1 / 16

California Travel & Tourism Commission Off-line Media Plan for FY 2008 4 th Wave JAPAN

California Travel & Tourism Commission Off-line Media Plan for FY 2008 4 th Wave JAPAN. Media Plan. 1. Media Plan Outline Campaign Period February 2008 to June 2009 Target Audience Primary Target: Young Female Secondary Target: Senior Male / Female Communication Area

elliot
Télécharger la présentation

California Travel & Tourism Commission Off-line Media Plan for FY 2008 4 th Wave JAPAN

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. California Travel & Tourism CommissionOff-lineMediaPlan for FY 2008 4th WaveJAPAN

  2. Media Plan

  3. 1. Media Plan Outline • Campaign Period • February 2008 to June 2009 • Target Audience • Primary Target: Young Female • Secondary Target: Senior Male / Female • Communication Area • Focus on Tokyo Metropolitan Area + Nationwide (Magazine + CATV) • Budget(FY2008 Total) • Offline Activity: JPY 358,000,000 / USD 3,580,000 (USD1.00 = JPY 100) • Online Activity: JPY 41,055,000 / USD 410,550 (USD1.00 = JPY 100)

  4. 2. TV Spot (Terrestrial) --- Uncommitted Core media of 2nd wave reaches wider enhance awareness of California Original Cost (submitted in last Sept) Further negotiation results in some more discount or service GRP (USD1.00=JPY100.00)

  5. 2. TV Spot (Terrestrial) --- Uncommitted Combination of NTV & TBS optimizes given budget with gaining service GRP Plan Simulation (USD1.00=JPY100.00)

  6. 2. TV Spot (Terrestrial) --- Uncommitted Combination of NTV & TBS optimizes given budget with gaining service GRP Recommendation Plan (USD1.00=JPY100.00) • Area: Tokyo • Period: Feb 20 to Mar 1 (10 days) • CM Length: 15 Seconds • GRP: 1,300 GRP (House Hold GRP) • Station: NTV (Channel 4) & (TBS Channel 6) • Buying Pattern: All Day

  7. 2. TV Spot (Terrestrial) ---Uncommitted *Ad Material Rotation - Combination usage of 3 types of TVCF *GRP Allocation by Ad Material - Allocation that the total GRP volumes are almost to be equal in total Hollywood & Winery With Gov. Governor Ver. San Francisco & Yosemite

  8. 3. TV Spot (Cable TV) --- Uncommitted • Strong appeal of California's attractiveness with 30-second TVCF to the segmented target • Conduct 2nd campaign (Late February) • Use 30 second version TVCM (3 types) • Select 4 stations to reach wider target audience • MTV & FOX >>> Young Female • Movie Plus & Discovery Channel >>> Senior Ad Material Rotation Allocation that the total no. of TVCF are almost to be equal in total Cable TV spot cost in Feb. (USD1.00=JPY100.00)

  9. 4. Newspaper --- Committed • Use top 2 major newspapers – Yomiuri & Asahi newspapers • Yomiuri --- Combination usage of straight ad and editorial • Asahi --- Cross media promotion of press ad + online • (See next page for details of Asahi) Page Image Newspaper Plan (Nov 25 Yomiuri) (Nov 26 Asahi)

  10. 4. Newspaper - Reference • Asahi Shimbun “Doraku” • Entertainment & Lifestyle information pages targeting senior called “The Beatles generation” • Promote call-to-action by the combination of newspaper and Web site • Web page is placed for one month and updated bimonthly Newspaper Web Site 2/3 page Advertorial Ad (Reedit version of website- 1st term) Reedit 1/3 page Straight Ad “Doraku” Website “Doraku” Asahi Evening Edition Asahi Evening Edition Information Page • Editorial 2 pages about • California • Page is updated in the meddle of ad period. • 1st term: Art, Culture, and Entertainment in LA & SF • 2nd term: Wine & Food, Night Life Possible to link Travel Agent HP

  11. 5. Magazine --- Committed • In 2nd wave, Magazine will present more detail information with free editorial pages

  12. 5. Magazine --- Committed • Editorial Page Image Figaro Japon CREA Traveler

  13. 6. Transit Ad---Uncommitted • Present beautiful images of California with large size posters • Communicate with large number of commuters and passengers at key stations (USD1.00=JPY100)

  14. 6, Transit Ad---Uncommitted Tokyo Metro Wide Set A Tokyo Metro Shibuya Premium Set B Osaka Ｕｍｅｄａ Long Set

  15. 7, Total Media Schedule (2nd wave)

  16. Budget Allocation (Off-line Media) (USD1.00=JPY93)

More Related