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Safeena Padder

presents:

25,000 miles
of home

ADV 575: Advertising Campaign Management
Professor Debbie Wideroe
Spring 2015
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CONTENTS
The Idea 5




Concise Thought
Statement of Intent
Mission Statement
The Product
The Cause

The Plan 17

Competitive Analysis
SWOT

Advertising Spiral

Marketing Mix

The Target 35


Person-Product Match
Explode the Dot
Demographic-Psychographic Profile

The Research 47
The Calendar 59

12 Month
Epic Idea

The Plan 87

12 Month Unlimited
Budget Comparison

The Creative 143
Packaging

Sample Print

Sample OOH
Rendering

Works Cited 152
About Safeena 153

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The Idea

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CONCISE THOUGHT

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Fernweh Bracelets are a line of leather bracelets made for the adventure sports
enthusiast and outdoor junkie. Every bracelet contains a vial of a natural element from
the most extreme and iconic locations of each sport. The bracelets speak to the
inherent longing for adventure-filled travel of those who wear them.

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Statement of Intent

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In 2011, I became independent and sold my belongings for a one-way ticket to California. In 2012, I
embarked on an 8-month journey of studying in Germany while opening my eyes to the wonders of
the world. By 2013, I had topped out on my first climb in the Sierra Nevada of Northern California. The
experiences and elements of my life have drawn me to finding “home” in travelling and challenging
myself with new adventures, trails, and climbing routes.
The people who had introduced me to climbing are the kind that reach higher, encourage each other
to go further, and go to extremes to challenge themselves to do better. They are at peace on rock
walls, finding solace in the adrenaline coursing through them as they cling to life at hundreds of feet
in the air. My roommate is a competitive surfer; I noticed that, like my climber friends, what so many
people view with fear, she views as a calling.
That is where Fernweh Bracelets come in. Adventure sports enthusiasts are inherently travelers.
The biggest waves, the toughest climbs, and the most iconic slopes are scattered around the world,
from the Himalayas to Pipeline, Oahu, waiting to be harnessed. We travel to challenge ourselves; we
travel to find home. Each Bracelet contains a genuine element from the most epic locations in a vial
to always remind us to reach higher, go further, and challenge ourselves—not just in our sport but
in our attitude toward life. The adventure lifestyle isn’t something we leave in the mountains or sea.
The strength, resilience, and courage are the things we take with us and use to invigorate ourselves
constantly.
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Mission Statement

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We serve to foster and spread the strength, resilience, and courage that our people
live by. We find home in challenges. We challenge ourselves to do good—
to the extreme.

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The Product

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The Cause

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The Extreme Good Foundation by Fernweh will be the cornerstone cause that the company supports. 10% of all sales will go toward the
foundation, which serves to reward grants to individuals and organizations who have a plan and proposal to embark on an adventure, or
expedition, for a good cause, whether it’s searching for an Amazonian plant that could restore platelet counts or embarking on a photographic mission to summit a daunting Himalayan mountain. The purpose of this foundation is to inspire individuals to keep reaching
higher and going farther, both in spirit and in the physical sense. Applicants are required to submit a video as part of their application on
social media for community input.

The Foundation will also be in close partnernship with a few causes that are personally significant to the founder, as well as those that
are reflected as important to the Fernweh community. Fernweh will remain in constant support of:

- Surfing the Nations

- World Vision

- charity: water

- Union Rescue Mission

The Foundation prides itself on being more than a monetary investor. Foundation members will also serve as mentors and coaches for
grantees, and help connect and provide resources to complete missions. Grantees are expected to document their mission, and, upon
completion, pay it forward in some way, whether that is teaching a community children’s group about their findings or participating in
outreach with Fernweh.

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The Plan

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Competitive Analysis

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Lokai
PRODUCT: Lokai offers a single bracelet style. They are the only competitor to infuse natural elements from around the world.
The product is a beaded bracelet, with one bead containing mud from the Dead Sea, and the other containing water from Mount
Everest. The mantra is to stay humble and stay hopeful in order to find balance.

HISTORY: The bracelet took off in 2014, with celebrity actors and actresses, like Ashley Green, Ashley Benson, and Oprah,
sporting them in social media. It was started by Cornell University freshman at the time, Stephen Izen.

MARKETING: The primary consumers are young (18-24), globally minded, active, and educated. 10% of net profits are given
to charity. Lokai sells in its online store and through retailers. The company appears to market almost exclusively online, and
primarily through social media outlets. Tagging the bracelet with the hashtag #livelokai has trended in the past year.
CAUSE: Lokai donates 10% of its net profits to charitable partners including charity:water, the Cure Alzheimer’s Fund, Pencils of
Promise, Music Bearts Hearts, American Himalayan Foundation, Bent on Learning, and the Kind Campaign.
COST: The bracelets cost $18 each online.
STRENGTHS: Still in its pioneering stage, Lokai has taken off and become trendy amongst young adults. The concept is simple
and inspirational. There is a chance that the simplicity of the company and the product will allow it to stick, especially as it does
not particularly alienate any demographics. Another strength is that the bracelet resources appear authenticated.
WEAKNESSES: Because there is only one design and no announced intention of expanding in product development, a major
weakness is that the bracelets might fizzle out as a fad, with little to keep it relevant. While subscribership is high on social
media, Lokai is not very active or innovative in its posts. $18 can be considered expensive for a bracelet to the younger target
demographic. This is especially true because the water in the beads can evaporate due to the porous material.

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Pura Vida
PRODUCT: Pura Vida sells handmade bracelets from Costa Rica. The drawstring bracelets come in innumerable styles, charms,
and colors, and the company prides itself on each threaded piece being unique. The bracelets promote a conscious and simple
lifestyle, as “Pura vida” is a Costa Rican phrase that means “pure life.”
HISTORY: Two college graduates who were travelling on Costa Rica and met a bracelet-maker named Jorge started Pura Vida.
After bringing back 400 to sell in America, the company has since grown to being sold in thousands of stores across the US, with
Jorge growing his business as well. The company is worth millions of dollars with $2 million+ in annual sales.
MARKETING: The Southern Californian-based bracelets are especially popular amongst young surfers, popping up in numerous
surf retail stores and boutiques. With hundreds of thousands followers, Pura Vida posts engaging content regularly to social
media, which is also its primary advertising outlet of choice. In fact, Pura Vida is touted for its organic, grassroots marketing and
loyal consumer followers on social media. The bracelets have been sported by celebrities like David Beckham, Robert Downey
Jr,, and Victoria’s Secret models inthe 2012 swim catalogue.
CAUSE: Pura Vida has 166 chairty partners and sells 234 charity-based products. They have provided 80 full-time jobs to Costa
Rican artisans and have donated $317,688 to their partners. The company benefits the Surfrider Foundation, which cleans up
beaches, by donation 1% of all its profits.
COST: The bracelets start at $6 for a simple style and go up to nearly $100 for special styles.
STRENGTHS: A unique strength is that they provide fundraising opportunities for teams, charities, and other organizations with
their bracelets. Another important strength is that each bracelet is uniquely made and handcrafted. They have also experienced
exponential growth in just a few years.
WEAKNESSES: The most prominent weakness is that, with a dedication to sourcing all bracelets from Jorge, a succession plan
may not be set up or demand could exceed production abilities, which may ultimately take away from the “unique, handmade”
element of the company. Furthermore, with so many different styles being created, the company can lose focus of their core and
recognizable style. Pura Vida is also the name of numerous companies and is better known as the mantra of Costa Rica than it is
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as a bracelet company, which could confuse customers.

The Giving Keys
PRODUCT: The Giving Keys are necklaces with pendants made from old, discarded keys. The keys are engraved with inspirational
words. Receivers of the key are encouraged to give the key away at some point to someone who they feel is in higher need of it.
They are then encouraged to share the story of why they gave the key away.
HISTORY: The LA-based Giving Keys were started by actress Caitlin Crosby in 2008. She wore a key as a necklace and came up
with the idea to engrave worn keys with inspirational sayings. After getting dinner with two homeless people named Rob and
Cera, she found that Cera was a jewelry-maker and they almost immediately started creating Giving Keys.
MARKETING: Their target focuses on young females (18-24 year old), largely playing on the empowerment of love, femininity,
and art, more than the other competitors do. They too generate buzz almost exclusively through social media and community
outreach. The necklaces are sold at 500+ stores internationally, including Kitson, Anthropologie, and Nordstrom. Caitlin Crosby
publicized her product in a TEDx event and the Huffington Post. It has been featured on The Today Show, Elle, People, E! News,
Last Call with Carson Daly, MTV, and Relevant Magazine.
CAUSE: Caitlin Crosby partnered with United Way and PATH (a transitional home in LA), and has been employing homeless
people in order to put them in permanent houses. The company has also partnered with LA-based non-profit Chrysalist. They
also help various cause-based charities fundraise using their products.
COST: The classic pendant costs $35.
STRENGTHS: A unique strength is that they provide fundraising opportunities for cause-based charities. charities, The company’s
business model is also strong, with consumers being encouraged to give away their keys, both generating demand and spreading
product visibility. Local impact is also something that many consumers find important.
WEAKNESSES: The Giving Keys are trendy among young females, which could lead to a fizzle-out if not carefully cultivated and
grown. As products expand, it’s important that the company not lose focus on what makes them unique; an iPhone case is not so
readily shared as an engraved necklace. Another potential weakness is that the “star” factor that got the company up and running
can fade if Caitlin Crosby’s credibility or fame fades.
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SWOT

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STRENGTHS

WEAKNESSES

- California business location is central to 3

- Sourcing and authenticating materials can

huge adventure sports: snow, surf, climb

be expensive

- Network of interested photographers/

- May be seen as unsustainable (leave no

adventure enthusiasts

trace mantra)

- Sources unique materials from around the

- Water resistent coat may wear

world ethically and sustainably

- Founder has minimal credibility in extreme

- Low capital required

sports

- Meaningful jewelry is in style

- “Most iconic” is subjective for element
sourcing

OPPORTUNITIES

THREATS

- Merchandising to local surf/ski shops

- Lokai bracelet is leading “meaningful”

- Target market values experience over things

jewelry with natural elements

--> community outreach

- Lifestyle brands are well-established within

- Athlete involvement in sourcing expeditions

target market

--> Increase credibility

- Lifestyle bracelets are cheap --> price wars

- Climbing market growing exponentially

- Meaningful jewelry = fad?

- Niche target market also appeals as general

- Interest in adventure sports’ lifestyle may

lifestyle brand (i.e. non-surfer interest in surf

fade

culture)

- Federal regulations may affect sourcing

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Advertising Spiral

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Pioneering Stage: During the pioneering stage of Fernweh Bracelets, the main goal is to get the target audience aware of the
product, its meaning, and the lifestyle that it speaks to. This would include heavy advertising on multiple media, including, but not
limited to, social media, television, online, community engagement, and print. Platforms would include magazines like The Red
Bulletin and Outside Magazine and placement advertising in adventure films such as 180° South. Fernweh would also establish
sponsorships with renowned athletes and a strong presence on Facebook, Pinterest and Instagram.

The goal is that Fernweh bracelets will spark interest and become a symbol of strength, resilience, and courage because the
right consumers will associate it with striving for their highest goals. They will know and trust the authenticity of the product and
its elements, and be emotionally motivated by the social responsibility interest of the company. Advertising outputs will set it
apart as “one-of-a-kind,” with a meaning and quality that cannot be forged or duplicated. Fernweh Bracelets will place itself as an
integral piece to the adventure sports lifestyle.

Integrating Fernweh into the adventurer’s lifestyle will not come naturally even in ubiquitous placement. Advertising messages
will have to convey all of the core elements of Fernweh-- the product, cause, and inspirational value-- in each of it’s advertising
pieces. This means a focus on sharing how and why Fernweh was started, what the bracelet has to offer, and the advantages of
the qualities that the bracelet represents. Messages may also include more imagery of the product itself, as well as the full logo,
name, and tagline. The call to action should also encourage consumers to learn more, “Like” the company, and purchase the
product.

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Competitive Stage: In the competitive stage, Fernweh bracelets must maintain its brand and remain the go-to adventure lifestyle
jewelry item. At this point, consumers will be aware of the product and meaning of the brand, and will continue to be reminded of
their trust in Fernweh.

Advertising outputs will focus less on product education, and more on differentiation and altruism to the adventure sport lifestyle.
Fernweh would no longer be able to rely on consumers purchasing the product by giving them a reason to buy a motivational
adventure bracelet. Rather, the company will produce simple and effective ways to show consumers that Fernweh bracelets
are simply better than “the others.” One way Fernweh could do this is by focusing on the “do-good” aspect of the company.
Community outreach, PR, and organic social media advertising will be more important than paid traditional media. Innovative
advertising strategies, like dedicating advertising dollars to a unique social project, will establish Fernweh’s roots in being a way of
life more than a money-obsessed company. This will actually appeal to the consumers we are trying to reach.

Another way Fernweh can thrive in the competitive stage is by maintaining loyal sponsorships with athletes, creating an
atmosphere of tradition and trust about the bracelets. This strategy exemplifies Fernweh’s genuine involvement in the sports,
lifestyle, and community that its consumer’s value so highly.

A third way is by, as a company, “owning” its own mission and interacting with competitors in a way that is seen as positive
rather than cutting. For example, Fernweh donating to Company X’s “cause” will show that Fernweh truly does good, has a high
standard of “sportsmanship,” and, because it’s a better company, is not worried about Company X as a competitor. By nature, this
would work to Fernweh’s competitive advantage, as its “do-good (to the extreme) business model is publicized. Furthermore,
Fernweh can differentiate itself by publicizing and being trasparent about the process of product production. Many “responsible”
companies actually source materials unethically, so Fernweh can rise about the competitive clutter this way.

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Retentive Stage: The retentive stage would be comprised of more subliminal advertising from Fernweh. The main goal would be
to keep Fernweh present, relevant, and a leading brand for its consumer. A special way Fernweh could do this is by maintaining
a blog where community members/consumers are chosen to go on a Fernweh-inspired adventure trip. Such trips would keep
Fernweh relevant in the online sports adventure community.

Other advertising pieces would be simple, constituted of the product, and a lifestyle reel or photograph. Fernweh would get to a
stage in which is it recognizable just by its color, logo, or tagline, which will remind consumers of their trust of the brand. A typical
advertising piece would be more about telling a story of adventure, rather than being instructive or establishing why the company
is better. Fernweh would focus on its people-- those who represent Fernweh in inspiring ways-- to further solidify the brand. By
focusing on stories and people who demonstrate strength, resilience, and courage, Fernweh will be woven into the narrative of
the adventure lifestyle follower. This will be the stage with the least amount spent on advertising dollars. With more focus on the
Fernweh community, most publicity will be garnered organically online through social media platforms.

Re-Pioneering Stage: The re-pioneering stage would serve to bring a fresh relevance to Fernweh Bracelets. There are a few
ways that Fernweh could do this. At this point, the company would have expanded on its product line. Such expansions include
creating other types of jewelry, like bracelets made with different styles.

With the rise of potential competitors, Fernweh would need to follow through on advertising strategies that are yet more
innovative, that would be exclusive to Fernweh. Without anticipating a complete rebrand, Fernweh could focus on the traveler
aspect of the bracelet over the “extreme sports” aspect. This would widen the segment and allow the company to reach people
who didn’t quite fall into doing things “to an extreme.” For example, rather than heavy marketing around the X Games, Fernweh
would place emphasis on sponsoring National Parks and UNESCO World Heritage Sites. Another business model change that
could translate to unique publicility would be Fernweh giving grants to selected expeditions submitted in a video contest. These
expedition grants, though travel and adventure-filled, would ensure that Fernweh doesn’t get cast-aside as yet another surfacelevel lifestyle company. The videos, promoting a marriage of research, social responsibility, and adventure, would spread across
social media and be the epitome of what the mature Fernweh represents.

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Marketing Mix
4 ps + 5 cs

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PRODUCT: Fernweh bracelets are a line of bracelets for the adventure sport enthusiast and outdoor junky. They inspire strength
courage, and resilience through avenues of athleticism and travel. The bracelets are a symbol of an everyday way-of-life and
attitude for adventure seekers, a constant reminder to challenge themselves. They are a piece of home, when home is found
in worldwide challenges. Each bracelet is constructed of genuine, water-resistant leather for durability, held by a drawstring for
comfortable, adjustable fit. Seamlessly secured to each bracelet is a small vial.

Each vial contains genuine elements from the most extreme and renowned locations for a variety of adventure sports, starting
with surfing, climbing, and skiing. Surf bracelets would contain water from destinations like Pipeline, Oahu or the Portuguese
Coast, where the biggest wave ever surfed was recorded. Climbing bracelets would contain glacier runoff or salt from K2,
Pakistan, which is considered the toughest climb in the world. The ski bracelets would contain runoff from the most iconic slopes
in the world, such as Les Arcs in France. Packaging will be minimal and recyclable. Because of the non-porous nature of glass,
the substances inside will not be subject to excess evaporation or diminishment.

