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1、Advertising Campaign Proposal 2007Combined Buying Power Plus Add-On OptionsTarget Audience:45+(Baby boomers)UrbanEducatedAbove average incomeThis segment of the population is in their peak earning years.Objectives Create awareness of Belgium&FlandersFamiliarize audience with Belgium&FlandersAttract
2、both the first time and the repeat travelersEntice FIT travelers to visit for leisure,or as an extension of a business tripIncrease the number of overnights and encourage repeat visitors to visit the lesser known citiesProduct:Flemish Cities A major cultural destinationHistoric cities ArchitectureAr
3、t MuseumsAntique MarketsHeritageThe Art of living wellThe GastronomyFashionShoppingMusicIntegrated Marketing StrategyBuild on efforts made in the 2004-2006 campaignsKeep and expand existing cultural adsNew:Integrate press and pr effortsBe cost effective through joint campaignsBuild on efforts previo
4、usly madeExamples 2006 Advertising Six CitiesAdvertising BTO New YorkAdvertising abcAdvertising Arts in Europe Partnership with Tour Operators,Online&Print PromotionsWebsite Fabulous FlandersBTO New York 2006 CampaignJANUARYThe Meeting ProfessionalTraveling Well(Collette Vacations)France Guide 2006F
5、EBRUARYMARCHEntre Magazine Fortune MagazineFrance MagazineViacom(Commuter train boards)Visit Europe(NY Times supplement)APRILBudget Travel MagazineAle Street NewsThe Meeting ProfessionalMeetings&Conventions MagazineMacleans Money Sense New YorkerMAYTravel Agent MagazineAgent HomeTown&CountryCelebrat
6、ed LivingCottages&Gardens JUNEPassport MagazineFrance MagazineJULYAmerican Association of Teachers of FrenchCottages&GardensAUGUSTCottages&GardensGrand Circle Travel email blastNew York Times Sunday SEPTEMBEREntre MagazineExecutive Travel MagazineContribute MagazineArtNews MagazineJaxFax MagazineSuc
7、cessful Meetings email blastMeetings&Conventions email blastTravel Weekly email blastTown&Country MagazineCelebrated Living New York Times Sunday Budget Travel Online emailOCTOBEROpera NewsWashington National Opera MagazineModernAEurope Express email blastFood Network adCommunity Marketing e-newsTra
8、vel Ad Network Grand Circle Travel email blastNew York Times SundayNOVEMBERContributeDECEMBERTotal circulation 2006:23,806,922BTO New York 2006 Internet MarketingPartnersDescriptionDatesModernAA 3-month integrated online marketing programMid October Mid November 2006Mid-January to Mid-March 2007Succ
9、essful Meetings2 stand alone emails to 5,000 SM subscribers who take events to EuropeSeptember 2006February 2007Travel Ad NetworkA 1-month integrated online marketing program,ROS ads&e-blastsMid-October to Mid-November 2006Europe Express2 go-today email blasts,offers in SideS and Google AdwordOctobe
10、r 2006Meeting&ConventionsStand alone email to Meeting Planners who take events to EuropeSeptember 2006Community Marketing2 Insertions in E-newsletter to 15,000 opt-in travelersTBDFood NetworkROS homepage adOctober 2006Travel WeeklyE-blast to 50,000 subscribersSeptember 2006Art&ArchitectureTotalcosta
11、ndbuyingpower:$240,000Participants:8Belgium,Germany,Finland,Holland,Hungary,Romania,Switzerland&SpainCostpermember:$30,000a b c programTotalcostandbuyingpower:$120,000Participants:3aAmsterdam(Holland)bBrussels(Belgium)cCologne(Germany)Costpermember:$40,000What can WE do in 2007 and beyond?Keep and e
12、xpand cultural adsPictures and texts can be interchanged promoting cities,museums and art works Bring in the noiseRadio CampaignWQXRisNewYorkCitysonlycommercialclassicalradiostation.Thesignal,atoptheEmpireStateBuilding,coversthefiveboroughsofNewYorkCity,NorthernNewJersey,LongIsland,Westchester,Rockl
13、andandPutnamCounties,andFairfield,Connecticut.Theaudienceisaffluent,educated,well-employedandfrequenttravelers.Theprogramcanbecustomizedtospecificcities&events.NPR(NationalPublicRadio)“MillenniumofMusic”withhostRobertAubryDavis.Theprogramiscarriedbymorethan100publicradiostationsnationwideTargeted Pr
14、ess and PR effortsAwareness campaign/mailing“Whats Hot in Belgium&Flanders”to 100 top newspapers and magazines in the U.S.(1X)E-Newsletter to media and press(10X)Press trips(individual&groups)Representation at EUMEX(European Media Market Exchange)in New York,Toronto and Los Angeles(yearly)Art&Lifest
15、yle BlendPromotionMediumCirculationCostArtNewsMagazineThree1-Pagead4C83,017$16,600Art&AntiquesMagazineThree1-Pagead4C127,393$18,000OperaNewsMagazineThree1-pagead4C100,000$17,400PreservationMagazineTwo1-pagead4C200,000$22,000Entre/IncircleMagazineTwo1-pagead4C150,000$18,000Culture&TravelTwo1-pagead4C
16、60,000$20,000WQXR3x60spotsdailyfor2weeksplusonlineexposure$10,500Town&CountryTravelMagazineTwo1-PageAds4C250,000$20,000SubTotal:$144,500Art&Lifestyle BlendPromotionMediumCirculationCostVisitEuropeMagazineEastCoastinsertNYTimesOne1-Pagead4CFall2007850,000$15,000BudgetMagazineTwo1-Pagead4C550,000$25,000MuseumsMagazineTwo1-Pagead4Cplus2pageadvertorial125,000$8,000AA/CelebratedLivingTwo1-Pagead4C173,000$18,500Productioncosts$2,000Total:$211,000Note:These rates are March 2007 rates and not guaranteed for Fall insertions