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“Be Different” Campaign

Sarah Schreck, Zack Schwartz, Shelby Duke,


Dalton Tuell, Erin Robertson
Campaign Executive Summary
Background Research
SWOT Analysis
Competition
Target Audience Profile
Campaign Plan
Strategies for Implementation
Advertising:
Television
Newspaper
Radio
Out of Home
Public Relations:
“Pocket of Paradise”
New York Times- “36 Hours in Belize”
Social Media:
Sponsored posts on Facebook and Instagram
Facebook Events
Timeline
Budget
Evaluation
The purpose of our campaign is to increase the amount of visitors to Belize by differentiating it
from other Central American destinations. Yes, people do visit Belize (385,000 people to be
exact), but it’s the bottom of the totem pole compared to the average visitors traveling to other
countries in Central America like Costa Rica and Guatemala. Through extensive research,
including interviews and statistical analyses, we’ve identified that even though Belize has the
least amount of visitors, it still has a lot to offer to tourists. Visitors flock to Belize to dive and
snorkel in the Belize Barrier Reef and local caves and hike to ancient Mayan ruins, and that’s
only just the beginning. Belize needs our help to highlight everything it has to offer to attract
more visitors.

To increase visitors to Belize, while making it different, our campaign includes a plethora of
visually-appealing billboards and outdoor displays, clever radio ads, alluring TV spots, a series
of print ads in the New York Times, bus wraps and sponsored posts on both Facebook and
Instagram. But it doesn’t stop there. We’ve also staged a traveling pop-up event in three cities
across the United States, Austin, Denver and Chicago, where locals can experience the culture
and vibes of Belize. Our campaign targets ambitious young professionals ages 25 to 34 who
have disposable income, are climbing the corporate ladder and are seeking an adventurous
vacation to Central America.

In 2013, Travel Belize introduced a new campaign, “Discover How to Be,” to rebrand Belize as
an adventurous vacation spot. Instead of focusing on traditional honeymooners and beach-
goers, this campaign focused on those wanting to really experience the culture and adventure of
Belize. Stemming from this, our campaign wanted to keep the same structure and tone to really
hone in on what visitors want to get out of Belize. A piece of our campaign focuses on several
pop-up events around the country. Our pop-up events are designed to bring Belize to you, while
still encouraging to travel there. These events allow for a one-of-a-kind, brand-engaging
experience to encourage locals to recognize the brand and culture of Belize.

In conclusion, our campaign features a sponsorship with United Airlines to help offset some of
the funding and to promote both United and the Belize brands. We believe the partnership with
United will allow us to grow our reach to more people. We want people to be unique and visit
Belize instead of other countries. Vacation, but be different. It’s time to experience Belize.
When we started this campaign a few weeks ago, we sat down and began to brainstorm the main
problems with Belize’s tourism. We found, compared to the other countries, Belize is the least
traveled to country in Central America. We believe this is because there are other larger
attractions and sights to see in other parts of Central America, and because there are more
popular vacation destinations. That doesn’t mean Belize is boring and has nothing to offer. It
actually has so many things to contribute like unimaginable diving and snorkeling activities, a
plethora of Mayan ruin sites, hundreds of exotic wildlife species, and a friendly and personable
sense of community. We found the key to Belize is it’s not a touristy destination, meaning there
are no chain hotels or chain restaurants. Yes, that means there’s no McDonald’s.

We sat down and interviewed two individuals, Suzanne Palm and Joetta Raylots, who had
previously traveled to Belize for vacation. Although Belize is a popular cruise destination, that’s
not what we wanted. We wanted people who had adventured to the authentic and real Belize.
Both interviewees lead us to believe Belize is very easy and accommodating, as well as safe. It
has a lower crime rate compared to countries like Honduras, Mexico and Guatemala. Belize is an
English-speaking country and accepting of U.S. currency, which makes for a very easy transition
when traveling. The main reason both of them went there is because Belize was some place they
had always wanted to go, mainly for water activities like diving and snorkeling.

Our secondary research consisted of extensive research in the Belize Tourism Board’s (BTB)
statistics database. This database has a slew of valuable information that helped drive our
campaign with the main interests of Belize like diving, snorkeling, caving and hiking. We also
researched other travel websites, which lead us to discover more about Central America as a
whole and how Belize fits into the overall tourism industry of it. From the International Tourism
Board, we found it has over 380,000 visitors annually, whereas places like Costa Rica reach over
2.5 million annually.

In determining our target audience and three DMAs, we looked to the Belize Tourism Board’s
informational statistics. It was reported in 2016 that 39.7 percent of travelers were between the
ages of 25 and 34. Additionally, some of the hometown cities where visitors traveled from included
Texas, Colorado and Illinois. So, then we looked to Esri. We entered multiple zip codes in our
three areas and determined just exactly who we were looking for. Our young professionals were
born and they became the target of our campaign.