PRICE: The competitor, Lokai, has its bracelets priced at $18. Fernweh bracelets will aim to sell each bracelet for $11. Meaning
can be added to this price point because the locations that the elements are #1 and 11 is 1 more than the general ranking of the
highest score you can get (10) +1. It furthers the symbolism of always reaching higher. Once sourcing and manufacturing costs
are determined, the price may have to adjust. While the elements of the bracelet are inexpensive, even free, ethical sourcing
can prove costly, but that is something Fernweh stands by. If the bracelets require a higher price, it will be $19.60 for the 196
countries in the world. The price will be adjusted when bought in bulk for consumers to sell for cause-based charities and
fundraisers.

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PLACE: The product will be advertised through platforms focused on social media and community outreach/out-of-home, and
will also include print, television, and Internet. The bracelets will initially be geo-targeted in regions of the United States that
have a strong adventure sports presence and physical geography. This includes the West Coast, Pacific Northwest, Hawaii,
Alaska, Colorado, Montana, New Hampshire, Utah, Wyoming, and other areas that host national parks, ski resorts, and surf spots.
The company will be headquartered in California, where there is a crossroads of climbing, surfing, and skiing. The elemental
materials will be ethically sourced by local people of each location, such as mountain sherpas, and shipped to California for
assembly and distribution. The bracelets will be sold in local surf shops, ski shops, and gear shops, as well as online. Online
boutiques such as Etsy can also be used. One online platform that Fernweh could use to launch the product and initiate branding
is Kickstarter, where investment is crowd-funded in exchange for first-generation goods.

At the beginning of Fernweh’s launch, the company will focus promotion primarily in California to establish it as an authentic
Golden State brand, with the enviable trademark culture of the state. Fernweh will branch out throughout the year to Hawaii,
Boston, Washington, and the other high-adventure areas listed.

PROMOTION: Fernweh will focus its promotions on social media, community outreach, and out-of-home. Because adventure
sports athletes have a strong community and lifestyle identity, the goal of promotions would be to become an integral part of
that community and lifestyle. The stype of promotion would be very visual, using photograph-heavy advertising and marketing.
This will make the experience more “real” and allow the target market to connect the brand to their personal experiences and
each other.

Promotions might include hosting sourcing expeditions, by which consumers are chosen to travel to destinations that the
bracelet elements are from, participate in extreme expeditions, follow how the elements are sourced, and blog their adventure.
To enhance the sense of community, social media will be utilized as a promotional platform to share experiences while wearing
Fernweh. Because giving back is such an important part of Fernweh, consumers will also be chosen through promotions to
accompany our chosen foundation on expeditions to carry out our giveback outreach. The goal is for our promotions to be seen
as organic, experiential, and unique.

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COMPANY: As a small, new company, Fernweh is bound to have some company restraints. As the company grows, it’s important
that all people involved know and live the mission. Each person in the company will be considered a brand ambassador. However,
oversight can only go so far. This product also requires a fair amount of investment before it is ready to hit the market. This is
because all of the elements must be genuine and sourced ethically, as well as manufactured with quality. There is a chance that a
large supply of the bracelets will be produced and then fail as it debuts into the market, leaving the company with a loss of profit.

COLLABORATORS: Fernweh relies on careful collaboration, which can result in tenuousness for the business when a link is weak.
The most difficult part of collaboration will definitely be ethical sourcing. Fernweh needs to find a way to affordably, efficiently,
and safely source authentic elements from around the world. This requires communication and coordination with local workers
and organizations, from mountain sherpas to federal lands and recreation administrators. Especially in sourcing from unfamiliar
countries, Fernweh needs to be careful in respecting international regulations and customs while taking care not to be swindled.
Another potentially really beneficial collaboration is working with established adventure sport companies and athletes, such as
sponsorships and project partnerships.

CUSTOMERS: Customers are at the cornerstone of Fernweh bracelets. Our company is all about the customer experience and
lifestyle, so it’s important to follow consumer trends and interests. Thus, staying up to date and really listening to our target market
is necessary to the survival of Fernweh. The adventure sports market is constantly changing and expanding, so Fernweh has to
be sure not to pigeonhole its customers. For example, more types of people are starting to rock climb. It used to be a cheap “dirtbag” sport, but it has progressively become more elite, respected, and accessible. Fernweh needs to be aware of these consumer
changes without expanding beyond scope. Fernweh’s target market also believes in investments of quality, without the flashiness,
so that’s important to remember when branding.

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COMPETITORS: Fernweh’s current main competitor is Lokai Bracelets, which is a beaded bracelet with elements sourced from
Mount Everest and the Dead Sea. The message of the bracelet is quite different—staying balanced—but it’s important to further
differentiate Fernweh so it’s not considered a copycat or knockoff of Lokai. Lokai bracelets are selling more of an idea than a
lifestyle, so Fernweh will benefit from focusing on the adventure sports lifestyle. There are also a number of other “meaningful
jewelry” companies that Fernweh will be in competition with in the market for lifestyle bracelets, including Pura Vida and Alex
& Ani. The style and story of Fernweh is very different, but, especially in the surf culture/lifestyle in which cloth bracelets are
very popular, Fernweh must find its segment. Luckily, part of the meaningful bracelet style is wearing many at the same time, so
consumers aren’t just trying to find one bracelet.

CLIMATE: Socioeconomic climate is an important outside determinant in the success of Fernweh bracelets. It’s important for
Fernweh to debut in a culture that seeks out meaning and experience, which is currently the case amongst millennials and young
adults. However, as preferences change, Fernweh will need to adjust as the climate changes. Fernweh represents elements that
will thrive in a society that values both individualism and community, but it’s vital that Fernweh knows where on the scale the
socioeconomic climate is. The company is dependent on the cultural prominence of adventure sports, such as the surf culture,
climbing community, and snow-sport lifestyle. If there is not interest in these niches, then Fernweh has little foundation. The
bracelets are also a product that will also likely only survive in an economy of disposable income. This is because the bracelet
does not serve a highly functional purpose and is a symbol of experiential wealth, which is realistically only achievable when
consumers hold at least some faith that they can realize their travel/adventure dreams. On the other hand, even in an economic
downturn, Fernweh can adjust to be a source of inspiration to remain hopeful, adding a higher meaning valuation.

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Strategy is a challenge, and challenges are
Fernweh’s specialty. With a little creativity, and
a lot of daring, Fernweh will be a pioneer in
the market.

Be brave. Take risks.
Nothing can substitute experience.
- Paulo Coelho

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The Target

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Person-Product
Match

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CONSUMER
Young
Adventurous
Traveler

FERNWEH BRACELET
New
Expeditions
Dream-builder

Frugal

Inexpensive

Globally-minded

Giving back

Unflashy
Minimalist
Sustainable
Athletic

Brown leather strap
Simple
Natural elements
Inobtrusive/ Adjustable

Confident

Confidence-booster

Resilient

Tear/Weather-proof

Courageous

Not for the faint of heart

Low-maintenance

Long-lasting

Experience-oriented

Inspirational

Leaders

Statement-making

This match-up indicated that the consumers that Fernweh is targeting share similar and unique characteristics with the product itself. This is
key in establishing a trait-based relationship between consumer and product. Overall, the consumer is a young, adventurous spirit who values
experience above material. Our target is active and prefers simplicity to an extravagant lifestyle. The consumer has a traveler’s heart and an
athlete’s mind. In further product development and advertising, Fernweh must be sure to continue to reflect these qualities and stay relevant to
the target. The bracelets unique features, both physical and emotional, ensure this.

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Explode the Dot

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Demographic +
Psychographic
Profiles

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Age: 18-34
Gender: Male
Education Level: Some college, recent graduate
Life-cycle stage: Bachelor stage
Average Household Income: $52930
Relationship Status: Single; Unmarried
Ethnicity: White
Top Locations: San Francisco, Los Angeles,

“Companies or brands that successfully market
to Millennials are ones that recognize that there
is no such thing as a ‘Millennial’—just individuals
or groups of individuals who are at a similar
lifestage and have lived through similar
experiences. They want to be treated for who
they are, rather than be lumped together
and labeled.”

New York, Provo, Denver

Generation: Millennial

Fiona O’Donnell, Senior Lifestyles & Leisure Analyst
Mintel, February 2014

According to Nielsen PRIZM Market Segmentation Research, Fernweh’s target market most closely falls under the “Up-andComers” segmentation comprised of upper-middle class younger people with no children. They are the segment of people in a
life transition after college and before marriage and a less mobile work-life. This segment is aged 25-44 with a disproportianately
high number of recently graduated college students. They live in second-tier cities and, according to PRIZM, do things like buy
from priceline.com, travel to South America, read Cigar Aficionado, watch South Park, and own Nissan Altima Hybrids. They are
typically White, Asian, or mixed in ethnicity. Up-and-Comers have high density in West coast-hugging small cities.

Secondary PRIZM segmentation is the “Bohemian Mix” of the most liberal lifestyles followed by urbanites with high mobility. These
early adopters are upper-middle class renters with above-average income.They are diverse in age, ranging amongst young
singles, couples, and families. Also according to PRIZM, Bohemian Mixes do things like buy from The Gap, watch foreign movies,
read GQ, watch Boxeo Telemundo, and own an Audi S4. They hold a high concentration in San Francisco county, CA, Los Angeles
county, CA, and New York county, NY.

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According to VALS “Values Attititudes and Lifestyles” Survey by SRI International, the consumers that Fernweh would be targeting
are primarily Experiencers and secondarily Innovators.

As Experiencers, Fernweh consumers are:

1. Both socially and physically active

According to an analysis by the University of Minnesota Duluth,

2. Motivated by self-expression

consumer characteristics of experiences are that they follow fashion

3. Craving variety and risk in their lives

and fads, spend money on social activities, are impulse buyers,

4. Young with high resources (purchasing power)

perceptive to advertising efforts, and enjoy rock music. It is also

and high energy

interesting to note that they are characterized as being generally

5. Interested in new products

politically apathetic and, while they abhor conformation, admire

6. Highly invested in social media

wealth, power, and fame.

As Innovators, Fernweh consumers are:

1. Cultivators of personal image for reasons

of self-expression (tastes and personality)

According to an analysis by the University of Minnesota Duluth,
consumer characteristics of innovators are that they are skepitcal of

2. Challenge-seekers

advertising efforts, magazine readers, and minimal TV watchers. They

3. Craving variety and rewarding experiences

enjoy nice things and new products (1996).

4. Interested in “authentic” products

5. Invested in technology and use the most

internet (not social)
6. Considered with social issues and politics

According to a GeoVALS study conducted in 2009, Innovators are 10% of the US population, making them the most unique, while
experiences constitute 13% of the population, which has been growing from being the smallest market segment with the
consumer rise of millennials. Experiencers have their biggest segment in the Mountain region, and is also high in Pacific, West
North Central, and West South Central regions. Innovators are significantly more prevalant in New England at 13%, but also have
above average representation in the Pacific (11%) and Middle Atlantic regions. Utah is 18% Experiencer. It’s also interesting to note
that targeting counties with high concentrations of Innovators, like Santa Fe, NM, can help a product launch.
42

So where are these Fernweh folk?
PRIMARY / FLAGSHIP MARKETS: Los Angeles, California || Provo, Utah || Honolulu, Hawaii
SECONDARY MARKETS: San Francisco, California || Seattle, Washington || Denver, Colorado || Boston, Massachusetts
TERTIARY / TEST MARKETS: San Diego, California || Reno, Nevada || Santa Fe, New Mexico

43

Why does Fernweh represent what it does?
“Extreme Sports: A Positive Transformation in Courage and Humility” published in the Journal of Humanistic Psychology described
extreme sports participants as characterized by courage and humility in their active exploits (Brymer & Oades 2008). The authors
claim that adventure athletes, as those represented by Fernweh, seek out these qualities in order to gain perspective on life and
humanity, and ultimately a positive transformation of self. It has largely been understood that extreme sports are a matter of unnecessary risk, but there are innumerable personal positive movements that participants experience. Risk is simply an element of
a journey.

“A Phenomenological Investigation of the Experience of Taking Part in ‘Extreme Sports’” published in the 2008 Journal of Health
Psychology further examines the meaning behind participating in activities that are physically challenging and risky (Willig). WIllig
concludes that these people are seeking more than thrills These sports allow people to experience existence in novel ways, such
as “flow.” The same journal published an article that stated that intense fear, characteristic of life in general, is experienced in a
way in extreme sports where the participant accepts that control of fear is not always an option, but the best way to deal with fear
is to keep moving in full participation (Brymer & Schweitzer, 2012).. It is a challenge of the mind to move toward a greater
understanding of self. The feeling is inexpressable.

Furthermore, Brymer also found that extreme sports are often conducted in conjunction with adventure travel and the idea of
stepping outside one’s comfort zone. Adventure sports tourism has increased significantly, according to Mintel, representing $1-$2
billion dollars in the tourism industry in 2007. This is an element of outdoor adventure sports that Fernweh will expound and capitalize upon.

tl;dr answer: it’s people
[ courage, resilience, strength ]
44

Anything
that gets your
blood racing
is probably
worth doing.
- Hunter S.
Thompson

45

46

The Research

47

The following survey was developed and administered online using Kwiksurveys.com to 141 respondents. The survey was shared
primarily through social media, but also taken in-person. Respondents were almost exclusively from the USA, with some from the
United Kingdom and Czech Republic.

My name is Safeena Padder and I’m a senior at Pepperdine University. I am completing this survey for a product I’ve come up
with for my Capstone Advertising class to be pitched to numerous investors in April. Your feedback is appreciated AND 1 of every
25 respondents will receive a FREE BRACELET upon production!

I am creating a line of leather lifestyle bracelets made for the adventure sports enthusiast and globally minded traveller. Each
bracelet contains a vial with a natural element from the most extreme locations from around the world of each specific sport,
including rock climbing, surfing, and skiing/snowboarding. Sales will also benefit social change organizations that make outdoor
adventure sports and lessons more accessible for children who would otherwise not be able to afford them.

48

49

50

51

52

53

Analyses: Primary & Secondary
Primary: Of the 141 respondents, there was a relatively even split amongst males and females. The overwhelming majority (85.1%)
were 18-24 years old, due to the demographic of people that the survey was exposed to. The majorily (68.1%) were also White/
Caucasian followed by Asian/Pacific Islander (14.9%).
Rock-climbing was interestingly identified as the most widely-enjoyed sport, followed by skiing, surfing, and finally snowboarding. An overwhelming majority (76.6) said they preferred to make their outdoor clothing and accessories purchases in-store rather than online, with the most popular of those stores being REI, Patagonia, and the North Face.
Because Fernweh advertising will have a large focus on content
marketing, it’s important to recognize what motivates our demographic to share content. Based on this question, the most
motivation comes from wanting to spread awe-inspiring content
(34.0%) and from showing what you value/identify with (36.2%).
Another significant motivator was spreading content for social
change movements or charitable causes (25.2%).
Secondary: the New York Times Customer Insights Group published a study in 2012 titled “The Psychology of Sharing: Why Do
People Share Online?” The author established 5 main reasons
that social media users share content. 1- To bring valuable and
entertainign content to one another, 2- To define themselves
to others, 3- To grow and nourish our relationships, 4- For selffulfillment, and 5- To spread the word of a cause (Brett, 2012). Of

54

1. Entertain
2. Identify
3. Seek validation

the 6 identified personality types that spread content, Fernweh
consumers fall mostly closely under “The Hipster” and “The Boomerang.” The hipsters are young, creative, and popular, sharing
content that defines their identity. The boomerang share to get
a reaction and feel validated, gaining empoerment from social
media.

Primary: Respondents were asked to rank the causes they cared about from most to least. The final ranking and weighted
averages concluded with the following rankings:
1- Human Rights, 2- Education/Literacy, 3/4- Medical Research /Disaster Relief, 5- Environmental Sustainability, 6- Arts/Culture.
These rankings will help guide Fernweh in reflecting its consumers’ values in regards to community outreach and charitable
giving. It’s also notable that the survey showed that 59.6% preferred to support causes in their home country rather than
internationally. This will translate to the impact that Fernweh makes, especially in community outreach. The biggest ways survey
participants choose to support causes they care about is by giving time (72.3%), giving money (61.7%), giving money (46.8%), and
sharing on social media (44.7%). In order to make Fernweh’s impact even relevant to its consumers, the company needs to
understand how its consumers perceive impact. Of all the publications listed, the most commonly read were National Geographic
Traveler (38.3%), Travel & Leisure Magazine (14.9%), and Surfer Magazine (17.0%). Combining consumer values, such as causes they
care about, with their lifestyle preferences, such as the magazines they read, will guide Fernweh to the most effective marketing
strategies.
Secondary: According to Crain’s Chicago Business, millennials crave corporate social responsibility (Swinand, 2014). According to
the study, 3 out of 4 people aged 18-34 believed that companies should address needs to create economic value for society. It’s
important that companies focus on relevant issues, rather than trying to spread across mulitple issues and ultimately lead to little
impact. Employee engagement in community outreach goes much farther than cutting a check or singular service days.

