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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

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

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  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)

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