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Top Line Media

This media plan aims to generate anticipation and buzz for the new Ferrari F430 through a strategic mix of teaser ads on TV and the Ferrari website. The objective is to create excitement, launch the F430 successfully, build awareness, and ultimately drive sales. The plan includes print, TV, direct mail, press releases, public relations, and website campaigns targeted towards elite business professionals, with specific strategies for each medium.

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Top Line Media

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  1. Top Line Media Drew Hollingworth Sze-Zin Lo Mike Luongo Mike Strometski

  2. Overview • Mission • Objectives • Day In The Life • Recommended Media Mix • Print, Press Release, TV, DM, Public Relations, & Website • Media Landscape

  3. Mission To build anticipation and get people talking about the new Ferrari F430 before the event through teaser ads on TV and the Ferrari website.

  4. Objectives • To create a buzz • To launch the F430 • To build awareness • To sell the new model

  5. Pitch • Consumer Profile and business opportunities led to Print, TV, DM, and Public Relations • Recommended message management based on Media Landscape for brand

  6. Day In The LifeElite Business Professionals Office Home Home Early Morning Morning/Afternoon/Early Evening Night

  7. Day In The LifeElite Business Professionals Favorite Activities 1. Reading books/mags. 2. Sports 3. Outdoors 4. Listen to music 5. Watch a movie Source : Top Line Media Go Shopping Go to the Gym Go for Dinner Go for a Drink Entertain Clients Go Home Stay at Office Source: Top Line Media Home Office Home Early Morning Morning/Afternoon/Early Evening Night

  8. MediaElite Business Professionals • TV • Print • Press Release • Direct Mail • Public Relations • Website

  9. Recommended Media MixElite Business Professionals • Strategies • TV teaser • Reach • 15 spots = high frequency • Main Commercial • “I Can” • 30 seconds • Introducing the new model Medium TV Print Press Release Direct Mail Public Relations Website

  10. TV Teaser

  11. Recommended Media MixElite Business Professionals • Strategies • Maximize reach on major business reading materials from newspapers to magazines. • Double page spread in the magazine • Back cover Medium TV Print Press Release Direct Mail Public Relations Website

  12. Double Page Spread

  13. Back Cover

  14. Recommended Media MixElite Business Professionals • Strategies • A low cost method to start the buzz for the event. • Getting people talking Medium TV Print Press Release Direct Mail Public Relations Website

  15. Recommended Media MixElite Business Professionals • Strategies • Targeted towards a niche market segment • Low cost • DVD • Brochure • Personalized Medium TV Print Press Release Direct Mail Public Relations Website

  16. Recommended Media MixElite Business Professionals • Strategies • An upscale formal event for elite members of the business community to unveil the new F430 • Simultaneous event in Toronto and Vancouver • Sales promotion • Obtain personal information Medium TV Print Press Release Direct Mail Public Relations Website

  17. Recommended Media MixElite Business Professionals • Strategies • A link from the main website www.ferrari.com • Virtual electronic features Medium TV Print Press Release Direct Mail Public Relations Website

  18. Media Landscape For Love Ferrari Press Release Think Ferrari Test Drive Buy Ferrari TV Promotion POS Event DM Personal Selling Print F430

  19. Summary • TV • Print • Press Release • Direct Mail • Public Relations • Website

  20. Thank you

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