Ultimately, millennials want to be
[part of a movement]
An Adweek article titled “Cause-Related Marketing and Millennial Mindset” points out that 24% of the generation believe that they
can make a difference in the world by buying a product that supports a cause (Barakat, 2014). They are 83% more likely to trust
the company and 79% more likely to purchase the company’s products. Yet, not many companies are effectively reaching
millennials this way. This is another thing that Fernweh can learn from and capitalize upon. There is an unsaturated market for social responsibility that actually isn’’t all about the Benjamins.
55

Top snow sport location: Les Arcs, France
Natural element: Glacier runoff from the top

Record: The average snowboarder travels between 25
and 35 mph, but Australian Darren Powell recorded a
top speed of 126.4 miles per hour at Les Arcs in 1999
(The Clymb). He is the world’s fastest snowboarder.

Top surf location: Oahu, Hawaii, USA
Natural element: Pacific Ocean water
Alternate: Nazare, Portugal
Natural Element: Atlantic Ocean water

Record: In 2014, 24-year-old English Andrew Cotton
surfed an 80 foot wave off the coast of Nazare,
Portugal. This is the largest wave ever surfed recorded
to date.

Top climbing location: Yosemite, California, USA
Natural element: [cannot take resources out of park]
Alternate: The Himalayas
Natural Element: Himalayan pink salt

Record: In 2015, Kevin Jorgeson and Tommy Caldwell
sent the Dawn Wall in Yosemite, the most difficult climb
known to date.
56

I was born very far from where I’m supposed
to be, so I’m on my way home.
- Bob Dylan
57

58

The Calendar

59

January
extreme resolutions || winter x games

60

Newspaper Top 8 National, Top 7 in Colorado [Sports section]
Magazine Top 7 Skiing/Snowboarding, Top 9 Lifestyle for Active Men
TV Cable [prime time; 8 PM to 11 PM]
Radio Indie, Rock, Reggae [morning drive; 6 AM to 10 AM]
Online Banner ads and content marketing will appear on the following websites: ESPN, Red Bull, GoPro, Vail Resorts,

Aspen Snowmass, and Frontier Airlines. Banners will highlight collaboration with X Games, partners, and athletes

for snowboarding and skiing. The banners will feature renowned adventure athletes

expressing their “extreme resolution,” as copy. An online “choose-your-adventure” interactive platform will allow

new Fernweh website subscribers to curate an ideal trip to Aspen, CO for the X Games as a contest entry.

Social Media Launch brand on platforms including Pinterest, Instagram, Facebook, and Twitter. Promote consistent brand

hashtags of #Fernweh and #theFernwehWay. The hashtag #mychallenge will be promoted with the launch of this

campaign, by which social media users will announce their extreme resolution as a personal challenge. Share user

content, especially images with people wearing Fernweh, on platforms.

OOH Top 25 ski towns; at the ski towns, all of the snow-plowing trucks will be equipped with a mountain-cutout truck ad

that says, “ #MyChallenge is just to keep moving mountains.”

Outreach Throughout the month, leading up to and during the X Games, Fernweh field employees will conduct community

outreach by taking local children with varying mental health disabilities like autism, out for a snow day. They will go

tubing, given ski or snowboarding lessons, and introduced to accomplished athletes. In order to maintain purity of
intention, no media from children’s outreach will be used in paid advertising.

Publicity/PR The company will also host a TedX symposium in collaboration with the X Games, in which a spokesperson for

Fernweh will give a talk about being bold in our resolutions to do good to an extreme. Lastly, as a lead-in to the

surf-culture side of Fernweh, the company will put out a warning for extreme weather conditions on the sunny

North Shore. By morning surf tide during the X Games, there will be fake snow flurry along the shore.

1. Fernweh becomes official sponsor of the X Games in Aspen, Colorado.

2. Fernweh brings “extreme” snowy conditions to the sunny beaches of the North Shore.

3. Fernweh makes its debut as a socially-conscious lifestyle company at inspiring TedX Symposium.

Green Idea Fernweh Bracelets will be launched with recyclable no-plastics packaging. Fernweh will also host a post X Games

luau-themed “beach cleanup” party on the mountain, lending a helping hand to maintain the pristine mountains.
61

February
the best adventures are shared

Photo by Benj Haisch
62

Newspaper 2 Top National, Top 12 in California [Lifestyle section]
Magazine Top 9 Outdoors adventure, 3 Wedding
TV Network (Daytime)
Radio Indie, Rock, Reggae [morning drive; 6 AM to 10 AM]
Online Banner, background or content ads and will appear on the following websites: Surfline, Magic Seaweed, Super

Topo, REI, Surf the Nations, and National Geographic Traveler. The banner ads will portray everyday people sharing

adventures, big and small, in either video or photo.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtag #FernwehWithMe will be

promoted, by which social media users will describe an adventure they want to share with someone as contest

entries for a Fernweh expedition. Fernweh will also cultivate brand Pinboards and how-to content in Youtube.

OOH Along the West Coast, and focused in renowned surf towns, Fernweh will have numerous actors dressed as Sam

and Frodo from Lord of the Rings. The actors will be carrying surfboards and play hitchhikers trying to get to New

Zealand for the surf. They’ll carry a simple cardboard sign to advertise Fernweh. Every driver that stops to offer a

ride or ask about them will be given a bracelet. This will tie into PR.

Outreach Fernweh will participate in a buddy program with marginalized children around the city in which the company is

headquartered, providing surf lessons and climbing excursions.

Publicity/PR Fernweh will host and sponsor adventure wedding ceremonies at national parks including Zion, Yosemite, and the

Grand Canyon. All guests will be wearing Fernweh bracelets. The company will also coordinate elaborate

adventure-based proposals.

1. Photo Editorial: Fernweh wedding reaches new heights as bride and groom say their vows amidst the mountains.

2. Lord of the Bracelet: Familiar Fernweh hitch-hikers are trying to get back to the Shire for a surf sesh -- and

they’ve got bracelets to spare.
3. Fernweh spreads the adventure love: employees teach kids how to surf and climb in LA.

Green Idea Fernweh will launch a campaign to clean up the amount of waste along shore of California and Hawaii to be

equivalent to the amount of waste estimated to be floating as a giant mass toward Hawaii. Fernweh can

simultaneously educate people about the mass and problem of pollution.

63

March
female strong || international women’s day

64

Newspaper Top 4 National, Top in each geographic market [Editorial section]
Magazine 6 Outdoor adventure, 9 Women’s fitness/lifestyle, 3 Men’s
TV Cable [prime time; 8 PM to 11 PM]
Radio Indie, Rock, Talk [morning drive; 6 AM to 10 AM]
Online Content marketing and banner ads will appear on the following sites: Good Magazine, Upworthy, Jezabel, GoPro,

and National Geographic Traveler. The banner ads will portray confident women seeking their next big adventure.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtag #FemaleStrong will be

promoted, by which social media users can heighten a dialogue on the growing role of women in adventure sports.

Social media campaigns will run strong on Wednesday for #WCW (woman crush Wednesday).

OOH Top 10 cities in California; Fernweh will paint the side of select 80-foot tall buildings with an 80-foot wave (tallest

ever surfed) and a surfer wearing the bracelet. The wall will be noticeable and to-scale.

Outreach Fernweh will host a festival at Muscle Beach at Santa Monica Pier with all proceeds funding charities that combat

sex trafficking in Los Angeles. The festival will be a celebration of strengths of all kinds of people, with competition

on the swinging rings, etc.

Publicity/PR Fernweh will take a number of historically male-led adventure sport records and sponsor a handle of extraordinary

women to beat the record. These records will include big wave surfing, free climbing, and extreme skiing in

developing locations. Furthermore, Fernweh will create a buzz by placing clever female empowering ads in male

sex-focused magazines (see rationale in plan).

1. Fernweh empowers women in magazines like Playboy and Maxim.

2. Up-and-coming 13-year-old climber completes ascent of toughest climb in CA on Fernweh challenge.

3. Fernweh hosts a field day on Muscle Beach in Venice, CA in efforts to combat sex trafficking in LA.

Green Idea Fernweh will launch a campaign to clean up the amount of waste along shore of California and Hawaii to be

equivalent to the amount of waste estimated to be floating as a giant mass toward Hawaii. Fernweh can

simultaneously educate people about the mass and problem of pollution.

65

APRIL
resilient as the USA || marathon month

66

Newspaper Top 5 National, top 5 Bay Area, top 5 Boston [Lifestyle section]
Magazine Top 5 Fitness, Top 3 Running, Top 5 US Travel
TV Network [prime time; 8 PM to 11 PM]
Radio Indie, Pop, Talk [morning drive; 6 AM to 10 AM]
Online Banner ads will appear on the following websites: Livestrong, Active.com, Runner’s World, Facebook, and CNN. The

banner ads will portray athletes participating in various outdoor endurance sports. The images will be split to show

the same athlete participating in a marathon and participating in an adventure sport.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtag #ResilientUSA will be

promoted, by which social media users can show their support for the people in the Boston Marathon. The idea is

that participants will Instagram a picture of their own outdoor endurance sport (trail run, slope, rowing) as a symbol

of being Boston strong around the USA.

OOH Boston & Top 5 cycler-friendly cities in California; Fernweh will have numerous billboard-bikers stride around the

city, rain or shine. It is an environmentally friendly and cost-efficient way to spread the word about the campaign.

Outreach Fernweh will provide free marathon-training crash courses in cities near Boston and San Francisco. This training will

be extended to people who exhibit the Fernweh way-of-life but would otherwise be unable to travel out to Boston

or Big Sur for the marathon.

Publicity/PR Fernweh will create a publicized list of representatives of Resilient USA. These people are voted on through social

media to find out who Americans would most like to see run in the marathons. The top 4 have to participate in

either the Boston or Big Sur Marathon.

1. Fernweh sponsors Boston Marathon and Big Sur Marathon, complete with #ResilienyUSA bracelets for runners

2. Fernweh goes bi-coastal with a team of representatives running 2 marathons in 1 week!

3. Fernweh makes marathon-training accessible to all in Boston and San Francisco.

Green Idea At the marathons, Fernweh will provide water for runners in a minimally wasteful way.

67

May
go north for spring || northwest folklife festival

68

Newspaper Top 10 National, top 5 Northwest, top 5 Los Angeles [Lifestyle section]
Magazine Top 4 Music, Top 5 News, Top 5 Travel
TV Network [prime time; 8 PM to 11 PM]
Radio Indie, Folk, Talk [morning drive; 6 AM to 10 AM]
Online Content marketing and banner ads will appear on the following websites: Time, Youtube, Seattle Magazine,

Expedia, and National Geographic Traveler. The banner ads will an adventure-themed trailer for the Northwest

Folklife Festival, which Fernweh will be sponsoring.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtags #FernwehPNW and

#GoNorth will be promoted. Social media users will share their adventures travelling north in promotion of

Fernweh’s participating at the Northwest Folklife Festival. Clips from Fernweh’s adventure travel film will also be

posted per day.

OOH Top 5 Cities in Pacific Northwest + Coastline; Fernweh will identify trucks, buses, and trains driving north during the

weeks before the Northwest Folklife Festival. They will be promote the #GoNorth campaign, and Fernweh will have

a number of tour buses travelling from LA to Seattle promoting the festival participation. The company will also set

up road signs directing people to #GoNorth.

Outreach Brand ambassadors on the tour bus will stop at universities during their finals weeks to provide stress-relieving

flash parties, complete with rock walls, giant ball pit, and snacks.

Publicity/PR Fernweh creates a film that encapsulates everything the company represents and the stories of the people who

represent it. The film will be presented at the Northwest Folklife Festival. Fernweh will identify mother-child pairs

who have dreamt of seeing the Northern Lights by social media analysis (Pinterest) and surprise 5 pairs with a trip

to Iceland to see the lights on Mother’s Day. Footage will be included in the Fernweh film. Fernweh will sponsor

specialized athletes to complete stunts at Mount Ranier, like walking a longline, BASE jumping, and free climbing.

1. Fernweh makes an adventure-filled splash at the Northwest Folklife Festival.

2. Fernweh celebrates awesome mothers by fulfilling dreams of seeing the Northern Lights.

3. Photo Editorial: Dare-devil extreme athletes make a jungle gym of Mount Ranier.

Green Idea Fernweh will introduce the Arctic bracelet, with glacier water from Antarctica, with part of the proceeds going

toward research and resolving of the thinning Antarctic glacier.
69

June
the endless summer || summer solstice

70

Newspaper Top 10 National, Top 10 California, [Arts/Culture section]
Magazine Top 10 Surf, Top 5 Outdoor, Top 5 US Travel
TV Network [prime time; 8 PM to 11 PM]
Radio Indie, Pop, Talk [morning drive; 6 AM to 10 AM]
Online Banner ads and native advertising will appear on the following websites: Surfline, Magic Seaweed, Facebook,, Vice,

Buzzfeed, Upworthy, and National Geographic Traveller. The ads will show adventurers silhouetted by the sun

behind them, in everything from surfing to climbing to ski jumping. A commercial video will be produced with the

same theme and continuity amongst various adventures using graphic match transition styles.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtags #Solticechallenge2015 will

be promoted. Social media users will share the adventures they are taking to make the most of the longest days of

the year, and what they would do if they could be adventuring anywhere during the entire summer solstice day.

OOH Near the 10 major airports in the US, Fernweh will have the top of the largest roofs painted to be seen from an

aerial plane view. The full-roof painted ad will feature Fernweh’s logo and a QR code that will allow consumers to

check into their next destination and adventure.

Outreach Fernweh will set up beach booths along the top 15 surf towns on the California coast with free beach necessities,

including sun screen, sunglasses, visors, and floaties. In conjunction with the Boys and Girls Club, Fernweh will

coordinate underprivileged children to come out for an Endless Summer Beach Day with Fernweh.

Publicity/PR On the summer solstice, Fernweh will host the “Sea to Summit” event for 18-24 year olds. This event be a 24-hour

adventure “marathon” in Southern California, Participants will start out nightsurfing at Huntington Beach, hammock

under the stars for a few hours rest and campfire, be shuttled to Joshua Tree for rock climbing and bouldering by

sunrise, and then shuttled again to Big Bear Lake for swimming and climbing. There will be a celebrating on

the mountain and then everyone will be shuttled back to Huntington after sunset.

1. Fernweh celebrates an endless summer with beach day and free sun protection.

2. Fernweh hosts “Sea to Summit” extravaganza for Southern California’s youngsters.

3. Photo Editorial: summer solstice adventures around the world.

Green Idea Fernweh will promote the summer solstice to be an natural sunlight day. The company will launch a compaign to

urge companies to minimize electricity waste by turning lights off when possible. The campaign will also encourage

people to spend the day outside to lower energy use.
71

JULY
hammock day || fernweh hangout

Photo by Sebastian Wahlhuetter
72

Newspaper Top 10 National, Top 5 California, Top 5 Arizona, [News section]
Magazine Top 10 Outdoor Advenure, Top 5 US Travel
TV Network [prime time; 8 PM to 11 PM]
Radio Indie, Pop, Rock [evening drive; 6 AM to 10 AM]
Online Content marketing and banner ads will appear on the following websites: Vice, Tumblr, StumbleUpon, Buzzfeed,

Upworthy, and Lonely Planet. The ads will show Fernweh people relaxing in beautiful and adventurous places, such

as off the edge of a rock wall or hammocking on a Grecian beach, and encourage users to be part of the

International Fernweh Hangout.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtags #FernwehHangout will

be promoted. Social media users will share their favorite spots to “hang out” which could be anything from

hammocking under a bridge, dangling their legs off of the Cliffs of Moher, or climbing a tree. Adventure bloggers

will also be sent Hangout Kits, with all the essential tools for a mini outdoor adventure.

OOH Fernweh will (sneakily) bring framed canvases of some favorite Fernweh-inspired photos into the top 5

contemporary art museams around the country and hang them amidst other art pieces. They will likely not last

long, but they will create a buzz.

