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“DRAB TO FAB: TULIP MAKEOVER!” “DRESS UP YOUR TABLE WITH TULIPS!” “IT’S EASY BEING GREEN!”

THE GREATER NORTH MICHIGAN AVENUE ASSOCIATION ( GNMAA) AND NBC 5 CHICAGO TULIP DAYS– THE MAGNIFICENT MILE MARKETING CAMPAIGN 2008-2009. SUMMARY OF NBC 5 CHICAGO MARKETING CONCEPTS. “DRAB TO FAB: TULIP MAKEOVER!”

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“DRAB TO FAB: TULIP MAKEOVER!” “DRESS UP YOUR TABLE WITH TULIPS!” “IT’S EASY BEING GREEN!”

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  1. THE GREATER NORTH MICHIGAN AVENUE ASSOCIATION (GNMAA) AND NBC 5 CHICAGO TULIP DAYS– THE MAGNIFICENT MILE MARKETING CAMPAIGN 2008-2009

  2. SUMMARY OF NBC 5 CHICAGO MARKETING CONCEPTS • “DRAB TO FAB: TULIP MAKEOVER!” • “DRESS UP YOUR TABLE WITH TULIPS!” • “IT’S EASY BEING GREEN!” • “TULIP DAYS AT THE CHICAGOLAND FLOWER & GARDEN SHOW!”

  3. DRAB TO FAB: TULIP MAKEOVER! TIMING: MARCH-MAY, 2009 MARKETING CONCEPT: NBC 5 would create a fun consumer sweepstakes encouraging viewers to log onto nbcchicago.com to enter for their chance to win a garden tulip makeover! Users would upload images of their current gardens that may be need of a professional makeover. NBC 5 would feature these images on nbcchicago.com. Users would vote for their favorite garden. The winner would receive a garden makeover by a professional gardener! TELEVISION EXPOSURE: • GNMAA would receive (1) (:15) promotional commercial to air on NBC 5 CHICAGO INTERNET EXPOSURE: • GNMAA would receive ad placement exposure throughout nbcchicago.com • GNMAA would receive an exclusive microsite including “TULIP DAYS” information, gardening tips, consumer sweepstakes information, and more

  4. DRESS UP YOUR TABLE WITH TULIPS! • TIMING: MARCH-MAY, 2009 • MARKETING CONCEPT: NBC 5 would create an exciting consumer sweepstakes encouraging viewers to create a beautiful table centerpiece with tulips. The winner would have the opportunity to feature their winning tulip centerpiece on Wayne’s Weekend! TELEVISION EXPOSURE: • GNMAA would receive (1) (:15) promotional commercial to air on NBC 5 CHICAGO INTERNET EXPOSURE: • GNMAA would receive ad placement exposure throughout nbcchicago.com • GNMAA would receive an exclusive microsite including “TULIP DAYS” information, decorating tips, consumer sweepstakes information, and more

  5. IT'S EASY BEING GREEN! TIMING: MARCH-MAY, 2009 MARKETING CONCEPT: NBC 5 would create “It’s Easy Being Green!” A fun promotion focused on helping Chicago and surrounding communities “go green.” GNMAA would have the opportunity to feature green tips on their nbcchicago.com microsite and users would have the opportunity to enter to win great prizes from GNMAA! TELEVISION EXPOSURE: • GNMAA would receive (1) (:15) promotional commercial to air on NBC 5 CHICAGO INTERNET EXPOSURE: • GNMAA would receive ad placement exposure throughout nbcchicago.com • GNMAA would receive an exclusive microsite including “TULIP DAYS” information, green tips, consumer sweepstakes information, and more

  6. TULIP DAYS at the CHICAGOLAND FLOWER & GARDEN SHOW! TIMING: FEB-MARCH, 2009 MARKETING CONCEPT: The CHICAGOLAND FLOWER & GARDEN SHOW would create a fabulous “TULIP DAYS” area encouraging consumers to visit The Magnificent Mile to observe the beautiful designs created by “TULIP DAYS” Consumers would have the opportunity to enter for their chance to win featured Magnificent Mile store gift certificates! TELEVISION EXPOSURE: • GNMAA would receive (1) (:15) CHICAGOLAND FLOWER & GARDEN SHOW promotional commercial to air on NBC 5 CHICAGO INTERNET EXPOSURE: • GNMAA would receive ad placement exposure on the CHICAGOLAND FLOWER & GARDEN SHOW microsite

  7. THE GREATER NORTH MICHIGAN AVENUE ASSOCIATION & NBC 5 MARKETING PARTNERSHIP KEY COMPONENTS SPONSORSHIP LEVEL 1 TELEVISION EXPOSURE • NBC 5 would produce and create (1) (:15) promotional commercial for GNMAA to air on NBC 5 CHICAGO • NBC 5 would endeavor to feature GNMAA executive guest appearance on the NBC 5 NEWS • Recommended broadcast schedule: INTERNET EXPOSURE • nbcchicago.com would create (1) exclusive microsite devoted to GNMAA TULIP DAYS • nbcchicago.com would rotate the following website ad units on the HOMEPAGE, AROUND TOWN, WEATHER and NEWS Channels: 300x250 Display ad; 728x90 Leaderboard ad • Minimum total impressions: 500,000

  8. THE GREATER NORTH MICHIGAN AVENUE ASSOCIATION & NBC 5 MARKETING PARTNERSHIP KEY COMPONENTS SPONSORSHIP LEVEL 2 TELEVISION EXPOSURE • NBC 5 would produce and create (1) (:15) promotional commercial for GNMAA to air on NBC 5 CHICAGO • NBC 5 would endeavor to feature GNMAA executive guest appearance on the NBC 5 NEWS • Recommended broadcast schedule: INTERNET EXPOSURE • nbcchicago.com would create (1) exclusive microsite devoted to GNMAA TULIP DAYS • nbcchicago.com would rotate the following website ad units on the HOMEPAGE, AROUND TOWN, WEATHER and NEWS Channels: 300x250 Display ad; 728x90 Leaderboard ad • Minimum total impressions: 300,000

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