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About Abbey
Resume
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Rationale
Print Ad One
Print Ad Two
TV Storyboard
Digital Ad
Out-of-Home Ad
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Rationale
Print Ad One
Print Ad Two
Radio Script
News Release
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Hi.
Im Abbey, a strategic communications student
at the University of Missouri School of Journalism.
Im a proud Kansas City native and an avid Beyonce
fan.
I believe that simplicity and clarity go a long way.
I have a d I have a deeply-rooted passion for artful communication.
Welcome to my creative book.
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Because the number of smokers has declined in recent years
due to health concerns, my communication objective for this
campaign was to focus on a different use for Zippo lighters. I
found that lighters as camping tools was the most prevalent
use.
My target audience for this campaign included males and
ffemales ages 18-55, as studies have shown that the ratio
of males to females who go camping regularly is approxi-
mately equal and that regular campers span almost every
age range. Another key insight into my audience was that
the majority of campers liked to participate in many different
camping activities, for which a Zippo lighter can be used
(cooking, hunting, building, fishing, etc.).
FFinally, my point of differentiation for Zippo lighters was that
they are the most reliable lighter for campers because
they are windproof and reliable in harsh and cold
weather, as well as high altitudes.

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This campaign for KAYAK.com has a target audience of males
and females, ages 23-34 who arent familiar with travelling
and the planning process.
These people are living independently and have recently
entered the workforce. They discovering that they must travel
more frequently, either for business or weddings, or to visit
ffamily.
They are tech-savvy and enjoy a well-organized and
architected website. When learning how to do new things,
they look to the internet first rather than consulting a book or
talking with friends or mentors.
Lastly, because they are new the job market, their salaries
dont necessarily allow for expensive travel plans.
TThey are always looking for the best deal when
planning a trip.

Travel on.
Booking a flight. Finding a great deal on a nice hotel.
Reserving a rental car.
Travel is exhausting. Let us uncomplicate it for you. Use KAYAK.com to sift through flights, hotels and
rental cars for your next trip all in one search. Well give you an easy-to-use price comparison of travel
sites to ensure you get the best deal possible.
Once youve got everything planned, keep track of your trip plans through our My Trips software and
receive instant flight alerts, your itinerary, and price updates. Take KAYAK with you by downloading the
KAYAK app for your smartphone or device and take your travel plans with you.
Think of us as your personal travel assistant. Next thing you
know, well be getting your daily latte, scheduling your
appointments and picking up your laundry.
Travel is complicated. Were there to make it simple.
Travel on.
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Hundreds of flight options. Hotel rates that boast the best deal.
And dont forget about finding a the rental car that isnt miniature-sized.
With everything that goes into arranging a travel itinerary, no wonder people hate planning trips.
Let KAYAK uncomplicate travel for you.
KAYAK uses an easy-to-use price comparison with a single search to give you the best deal
possible. With our My Trips software, we keep track of your entire travel itinerary on an
easy-to-use page, giving you flight alerts, price updates and more to keep you
up-to-date with your travel plans.
Take us with you while you travel using our mobile app, available on smart phones
and devices. Easily pull up your itinerary, schedule, and
hotel and rental car plans instead of printing off pages
of information beforehand.
Travel is complicated. Were there to make it simple.
Where will KAYAK take you next? The Swiss Alps? Houston
for business? New York Fashion Week?
Let us know on Twitter: #TravelWithKayak.
KAYAK
:30 Radio
Im sorry, but
PRODUCTION NOTES: VOICES OF AIRLINE EMPLOYEES ARE TYPICAL AND EXPECTED FOR THE
OCCUPATION: A PHONY NICE VOICE, CALM YET STILL ANNOYING. ALL OF THEIR LINES BEGIN
TO OVERLAP ON EACH OTHER UNTIL THEY ARE ALL TALKING OVER EACH OTHER TO CREATE A
SSTRESSFUL ENVIRONMENT, UNTIL THE ANNOUNCER CUTS IN. ANNOUNCERS VOICE IS A
SOOTHING MANS VOICE.
SFX: AIRPORT NOISES: DINGS OF FLIGHT UPDATES, GENERAL HUSTLE AND BUSTLE, FLIGHT
ANNOUNCEMENTS OVER INTERCOM, THESE SFX LAST FOR ABOUT 7 SECONDS, BUILDING UP
AND THEN BEGINNING TO QUIET DOWN
AIRLINE EMPLOYEE #1: Your flight leaves in ten minutes. Please wait patiently while we weigh your
luggage
AAIRLINE EMPLOYEE #2: Maam, you may not check another bag. This one is too heavy.
AIRLINE EMPLOYEE #3: The rental car terminal is at the opposite end of the airport.
AIRLINE EMPLOYEE #4: Im sorry, but we do not provide a shuttle to that hotel. You can always walk!
AIRLINE EMPLOYEE #5: Im sorry, I show no record that you booked a flight with us.
AIRLINE EMPLOYEE #6: We dont print out boarding passes for you. Im sorry, but youll have to go
home and print another one.
SFX: ALL AIRLINE EMPLOYEES BEGIN TALKING OVER EACH OTHER. VOICES ABRUBTLY STOP WHEN
AANNCR CUTS IN.
ANNCR: Travel is complicated. Let KAYAK uncomplicate it for you. Well sift thousands of flights, hotels
and rental cars in a single search. When youve booked everything, well provide an itinerary for you
and give you flight and price updates. Use our KAYAK mobile app and take your travel plans with you.
(PAUSE)
Travel is complicated. Leave the planning to us. Those pesky airline employees will be impressed
you did.
K\K.|M
55 North Water Street, Suite 1
Norwalk, CT 06854 USA
For more information contact:
Abbey Tingle
Director of Media Relations
(999)-999-9999
FOR IMMEDIATE RELEASE:
KAYAK.com to give away six free trips to the Sochi Winter Olympics
NEW YORK (Nov. 12, 2013) KAYAK.com will be giving away six all-expenses-paid trips to the
2014 Winter Olympics in Sochi, Russia as part of a travel contest. Access to 10 events of the winners
choice will be provided. To enter, contestants must create their dream Olympic trip using KAYAKs new
interactive Pinterest board and submit their own board to KAYAK.com/gosochi. Contestants can use
KAYAKs price comparisons and search-by-interest tab to plan their dream Olympics vacation.
Founded in 2004, KAYAK.com was created by the cofounders of Expedia, Travelocity and
Orbitz. The website is an easy-to-use search aggregate that provides simple and easy-to-navigate
pri price comparisons for flights, hotels and rental cars. The KAYAK mobile app provides flight and price
updates and allows users to access their itinerary anywhere.
KAYAK.coms goal is to make planning a vacation stress free and simple, said John Jones,
KAYAK.com vice president of customer relations. We are excited to show customers that we not only
want to make travelling painless but that also we are loyal to our customers and want to give them
new and exciting opportunities. KAYAK.com will give away six large all-expenses-paid trips a year,
beginning with this years Sochi contest.
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