Outreach Fernweh will outline a mural that portrays its character of resilience, strength, and courage, tailored to the culture

of each Fernweh market city. Fernweh will invite people in the community to come to a Fernweh mini-hangout to

help paint and personalize the mural, foot by foot. The murals will be erected in common city areas, like a train

station, town hall, or main street.

Publicity/PR Fernweh will host the International Fernweh Hangout, with its main event, the “Top of the Canyon Festival” in the

Grand Canyon, Arizona. Fernweh adventurers will set up a long line of hammocks along a stretch of the canyon.

There will also be slacklining, a giant spider-web hammock, and a number of other adventure-focused festivities

for people of all adventure levels.

1. Fernweh brings adventure into contemporary art museums.

2. Fernweh hosts exciting “Top of the Canyon Festival” as part of Fernweh Hangout extravaganza.

3. Photo Story: Fernweh goes places you’ve never heard of in Hangout.

Green Idea Fernweh will organize carpool into the Grand Canyon festival in order to minimize both traffic and excessive

emissions. The company will offer an incentive for carpoolers.
73

August
on fire for adventure || burning man

74

Newspaper Top 10 National, top 5 Reno, top 5 California [Lifestyle section]
Magazine Top 5 Music, Top 5 News, Top 5 US Travel
TV Network [prime time; 8 PM to 11 PM]
Radio Indie, Talk, Electronic [morning drive; 6 AM to 10 AM]
Online Banner ads and trailers will appear on the following websites: Stumbleupon, Lonely Planet, Forbes, Mic, Vice, and

Buzzfeed. Ads will show split images of an outdoor adventure person in full gear who is also a Burner (festival

attendee) in festival regalia.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtag #Burnweh will be promoted,

by which social media users can upload pictures and clips of themselves performing their adventure sport in

festival attire for a chance to win 2 tickets to Burning Man.

OOH Fernweh will have specially treated billboards along San Francisco, LA, and Reno highways that display the

bracelet. The billboards will be set on faux fire to make it look like they’re burning only to reveal the ad underneath.

Outreach Given the criticized carbon footprint of Burning Man, Fernweh will provide numerous low and zero emission

transportation options for Burners, including bike rentals and carpool organization.

Publicity/PR Fernweh is one of the few official sponsors of Burning Man in Black Rock Desert. Rather than having a performance

stage, Fernweh will build an outdoor play area, with rings, aerial silks, rope swings, and an acro-yoga area. This will

be publicized in editorial photography pieces.

1. Fernweh sets interest on fire with burning billboard.

2. Fernweh represents adventure culture at Burning Man in Black Rock Desert.

3. Fernweh follows bird migration as thousands of college students roadtrip north for #GoNorth campaign.

Green Idea In addition to the community outreach, the company will also organize a cleanup and provide non-disposable water

bottles for sale to minimize plastic bottles filling landfills.

75

September
dive into fall || US open of surfing

76

Newspaper Top 5 National, top 10 California, Top 5 Hawaii [Sports section]
Magazine Top 4 Surf, Top 5 Outdoor, Top 5 US Travel
TV Network [prime time; 8 PM to 11 PM]
Radio Indie, Pop, Reggae [morning drive; 6 AM to 10 AM]
Online Banner ads and native advertising will appear on the following websites: Surfline, Magic Seaweed, Surf the Nations,

Vice, Gawker, and Elite Daily. They will portray video clips of people jumping from heights into bodies of water.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtag #DiveIntoFall will be

promoted. Social media users will tag themselves or their friends in jumping pictures with their Fernweh bracelets.

OOH In the top surf town in California and Hawaii, Fernweh will partner with surf and paddleboard rental companies to

place stickers on all of their rental equipment. The stickers will have the Fernweh logo and tell consumers

to “(duck)dive into fall.”

Outreach Fernweh will sponsor swimming, surfing, and elementary climbing equipment (like ropes) for under-resourced

school recreation departments in California and Hawaii. When the equipment becomes available for use, Fernweh

representatives will go out to give some introductory gym lessons to the students.

Publicity/PR Fernweh will host a cliff diving championship on Oahu near the end of July, inviting acclaimed cliff jumpers and

Fernweh contestants to the multi-level competition. There will a other activities for spectators, such as excursions

to the twin islands of Na Mokulua and a Hawaiian food and music festival.

1. Fernweh is an official sponsor of the US Open of Surfing in Huntington Beach, California.

2. Fernweh hosts first cliff diving championships on Oahu since 2010.

3. Photo story: The most daring jumps of Fernweh’s Dive Into Fall campaign.

Green Idea Fernweh will make the cliff-diving competition as environmentally friendly as possible, reducing cost for booth

sponsors that don’t use paper, lights, or excessive energy. There will also be bikes, longboards, and scooters

available to rent for getting around the island with fewer emissions.

77

october
fernweh in style || summit the city

78

Newspaper Top 10 National, Top 5 Los Angeles, top 5 NYC [Fashion section]
Magazine Top 5 Outdoor sports, Top 5 Lifestyle, Top 5 US Travel
TV Cable [prime time; 8 PM to 11 PM]
Radio Indie, Pop, Talk [morning drive; 6 AM to 10 AM]
Online Banner ads will appear on the following websites: Vice, Buzzfeed, Upworthy, Surfline, and Supertopo. The ads will

portray outdoor adventurers partaking in obviously physically strenuous activities at awesome locations in crazy

outfits. An editorial piece will also be featured on Buzzfeed and Upworthy.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtag #Fernwehinstyle will be

promoted, by which social media will share photos of themselves and their friends doing adventures in ridiculous

costumes. It will be a Fernweh costume contest, with user submissions featured daily.

OOH In Los Angeles, New York, San Francisco, and Dubai, Fernweh will install a huge inflatable King Kong rock climbing

in a state/country-pride costume atop one of the tallest buildings in each city, including the Burj Khalifa in Dubai.

Outreach Fernweh will partner with Brandon Stanton of Humans of New York to host a HONY event in NYC, with the people

of HONY as guests of honor. Fernweh will make some dreams voiced on the HONY page come true as a surprise for
the selected people who display they key Fernweh qualities in their HONY stories. .

Publicity/PR After hype buildup on social media throughout the month to get people wondering what’s going to happen on

Halloween, Fernweh will send 2 specialized stuntmen to each of the King Kong buildings and have them scale the

side of the entire building to the top. Once at the top, they will base jump down. Of course, they’ll be doing the

entire thing in outrageous costumes. In San Francisco, Fernweh will turn some of the hilly streets into snowy tubing

slopes. In LA, NY, and Dubai, Fernweh will host a flash fashion show during the LA Fashion Show, featuring

adventure athletes in costume gear.

1. Fernweh debuts in the Big Apple with Climbing King Kong, empire stunts, and HONY event.

2. Out of the woods: Fernweh goes urban by turning mountain adventures into city adventures.

3. Photo: Fernweh goes fashion rogue with bold flash show during LA Fashion Week.

Green Idea Fernweh will plant trees in each city and help develop a sustainable park in the desert land that Dubai is made of.

79

November
how do you stoke? || alternative thanksgiving

80

Newspaper Top 5 National, top 10 Bay Area, top 5 California [Entertainment]
Magazine Top 10 Outdoor sports, Top 5 Lifestyle
TV Network [prime time; 8 PM to 11 PM]
Radio Indie, Pop, Talk [morning drive; 6 AM to 10 AM]
Online Banner ads and content marketing will appear on the following websites: Mic, Vice, Buzzfeed, Upworthy, and

Supertopo. The banner ads will feature climbers Tommy Caldwell and Kevin Jorgasen inviting people to adventure

with them in the snow and sea.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtag #homefortheholidays will be

promoted as a twist on the traditional meaning. Adventurers on social media will be encouraged to share their

“second home,” whether that is on a wave, hanging off a rock wall, or doing a jump trick on a ski slope.

OOH Fernweh will have LCD billboard screens and vertical LCD sidewalk signs in high foot-traffic areas in Los Angeles,

San Diego, San Francisco, Lake Tahoe, Reno, and one in Times Square. The signs will invite each passerby to text in

where their “adventure home” is. A map on the screens will automatically add a light to each place texted in, with

the same lit-up map on each display. People can respond online too. Furthermore, at the Golden Gate event,

Fernweh will have its tagline written in the sky above the bridge.

Outreach Fernweh will host an all-age cross-country ski event at Royal Gorge near Lake Tahoe. The fundraising event, with

dollars donated per kilometer skied, will benefit the Multiple Sclerosis Foundation of America. Students attending

Alternative Thanksgiving Break will volunteer at this event. .

Publicity/PR Fernweh will hold an alternative Thanksgiving break program for college students. The long weekend of

Thanksgiving break will consist of the students skiing/snowboarding at South Lake Tahoe and paddle boarding

under the Golden Gate Bridge in one day. VIP guests Tommy Caldwell and Kevin Jorgasen will be in attendance,

taking a small number of qualified students climbing at Lover’s Leap at Lake Tahoe. They will also provide a key

note speech about the principles of Fernweh. Participants will also help with the ski-marathon that Fernweh hosts.

1. Fernweh goes skiing at Lake Tahoe and paddle boarding under the Golden Gate Bridge in one day; inspires the

spirit of adventure in sky message about Golden Gate Bridge.

2. Dawn Wall extreme adventurers Caldwell and Jorgasen become reps of Fernweh Bracelets.

3. Fernweh hosts Snow Race for MS.

Green Idea In order to minimize wastefulness, Fernweh will share information about the affects meat consumption has on water

consumption, and provide ways to safely collect and donate excess Thanksgiving food to feed to the homeless.

81

december
love the closeout ||
ASP world tour +
vans triple crown of surfing

82

Newspaper Top 10 Hawaii, top 10 California [Sports section]
Magazine Top 10 Surf, Top 5 Outdoor, Top 5 US Travel
TV Network [prime time; 8 PM to 11 PM]
Radio Indie, Pop, Reggae [morning drive; 6 AM to 10 AM]
Online Banner ads and native advertising will appear on the following websites: Surfline, Magic Seaweed, Surf the Nations,

Vice, Buzzfeed, and National Geographic Traveler. They will portray people surfing and elements of surf culture.

Social Media Promote consistent brand hashtags of #Fernweh and #theFernwehWay. The hashtag #lovethecloseout2015 will be

promoted. Social media users will tag their best adventurous memories of 2015. Fernweh will share these images

with an emphasis on wave closeouts in surfing.

OOH Fernweh will install vending machines in major international airports and all international airports in CA and HI. The

vending machines will be filled with mini bottles of natural elements from around the world, such as mud from the

Dead Sea, salt from the Himalayas, and glacier runoff from Interlaken, Switzerland.

Fernweh will have its tagline written in the sky above the bridge.

Outreach Fernweh will lead community projects across cities in California and Hawaii that erects chalkboards in public

spaces and converts abandoned buildings into chalkboards printed with, “2015 was a year of courage, resilience,

and strength because…” with space for community members to fill in. This project intends to bring hope and

encouragement to places that could use it.

.

Publicity/PR Fernweh will present the Golden Compass Awards to 1 person in each community that the chalkboards were

erected as a tribute to the Fernweh spirit exemplified in their courageous testimonies. This will bring attention to

Fernweh’s local community activism.

1. Fernweh is an official sponsor of two major surf competitions in Oahu.

2. Fernweh takes professional surfer big waves off Indonesian coast before Oahu surf competition.

3. Fernweh closes out 2015 with recognition of community movers-and-shakers.

Green Idea Fernweh will promote a “Hang Loose” campaign during the surf competition season. The campaign will encourage

people to hang-dry their clothes in interesting places and post their photos rather than machine-drying them.

83

The epic Idea

84

Fernweh’s big idea isn’t just another publicity stunt. It aims to be a culmination of everything Fernweh is with emphasis on
one of the most important parts of the company’s mission statement: “to do good...to the extreme.” And so, we bring you the
Fernweh Adventure Summit.

Individuals and organizations can apply to be part of the summit through a video created and shared on social media to show
how they represent the Fernweh spirit, what they have done to do good to the extreme, and what adventure they want to embark on to affect positive change in the world through an adventurous, expedition-like route. An example would be a group
of people with research for a developing technology to help women test for cervical cancer easily and efficiently in underdeveloped areas of the world, but not enough funding to see it through. Another might be a college student who wants to
create a photo project that shows goodness and similarities between Palestinian and Israeli children. Another might be an
amateur climber who wants to be the youngest person to climb a certain grade. The key requirements are spirit and determination. Entries will be individually judged, but more likely to be noticed with higher shares and likes on social media. Internet
users can also vote for People’s Choice entries. The top final entries will be funded to be represented at the Fernweh Adventure Summit. Athletes sponsored by Fernweh will also be there, such as Kevin Jorgeson and Tommy Caldwell.

Fernweh will rent out and partially develop a private coastal island in the South Pacific, such as the Fijian Mavuva Island or
Philippine Apo Island. The island will be accesible by boat to a nearby mainland, whether that is Indonesia, New Zealand,
or Fiji, for day excursions. The island will be set up as for maximum adventure, with rope swings, kayaking, climbing routes,
and trails. There will be a number of exploration and adventure sport challenges on the island and on mainland excursions.
However, the real meat of the summit comes from the think tank aspect of it. With oppportunities for great, inspirational,
adventure-minded minds to interact and ideate, participants can form teams to tackle a problem under one of a number of
umbrella issues– art, environmental, social, human rights, health, etc. Points will be awarded to individuals and teams for
different challenges throughout the summit. These points, in conjunction with final proposals, will be determinants for huge
grant awards and Fernweh bracelet sponsorships.

In addition to the priceless inspirational social media buzz before the event, the summit will have a lasting impact on the
impression of Fernweh not just being another stunt-driven organization. The adventure-based grant model will differentiate
Fernweh. The expeditions chosen to be granted will continue to provide marketing and PR opportunities thereafter.
More ideas in the OOH and publicity section of calendar!

85

86

The plan

87

Objectives
+
Strategies

88

Fernweh represents a whole that is more than the sum of its parts. For that reason, the company aims to establish itself as a highinvolvement lifestyle brand, rather than simply a jewelry product. Fernweh will target millennials aged 18-34, and, more narrowly,
males aged 18-24. They will feel part of a movement that understands them, as people who crave a life of adventure. Much of our
target market will be college students and recent college graduates, so Fernweh should build itself into the experience of that
stage of life for Americans.
In its beginning launch stages, it’s important that Fernweh Bracelets establishes consistency and familiarity while avoiding being pigeonholed as another fad brand in the US. For the brand, that means a focus on engagement to form a lasting impression.
Fernweh will build a foundation with strong call-to-action in all it’s marketing not as a “Buy Fernweh” scheme, but rather a “Live
Fernweh” scheme, so that as the market, and thus the product evolves, the company can evolve with it. This is appropriate for
Fernweh because the product itself is a call-to-action to its consumers. In this way, advertising plans should reflect the people,
product, and Fernweh spirit.
This kind of presence will be achieved through a media mix using multiple platforms. While emphasis will be on out-of-home
advertising, social media, and community outreach, the traditional media of television, radio, newspaper, and magazine will also
be vital in setting the stage for Fernweh.. Advertising efforts will be visually strong, consistent, and photographically breath-taking.
The reason Fernweh will have a strong photography focus is to further draw the consumers into the Fernweh experience.
Newspaper: Fernweh will maintain a presence in leading nationwide newspapers in order to establish brand familiarity and spread
awareness of the new product. Of the markets described previously, Fernweh will place ads in the leading newspapers for those
DMAs, and go heavy in certain markets depending on the theme/event of the month. With the unlimited budget, all ads will be
full-page color spreads in broadpage publications, which are quite expensive. However, value goes beyond the direct purchasing
ROI and is more salient in the brand familiarity and trust that these newspapers will bring.
Magazines: This is where Fernweh will shine. Ads will be tear-out-and-pin-by-your-bed worthy. Full spreads will immerse
consumers into the Fernweh lifestyle in the context of publications that they most trust. These publications will stray toward the
active lifestyle and male demographic, and go heavy on a specific lifestyle sport genre depending on the month’s theme. While
some top publications may have higher readership, as an effort of cultivating the brand, Fernweh will choose some lesser-known
publications that better represent the story and goals of Fernweh, and thus relate better to our true demographic beyond the “1834 year old male.”
Radio: Because Fernweh is much more visually-heavy than sound-heavy, radio usage will constitute the smallest portion of media
placement, with carefully selected network stations. Fernweh will reach consumers during morning and evening drives, largely
with informative spots about upcoming events and opportunities.
Television: Fernweh will choose one major event per month to advertise heavily during, and then a handful of other demographic
and theme-appropriate shows. The majority of placement will be during primetime and catered to the male 18-34 year old
demographic. Fernweh will also choose some lesser-known shows that better cultivate the brand, rather than choosing antithetical shows with higher viewership. This will gain Fernweh intrinsic and genuine brand value.