It’s apparent that Travel Belize has a strong sense of character over its social media networks.
Its posts don’t necessarily talk about Belize, it describes the experiences, which is something
different than other travel destinations. We wanted to bring the experiences to the consumers in
our DMAs across the nation. From this social research, we knew we wanted to recreate one-of-
a-kind experiences to portray Belize as the unique, hidden gem destination that it has become.
Strengths Weaknesses
● An array of activities offered: ● Wet season: From June to
Visitors can go scuba diving, November, Belize is considered in
snorkeling, hiking, fishing and more. “rainy” season
(Water activities are among the most ● Low ad coverage: There are hardly
popular) any advertisements for Belize in the
● Engaging website and social U.S.
media: The website and social media
sites are filled with videos that
essentially take viewers to Belize via
phone.
● “Niche” tourism sites: Sites such as
Belize Barrier Reef and the Blue Hole
are natural wonders that aren’t found
anywhere else.
● Safety and language: Belize is one
of the safest CA countries and the
main language is English throughout
most of the country.

Opportunities Threats
● Highlight the “niche” tourism ● Six other countries: CA has the
spots: We want to bring in people to same climate and infrastructure, so
show that Belize is different and better Belize is threatened by other vacation
than other CA countries. spots nearby.
● Showcase the authenticity: Belize is
not like other CA countries in ways
that link culture and tourism together.
Mark and Brittany, 31, have been together for over four years and currently live in Denver, CO. With marriage
no where in the near future, they both are steady climbing the corporate ladder one promotion after another.
Mark is an accountant with his CPA and Brittany is a social media manager for Chipotle corporate. Brittany
attends spin class every other evening at six and Mark gets a beer with his college fraternity brothers at the local
brewery every Thurday night. Mark recently received the Gold Delta SkyMiles card, but he has his sights set
on Platinum status in the near future. On the contrary, Brittany’s bank account is depleting from her bi-weekly
Target runs. Their single-family townhome in the Denver suburbs is decorated immaculately with the latest
Chip and Joanna Gaines collection available at Target. Together, they enjoy watching reruns of House Hunters,
skiing, bicycling and traveling. This spring, Mark and Brittany are looking for a once-in-a-lifetime experience
to immerse themselves in the culture and adventure Central America has to offer.
Creative Strategy Statement: Campaign will target ambitious young professionals seeking an
adventurous vacation in Central America. An immersive sample of Belize’s cultural and
experiential offerings will convince them.

Key Fact: Belize is the least visited country in Central America.

Campaign Problem: There are seven tropical destinations in Central America, including Belize,
that are available to our target consumers, creating much competition in a geographically similar
environment.

Campaign Objective: To attract more visitors to Belize while establishing Belize’s reputation as
the hidden gem of Central America.

Target Consumers: Young professionals ages 25 to 34 living in the suburbs of Denver, Austin
and Chicago, who are adventurous, in a committed relationship and interested in visiting Central
America.

Competitors:

Direct: Guatemala, Costa Rica, El Salvador, Honduras, Nicaragua, and Panamá.

Indirect: Other travel destinations sought after by adventurous young professionals,


staycation options.

Key Consumer Benefit: Visitors will avoid heavily populated tourist traps in other Central
American areas and get to experience the authentic adventures Belize has to offer.

Support: In-person interviews, statistics from the Belize Tourism Board. Newspapers,
billboards, outdoor creative, TV spots, radio ads, social posts, pop-up event, NYT reporter.

Tone Statement: Stimulating, desirable, vivacious.

Mandatories and Limitations: Logos, slogans, URLs.


Bigger Than Borders 0:60

This television commercial, our driver medium, follows RYAN and KRISTEN, two active young
professionals, as they try to experience all of the wonder of Belize in under sixty seconds.

Visual Video Audio

0:03 Stopwatch at 60 SFX


seconds Stopwatch ticking

V/O
We’re going to try and fit
your Belize trip into a
sixty second commercial.

