VISIT FLORIDA Media Plan

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VISIT FLORIDA Media Plan

• Part II

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Media Needs

• Media that allow for concentration on the East
  Coast.
• Media that reach heavy travelers responsible for
  planning vacations for their families.
• Media that can effectively communicate the
  numerous advantages of vacationing in Florida.

3
Media Strategies
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Primary Medium

• Use national spot television to achieve broad
  reach among the target in the East Coast.

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Secondary Media

• Use cable television in selected markets to help
  ensure broad reach.
• Use major newspapers in selected markets to
  communicate the numerous advantages of a Florida
  vacation.
• Use out-of-home media around family-oriented
  activities to keep Florida visible to busy
  families.

6
Scheduling

• Advertise when people are planning vacations.
• Most Florida vacations take place during the
  first and second quarters. Therefore,
  advertising should be heaviest in the first and
  fourth quarters.

7
Reach vs. Frequency

• Reach will be more important than frequency
  because of the weight of the message and the fact
  that VISIT FLORIDA would be considered a durable
  good. It is not something that is considered by
  the average consumer on a day-to-day basis.

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Vehicle Recommendations
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Television

• Use national spot television in specific markets
  along the East Coast (i.e. New York, Chicago,
  Atlanta, etc.).
• Early morning
• Daytime
• Early news
• Use regional cable in those markets.
• TLC
• HGTV
• Food Network

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Newspapers

• The Atlanta Journal-Constitution
• Chicago Tribune
• The New York Times

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Out-of-home

• Signs around family oriented activities
• Amusement parks
• Ballparks
• Movie theaters