89

January
January brings the launch of Fernweh and the only appropriate way for Fernweh to launch is to go to
the extreme. Because we are establishing the foundations of both brand and January theme, Fernweh
will advertise in 8 of the most widely-circulated newspapers in the US as well as 7 of the most popular
newspapers in the Denver, Colorado designated marketing area for the X Games campaign. This will
create a buzz for Fernweh’s involvement in the X Games around the country and also concentrated
where they are happening- Colorado. This month is all about snowboarding and challenging the self.
Each of the 7 snow sport magazines and 9 men’s lifestyle magazines chosen will photographically
illustrate a challenge, tailored to the specific lifestyle. These specific lifestyle magazines were chosen
by examining the top lifestyle magazines for active men aged 18-34 on SRDS. Magazines with certain
qualities, such as being tailored exclusively for business professionals or fitting the demographic/
psychographic profile but based around content that is not representative of Fernweh, such as
Playboy, were excluded. Network radios were selected based on Cision data of the top stations in
Denver and Los Angeles, where Fernweh would be launching as a brand and in its initial campaign. For
television,

Fernweh

placement,

which

is

is

backing

pricey

but

up

its

reflects

X
a

Games
high

sponsorship

viewership

of

40

with

commercial

million+

for

the

Sunday event. Leading male-targeted cable shows of a variety of content were also selected.

TOTAL BUDGET : $24,830,750
90

N (national + Colorado): $16,896,552
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The New York Times
2,019,693
Daily
Nationwide
2x / week
$188,804
$377,608
$1,510,432
$93

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

NYT: Sunday
2,502,367
Weekly
Nationwide
1x / week
$241,929
$438,858
$1,935,432
$97

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Washington Post: Sunday
586370
Weekly
Washington D.C.
2x / week
$173,470
$173,470
693,880
$295.84

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

LA Times: Sunday
965,598
Weekly
Los Angeles
1x / week
$327,326
$327,326
$1,309,304
$338.99

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Denver Post
341,204
Daily
Denver
2x / week
$118,974.56
$237949.12
$951,796.45
$348.69

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

New York Post
497,878
Daily
New York
1x / week
$92,022
$92,022
$368,088
$184.82

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Gazette
49,063
Daily
Denver
2x / week
$15,478
$30,956
$123,824
$315.47

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

USA Today
2,522,027
Daily
Nationwide
1x / week
$398,000
$398,000
$1,592,000
$157.81

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Newsday
460149
Daily
New York
3x / week
$41,156
$123,468
$493,872
$157.81

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Daily Camera
31,214
Daily
Denver
3x / week
7003.25
$21009.75
$84,039
$328.56

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
202,574
Daily
Los Angeles
3x / week
$48,670.48
$146,011.44
$584,045.76
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Washington Post
401,360
Daily
Washington D.C.
2x / week
$125,320
$250,640
$1,002,560
$312.24

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Daily Sentinal
23,708
Daily
Grand Junction-Montrose
1x / week
$6824.46
$6824.14
$27,297.84
$287.84

91

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Vail Daily
11,825
Daily
Denver
1x / week
$3841.70
$3841.70
$15,366.80
$324.82

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Fort Collins Coloradoan
19,882
Circulation:
Daily
Type:
Denver
Location:
1x / week
Frequency:
$9647.15
Full page color:
$9647.15
Weekly total:
$33,968
Monthly total:
$427.12
CPM:

Colorado Springs Independent
36,900
Daily
Colorado Springs-Pueblo
2x / week
$3215
$6430
$25,720
$87.13

M (snow + men’s lifestyle): $2,253,518
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backcountry
6
31000
$7300
1
$235.48
7300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Freeskier
6
70000
$12480
1
178.29
12480

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Ski Magazine
6
385,583
$84,000
1
$217.85
$84,000
The Red Bulletin
12
293,238
$80,300
1
$273.84
$80,300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Snowboard
4
63,921
$8800
1
137.67
$8800

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

92

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Snowboarder
7
44,541
$10,500
1
$235.74
$10500

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outside
12
691,305
$197,589
1
$285.82
$197,590

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Skiing
4
50,000
12681
1
253.26
12,680

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Men’s Fitness
10
614,790
$190,240
1
$309.44
$190,241

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Men’s Journal
10
762,053
$270,380
1
$354.80
$270,380
Rolling Stone
24
1,468,263
$423,160
2
$273.84
$846,320

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Elks Magazine
10
768,799
$48,000
1
62.44
$48000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Men’s Health
10
1,819,151
$453,290
1
$249.18
$453,290
NYLON GUYS
6
100,000
$21,689
1
$216.38
$21,689

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Complex Magazine
6
50,000
$10,000
1
$200
$10,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

T (cable): $5,414,400
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Winter X Games
Nationwide
Primetime
ESPN
30-second spot
4
$828,000
$3312,000
$3,312,000

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Parks & Recreation Season Premiere
DMA:
Nationwide
Format:
Primetime
Demographic:
NBC
Slot:
30-second spot
Frequency / week:
2
Cost / 30 seconds:
$81,900
Cost / week:
$163,800
Cost
/ month:
$655,200

106.7 KBPI
Denver
Album-oriented Rock
18-34 y/o
Evening drive
25
$194
$4,850
$19,400

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Curb Your Enthusiasm
Nationwide
Primetime
HBO
30-second spot
2
$81900
$163,800
$655,200

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KTCL-FM 93.3
Denver
Modern Rock
18-34 y/o
Morning drive
20
$194
$3,880
$15,520

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Mountain Movers
Nationwide
Primetime
Comedy Central
30-second spot
3
$11,400
$43,200
$136,800

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Daily Show with Jon Stewart
Nationwide
DMA:
Primetime
Format:
Comedy Central
Demographic:
30-second spot
Slot:
2
Frequency / week:
$81900
Cost / 30 seconds:
$163,800
Cost / week:
$655,200
Cost / month:

KYSR-FM 98.7
Los Angeles
Alternative Rock
18-34 y/o
Morning drive
20
$1038
$20,760
$83,040

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KOSI-FM 101.1
Denver
Soft Adult Contemporary
25-45 y/o women
Morning drive
20
$194
$3880
$15,520

R: $266,280

93

February
In February, Fernweh will diversify its media usage so as not to be immediately pigeonholed as a
surface-level, entirely masculine brand. The theme for February is, “The Best Adventures are Shared,”
which is the Fernweh take on Valentine’s day. This month, Fernweh will show it’s heartfelt side by
celebrating all kinds of love -- friendship, marriage, and everything in between. While still targeting the active
traveller lifestyle, Fernweh will establish the inclusivity of the brand and company culture through the
given media. Tradition al advertising during this month will rather serve as a supplement to Fernweh’s OOH,
Community Outrech, and Publicity efforts.

In addition to some of the top newspapers in the

country, Fernweh will further ground its roots by advertising in the top California newspapers, as
identified by SRDS. The company will continue to give focus to outdoor sports magazines read by the target
demographic, but will venture into some wedding publications that are read by young, travel and nature-craving
women, such as “Destination Weddings & Honeymoons.” Magazines will be the focus of Fernweh
spending during this month. With the unlimited budget, Fernweh will have a 30-second spot in the Super
Bowl. Though expensive, these commercials have a legacy when executed well. Radio will again be used
sparingly, and centralized along the California coast, in order to maintain the visual Fernweh brand identity

TOTAL BUDGET : $28,453.497

94

N (national + California): $10,417,282
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

USA Today
2,522,027
Daily
Nationwide
1x / week
$398,000
$398,000
$1,592,000
$157.81

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96
LA Times: Sunday
965,598
Weekly
Los Angeles
1x / week
$327,326
$327,326
$1,309,304
$338.99

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
965,598
Weekly
Los Angeles
2x / week
$48,670.48
$97,340.96
$389,363.84
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The San Francisco Chronicle
Circulation:
201,996
Type:
Daily
Location:
SF-Oakland-San Jose
Frequency:
2x / week
Full page color:
$39,600
Weekly total:
$79,200
Monthly total:
$316,800
CPM:
$196.04

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The SF Chronicle: Sunday
321,545
Weekly
SF-Oakland-San Jose
1x / week
$48,000
$48,000
$192,000
$149.28

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

U-T San Diego
216,417
Daily
San Diego
1x / week
$63,511
$63,511
$254,044
$293.47
U-T San Diego: Sunday
268,038
Weekly
San Diego
1x / week
$81,522
$81,522
$326,088
$304.14

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Sacramento Bee
170,838
Daily
Sac.-Stockton-Modesto
1x / week
$49,493
$49,493
$197,972
$289.71

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

San Francisco Examiner
158,198
Daily
SF-Oakland-San Jose
3x / week
$15,093
$45,279
$181,116
$95.41
San Jose Mercury News
659877
Weekly
SF-Oakland-San Jose
2x / week
$53,858
$107,716
$430,864
$81.62
Mercury News: Sunday
634001
Weekly
SF-Oakland-San Jose
1x / week
$61,504
$61,504
$246,016
$93.21
Santa Barbara News- Press
23,658
Daily
Santa Barbara
1x / week
$8,596
$8,596
$34,384
$363.34

95

M (adventure + wedding): $672,463
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Climbing Magazine
10
42.440
$5,415
1
$127.59
$5,415

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Destination I Do
2
100,000
$18,397
1
$183.97
$18,397

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfer Magazine
12
96,402
$15,054
1
$156.16
$15,054

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Destination Weddings
6
175,000
$33,365
1
$190.66
$33,365

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

National Parks
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Knot
4
145,519
$31,129
1
$213.92
$31,129

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Travel + Leisure
12
973,834
$148,100
1
152.08
$148,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Red Bulletin
12
293,238
$80,300
1
$273.84
$80,300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outside
12
691,305
$197,589
1
$285.82
$197,589

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
79380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

96

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Afar Magazine
7
264,113
$37,080
1
$140.39
$37,080
Lonely Planet Magazine
6
80000
$15,429
1
$192.86
$15429

T (network): $16,955,712
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Super Bowl
Nationwide
Daytime
NBC
30-second spot
1
$4,500,000
$4,500,000
$4,500,000

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Amazing Race
Nationwide
Primetime
CBS
30-second spot
3
$154,584
$463,752
$1,855,008

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

Kiis-FM 102.7
Los Angeles
Contemporary hits
18-45 y/o women
Morning drive
20
$1,328
$33,200
$132,800

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

House of Cards
Nationwide
Primetime
Netflix
30-second spot
4
$81900
$163,800
$655,200

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KHTS-FM 93.3
San Diego
Contemporary hits
18-49 y/o
Evening drive
25
$194
$4,850
$19,400

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Big Bang Theory
Nationwide
Primetime
CBS
30-second spot
2
$366,912
$733,824
$2,935,296

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KYSR-FM 98.7
Los Angeles
Alternative Rock
18-34 y/o
Morning drive
20
$1038
$20,760
$83,040

R: $368,040

97

march
March with Fenweh revolves around appealing to women and marketing Fernweh as a socially-conscious and self-aware brand. This month’s theme is “Female Strong” to go along with International
Women’s Day. Fernweh has been more heavily male-targeted, and this will actually be beneficial
in Fernweh’s female-targeted media planning because consumers will appreciate that a normally
male-appealling brand recognizes the equal strenth of women. Newspaper placement will extend
to a mix of the focus markets established earlier in our research, based on where people, especially
women, are young, more active, and ready to try new things. These markets reflect a perceptiveness to new ideas. Fernweh will continue to place itself in outdoor adventure publications, and of
course women’s fitness/lifestyle publications that are empowering to women and have high circulation. The marketing mix will actually include a small handful of strongly male-targeted ad placements
in publications that feature women for viewing pleasure. The rationale behind this is that Fernweh
will cause a stir in it’s female empowerment campaign with a spread that draws male consumers in,
saying, “You ain’t ever seen them like this before...” They will be anticipating sexed up images, but
the spread will feature women breaking outdoor adventure stereotypes. This will play more into PR.

TOTAL BUDGET : $19,512,270

98

N (market mix): $11,641,108
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The New York Times
2,019,693
Daily
Nationwide
2x / week
$188,804
$377,608
$1,510,432
$93

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

NYT: Sunday
2,502,367
Weekly
Nationwide
1x / week
$241,929
$438,858
$1,935,432
$97

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Santa Barbara News
23,658
Daily
Santa Barbara
1x / week
$8,596
$8,598
$34,384
$363.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
202,574
Daily
Los Angeles
3x / week
$48,670.48
$146,011.44
$584,045.76
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Seattle Times
245,947
Daily
Seattle, WA
2x / week
$59,190
$118,380
$473,520
$240.66

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Salt Lake Tribune
168,618
Daily
Salt Lake City, UT
2x / week
$26,157
$52,314
$209,256
$155.13

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Denver Post
341,204
Daily
Denver
2x / week
$118,974.56
$237949.12
$951,796.45
$348.69

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

SL Tribune: Sunday
186,535
Weekly
Salt Lake City, UT
1x / week
$30,846
$30,846
$123,384
$182.93

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Daily Camera
31,214
Daily
Denver, CO
3x / week
7003.25
$21009.75
$84,039
$328.56

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Deseret News
141,871
Daily
Salt Lake City, UT
1x / week
$26,157
$26,157
$104,628
$184.37

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Santa Fe New Mexican
18,162
Daily
Albuquerque-Santa Fe
1x / week
$6230.70
$6230.70
$24,922.80
$343.06

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Washington Post
401,360
Daily
Washington D.C.
2x / week
$125,320
$250,640
$1,002,560
$312.24

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Honolulu Star-Advertiser
188456
Daily
Honolulu, HI
3x / week
$29,928
$59,856
$239,424
$158.81

99

M (outdoor, women, men*): $2,238,450
*see rationale

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outside
12
691,305
$197,589
1
$285.82
$197,589

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
$79,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Travel + Leisure
12
973,834
$148,100
1
152.08
$148,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Ski Magazine
6
385,583
$84,000
1
$217.85
$84,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
100

Shape
12
1,607,273
$206,705
1
$128.61
$206,705

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Climbing Magazine
10
42.440
$5,415
1
$127.59
$5,415

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

O
10
42.440
$5,415
1
$127.59
$5,415

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Women’s Health
12
1,525,556
$205,600
1
$134.77
$205,600

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Runner’s World
12
666,795
$156,020
1
$233.98
$156,020

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Health
10
1,372,036
$136,700
1
$99.63
$136,700

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Bust
6
93,500
$6,400
1
$68.45
$6,400

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Prevention
12
2,143,109
$119,700
1
$55.85
$119,700

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Women’s Adventure
4
78,000
$5,000
1
$64.10
$5000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Self
12
1,488,855
$209,553
1
$140.74
$209,553

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Playboy
10
1,008,041
$90,540
1
$89.82
$90.540

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Sports Illustrated (Swimsuit)
1
Issues / year:
$3,650,000
Circulation:
$446,400
Full Color Spread:
1
Frequency / month:
$122.30
CPM:
$446,400
Monthly Cost:

Maxim
10
2,031,203
$261,507
1
$128.74
$261,507

T (network): $5,332,192
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

New Girl
Nationwide
Primetime
Fox
30-second spot
2
$176,000
$352,000
$1,408,000

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Grey’s Anatomy
Nationwide
Primetime
ABC
30-second spot
2
$158,411
$316,822
$1,267,288

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Survivor
Nationwide
Primetime
CBS
30-second spot
4
$121,638
$486,552
$1,946,208

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Biggest Loser
Nationwide
Primetime
NBC
30-second spot
2
$88,837
$177,674
$710696

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

Kiis-FM 102.7
Los Angeles
Contemporary hits
18-45 y/o women
Morning drive
20
$1,328
$33,200
$132,800

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

Women4Women Network
National
Talk
25-34 y/o women
Evening drive
25
$194
$4,850
$19,400

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KOSI-FM 101.1
Denver
Soft Adult Contemporary
25-45 y/o women
Morning drive
20
$194
$3880
$15,520

R: $300,520

101

April
April is all about patriotism, reslience, endurance, and especially marathons. The major event of the
month is the Boston marathon and, secondarily, he Big Sur Marathon, around which the majority of
Fernweh PR will revolve for April. For newspaper, we stuck with some of the top nationally distributed
newspapers according to SRDS. This is appropriate because this month, Fernweh is representing its
brand as nationally representative, and relevant to both coasts. Because the races are in Boston and
Northern California, there will also be a focus on newspapers that are circulated in Boston and the Bay
Area. In addition to the regular Fernweh magaines, we will have full-page spreads in the top fitness
and health and running publicatioins. Endurance sport athletes, particularly marathon runners, are our
torchbearers this semester, so this will allow Fernweh to stay relevant and buzz-worthy to influencers
in those circles. Television will cover top spring shows for adults 24-35 years old, including one drama,
one comedy, and one reality television show to stay in the mind’s eye of our target’s many interests.
There are only a handful becauese the target are not avid television viewers. Radio is geographically
and demographically relevant to our target market, based on our compaign focuses for this month, according to SRDS. The objective is that Fernweh’s media plan for April will have just as an enduring and
resilient impact on the brand image as the ideas and images we are representing in our advertisements.