0:05 Fast wipe to RYAN and V/O


KRISTEN, who nod, Ready? Go!
determined

0:09 KRISTEN hikes quickly MUSIC


through the wilderness High-octane tropical beats
as monkeys swing
alongside her SFX
Stopwatch ticking fades
under montage

0:13 RYAN takes photos of a SFX


jaguar at the Camera click
Cockscomb Basin
Wildlife Sanctuary;
Jaguar in shadow, then
Ryan in shadow
0:17 RYAN and KRISTEN
explore the Mayan
ruins, climbing up
ropes, the sun shining

0:21 RYAN and KRISTEN eat


authentic Belizean
cuisine in front of a
sunset

0:25 KRISTEN bikes through


the rainforest as a
Macaw flies by

0:29 RYAN dives into the SFX


ocean, surrounded by Splash
schools of gorgeous
fish and coral MUSIC
Music fades temporarily, as
if underwater

0:33 KRISTEN and RYAN dance MUSIC


together with a group Music rises again, full
of traditional force
Garifuna dancers

0:37 KRISTEN and RYAN kayak


playfully through the
rainforest

0:41 KRISTEN and RYAN look


out of a helicopter,
on tour
0:45 KRISTEN and RYAN stare
in awe in the center
of a Belizean cave, as
they cave tube

0:49 RYAN and KRISTEN sit MUSIC


on the side of a boat Tropical beats stop at a
in scuba gear and look peak
directly at the
camera, disappointed V/O
Stop!

0:52 RYAN and KRISTEN put RYAN


on their scuba masks No way!

KRISTEN
We just started!

RYAN and KRISTEN fall SFX


backwards into the Splash
water near the Great
Blue Hole

0:60 Drone shot flies from V/O


RYAN and KRISTEN in It’s time to break borders.
the water, zooming out You don’t fit into sixty
to aerial view of seconds, and neither does
Belize with the Great Belize.
Blue Hole.

A group of skydivers
pass around the drone,
mirroring the
stopwatch shape from
before

SUPER: Belize logo


SUPER:
belizetourismboard.com

If Belize is the least visited country in Central America, tourists must not know what they’re
missing. This sixty-second spot focuses on the activities enjoyed by physically active young
professionals, focusing on the idea of breaking out of limitations. The fast pace, accompanied by
driving music and active visuals, taps into the pulse and goals of the adrenaline junkie.
These specific activities were selected to highlight Belize-exclusive opportunities, including the
Cockscomb Basin Wildlife Sanctuary, the Great Blue Hole, Garifuna dance culture, and these
particular Mayan ruins. All other activities are the most popular physical activities in the area,
according to research conducted by the Belize Tourism Board.

These spots will appear on local news stations in Austin, Chicago, and Denver, as young
professionals check on the weather or local happenings both in the morning and evening.
This advertisement is a ½ page featured in the local newspapers of our DMAs; the Chicago
Tribune, the Austin Statesman, and the Denver Post. Identity as a constraint is addressed; Young
professionals have a desire for individuality in a culture of conformity, and this ad draws a parallel
between the individuality of the target audience member and the individuality of Belize as a
Central American country. This ad taps likewise into their desire for escape from routine.
This radio ad will be placed when young professionals are on their way to work, when they have
the whole day ahead of them. This is the time of day where most people have enough energy for
determination and planning, where they are considering the future. The spot begins with a
reference to meditation, a practice normally done in the morning before the day’s work. This will
calm listeners and make them more receptive to the deliberate ambiance of the rest of the spot.
There will be a modified version of this radio ad one week before the Pocket of Paradise event in
each of our locations that will promote the event in the closing copy.

Stations & Services


● Alternative (Ages 25 to 44)
● Adult Hits (Ages 25+)
● Soft Adult Contemporary (Ages 25+)

V/O AUDIO SFX MUSIC

N/A Business White Noise

I can tell you need a break. Business White Noise


Here are some steps to follow
as you plan your escape.

Put your phone on silent. Click, noise stops

Take a deep breath. Waves crash quietly

Run on grass, not concrete. Running shoes on grass Pulsating


tropical music
builds

Go for a spin. Bike wheels spinning

Spend time in nature. Wildlife

Explore an ancient Music is


civilization. percussive

Meet the locals Laughter

Dive into a new adventure. Splash Tropical music


fades, underwater

When you are ready to escape,


visit Belize. Until then,
daydream with us at
belizetourismboard.com.
This series of five billboards will focus on features and landmarks that can only be found in Belize.
These specific pieces of Belizean culture differentiate it from other destinations while establishing
the area’s reputation. Images of these features will be the dominant element of these billboards,
followed by “Only in BELIZE,” and accompanied by the name of the feature in smaller copy. This
series of billboards will be spread out along commute routes in each of our three DMAs.

