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  • LTC Final

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    Multicultural Americans must be targeted through a multifaceted media campaign. Only 1% of our target audience are non-users of OOH. 80% of target audience are viewers of cable tv.

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    LTC_FINAL

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    Multicultural Americans must be targeted through a multifaceted media campaign. Only 1% of our target audience are non-users of OOH. 80% of target audience are viewers of cable tv.

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    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    36 просмотров21 страница

    LTC Final

    Загружено:

    api-3809324
    Multicultural Americans must be targeted through a multifaceted media campaign. Only 1% of our target audience are non-users of OOH. 80% of target audience are viewers of cable tv.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 21

    “LIVE THE CITY” CAMPAIGN

    Chicago Advertising Federation


    Partnership for Success Internship Program

    August 2nd, 2007


    By: Chris Balmes, Sarah Colobong, Madeline Henry, Christine Janda, Brittany
    Johnson, Dowoo Lee, Oscar Martinez, Nick Smith, Anne Yao
    Task at Hand

    •We were challenged to create an innovative and


    exciting 2010 “Come to Chicago” campaign for
    multicultural Americans including African-
    Americans, Hispanics, and Asian-Americans.
    What is Chicago…
    Windy
    Universal Truths
    ASIAN AMERICAN
    HISPANIC AMERICANS

    SHOPPING
    CULTURAL EVENTS
    SPORTS
    NIGHTLIFE
    MUSIC
    FOOD

    AFRICAN AMERICAN

    ** Minority Traveler
    Communication Approach

    In order to achieve our goals, multicultural


    Americans must be targeted through a multifaceted
    media campaign.
    MEDIA
    Research Knowledge
    TRAVEL
    • Internet travel sites are the primary resource for planning vacations
    • Airplane and personal vehicles are preferable transportation means

    MEDIA SOURCE
    • Daily newspapers Sunday newspapers
    - Asian: 32.88% vs. 33.85%
    - African: 40.81% vs. 55.89%
    - Hispanic: 22.85% vs. 31.93%

    • Research suggest only 1% of our target audience are non users of OOH
    • 21.52% Asian, 15.04% African Americans, and 15.77% Hispanic are non users of
    Primetime TV
    • 90% of our target audience are viewers of Cable TV
    Overall Budget Breakdown
    Media Vehicles
    • TV • Digital
    - Cable TV (Telemundo/ Bet) - Keyword Search Advertising
    - Spot TV to target the local markets - Travel Websites such as Expedia and Travelocity
    • Radio
    - Blogs such as Myspace
    - Spot radio
    • Prints
    • PR
    - Sunday Newspapers - Satellite Media Tours
    - National Magazines such as Ebony and People - Radio Media Tours
    en Espanol • OOH
    - Local Magazine - Bus Shelter
    - Skymall Catalogs - Pone Kiosks
    • Direct Mail
    - Bulletins
    - “Wish You Were Here” postcards.
    - Wild Posters
    - Urban Panels
    - Ticket Jackets
    - Graffiti Murals
    Promotions
    • Events
    • Mini Taste of Chicago serving
    Chicago’s signature dishes.
    • Sponsor the local Jazz/Blues
    events
    • Direct Mail
    • Postcards
    • Promotions will coincide with
    and be publicized through
    SMTs and RMTs
    Media Buys and PR
    Media Plan Proposal
    2 Tier System
    • Primary • Secondary
    • New York • Detroit
    • Los Angeles • St. Louis
    • Washington D.C. • Indianapolis
    • San Francisco • Minneapolis
    • Houston • Cleveland
    Media Flowchart
    "Chicago, Live the City!" Flow Chart

    2009-2010
    November December January Feburary March April May June July August September October
    1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Percentage Total Cost(M)
    Television 22% 1.73
    Cable TV(Telemundo/Galavision/BET) 10% 0.79
    Spot TV 12% 0.94

    Radio 15% 1.17


    Spot Radio

    Prints 15% 1.17


    Ebony (Travel)
    Essence
    People (Travel)
    Local Magazine
    Hispanic Newspaper Group
    Asian Newspaper Group
    Daily News
    Skymall

    Digital 18% 1.40


    Expedia
    Travalocity
    Orbitz
    Google Search (Travel)
    Yahoo Search
    Yahoo Travel
    My Space

    PR 8% 0.62

    Direct Mail 2% 0.16

    OOH 20% 1.56


    Bus Shelter
    Phone Kiosks
    Bulletins
    Wild Posters
    Urban Panel
    Ticket Jackets
    Grafiti Murals

    Total $: 7.80
    “LIVE THE CITY”
    Logo/Slogan
    CREATIVE EXECUTIONS
    Print
    Print
    (Ticket Jacket)
    Non-traditional/ OOH
    Website
    Conclusion
    “Live The City” Campaign
    – Generate excitement
    – Increase tourism among Multicultural Americans

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