0910 Canada Brand Advertising Plan by cometjunkie55

VIEWS: 5 PAGES: 7

									9/25/2009

09/10 Canada  Brand Advertising Plan

09/10 Canada Media Plan

• Canada program of work mirrors the US brand  d f k h b d advertising program 
– National Specialty Cable TV, Magazines and  Online/SEM

1

9/25/2009

09/10 Media Plan Recap

• Total Canada Media = $1,483,720* 
National Specialty Cable TV = $1,168,392 National/Regional Magazines = $140,328 Online SEM = $115,321 Online Advertising (Discover America) = $9,680 Exchange Rate Contingency = $50,000
*see 8/20/09 Canada media flowchart for details 

Fall 2009 Media Timing

• National TV – on air 9/21 – 11/22/09 National/Regional Magazines  run in  • National/Regional Magazines – run in October/November/December issues • Online SEM – launches in October • Online Advertising – launched in July
*see 8/20/09 domestic media flowchart for details

2

9/25/2009

09/10 Creative Update

New “Serious Business” TV

• New scenes shot to  refresh “Work”  spot, including: spot including:
– Marisa Miller – Jay Leno – Cesar Millan – David Beckham – McG (director) 

3

9/25/2009

09/10 TV Rotation

(1) “Serious Business” :30 • 75% of National  Specialty Cable TV  rotation during Fall  and Spring flights  and Spring flights

(2) “You’ll Be Back” :30 • 25% of National  Specialty Cable TV  rotation during  Spring flight Spring flight

(3) “Ambitious” :30 • 25% of National  Specialty Cable TV  rotation during Fall  flight

New “True Californians” Print

• New campaign featuring iconic Californians  and their insider places/experiences • E b di th Embodies the spirit of the TV spots and the  i it f th TV t d th California attitude
– Jim Moriarty, CEO, Surfrider Foundation – Charles Phan, Executive Chef/Owner, The  Slanted Door – Beth Rodden World Class Rock Climber Beth Rodden, World‐Class Rock Climber – Elon Musk, CEO, Tesla Motors 
• This ad will emphasize California as the ultimate  driving (road trip) vacation for optimal relevance in  the UK

4

9/25/2009

• Jim Moriarty,  CEO, Surfrider  Foundation  • Photographed  at Swami’s  Beach in  Encinitas along  Encinitas along San Diego’s  northern  coastline

• Custom landing  pages for each  print ad with  insider content  including
– Interviews – California Fives California Fives – Photos – Video

5

9/25/2009

• Charles Phan,  Executive Chef/  Owner, The  Slanted Door • Photographed  at Ferry Plaza  Farmers Market  Farmers Market in San Francisco

• Beth Rodden,  World‐Class  Free Climber • Photographed  at Glacier Point  in Yosemite  National Park  National Park

6

9/25/2009

CMG Fall Co-op Insert

Intro of California Fives I t f C lif i Fi • Inserted into Vancouver Sun in  October

09/10 Online Update (need to get this from  Sapient)

7


								
To top