Only in BELIZE | The Great Blue Hole


Imagery will be aerial shot of The Great Blue Hole with boats and skydivers

Only in BELIZE | Cockscomb Basin Wildlife Sanctuary


Imagery will focus on activity and natural life, featuring hikers, a jaguar, and a macaw

Only in BELIZE | "El Castillo" at Xunantunich


Imagery will show gritty and exciting Mayan ruins

Only in BELIZE | Garifuna Dancers


Imagery will be of group setting, Garifuna dancers

Only in BELIZE | River of Caves


Imagery will be of a young romantic couple cave tubing, lounging in a beautiful lagoon
Out of Home - Special: Pockets of Paradise

Above Street Level: Building Wraps 2.0 (Building Bubbles)

Bubbles will be constructed above street level in view of corporate office buildings and the street
below. There will be four per DMA, focusing four aspects of tourism. These bubbles are inspired
by Haus Rucker Co’s 1972 art installation, Oasis no. 7. The copy on these bubbles will be “fun
facts” printed on the bottom of their inflatable plastic exteriors as follows:

Beaches, Relaxing, Diving


BELIZE is home to the second-largest barrier reef in the
world.

Cycling, Hiking & Other Physical Activity


BELIZE is home to the largest sinkhole in the world and
the largest cave system in Central America

Ruins, Cultural Experiences


BELIZE is the only English speaking Central American
country, but most Belizeans are trilingual.

Rainforest, Animal Life


There are 300 species of birds in BELIZE, and Jaguar
crossing signs on the side of the road.

The bubble is constructed from weather-resistant PVC tarpaulin and clear plastics, which make
sticker decals easy to install. The bubbles would be constructed via a third party, and would be
ten feet in diameter. They would be extended from the rooftop of a building in a downtown/metro
area. Individuals commuting or taking their lunch break will look out from their offices or up from
the streets below to take in the peculiar sight. The internal environment of the bubble will be an
artistic “diorama” rendering of the tourism aspects listed above.
Out of Home - Special: Pockets of Paradise Cont.

Below Street Level: Transit Takeover

Underground transportation systems will have hallways also fashioned into caves and coral reefs,
and will have the ability to be interacted with for the sake of picture-taking.

Vinyl wrapping on the outside, interior, and floor


of the following busy commuter transit stations
will recreate the Belizean atmosphere for those
rushing through daily life.
Austin, TX: Capital Metro, MetroRail
Commuter, MLK Station
Chicago, IL: Chicago Transit Authority, Union
Station
Denver, CO: Union Station, Regional
Transportation District

In addition to the subway station creative, we’ve also constructed a live cam screen in busy
subway terminals. This live cam footage will be shot directly from Belize, so it gives passing
consumers something to enjoy and allows the traveling aspect to be reinforced. Since the
audience has probably never seen anything like this, it gives the reinforcement that Belize is
unique among other destinations.
“Pocket of Paradise”

A public relations event called “Pocket of Paradise” will be a three day pop up event in
each DMA, Chicago, Denver and Austin, over the month of August. The event takes place in a
public park in each city; Grant Park in Chicago, City Park in Denver and Zilker Park in Austin. The
event is held in August, right in the middle of the campaign, so there is exposure to general Belize
ads before and after the event as a buildup and reminder for booking a trip to Belize. The most
common time to travel to Belize is December through April so having the event in August allows
for plenty of time to book the trip. Set up begins on Thursday before the event starts. The event
begins at 11 a.m. on Friday and runs through Sunday afternoon at 7 p.m. Breakdown occurs
Sunday evening and Monday. With the event beginning at lunchtime on Friday, the event will
catch the eye of businessmen and women in the target demographic during their lunch hour.
Having the event occur throughout the weekend will allow for word of mouth to happen and word
to get out to colleagues, family, friends and significant others to get people to the event throughout
the weekend. Advertisements, predominantly radio and social will advertise the event.
The Belize Tourism Board started a partnership with United Airlines for eager travelers to
book their trip. United Airlines helps sponsor these three events and is offering a discount on
tickets if you book your trip at the event or within the next two weeks after. A coupon flier will be
handed out as a reminder and offer a 20 percent off flight to Belize. At the event there will be an
inflatable structure giving attendees a glimpse into what Belize is like. The inflatable structure will
have different booths inside the tent including Belizean cuisine, United travel agents and
representatives from the Belize Tourism Board. Representatives at the event will show videos
and images of different activities in Belize, These will include diving at the Big Hole, exploring
caves, hiking up the Mayan Ruins and more. United travel agents and representatives from the
Belize Tourism Board are available to talk to and discuss travel plans with as well as kiosks to
begin planning the dream vacation. A brochure will also be available that contains information
about Belize, what makes it desirable and various activities to do in Belize. This event
encompasses the theme of the campaign that you have to go visit Belize yourself, we can’t show
you everything about it.
To transport the inflatable structure to each city, the freight truck will be wrapped with a
logo and design to so people passing question what’s in the truck. Copy would say “Follow me to
Belize.” This allows for word of mouth to occur, especially when the trucks near each city.

