visit Florida.”

1. IMC Plan “Be You, Visit Florida.”

2. Premier Advertising Agency Team One Emily Rogers Ivan Franco Jennifer Probert Keizo Watanabe Steven Clark Henson Shu-Fang “Jasmine” Hsiao

3. Agenda • Client overview • Core target market • Competitive review and SWOT Analysis • Objectives • Creative strategies • Executions and tactics • Media mix • Promotion • Budget

4. Client Overview • Attractions to our target market • LGBT (Lesbian, Gay, Bi-Sexual, Transgendered) • Beaches • Best gay and nude beaches • Such as Siesta Beach and New Smyrna Beach

5. Client Overview • Outdoor Adventures and Camping • Sawmill Camping Resort • Hiking, kayaking, canoeing, horseback riding • Clothing optional swimming pools • Cruises: Blue Q and Atlantis • Special Gay/Lesbian Events • Gay Days Expo at the Royal Plaza • Key West’s Gay Spring Break and WomenFest

6. Client Overview • Museums and History • 4 museums at South Beach • Rubell Family Art Collection • Museum of Art in Fort Lauderdale • Club/Bars • At every major city in Florida • Such as The University Club and Cupid’s Cabaret

7. Client Overview • Lodging/Resorts • Three best gay resort towns: Fort Lauderdale, Key West, and Miami • Such as The Alcazar Resort and Coconut Grove • Dining • Over 10,000 famous restaurants • Theater, Shows, Concerts and Musicals • The Miami City Ballet • The New World Symphony

8. Core Target Market • Geographic segmentation • Top 9 cities with highest gay population • New York, Los Angeles, Chicago, San Francisco, Boston, Washington DC, Dallas, Atlanta, Philadelphia • Demographic segmentation • Gender: Men and women • Age: 24 - 40 years old • Income: Above $30,000 a year • Education: Varied • Occupation: Varied

9. Core Target Market • Psychographic segmentation • Personality: Gregarious, aggressive, and optimistic • Lifestyle: Active and fun-loving • VALS: Actualizer and experiencers

10. Competitive Review • Large cities • Such as New York, Los Angeles, and San Francisco • Drier or cooler climates • Such as Las Vegas and Aspen • Beach substitutes • Such as California and Hawaii

11. SWOT Analysis

12. Objectives 5 30 50 60 90 4. Obtain trial 5. Develop repeat customers who visit Florida at least once per year 3. Establish positive feelings with visiting Florida 2. Instill a desire to travel to Florida for vacation 1. Create awareness among the target market to visit Florida

13. Recommended creative strategies • Objective 1 – “Be you, Visit Florida.” – Repetitive advertising • Objective 2 – Communicate benefits – Comparative advantage • Objective 3

14. Recommended creative strategies • Objective 4 – Traveling deals – Special events – Co-operative advertising – Discounts • Objective 5 – Direct mail – Promotional deals

15. Executions and Tactics • Florida – “Be You, Visit Florida!” • Co-ops • Airlines • American Airlines • Car Rentals • Thrifty • Event Sponsorship • Absolut Vodka

16. Media Mix • Traditional marketing • Magazinesads • Out, The Advocate, Instinct, Genre, Curve • Our Ads

17. Media Mix • Traditional marketing • Billboard • In top nine most population metropolitan areas • Internet ads • Perezhilton.com, Gay.com, Gaytravel.com • Radio Ads • G.I.R.L, OutQ, Pride Radio

18. Media Mix • Direct marketing • Communitynewspaper • Direct mail • Brochure • Co-ops • American Airlines • Thrifty Car Rentals • Absolut Vodka

19. Media Mix • Other Marketing • Banners, booths in top 5 largest pride parades • National events held by homosexual organizations • Galas • Silent auction • Goody Bags

20. Promotion • Winter Promotion “Countdown with Kathy” • Dec. 31, 2008 to Jan. 4, 2009 • Spokesperson: Kathy Griffin • Charter Plane • American Airlines • Direct flight with Kathy • From LAX to MIA • New Years Eve Party • Fireworks, DJ, Beach • Stand-up comedy show • Snorkeling excursion

21. Promotion • Summer promotion “Gay Days” • Jun. 2, 2009 to Jun. 9, 2009 • Sweepstakes opportunity • Wear red shirts • Gay prides

22. Budget

23. Questions ?