TOTAL BUDGET : $17,904,648
102

N (market mix): $11,505,814
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The San Francisco Chronicle
Circulation:
201,996
Type:
Daily
Location:
SF-Oakland-San Jose
Frequency:
2x / week
Full page color:
$39,600
Weekly total:
$79,200
Monthly total:
$316,800
CPM:
$196.04

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The SF Chronicle: Sunday
321,545
Weekly
SF-Oakland-San Jose
1x / week
$48,000
$48,000
$192,000
$149.28

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

San Francisco Examiner
158,198
Daily
SF-Oakland-San Jose
3x / week
$15,093
$45,279
$181,116
$95.41

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

USA Today
2,522,027
Daily
Nationwide
1x / week
$398,000
$398,000
$1,592,000
$157.81
LA Times: Sunday
965,598
Weekly
Los Angeles
1x / week
$327,326
$327,326
$1,309,304
$338.99

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The New York Times
2,019,693
Daily
Nationwide
2x / week
$188,804
$377,608
$1,510,432
$93

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

San Jose Mercury News
659877
Weekly
SF-Oakland-San Jose
2x / week
$53,858
$107,716
$430,864
$81.62

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

NYT: Sunday
2,502,367
Weekly
Nationwide
1x / week
$241,929
$438,858
$1,935,432
$97

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Mercury News: Sunday
634001
Weekly
SF-Oakland-San Jose
1x / week
$61,504
$61,504
$246,016
$93.21

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Boston Globe
252,311
Daily
Boston, MA
2x / week
$72,702
$145,404
$581,616
$288.14
The Boston Herald
90,897
Daily
Boston
1x / week
$57,276
$57,276
$229104
$630.11
Metro Boston
95,043
Daily
Boston
3x / week
$13,380
$40,140
$160,560
$140.77
The Sun
41,150
Daily
Boston, MA
1x / week
$8,083
$16,166
$64,664
$196.43

103

M (outdoor, women’s fit, running): $1,779,878

104

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Shape
12
1,607,273
$206,705
1
$128.61
$206,705

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Women’s Health
12
1,525,556
$205,600
1
$134.77
$205,600

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

fitness
10
1,372,036
$136,700
1
$99.63
$136,700

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Prevention
12
2,143,109
$119,700
1
$93.18
$119,700

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outside
12
691,305
$197,589
1
$285.82
$197,589

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
79380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Travel + Leisure
12
973,834
$148,100
1
152.08
$148,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Afar Magazine
7
264113
37080
1
140.3944524
$37080

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Conde Nast Traveler
12
Issues / year:
813,262
Circulation:
$149,132
Full Color Spread:
1
Frequency / month:
$183.36
CPM:
$149,132
Monthly Cost:

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Men’s Health
10
1,819,151
$226,645
1
$124.59
$226,645

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Runner’s World
12
666,795
$156,020
1
$233.98
$156,020

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Athletes Only
5
150,000
$14,872
1
$99.15
$14,872

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Running Times
6
120,469
$22,330
1
$185.36
$22,330

T (network): $4,349,936
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Modern Family
Nationwide
Primetime
ABC
30-second spot
2
$226,935
$453870
$1,815,480

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

CSI
Nationwide
Primetime
CBS
30-second spot
2
$113,628
$227,256
$909,024

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Amazing Race
Nationwide
Primetime
CBS
30-second spot
4
$101,522
$406,088
$1,624,352

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

Kiss 108 FM
Boston, MA
Contemporary Hit
Women 25-34
Morning drive
20
$301
$6020
$24,080

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

Jam’n 94.5
Boston,MA
Contemporary Hits
24-35 y/o
Evening drive
25
$291
$7,250
$29,100

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KYSR-FM 98.7
Los Angeles
Alternative Rock
18-34 y/o
Morning drive
20
$1038
$20,760
$83,040

R: $269,020

105

May
Like the migrating birds of spring, Fernweh is going north this May. Sometimes adventure is all about
just choosing a direction to start the journey. Fernweh’s particular destination this month is the Pacific
Northwest for the Northwest Folklife Festival. Marketing efforts this month will focus on all things
indie-- underground music, undiscovered photographers, and under-represented adventure sports
enthusiast. With a focus on the arts this month, Fernweh will able to keeping moving with its established brand through a refreshing outlet that is recognized by its demographic-- people who are
trendy, innovative, and hipsters who claim not to be. This will reflect in newspaper advertising by
allowing it the smallest newspaper budget yet, to maintain the intrigue of being “fringe” and seen
as more authentic. Fernweh will make itself known in travel and music magazines catered to the
younger generation, as well as established news publications to give Fernweh added credibility
and respect. Fernweh will air television commercials on network primetime shows that encapsulate
American culture, such as American Idol and a late night talk show. Radio will be more important
to Fernweh’s media plan than usual because this month is music and culture heavy. Spots will primarily be purchased in and around Seattle to alternative stations in appeal to the millennial market.

TOTAL BUDGET : $24,791,811

106

N (national + Seattle): $10,548,531
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The New York Times
2,019,693
Daily
Nationwide
2x / week
$188,804
$377,608
$1,510,432
$93

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

USA Today
2,522,027
Daily
Nationwide
1x / week
$398,000
$398,000
$1,592,000
$157.81

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

LA Times: Sunday
965,598
Weekly
Los Angeles
1x / week
$327,326
$327,326
$1,309,304
$338.99
The Press-Enterprise
113,448
Daily
Los Angeles
1x / week
$26,624
$26,624
$106.496
$234.68

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Daily News
61,194
Daily
Los Angeles
1x / week
$1,719
$1,719
$6,876
$28.01

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Seattle Times
245,947
Daily
Seattle, WA
2x / week
$59,190
$118,380
$473,520
$240.66

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
202,574
Daily
Los Angeles
3x / week
$48,670.48
$146,011.44
$584,045.76
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Seattle Weekly
54,909
Weekly
Seattle, WA
1x / week
$18,528
$84.36
$18,528
$84.36

107

M (travel, news, music): $6,682,264

108

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Time Magazine
56
1,835,523
$338,900
4
$84.63
$1,355,600

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Rolling Stone
24
1,468,263
$423,160
2
$273.84
$846,320

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Reader’s Digest
12
3,067,649
$180,000
1
$184.63
$180,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Variety
50
120,000
$31,520
4
$263
$126,240

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The New Yorker
47
1,044,524
$174,248
4
$166.82
$174,248

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Complex Magazine
6
50,000
$10,000
1
$200
$10,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

National Geographic
12
3,538,623
$227,500
1
$64.30
$227,500

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Alternative Press
12
297,222
$7,200
1
$24.22
$7,200

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Northwest Travel
6
45,000
$4,275
1
$95.00
$4,275

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outside
12
691,305
$197,589
1
$285.82
$197,589

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
79380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Travel + Leisure
12
973,834
$148,100
1
152.08
$148,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Afar Magazine
7
264113
37080
1
140.3944524
$37080

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Conde Nast Traveler
12
Issues / year:
813,262
Circulation:
$149,132
Full Color Spread:
1
Frequency / month:
$183.36
CPM:
$149,132
Monthly Cost:

Parade
56
22,000,000
$784,900
4
$35.68
$3,139,600

T (network): $7,362,976
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Late Show
Nationwide
Night
CBS
30-second spot
4
$342,000
$453,870
$1,815,480

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

State of Affairs
Nationwide
Primetime
NBC
30-second spot
2
$224,060
$448,120
$1,792,480

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KNDD 107.7
Seattle WA
Alternative
18-34 y/o
Morning drive
20
$338
$6760
$27,040

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Amazing Race
Nationwide
Primetime
CBS
30-second spot
4
$101,522
$406,088
$1,624,352

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KEXP 90.3
Seattle, WA
Alternative
25-34 y/o
Evening drive
25
$344
$8,600
$34,400

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

American Idol
Nationwide
Primetime
Fox
30-second spot
4
$266,333
$532,666
$2,130,644

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KEZE-FM 96.9
Spokane, WA
Contemporary Hits
18/34 y/o
Morning drive
30
$30
$900
$3,600

R: $198,040

109

june
June brings a media strategy with an impact longer-lasting than the sun during the summer solstice. Placement this month is especially strategic, with media costs cut practically in half as Fernweh moves out of the pioneering stage of its first year. Marketing wil lbe done heavily through OOH
and social media, but some traditional media is still vital to stay competitive.

Fernweh will come

back to its roots in newspaper use, with placement in top California papers, as well as Bay Area papers in order to spread the word about the Sea to Summit event. Fernweh will enjoy an emphasis on surfing in its magazine placement, with top SRDS-determined adventure magazines, which
will reflect the summer surf culture of California. Nurturing Southern Californian roots by placement in magazines and radio relevant to the geographical area will allow Fernweh not to lose authenticity as a brand, even as it branches out. These magazines are smaller but with lower CPM,
giving Fernweh a narrow target market focus with a good bang for the buck. We chose some of
the top television shows watched by millennials aged 18-25, who we are mainly targeting with
events and would have the most time to relax and watch television during their summer vacations.

TOTAL BUDGET : $19,604,688

110

N (national, California): $10,618,410
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

USA Today
2,522,027
Daily
Nationwide
1x / week
$398,000
$398,000
$1,592,000
$157.81

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
CPM: $420.96
The New York Times
Circulation: 2,019,693
Type: Daily
Location: Nationwide
Frequency: 2x / week
Full page color: $188,804
Weekly total: $377,608
Monthly total: $1,510,432
CPM: $93
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
965,598
Weekly
Los Angeles
2x / week
$48,670.48
$97,340.96
$389,363.84
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The San Francisco Chronicle
201,996
Circulation:
Daily
Type:
SF-Oakland-San Jose
Location:
2x / week
Frequency:
$39,600
Full page color:
$79,200
Weekly total:
$316,800
Monthly total:
$196.04
CPM:

San Francisco Examiner
158,198
Daily
SF-Oakland-San Jose
3x / week
$15,093
$45,279
$181,116
$95.41

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The SF Chronicle: Sunday
321,545
Weekly
SF-Oakland-San Jose
1x / week
$48,000
$48,000
$192,000
$149.28

San Jose Mercury News
659877
Weekly
SF-Oakland-San Jose
2x / week
$53,858
$107,716
$430,864
$81.62

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

U-T San Diego
216,417
Daily
San Diego
1x / week
$63,511
$63,511
$254,044
$293.47
U-T San Diego: Sunday
268,038
Weekly
San Diego
1x / week
$81,522
$81,522
$326,088
$304.14

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Sacramento Bee
170,838
Daily
Sac.-Stockton-Modesto
1x / week
$49,493
$49,493
$197,972
$289.71

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Mercury News: Sunday
634001
Weekly
SF-Oakland-San Jose
1x / week
$61,504
$61,504
$246,016
$93.21
Santa Barbara News- Press
23,658
Daily
Santa Barbara
1x / week
$8,596
$8,596
$34,384
$363.34

111

M (US travel, adventure sport, surf): $927,798
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Red Bulletin
12
293,238
$80,300
1
$273.84
$80,300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfer Magazine
12
96,402
$15,054
1
$156.16
$15,054

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Transworld Surf
12
75,653
$11,576
1
$153.01
$11,576

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

National Parks
4
305,931
$11,500
1
$37.59
$11,500

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Laguna Beach Mag.
6
20,000
$2,100
1
$105
$2,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
$79,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Travel + Leisure
12
973,834
$148,100
1
152.08
$148,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Conde Nast Traveler
12
813,262
$149,132
1
$183.36
$149,132

Afar Magazine
7
264,113
$37,080
1
$140.39
$37,080

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfing Magazine
12
94,683
$15,093
1
$159.41
$15,093

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
112

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Climbing Magazine
10
42.440
$5,415
1
$127.59
$5,415

Outside
12
691,305
$197,589
1
$285.82
$197,589

Lonely Planet Magazine
6
80000
$15,429
1
$192.86
$15429

T (network): $7,798,116
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Walking Dead
Nationwide
Primetime
AMC
30-second spot
4
$413,695
$453,870
$1,654,780

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Voice
Nationwide
Primetime
NBC
30-second spot
2
$262,041
$524,082
$2,096,328

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KMEL-FM 106.1
San Francisco, CA
Urban, Contemporary Hits
18-49 y/o
Morning drive
20
$928
$18,560
$74,240

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

New Girl
Nationwide
Primetime
Fox
30-second spot
2
$176,000
$352,000
$1,408,000

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KFRC-FM
San Francisco, CA
Talk
25-54 y/o≠
Evening drive
25
$838
$20,950
$83,800

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

How to Get Away with Murder
Nationwide
Primetime
ABC
30-second spot
4
$164,938
$659,752
$2,639,008

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KYSR-FM 98.7
Los Angeles
Alternative Rock
18-34 y/o
Morning drive
20
$1038
$20,760
$83,040

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KHTS-FM 93.3
San Diego
Contemporary hits
18-49 y/o
Evening drive
25
$194
$4,850
$19,400

R: $260,480

113

july
July with Fernweh may be all about hanging out and relaxing with #FernwehHangout, but the July media
plan is still going strong in traditional media. For this social “event” that culminates at the Grand Canyon
in Arizona, Fernweh needs to make itself known all over the nation to make the social media “hangout” a
success. For newspaper, Fernweh will place itself in full color in the largest nationally distributed newspapers, as well as the largest newspapers in each metro area of California and Arizona, from which the
majority of Grand Canyon attendees will hail or spread the word. Newspaper is where the majority of
spending will go this month, because we want Fernweh to reflect as being notable and newsworthy. For
magazine, we chose a mix US travel and outdoor magazines, largely niche magazines that would appeal
to the consumer who is looking for the epic adventures around the US, which Fernweh aims to provide.
The niche magazines provide a more narrowly tailored target market and some relatively low CPMs to
make them worthy of placement. “National Parks” in particular has a CPM of less than $40 for a full page in
color, and is exactly relevant to our strategy for July. Television placement is based on the most-watched
shows by people ages 18-25 according to Cision, ranging from sitcoms to dramas to reality television
for variety. Radio is focused in Arizona, where the Fernweh Hangout will occur at the Grand Canyon.
Placement will be heavy right near the event date to spread the word and encourage people to come.