Media will also be present and contacted beforehand about the event.
A press release will be sent out to local newspapers and TV stations
one week prior to the event. A media advisory will be sent out to local
media in each city five days before the event starts as a reminder for
the media that the event is coming up. This is a newsworthy and timely
event that will create buzz and relay the message to the target
audience. Simply explaining what is going on at the event and the
uniqueness of it, will entice media to come to the event.
New York Times- “36 Hours in Belize”

The Belize Tourism Board will send an email pitch to a Travel writer at the New York Times to
convince the editor to write “36 hours in Belize” segment piece. The pitch will be short because
journalists are always busy and do not have time to read a long email pitch. The email will include
a few pictures of different activities in Belize like diving at the Big Hole and hiking the Mayan ruins.
Explaining the uniqueness that Belize has offer like the absence of chain restaurants and hotels
will provide a unique standpoint when writing and traveling. Many 36 hour segments showcase
“hidden gems” of the city or things that aren't commonly known to tourists such as local
restaurants or things to do. This aspect is important because it highlights the idea of the campaign
that Belize is different than the competitors, other central American countries and that there are
unique activities to do while visiting. Research shows that the 32 percent of New York Times
readers tend be younger than 30 years old and 31 percent of readers are between the ages 25
to 34. These are the highest percentages and encompass the target audience which is why having
the New York Times do a 36 Hours in Belize segment is beneficial to the campaign goal. The trip
would include airfare, hotel, food and activities for the journalists to enjoy at the expense of the
Belize Tourism Board.
Travel Belize will be making social media posts throughout the entirety of the campaign to catch
our target audience’s attention and show them that Belize is a unique travel option with lots to
offer. We found Instagram and Facebook to be the most used platforms by our target
demographic. Sponsored ads on each platform will bring awareness to the tourism industry of
Belize and entice our audience to follow the Belize account, thus increasing the desire to travel
there. In addition to sponsored ads on Instagram and Facebook, we will create Facebook
events for people that are interested in the event. This will spread awareness of the event once
people tag whether they’re “Interested” or “Going.” This will give us an idea of how many people
to expect. We chose to sponsor the ads and boost the events to increase our reach
exponentially as described in our budget.
Instagram ad:
COPY (caption): The biggest sinkhole in the world, ancient Mayan ruins, authentic cuisine and
endless outdoor activities are just the beginning of what Belize has to offer. Start planning your
adventure and visit travelbelize.org. You have to see it to Belize it.

Facebook ad:
COPY (caption): Turn “Work, eat, sleep, repeat” into “snorkeling, hiking, diving, exploring.” Break
the routine of your everyday life and plan your adventure to Belize today. Visit travelbelize.com
for more information.

Facebook Event:
ADVERTISING PLAN

ADVERTISING PLAN

SUMMARY

($) NET VALUE


PRINT $ 77,717.28 $ 77,717.28
TELEVISION $ 3,315,000.00 $ 3,315,000.00
RADIO $ 111,000.00 $ 111,000.00
OUTDOOR $ 256,825.00 $ 256,825.00
PRODUCTION & MISCELLANEOUS $ 193,813.00 $ 193,813.00
ONLINE $ 100,000.00 $ 100,000.00
Trade Commission
TOTAL PAID ADVERTISING --------------- $ 4,054,355.28 $ 4,054,355.28

FILE: Belize Campaign


TAB: SUMMARY PRINTED: 3/20/2018 @ 9:54 AM
ADVERTISING PLAN

ADVERTISING PLAN

PRINT
PLACEMENT OF AD SIZE & COST OF AD

PRINT DATE(S) NET VALUE


PUBLICATION OR DESCRIPTION DAY PURPOSE SECTION AD SIZE NET VALUE SUB-TOTAL NOTES:

6/3/18, 6/10/18,
Denver Post 6/17/18, 6/24/18 SUN General info Life & Style/Travel Half Page = $ 38,348.00
$ 38,348.00
6/3/18, 6/10/18,
Chicago Tribune 6/17/18, 6/24/18 SUN General info Life & Style/Travel 2 columns = $ 17,157.28
$ 17,157.28
6/3/18, 6/10/18,
Austin Statesman 6/17/18, 6/24/18 SUN General info Life & Style/Travel 2 columns = $ 22,212.00
$ 22,212.00

PRINT TOTALS: $ 77,717.28 $ 77,717.28

FILE: Belize Campaign


TAB: PRINT PRINTED: 3/20/2018 @ 9:54 AM
ADVERTISING PLAN

ADVERTISING PLAN

TELEVISION
PLACEMENT OF SPOT
NET VALUE
STATION AFFILIATE RUN DATE(S) NET VALUE SUB-TOTAL NOTES:
Chicago
Today Show, AM and PM
WMAQ NBC 5/1/18 - 7/30/18 $ 180,000.00 news- 3 days/week
5/30/2018 $ 100,000.00 premiere
6/20/2018 $ 100,000.00 America's Got Talent
6/11/18 $ 100,000.00 America's Got Talent
$ 480,000.00

Comcast/XFINITY Cable 5/1/18 - 5/16/18 $ 5,000.00 E!


