Visit Florida

1
Visit Florida

• Media Plan

2
Target Audience

• Target advertising messages to heavy travelers
  who enjoy spending quality time as a family and
  vacationing in places where everyone in family
  can enjoy themselves.
• Target advertising to households that are
  comprised of college educated, married couples
  with at least one kid and an average household
  starting at 40,000.

3
Seasonality

• Introduce advertising in the winter months, when
  the target audience begins to plan holiday and
  summer vacations.
• Sustain advertising through the late spring and
  summer months.

4
Geography

• Advertising messages will be heavily targeted to
  the top five designated market areas (DMA) of
  origin for auto visitors and air visitors to
  Florida.
• The DMAs include Atlanta, Mew York, Chicago,
  Philadelphia and Boston.

5
Reach and Frequency

• During the introductory months, reach 80 of the
  target audience at an average frequency of 5
  times.
• For the following months, maintain awareness by
  reaching 50 of the target audience at an average
  frequency of 2-3 times.

6
Creative Requirements

• Make use of media that create awareness with the
  target audience in an effective and creative way.
• Utilize media that have the ability to
  successfully convey a message to the target
  audience without interrupting their current
  lifestyles and media habits.