TOTAL BUDGET : $19,392,473
114

N (national, California, Arizona): $11,907,229
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The New York Times
2,019,693
Daily
Nationwide
2x / week
$188,804
$377,608
$1,510,432
$93

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The SF Chronicle: Sunday
321,545
Circulation:
Weekly
Type:
SF-Oakland-San Jose
Location:
1x / week
Frequency:
$48,000
Full page color:
$48,000
Weekly total:
$192,000
Monthly total:
$149.28
CPM:

The Sacramento Bee
170,838
Daily
Sac.-Stockton-Modesto
1x / week
$49,493
$49,493
$197,972
$289.71

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Washington Post
401,360
Daily
Washington D.C.
2x / week
$125,320
$250,640
$1,002,560
$312.24

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
202,574
Daily
Los Angeles
3x / week
$48,670.48
$146,011.44
$584,045.76
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Arizona Daily Sun
49,063
Daily
Flagstaff, AZ
2x / week
$15,478
$30,956
$123,824
$315.47

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

USA Today
2,522,027
Daily
Nationwide
1x / week
$398,000
$398,000
$1,592,000
$157.81

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

U-T San Diego
216,417
Daily
San Diego
1x / week
$63,511
$63,511
$254,044
$293.47

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Daily Courier
31,214
Daily
Prescott, AZ
3x / week
7003.25
$21009.75
$84,039
$328.56

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Newsday
460149
Daily
New York
3x / week
$41,156
$123,468
$493,872
$157.81

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Mercury News: Sunday
634001
Weekly
SF-Oakland-San Jose
1x / week
$61,504
$61,504
$246,016
$93.21

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Yuma Sun
23,708
Daily
Yuma, AZ
1x / week
$6824.46
$6824.14
$27,297.84
$287.84

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Arizona Daily Star
341,204
Daily
Tucson, AZ
2x / week
$118,974.56
$237949.12
$951,796.45
$348.69

115

M (US travel, outdoor adventure): $817,900
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Red Bulletin
12
293,238
$80,300
1
$273.84
$80,300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfer Magazine
12
96,402
$15,054
1
$156.16
$15,054

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

National Parks
4
305,931
$11,500
1
$37.59
$11,500

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Flying Adventures
6
139,203
$10,500
1
$75.43
$10,500

Travel + Leisure
12
973,834
$148,100
1
152.08
$148,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Conde Nast Traveler
12
813,262
$149,132
1
$183.36
$149,132

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Rock & Ice
8
30,051
$4,250
1
$141.43
$4,250

Afar Magazine
7
264,113
$37,080
1
$140.39
$37,080

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outdoor Photographer
11
181,522
$31,780
1
$175.08
$31,780

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
$79,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
116

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Climbing Magazine
10
42.440
$5,415
1
$127.59
$5,415

Outside
12
691,305
$197,589
1
$285.82
$197,589

Islands
8
151,509
$35,870
1
$236.75
$35,870

T (network): $6,483,944
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Mindy Project
Nationwide
Primetime
Fox
30-second spot
4
$117,987
$471,948
$1,887,792

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Survivor
Nationwide
Primetime
CBS
30-second spot
2
$120,822
$241,644
$966,576

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KSZR-FM 97.5
Tucson, AZ
Contemporary Hits
25-54 y/o
Morning drive
30
$57
$1,710
$6,840

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

NCIS: Los Angeles
Nationwide
Primetime
CBS
30-second spot
2
$121,699
$243,398
$973,592

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KKFR-FM 98.3
Flagstaff-Prescott
Contemporary Hits
18-34 y/o
Evening Drive
25
$48
$1,200
$4,800

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

How I Met Your Mother
Nationwide
Primetime
CBS
30-second spot
4
$165,999
$663,996
$2,655,984

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KDKB-FM 93.3
Phoenix, AZ
Alternative
25-49 y/o
Morning drive
30
$308
$9,240
$36,960

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

R: $183,400

117

August
This month, Fernweh brings itself to the trendiest, most culturally-savvy, hippest market around. Fernweh goes a little alternative , and it reflects in the media plan. August is all about alternative culture
meets epic athleticism. This will culminate at Burning Man, where Fernweh will hold a unique presence, contributing an adventure stage. In addition to the regular set of newspapers, Fernweh will
also place advertising in areas of Northern California and Western Nevada, from which many Burning
Man attendees hail. These newspapers are minor in cost compared to the national papers. The mix
of magazines are representative of how Fernweh is branding itself specifically in August. It includes
the typical adventure travel, the occasional news publications, and a handful of cutting edge music
magazines. This mix of platforms will altogether cultivate the important, lasting, cultural footprint of
Fernweh. These were the top music magazines, excluding irrelevant music types like country and classical, according to Cision. Television was decided by researching television shows that most reflected
the character of our target market, almost as a person=product match. This summed up to being alternative, humorous, young, and a little (or a lot) quirky. These ended up being some of the most “hipster” shows according to Ranker. Radio stations were determined by the geographic demographics of
where Burning Man attendees come from, and thus to whom this campaign would be most relevant to.

TOTAL BUDGET : $22,365,441
118

N (national, California, Reno-Tahoe): $10,627,308
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The New York Times
2,019,693
Daily
Nationwide
2x / week
$188,804
$377,608
$1,510,432
$93

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The SF Chronicle: Sunday
321,545
Circulation:
Weekly
Type:
SF-Oakland-San Jose
Location:
1x / week
Frequency:
$48,000
Full page color:
$48,000
Weekly total:
$192,000
Monthly total:
$149.28
CPM:

Reno News and Review
27,379
Daily
Reno, NV
1x / week
$27,379
$2,920
$11,680
$106.65

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Washington Post
401,360
Daily
Washington D.C.
2x / week
$125,320
$250,640
$1,002,560
$312.24

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
202,574
Daily
Los Angeles
3x / week
$48,670.48
$146,011.44
$584,045.76
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Nevada Appeal
15,748
Daily
Reno, NV
1x / week
$1,505
$1,505
$6,020
$95.57

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

USA Today
2,522,027
Daily
Nationwide
1x / week
$398,000
$398,000
$1,592,000
$157.81

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

U-T San Diego
216,417
Daily
San Diego
1x / week
$63,511
$63,511
$254,044
$293.47

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Modesto Bee
47,638
Daily
Modesto, CA
1x / week
$14,610
$14,610
$58,440
$306.67

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Sacramento Bee
170,838
Daily
Sac.-Stockton-Modesto
1x / week
$49,493
$49,493
$197,972
$289.71

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Mercury News: Sunday
634001
Weekly
SF-Oakland-San Jose
1x / week
$61,504
$61,504
$246,016
$93.21

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Reno Gazette-Journal
35,540
Daily
Reno, NV
1x / week
$6,192
$6,192
$24,768
$174.23

119

M (adventure travel, news, music): $6,698,627

120

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Rolling Stone
24
1,468,263
$423,160
2
$273.84
$846,320

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Reader’s Digest
12
3,067,649
$180,000
1
$184.63
$180,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Variety
50
120,000
$31,520
4
$263
$126,240

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The New Yorker
47
1,044,524
$174,248
4
$166.82
$174,248

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Complex Magazine
6
50,000
$10,000
1
$200
$10,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

National Geographic
12
3,538,623
$227,500
1
$64.30
$227,500

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Alternative Press
12
297,222
$7,200
1
$24.22
$7,200

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nylon
10
224,104
$21,638
1
$96.55
$21,638

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Time Magazine
56
1,835,523
$338,900
4
$84.63
$1,355,600

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outside
12
691,305
$197,589
1
$285.82
$197,589

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
$79,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Travel + Leisure
12
973,834
$148,100
1
152.08
$148,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Afar Magazine
7
264113
37080
1
140.3944524
$37080

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Conde Nast Traveler
12
Issues / year:
813,262
Circulation:
$149,132
Full Color Spread:
1
Frequency / month:
$183.36
CPM:
$149,132
Monthly Cost:

Parade
56
22,000,000
$784,900
4
$35.68
$3,139,600

T (network): $4,814,886
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Parks and Recreation
Nationwide
Primetime
NBC
30-second spot
4
$78,146
$312,584
$1,250,336

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

30 Rock
Nationwide
Primetime
NBC
30-second spot
2
$133,000
$241,644
$966,576

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KWYL-FM 102.9
Sacramento, CA
Contemporary Hits
18-34 y/o
Morning drive
30
$31
$930
$3,720

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Portlanda
Nationwide
Primetime
IFC
30-second spot
2
$121,699
$243,398
$973,592

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KMXW-FM 100.9
Reno, NV
Contemporary Hits
25-54 y/o
Evening Drive
25
$43
$1,075
$4,300

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Amazing Race
Nationwide
Primetime
CBS
30-second spot
4
$101,522
$406,088
$1,624,352

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KFRC-FM
San Francisco, CA
Talk
25-54 y/o≠
Evening drive
25
$838
$20,950
$83,800

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

R: $224,620

121

September
As Fernweh dives into fall, the media plan will go back to basics. Surf culture is at the root of Fernweh’s
story, so this month will kick off with a different kind of bi-coastal campaign-- from the beaches of California to the shorebreaks of Hawaii. The campaign will revolve around the U.S. Open of Surfing in Huntington Beach and the Fernweh cliff diving championship on Oahu. Traditional media will be stripped down,
starting with placement in the top circulated newspapers along the California coast and in the island of
Oahu in Hawaii. Both states carry a lot of local pride, so the advertising style will be personal, with a very
local, classic Californian and authentic Hawaiian feel. Magazine placement will take care of the national
aspect of the campaign, with placement in outdoor adventure publications, U.S. travel magazines, and,
of course, the top surfing magazines. Television placement would be on cable channels in order to accomodate the broadcast of the U.S. Open of Surfing at the end of the month.There is also a selection of
outdoor and commercial slots that cater to the younger demographic between drama, reality, and comedy. “The Walking Dead” and “South Park” are among the most watched shows by young millennials.

TOTAL BUDGET : $10,449,161

122

N (California, Hawaii): $3,593,206
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Honolulu Star-Advertiser
188,456
Daily
Honolulu, HI
2x / week
$16,002
$16,002
$64,008
$84.91

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The SF Chronicle: Sunday
321,545
Weekly
SF-Oakland-San Jose
1x / week
$48,000
$48,000
$192,000
$149.28

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Hawaii Tribune-Herald
14,218
Daily
Honolulu, HI
1x / week
$4,128
$4,128
$16,512
$290.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
202,574
Daily
Los Angeles
3x / week
$48,670.48
$146,011.44
$584,045.76
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

West Hawaii Today
8,808
Daily
Honolulu, HI
1x / week
$3,792
$3,792
$15,168
$430.51

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

U-T San Diego
216,417
Daily
San Diego
1x / week
$63,511
$63,511
$254,044
$293.47

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Maui News
17,157
Daily
Honolulu, HI
1x / week
$4,473
$4,473
$17,892
$260.71

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Mercury News: Sunday
634001
Weekly
SF-Oakland-San Jose
1x / week
$61,504
$61,504
$246,016
$93.21

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Street Pulse
48,467
Daily
Honolulu, HI
1x / week
$3,024
$3,024
$12,096
$62.39

123

M (outdoor, travel, surf): $1,205,179
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outside
12
691,305
$197,589
1
$285.82
$197,589

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Climbing Magazine
10
42.440
$5,415
1
$127.59
$5,415

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
$79,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfer Magazine
12
96,402
$15,054
1
$156.16
$15,054

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Conde Nast Traveler
12
813,262
$149,132
1
$183.36
$149,132

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Travel + Leisure
12
973,834
$148,100
1
152.08
$148,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfing Magazine
12
94,683
$15,093
1
$159.41
$15,093

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Men’s Journal
10
762,053
$270,380
1
$354.80
$270,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Afar Magazine
7
264113
37080
1
140.3944524
$37,080

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
124
Monthly Cost:

Transworld Surf
12
75,653
$11,576
1
$153.01
$11,576

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Red Bulletin
12
293,238
$80,300
1
$273.84
$80,300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Rock & Ice
8
30,051
$4,250
1
$141.43
$4,250

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outdoor Photographer
11
181,522
$31,780
1
$175.08
$31,780

T (cable): $5,478,196
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

U.S. Open of Surfing
Nationwide
Daytime
The Surf Channel
30-second spot
8
$73,248
$585,984
$585,984

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Dhani Tackles the Globe
Nationwide
Daytime
Travel Channel
30-second spot
2
$46,395
$92,790
$371,160

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KDNN-FM 98.5
Honolulu, HI
Reggae
18-34 y/o male
Morning drive
30
$64
$1920
$7,680

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Walking Dead
Nationwide
Primetime
AMC
30-second spot
4
$413,695
$453,870
$1,654,780

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KEGY-FM 103.7
San Diego, CA
Contemporary Hits
18-34 y/o
Evening Drive
25
$248
$6,200
$24,800

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

South Park
Nationwide
Primetime
Comedy Central
30-second spot
4
$179,142
$716,568
$2,866,272

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

Hawaiian 105 KINE
Honolulu, HI
Hawaiian
25-54 y/o
Evening drive
25
$73
$1825
$7300

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

R: $172,580

125

October
As they say, “go big or go home.” In the spirit of taking on city life, Fernweh outdoes itself in October. Establishing presence in the Big Apple while remaining relevant in the ever-bustling Los Angeles
means full-page color placements in the biggest names on both coasts. The theme and placement of
this month will only work effectively if Fernweh has been strongly established as a brand with focus on
highlighting the best of nature, national parks, and little-known areas. That way, this month’s strategy
will work as an expansion project, rather than an unfocused strategy. Getting noticed in these urban
jungles is a challenge, but Fernweh’s media plan this month further reflects how tackling unfamiliar
territories, in this case high-density metro areas, is a welcomed challenge. We used SRDS and Cision
data to determine the top circulated newspapers in both Los Angeles and New York, which conversely
translated to the most of the top circulated newspapers nationally. Fernweh also selected the best of
the best for magazines amongst its consumers, based on demographic and psychographic profiles,
determined by VALS and PRIZM. The picks are more male-skewed, with new magazines such as ESPN
and Forbes, that will appeal to the city-folk. People magazine is where Fernweh will dedicate a chunk of
budget, being amongst the top lifestyle publications. Television spending goes heavy , especially with
the introduction of Sunday Night Football in Fernweh’s media plan and top reality television shows and
sitcoms. While having an active element, these selections differ from the up-front adventurous placements in past months. Radio will be important this month, as NYC and LA have some of the highest cardensity, meaning a lot of radio listeners tuning in. Top stations for each city were chosen, including NPR,
a talk radio show that will appeal to people who are interesetd in actively listening to the radio content.

TOTAL BUDGET : $42,257,935
126

N (national, California, NYC): $11,733,503
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The New York Times
2,019,693
Daily
Nationwide
2x / week
$188,804
$377,608
$1,510,432
$93

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Washington Post
401,360
Daily
Washington D.C.
2x / week
$125,320
$250,640
$1,002,560
$312.24

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

USA Today
2,522,027
Daily
Nationwide
1x / week
$398,000
$398,000
$1,592,000
$157.81

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Sacramento Bee
170,838
Daily
Sac.-Stockton-Modesto
1x / week
$49,493
$49,493
$197,972
$289.71

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Newsday
460,149
Daily
New York
3x / week
$41,156
$123,468
$493,872
$157.81

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The SF Chronicle: Sunday
321,545
Weekly
SF-Oakland-San Jose
1x / week
$48,000
$48,000
$192,000
$149.28

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Metro New York
233,140
Daily
New York
2x / week
$22,530
$45,060
$160,240
$96.63

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
202,574
Daily
Los Angeles
3x / week
$48,670.48
$146,011.44
$584,045.76
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The New York Post
497,878
Daily
New York
1x / week
$73,618
$73,618
$294,472
$147.86

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

U-T San Diego
216,417
Daily
San Diego
1x / week
$63,511
$63,511
$254,044
$293.47

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Daily News
427,452
Daily
New York
1x / week
$64,630
$64,630
$258,520
$151.20

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Mercury News: Sunday
634001
Weekly
SF-Oakland-San Jose
1x / week
$61,504
$61,504
$246,016
$93.21

127

M (adventure, lifestyle, U.S. travel): $15,794,512

128

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Climbing Magazine
10
42.440
$5,415
1
$127.59
$5,415

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Conde Nast Traveler
12
813,262
$149,132
1
$183.36
$149,132

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outside
12
691,305
$197,589
1
$285.82
$197,589

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Red Bulletin
12
293,238
$80,300
1
$273.84
$80,300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
$79,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outdoor Photographer
11
181,522
$31,780
1
$175.08
$31,780

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Afar Magazine
7
264,113
$37,080
1
140.3944524
$37080

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

National Geographic
12
3,538,623
$227,500
1
$64.30
$227,500

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Travel + Leisure
12
973,834
$148,100
1
152.08
$148,100

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Forbes
18
932,065
$155,631
1
166.97
$155,631

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Reader’s Digest
12
3,067,649
$180,000
1
$184.63
$180,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Men’s Journal
10
762,053
$270,380
1
$354.80
$270,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

ESPN The Magazine
24
2,153,331
$242,000
2
166.97
$484,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

People
56
3,537,318
$3,425,000
4
$968.25
$13,700,000

T (network): $14,310,960
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Dancing With the Stars
Nationwide
Primetime
ABC
30-second spot
8
$73,248
$585,984
$585,984

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Biggest Loser
Nationwide
Daytime
NBC
30-second spot
2
$91,672
$183,344
$1,283,408

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

WWPR-FM 105.1
New York, NY
Urban
18-34 y/o women
Morning drive
30
$966
$28,980
$115,920

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Two and a Half Men
Nationwide
Primetime
CBS
30-second spot
4
$183,904
$735,616
$2,942,464

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

NPR
New York, NY
Talk
25-54 y/o
Evening Drive
25
$872
$21,800
$87,200

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Sunday Night Football
Nationwide
Primetime
NBC
30-second spot
4
$593,694
$2,374,776
$9,499,104

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KYSR-FM 98.7
Los Angeles
Alternative Rock
18-34 y/o
Morning drive
20
$1038
$20,760
$83,040

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

R: $418,960

129

November
November revolves around the idea of home. Fernweh finds home in adventure, which will be the driving point of the big event at Lake Tahoe for college students. In regards to traditional media, Fernweh
will follow the theme of “home” by making itself at home in the places and spaces that Americans are
most familiar with. For newspaper, Fernweh will be very present in the top national papers and Sunday
reads. We will be at the breakfast table of millions of Americans nationwide, all month. Because California is home for Fernweh, top newspapers will also be used throughout the state. Fernweh will stay
true to its colors with magazine placement, advertising in a handful of outdoor adventure and extreme
sports magazines. However, rather than travel magazines, Fernweh will be in some of the top lifestyle
magazines, including People, ESPN, and Reader’s Digest. This way, we will have lunch with our consumers as they work and peruse the latest reads. For television, Fernweh is focusing on the classic shows,
like Sunday Night Football and the Simpsons. This way, Fernweh is with consumers as they get together for the game or have a good tv binge after work. Of course, Fernweh’s radio placement throughout
California and especially areas near Lake Tahoe will help with that drive home. These top stations will
drive the idea of home being an adventure with Fernweh as consumers drive to their physical homes.