5/17/18 - 6/2/18 $ 5,000.00 Travel Channel, FX
6/3/18 - 6/20/18 $ 5,000.00 Food Network, TLC
6/21/18 - 7/12/18 $ 5,000.00 HGTV
7/13/18 - 7/31/18 $ 5,000.00 Bravo
$ 25,000.00

GMA, AM and PM news- 3


WLS ABC 5/1/18 - 7/30/18 $ 180,000.00 days/week
5/20/18 $ 140,000.00 The Bachelorette premiere
6/24/18 $ 140,000.00 The Bachelorette
7/15/18 $ 140,000.00 The Bachelorette
$ 600,000.00
Denver
Today Show, AM and PM
KUSA NBC 5/1/18 - 7/30/18 $ 180,000.00 news- 3 days/week
5/30/2018 $ 100,000.00 premiere
6/20/2018 $ 100,000.00 America's Got Talent
6/11/18 $ 100,000.00 America's Got Talent
$ 480,000.00

Comcast/XFINITY Cable 5/1/18 - 5/16/18 $ 5,000.00 E!


5/17/18 - 6/2/18 $ 5,000.00 Travel Channel, FX
6/3/18 - 6/20/18 $ 5,000.00 Food Network, TLC
6/21/18 - 7/12/18 $ 5,000.00 HGTV
7/13/18 - 7/31/18 $ 5,000.00 Bravo
$ 25,000.00

GMA, AM and PM news- 3


KMGH ABC 5/1/18 - 7/30/18 $ 180,000.00 days/week
5/20/18 $ 140,000.00 The Bachelorette premiere
6/24/18 $ 140,000.00 The Bachelorette
7/15/18 $ 140,000.00 The Bachelorette
$ 600,000.00
Austin
Today Show, AM and PM
KXAN NBC 5/1/18 - 7/30/18 $ 180,000.00 news- 3 days/week
5/30/2018 $ 100,000.00 premiere
6/20/2018 $ 100,000.00 America's Got Talent
6/11/18 $ 100,000.00 America's Got Talent
$ 480,000.00

Comcast/XFINITY Cable 5/1/18 - 5/16/18 $ 5,000.00 E!


5/17/18 - 6/2/18 $ 5,000.00 Travel Channel, FX
6/3/18 - 6/20/18 $ 5,000.00 Food Network, TLC
6/21/18 - 7/12/18 $ 5,000.00 HGTV
7/13/18 - 7/31/18 $ 5,000.00 Bravo
$ 25,000.00

GMA, AM and PM news- 3


KVUE ABC 5/1/18 - 7/30/18 $ 180,000.00 days/week
5/20/18 $ 140,000.00 The Bachelorette premiere
6/24/18 $ 140,000.00 The Bachelorette
7/15/18 $ 140,000.00 The Bachelorette
$ 600,000.00

TELEVISION TOTALS: $ 3,315,000.00 $ 3,315,000.00

FILE: Belize Campaign


TAB: TV PRINTED: 3/20/2018 @ 9:54 AM
ADVERTISING PLAN

ADVERTISING PLAN

RADIO
PLACEMENT OF SPOT
NET VALUE
STATION DMA LOCATION FORMAT RUN DATE(S) # OF SPOTS NET VALUE SUB-TOTAL NOTES:

