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A Day Away Kayak Tours

A Day Away Kayak Tours

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Published by No Mo

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Published by: No Mo on Apr 07, 2012
Copyright:Attribution Non-commercial

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04/07/2012

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Bioluminescent Tours 
Presented by  Alyssa Thom
ann
 April
Pi
tm
an
Esme DoucetteKristine Go
nza
le
z
Monica Lew 
i
nge
r
 
 
 
Creative Brief  
 
Creative
Brief 
 
 Agency:
Maake
 Agency 
 
Client:
 A Day Away Kayaking
Tours
 
Product:
Bioluminescent tours (June
October) on Mosquito
Lagoon
 
 Why are we
advertising?
 
What do we want to happen as a result of this
campaign? 
 To attract locals to the Bioluminescent Night Tour by 
 A Day Away Kayak Tours
as a single evening
local
ecotourism attraction and increase awareness of the only bioluminescent water in
Florida.
 
Target
 
Who are we talking to? What do we know about our targe
t’ 
s gender, lifestyle, interests,
education,
income, marital status, hobbies, socio-economic position, hopes, desires, fears,
etc.? 
 
Eco-Tourism
Couples
 
 Ages: 35-54
 years-old.
 
Susie (40) and Brandon
(44)
 
o
Race:
Caucasian
 
o
Relationship Status:
Married
 
o
How They Met:
Spain
 
o
Occupations:
 

Brandon: Engineer at Kennedy space
center
 
 Aerospace engineer, specializing in the T-38 program, Shuttle
 Avionics
Integration Laboratory (SAIL), and was an Expedition 9 Crew 
Support Astronaut
 

Suzy: High School AP Physics
Teacher
 
o
Current City:
 Winter Park,
Florida
 
o
Hometown:
 

Brandon: Lake Charles,
Louisiana
 

Susie: St. Petersburg,
Florida
 
o
Car:
 

Brandon: Toyota
Prius
 

Susie: Hybrid
Lexus
 
o
Education:
College
Graduates
 

Brandon: Received his Bachelor of Science degree in mechanical
engineering
 from Southern University, Baton Rouge, La. Cum Laude. He was not a
mathlete
and he was not in a fraternity, but was well known around campus for his
3-lager
deep standup comedy at the local bar on Tuesday 
nights.
 Master of Science degree in mechanical engineering from Florida Institute
of 
 
Technology 
 

Susie: She was accepted to Ohio State University where she received
her
 Bachelors in Education and Physics. She was a walk-on regional silver
and
  bronze medalist for the Ohio State girls swim team. She left the swim team
 before
her junior season to focus on her
academics.
 She was accepted into a graduate program at The University of Florida
and
studied education abroad in Madrid, Spain the summer before receiving
her
Doctor of Education at
UF.
 
o
Children:
2 children, 1 son in high school and 1 daughter in middle
school
 
o
Income:
Combined
$100,000+
 
o
Interest/ Involvement/
 Associations:
 

 Active
lifestyle
 

Enjoy educational, unique
dates
 

Outdoor recreational
activities
 
Hiking, biking, white water rafting, SCUBA 
certified
 

 Art and history museum
advocates
 

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