TOTAL BUDGET : $37,715,744

130

N (national, California): $13,499,383
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Wall Street Journal
2,276,207
Daily
Nationwide
2x / week
$344,488.32
$688,976.64
$2,755,905.56
$151.34

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

USA Today
2,522,027
Daily
Nationwide
1x / week
$398,000
$398,000
$1,592,000
$157.81
LA Times: Sunday
965,598
Weekly
Los Angeles
1x / week
$327,326
$327,326
$1,309,304
$338.99

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The New York Times
2,019,693
Daily
Nationwide
2x / week
$188,804
$377,608
$1,510,432
$93

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

NYT: Sunday
2,502,367
Weekly
Nationwide
1x / week
$241,929
$438,858
$1,935,432
$97

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The San Francisco Chronicle
201,996
Daily
SF-Oakland-San Jose
2x / week
$39,600
$79,200
$316,800
$196.04

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The SF Chronicle: Sunday
321,545
Weekly
SF-Oakland-San Jose
1x / week
$48,000
$48,000
$192,000
$149.28

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
202,574
Daily
Los Angeles
3x / week
$48,670.48
$146,011.44
$584,045.76
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

San Francisco Examiner
158,198
Daily
SF-Oakland-San Jose
3x / week
$15,093
$45,279
$181,116
$95.41

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

U-T San Diego
216,417
Daily
San Diego
1x / week
$63,511
$63,511
$254,044
$293.47

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

San Jose Mercury News
659877
Weekly
SF-Oakland-San Jose
2x / week
$53,858
$107,716
$430,864
$81.62

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Mercury News: Sunday
634001
Weekly
SF-Oakland-San Jose
1x / week
$61,504
$61,504
$246,016
$93.21

131

M (extreme sport, lifestyle): $15,297,249

132

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Men’s Journal
10
762,053
$270,380
1
$354.80
$270,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

People
56
3,537,318
$3,425,000
4
$968.25
$13,700,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfer Magazine
12
96,402
$15,054
1
$156.16
$15,054

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfing Magazine
12
94,683
$15,093
1
$159.41
$15,093

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Transworld Surf
12
75,653
$11,576
1
$153.01
$11,576

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Ski Magazine
6
385,583
$84,000
1
$217.85
$84,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Climbing Magazine
10
42.440
$5,415
1
$127.59
$5,415

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Forbes
18
932,065
$155,631
1
166.97
$155,631

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Red Bulletin
12
293,238
$80,300
1
$273.84
$80,300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

National Geographic
12
3,538,623
$227,500
1
$64.30
$227,500

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

ESPN The Magazine
24
2,153,331
$242,000
2
166.97
$484,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Reader’s Digest
12
3,067,649
$180,000
1
$184.63
$180,000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

National Parks
4
305,931
$11,500
1
$37.59
$11,500

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Elks Magazine
10
768,799
$48,000
1
62.44
$48000

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Snowboard
4
63,921
$8800
1
137.67
$8,800

T (network): $8,624,552
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Sunday Night Football
Nationwide
Primetime
ESPN
30-second spot
2
$593,694
$1,187,388
$4,749,552

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Simpsons
Nationwide
Daytime
Fox
30-second spot
2
$231,532
$463,064
$1,852,256

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KWYL-FM 102.9
Sacramento, CA
Contemporary Hits
18-34 y/o
Morning drive
30
$31
$930
$3,720

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Amazing Race
Nationwide
Primetime
CBS
30-second spot
4
$101,522
$406,088
$1,624,352

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KMEL-FM 106.1
San Francisco, CA
Urban, Contemporary Hits
18-49 y/o
Morning drive
20
$928
$18,560
$74,240

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Arrow
Nationwide
Primetime
CW
30-second spot
2
$49,799
$99,598
$398,392

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KFRC-FM
San Francisco, CA
Talk
25-54 y/o≠
Evening drive
25
$838
$20,950
$83,800

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KROQ-FM 106.7
Los Angeles
Alternative Rock
18-34 y/0
Evening drive
25
$1,328
$33,200
$132,800

R: $294,560

133

December
Fernwh will go out with a bang at the conclusion of its 12 month media plan. During this month, Fernweh
will remind consumers what an integral part of their adventure lives the company has become through
a plethora of social engagement. Traditional media efforts will be specifically focused in California and
Hawaii. Hawaii is important this month because Fernweh will be highly involved in big events on Oahu,
including the ASP World Tour and Vans Triple Crown of Surfing competitions. We have chosen the
magazines with widest circulation in these two states to draw in on the surf culture that Fernweh is a part
of. In addition to the regularly scheduled outdoor adventure magazines, Fernweh will have
advertisements placed in magazines for surfing and Hawaiian travel. For example, “Hana Hou” is a
magazine
allow

placed

Fernweh

on
a

flights

captive

for

Hawaii

audience

by

with

airlines

not

much

like
to

Hawaiian
do

but

magazine and dream about a Fernweh adventure upon their arrival.
variety for television, including

airlines.
flip

This

will

through

the

Fernweh chose a

top-rated sitcoms for the demographic, as well as TV events like

25 Days of Christmas” and the broadcasting of the ASP World Tour, NPR showed that ABC Family
actually has a rising number of people aged 18-34 tuning into their channel, so Fernweh

will

choose

a

handful

of

movies

during

especially appealling to young adults, such as Elf.

their

Christmas

extravaganza

that

are

Radio is primarily used in Hawaii to in-

vite people already on the island to join Fernweh for a sponsored event. This placement will
be a good bang for the buck because December is tourist season and surf season for Hawaii.

TOTAL BUDGET : $11,935,338
134

N (California + Hawaii): $4,329,986
Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The San Francisco Chronicle
201,996
Daily
SF-Oakland-San Jose
2x / week
$39,600
$79,200
$316,800
$196.04

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Los Angeles Times
650,718
Daily
Los Angeles
2x / week
$273,928
$547,856
$2,191,424
$420.96

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

San Francisco Examiner
158,198
Daily
SF-Oakland-San Jose
3x / week
$15,093
$45,279
$181,116
$95.41

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Register
202,574
Daily
Los Angeles
3x / week
$48,670.48
$146,011.44
$584,045.76
$240.26

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

San Jose Mercury News
659877
Weekly
SF-Oakland-San Jose
2x / week
$53,858
$107,716
$430,864
$81.62

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Mercury News: Sunday
634001
Weekly
SF-Oakland-San Jose
1x / week
$61,504
$61,504
$246,016
$93.21

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Honolulu Star-Advertiser
188,456
Daily
Honolulu, HI
2x / week
$16,002
$16,002
$64,008
$84.91

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

Hawaii Tribune-Herald
14,218
Daily
Honolulu, HI
1x / week
$4,128
$4,128
$16,512
$290.34

U-T San Diego
216,417
Daily
San Diego
1x / week
$63,511
$63,511
$254,044
$293.47

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

West Hawaii Today
8,808
Daily
Honolulu, HI
1x / week
$3,792
$3,792
$15,168
$430.51

Street Pulse
48,467
Daily
Honolulu, HI
1x / week
$3,024
$3,024
$12,096
$62.39

Circulation:
Type:
Location:
Frequency:
Full page color:
Weekly total:
Monthly total:
CPM:

The Maui News
17,157
Daily
Honolulu, HI
1x / week
$4,473
$4,473
$17,892
$260.71

135

M (outdoor, surf, Hawaii): $902,452
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Outside
12
691,305
$197,589
1
$285.82
$197,589

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Nat. Geo. Traveler
8
623,020
$79,380
1
127.41
$79,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Islands
8
151,509
$35,870
1
$236.75
$35,870

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:
136

Islands
8
151,509
$35,870
1
$236.75
$35,870
Men’s Journal
10
762,053
$270,380
1
$354.80
$270,380

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Climbing Magazine
10
42.440
$5,415
1
$127.59
$5,415

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

The Red Bulletin
12
293,238
$80,300
1
$273.84
$80,300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfer Magazine
12
96,402
$15,054
1
$156.16
$15,054

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Transworld Surf
12
293,238
$80,300
1
$273.84
$80,300

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Surfing Magazine
12
94,683
$15,093
1
$159.41
$15,093

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Backpacker
9
355,866
$80,025
1
$224.87
$80,025

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Honolulu Magazine
12
30,314
$6,745
1
$222.50
$6,745

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Hana Hou!
6
135,000
$9,500
1
$70.37
$9,500

Issues / year:
Circulation:
Full Color Spread:
Frequency / month:
CPM:
Monthly Cost:

Hawaii Magazine
12
48,878
$4,000
1
$81.84
$4,000

T (cable): $6,643,720
DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

25 Days of Christmas
Nationwide
Primetime
ABC Family
30-second spot
8
$73,248
$585,984
$585,984

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

ASP World Tour
Nationwide
Daytime
ESPM
30-second spot
6
$54,415
$326,490
$1,306,960

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KDNN-FM 98.5
Honolulu, HI
Reggae
18-34 y/o male
Morning drive
30
$64
$1920
$7,680

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

The Big Bang Theory
Nationwide
Primetime
CBS
30-second spot
2
$366,912
$733,824
$2,935,296

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KEGY-FM 103.7
San Diego, CA
Contemporary Hits
18-34 y/o
Evening Drive
25
$248
$6,200
$24,800

DMA:
TOD:
Network:
Layout:
Frequency:
Cost / 30 sec:
Weekly Cost:
Monthly Cost:

Modern Family
Nationwide
Primetime
ABC
30-second spot
2
$226,935
$453870
$1,815,480

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

Hawaiian 105 KINE
Honolulu, HI
Hawaiian
25-54 y/o
Evening drive
25
$73
$1825
$7300

DMA:
Format:
Demographic:
Slot:
Frequency / week:
Cost / 30 seconds:
Cost / week:
Cost / month:

KHTS-FM 93.3
San Diego
Contemporary hits
18-49 y/o
Evening drive
25
$194
$4,850
$19,400

R: $59,180

137

budget Comparison

138

Grand Totals
N: 127,318,312
M: 55,270,290
T: 93,609,690
R: 3,015,680

279,213,872
139

$1 MILLION DOLLAR BUDGET
A $1,000,000 budget would cut Fernweh’s unlimited traditional media budget plan down to less than .4%. This is another challenge that Fernweh welcomes. Obviously, there would be some major scaling back. The way the unlimited budget is set up, there are a lot of people outside
the direct target market who are peripherally exposed to Fernweh’s efforts. This is great, but not necessary for Fernweh’s strategy. Fernweh
would be very selective in choosing media that is specific to our target market.

Fernweh would advertise in no top national newspapers, but rather select niche geographical target markets, especially college areas and
resort towns. Absolutely all newspaper advertisements would be in black and white. Fernweh would try to choose newspapers with CPMs less
than 1/3 of the cost of the average current CPMs chosen. The same goes for magazine budgeting. Fernweh would select magazines with only
the lowest CPMs, We would still utlize a handful of bigger names, such as National Geographic Traveller and Outside Magazine, but only for
special campaign months. The surf magazines would also remain important because surf magazines have a high readership amongst our target
demographic, according to AdAge.

Television would largely move from national broadcast on network and cable television to online streaming, such as Hulu, Netflix, and HBO Go.
This will provide a good bang for the buck because it can be more specifically tailored to our consumers’ preferences. This type of advertising
can also be more intergrated and interactive with audience members. Radio advertising ,especially around expensive cities like Los Angeles
and San Francisco would be kept to a minimum, as radio si the least applicable to Fernweh’s overall brand.

Needless to say, Fernweh would continue to put strong emphasis on out of home engagement and community outreach,
because that is what is at the core of Fernweh’s identity. Fernweh is an organic brand, and a $1 million dollar budget would allow the company
to focus and reflect on its roots, which would ultimately lead to positive PR and free advertising on social media.

140

$100,000 DOLLAR BUDGET
A $100,000 budget would further change the big picture of how Fernweh uses its budget. To really live the Fernweh trait of daring, we will do
something a little different with this budget, rather than just scaling back. There would be merit in catering to niche markets with low CPMs
across traditional media, but the best way Fernweh can capitalize on a $100,000 budget is by going viral.

The way Fernweh will do this is by creating a commercial that discloses what Fernweh is doing with its media plan. Rather than scattering
across numerous small markets, Fernweh will pledge its entire $100,000 budget to community outreach. During this community outreach,
which would include hands-on involvement, grants and monetary donations to deserving individuals in person, and other events, Fernweh will
document the good that they are doing and keep track of exactly where each “media budget” dollar is going. At the end, the video, posted on
Youtube, will illustrate how Fernweh chose to spend its entire media budget on doing good to the extreme. Social media will go hard to get the
word out about this socially conscious company. This strategy will have a far more lasting impact than placement in a handful of newspapers,
magazines, television, and radio spots.

141

142

The Creative

143

PACKAGING

Special edition
packaging
+ tags

144

LOGO PACK
25,000 miles
of home

Title: Haymaker
Text: Raleway Light
145

PRINT AD 1

146

Photo by Andrew Holman

PRINT AD 2

See Fernweh Lookbook for more ads
147

RENDERING

148

OUT
OF
HOME
JULY:
MUSEUM
TAKEOVER

See Fernweh Lookbook for
more OOH

149

www.fernwehbracelets.com

150

There was nowhere to go
but everywhere, so just
keep rolling
under the stars.

- John Kerouac

151

works cited
Arbitron: Solutions . (n.d.). Retrieved from http://www.nielsen.com/us/en/solutions/capabilities/audio.html
Brett, Brian. “The New York Times Insights - The Psychology of Sharing.” He Psychology of Sharing. The New York Times Insights, 2012. Web.
Brymer, E., & Oades, L. (2009). Extreme Sports: A Positive Transformation In Courage And Humility. Journal of Humanistic Psychology, 49(1), 114126.
Brymer, E., & Schweitzer, R. (2013). Extreme sports are good for your health: A phenomenological understanding of fear and anxiety in extreme
sport. Journal of Health Psychology, 18(4), 477-487.
Emarketer:

– “Netflex, Cable Battle for Millennials’ Attention” (2015)

– “Want to Reach Millennials? Say Hello to Snapchat.” (2015)

– “Reasons that US Millennial Smartphone Users Share Digital Content (2014)

– “How College Students Connect (or Don’t) with Brands (2015)

– “Attitudes Toward Brands on Instagram Among US Millennial Internet Users” (2014)

– “Locations Where US Millennial Internet Users Make Purchases After Viewing Something on Facebook, Pinterest, or Twitter.” (2014)

– “How Loyal or Millennial Travelers?” (2014)

– “Millennial Behabiors Shift Travel Marketing Dollars.” (Kressmann, 2014)

– “Top 10 Brands According to US Millennial Internet Users” (2014)

– US Internet Users Who Share Travel Content via Social Channels” (2014)

– “CPG Brands on Social: Be Purposeful, Entertaining, and Helpful” (Bishop, 2015)

– Millennials Go Mobile/Social Route with Travel Content (2014)
Mintel Reports

– “Digital and Print Magazines” (2014)

– ”US Youth Travel Market” (2011)

– “Watches and Jewelry” (Lipson, 2012)
Poggi, J. (2014). Football and ‘Big Bang’ are broadcast TV’s most expensive ad buys.”
SQAD: Spot Quotations and Data
SRDS: Advertising Rates. (n.d.). Retrieved from http://next.srds.com.lib.pepperdine.edu/nmp/
Willig, C. (2008). A Phenomenological Investigation Of The Experience Of Taking Part In `Extreme Sports’ Journal of Health Psychology, 13(5),
690-702.
All Photos and Artwork by Safeena Padder, unless otherwise noted.
152

Safeena Padder

Safeena is a class of 2015 graduate of Pepperdine University with a B.A. in
Advertising and a minor in Non-Profit Management. Her passions lie somewhere in
the heart of the Fernweh Bracelet company, as a crossroads somewhere between
photography, travel, the outdoors, and great ideas. She loves rock climbing and
trying really hard at things she is not physically equipped to finish but finishing them
anyway (next stop: Kilimanjaro).
Website: www.safeenapadder.com
Photography portfolio: www.littleboatphotography.com
email: safeena.padder@gmail.com

153

154

And above all,
watch with glittering eyes the
whole world around you because
the greatest secrets are
always hidden in the most
unlikely places.

– Roald Dahl
155

156

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