3 spots/day- 2 weeks prior to event, radio


WKSC-FM Chicago Kiss 103.5 (Top 40) 8/1/18 - 10/31/18 84 $ 20,000.00 segment includes event information
$ 20,000.00
WTMX-FM Chicago 101.9 The Mix 8/1/18 - 10/31/18 84 $ 20,000.00 3 spots/day
$ 20,000.00
WKQX- FM Chicago Q101 Chicago- Alternative 8/1/18 - 10/31/18 84 $ 20,000.00 3 spots/day
$ 20,000.00
3 spots/day- 2 weeks prior to event, radio
KPTT-FM Denver 95.7- The Party (Top 40) 8/1/18 - 10/31/18 84 $ 8,500.00 segment includes event information
$ 8,500.00
KTCL-FM Denver 93.3- Denver's Modern Rock 8/1/18 - 10/31/18 84 $ 8,500.00 3 spots/day
$ 8,500.00
KQKS-FM Denver KS 107.5 (Hip-Hop and R&B) 8/1/18 - 10/31/18 84 $ 8,500.00 3 spots/day
$ 8,500.00
KODA-FM Austin Sunny 99.1- Houson's Mix 8/1/18 - 10/31/18 84 $ 8,500.00 3 spots/day
$ 8,500.00
3 spots/day- 2 weeks prior to event, radio
KHKS-FM Austin 106.1 Kiss FM (Top 40) 8/1/18 - 10/31/18 84 $ 8,500.00 segment includes event information
$ 8,500.00
KROX-FM Austin 101.5- Alternative Austin 8/1/18 - 10/31/18 84 $ 8,500.00 3 spots/day
$ 8,500.00

RADIO TOTALS: 756 $ 111,000.00 $ 111,000.00

*All spots are ran in the morning, afternoon and evening.

FILE: Belize Campaign


TAB: RADIO PRINTED: 3/20/2018 @ 9:54 AM
ADVERTISING PLAN

ADVERTISING PLAN

ONLINE
PLACEMENT OF AD
NET VALUE
VENDOR RUN DATE(S) NET VALUE SUB-TOTAL NOTES:

Sponsored ads on both


platforms, reaching between
57,000 and 170,000 of our
Facebook and Instagram 5/1/18 - 10/31/18 $ 100,000.00 target demographic
$ 100,000.00

$ -

$ -

MISCELLANEOUS PLACE MEDIA TOTALS: $ 100,000.00 $ 100,000.00

FILE: Belize Campaign


TAB: ONLINE PRINTED: 3/20/2018 @ 9:54 AM
ADVERTISING PLAN

ADVERTISING PLAN

OUTDOOR
PLACEMENT OF AD

NET VALUE
VENDOR PANEL ID RUN DATE(S) LOCATION NET VALUE SUB-TOTAL NOTES:
Denver
S/L Hampden E/O Santa Fe E/F
Mile High Outdoor Advertising 02 -0417 7/1/18 - 7/30/18 CR $ 8,000.00 4 week period
S/L Arapahoe Rd E/D 1-25 E/F
Mile High Outdoor Advertising 02 -20 21 8/1/18 - 8/31/18 CR $ 8,000.00 4 week period
N/L Hwy 36 S/O Wadsworth Exit,
Mile High Outdoor Advertising 02-20 93 9/1/18 - 9/30-18 E/F RR $ 8,000.00 4 week period
W/L Colorado A/D 1-70 N/F RR
Mile High Outdoor Advertising 02- 21 08 10/1/18 - 10/31/18 (Digital) $ 8,500.00 4 week period
$ 32,500.00
Austin
Lamar 90032 7/1/18 - 7/30/18 W/S US 183 @ FM1431 $ 5,000.00 4 week period
AS009E HWY 290E @ LOOP
Lamar 1564 8/1/18 - 8/31/18 212 $ 2,500.00 4 week period
I-35S-W/S, N/O SLAUGHTER
Lamar 1632 9/1/18 - 9/30-18 LANE $ 5,000.00 4 week period
Lamar 1396 10/1/18 - 10/31/18 HWY 290W @ HWY 71W $ 5,000.00 4 week period
$ 17,500.00
Chicago
REAGAN (I-88) N/S E/O
Lamar 1340 7/1/18 - 7/30/18 HIGHLAND $ 6,000.00 4 week period
STEVENSON (I-55) N/S .1 MI
Lamar 1475 8/1/18 - 8/31/18 W/O CICERO $ 8,000.00 4 week period
WILLOW S/S .5 MI E/O
Lamar 1313 9/1/18 - 9/30-18 SHERMER $ 7,200.00 4 week period
Lamar 70121 10/1/18 - 10/31/18 RT 53 W/S .3 MI N/O EUCLID $ 4,500.00 4 week period
$ 25,700.00

Bubble Displays
Chicago 7/1/18 - 10/31/18 Jackson Blvd. and State St. $ 5,375.00
Denver 7/1/18 - 10/31/18 Corner of Glenarm and 15th St. $ 5,375.00
Austin 7/1/18 - 10/31/18 Corner of Bowie St. and 6th St. $ 5,375.00
$ 16,125.00

Subway/Metro Displays
Chicago Transit Authority, Union
Chicago 7/1/18 - 10/31/18 Station $ 55,000.00 4 month period
Union Station, Regional
Denver 7/1/18 - 10/31/18 Transportation District $ 55,000.00 4 month period
Capital Metro, MetroRail
Austin 7/1/18 - 10/31/18 Commuter, MLK Station $ 55,000.00 4 month period
$ 165,000.00

OUTDOOR TOTALS $ 256,825.00 $ 256,825.00

FILE: Belize Campaign


TAB: OUTDOOR PRINTED: 3/20/2018 @ 9:54 AM
ADVERTISING PLAN

ADVERTISING PLAN

PRODUCTION & MISCELLANEOUS

VENDOR DATE DESCRIPTION VENDOR TOTAL NOTES:


Pocket of Paradise: Pop-up Events
Inspire- Inflatable Structures 8/9/18 - 8/25/18 Inflatable dome (24m) $ 54,170.00
Tent Setup 8/9/18, 8/16/18, 8/23/18 Crew to setup and take down event $ 8,000.00
Event Insurance 8/17/18 Insurance for event in Denver, CO $ 1,000.00
Event Insurance 8/24/18 Insurance for event in Austin, TX $ 1,000.00
Event Insurance 8/10/18 Insurance for event in Chicago, IL $ 1,000.00
Catering and Staffing 8/23/18 Catering and staffing for each event $
Chicago Parks and Recreation 5/1/18 Event permit $ 500.00
Denver Parks and Recreation 5/1/18 Event permit $ 650.00
Austin Parks and Recreation 5/1/18 Event permit $ 1,200.00
8/10/18, 8/17/18, Promotional/branding layer around perimeter of
Dacron Event Branding 8/23/18 dome $ 12,409.00
United Site Services 8/23/18 Restroom trailers $ 8,000.00
Truck Shipping/Driving Varies Shipping back and forth from each DMA $ 6,200.00
Porta-Flooring 8/9/18, 8/16/18, 8/23/18 Installing flooring for the event $ 14,705.00
United Airlines N/A Fee for sponsorship $ 50,000.00
Cocktail Rounds 8/9/18, 8/16/18, 8/23/18 Cocktail rounds ($9/table) $ 2,800.00
Belize Tourism Board 8/23/18 Working the event $ 10,000.00
Platinum Wraps 6/1/18 Wrap the truck with Belize artwork $ 5,000.00

New York Times "36 Hours in Belize" Trip


American Airlines 7/27/18 - 7/29/18 Roundtrip airfare to and from Belize City (BZE) $ 504.00
Martha's Inn 7/27/18 - 7/28/18 Hotel accomodations in San Ignacio, Belize $ 100.00
Caye Casa 7/28/18 - 7/29/18 Hotel accomodations in San Pedro, Belize $ 121.00
Hertz Rental Car 7/27/18 - 7/29/18 Kia Sportage rental car for duration of trip $ 279.00
American Express 7/27/18 - 7/29/18 $1000 gift card as spending credit $ 1,000.00
Ambergris Caye Ferry 7/28/18 - 7/29/18 Ferry to an from Ambergris Caye $ 25.00

Outdoor Misc.
Billboard Installation Varies Installation of vinyl and artwork $ 12,000.00
Installation of bubble to building with labor, as
Bubble Installation and Permits 6/30/18 well as permits to build $ 1,650.00

Raio Event Promotion


Sales Remote 8/24/18 Radio event promotion in each DMA $ 1,500.00

Subway/Metro Displays
Livestream Services 7/1/18 - 10/31/18 Service to livestream the areas in Belize $ 7,500.00
Camera Installation 6/30/18 Camera installation in Belize $ 2,500.00
Solar Panels 6/30/18 1 solar panel in each city to power display $ 18,000.00
Display/Artwork Installation 6/25/18 1 display in each DMA, artwork installed with viny $ 10,000.00

PRODUCTION & MISCELLANEOUS TOTALS: $ 193,813.00

FILE: Belize Campaign


TAB: PRODUCTION PRINTED: 3/20/2018 @ 9:54 AM
The regional Travel Belize campaign is a force to be reckoned with. This eclectic campaign
includes the perfect mixture of incredible outdoor displays, a powerful TV spot, witty radio and
even a traveling event that stops in each of our targeted DMAs across the country. To measure
our success, there are a number of ways to do so. Currently, over 35 percent of visitors to
Belize are between the ages of 25 and 34. We predict that number to increase at least 10
percent after this campaign runs. Since consumers are able to plan their vacation at our events
and book on the spot, we can track how many additional people are traveling to Belize just from
our events specifically. In terms of attendance, we project 12,000 visitors over the course of
three days for each event. We also hope to strew people away from just traveling to Belize for
honeymoons and bring more adventurous couples instead.

With a budget of over $4 million, this campaign is unlike any other regional travel campaign. As
we’re always taught, it’s OK to be different. And with that being said, you’ll just have to see it to
Belize it.