Par Avion

Marketing, Promotion, and Social Media

Marketing, Promotion and Social Media Strategy

Promotion Statement

Par Avion’s promotional strategy is primarily focused on throwing parties at renowned art
events. The magazine’s launch event is no different. The launch party will take place at New
York City’s Frieze Art Fair. It will be an intimate affair hosting one hundred guests, featuring a
sumptuous dinner with an open bar and musical entertainment. The guest list includes talented
artists featured at the Frieze Art Fair, as well as possible advertisers in the forms of travel moguls
(Richard Branson of Virgin Galactic) and the heads of travel-related product companies (Jerome
Griffith, CEO of Tumi Luggage). During this elegant event, Par Avion will provide guests with
free magazines to extend the reach of the brand in both the art and business communities. We
will continue using this strategy throughout years two through five by throwing promotional
parties at Miami Art Basel, Chicago SOFA, ART Santa Fe and The Armory Show in New York
City. We have chosen to use this strategy because by aligning ourselves with artistic events, we
have automatic access to artists and art lovers alike (both of whom are central to our target
demographic of 25-54 year olds who enjoy culture, art and travel). We will be engaging with our
readers through contests with prizes provided by our affiliates and sponsors. For example, when
customers subscribe to the Par Avion magazine, they will be entered into a raffle to win a free
piece of customized Globe-Trotter Luggage. Through this and many online contests, we will
keep our readers engaged on all mediums of Par Avion. Through these promotional strategies,
we will be able to quickly and effectively reach our target demographic, creating a loyal base of
lifelong readers.

Online contests will help us grow our brand awareness by providing incentives to interact with
Par Avion and encouraging subscriptions to our print magazine and our email newsletter. In
addition to the raffle for bespoke Globe-Trotter luggage for those who subscribe to our magazine
in the three months, people who subscribe to our email newsletter within the first month will be
entered to win one of ten $100 gift cards to Brookside, a company that specializes in chocolate
covered fruit. In year three we will partner with Smythson to create a contest to ‘#CheckItOff
with Smythson.’ Readers and fans will be asked to post tweets and Instagram photos of their
handwritten bucket lists and pictures of them checking off their goals with the hashtag to be
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entered into a drawing to win a $3,000 cash prize and a Smythson travel bag and journal to help
them keep working through their bucket list.

Facebook, Pinterest, and Instagram are our most important social media platforms followed by
Twitter. On Facebook we intend to link to posts and encourage comment discussions at least
twelve times a day. Pinterest boards of note will include Museum Mondays (an event promoted
across all social channels), staff travel bucket lists (sponsored by Smythson), and Pinterest
boards created by celebrities/well known travelers who do takeovers and create a board on a
special interest. These boards and others (including boards for the major categories on our
website) will include pins from our own website as well as the sites of the institutions and
productions we are writing about, helping us to build a reputation as a supportive partnership
company. Every article posted to our website should be linked on at least one of our boards for a
total of about thirty links a day. Instagram typically has fewer links to articles. We intend to post
2-3 Instagram exclusive photos a day. Additionally, we hope to sometimes post vacation photos
from our editors/writers and photos from ‘behind the scenes’ of on-site photography and work
(i.e. if someone is doing a piece in Rome on the best way to understand the ancient architecture
and one afternoon they have a gelato, we want pictures of them eating the gelato, content that
wouldn’t fit an article but will be fun for our Instagram). On Twitter we intend to link to articles
at least twelve times a day and sometimes organize chats hosted by editors or people from places
we feature in articles.

Brand Development Strategy

In Year 1 the Par Avion brand, complete with logo and full social media presence, will be
launched at the New York Frieze Art Fair (a renowned fair for international and contemporary
art). We will run several sponsored competitions to drive traffic to our website and social media,
as well as providing incentives for new magazine and newsletter subscribers. Our party at one of
several regional art fairs will become the annual highlight of our brand’s calendar, and we will
continue to grow our brand recognition through the second year. In Year 3 we form a major
partnership with Smythson, promoting our largest social media campaign to date, with linked
digital editorial content. As circulation and audience continue to grow, by the end of Year 3 we
will have partnered with companies across several categories including automotive, food, tech
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and beauty. Partner companies will include:
1. InterContinental Hotels & Resort
With five star properties located in more than 60 countries, the InterContinental Hotels &
Resorts brand of the InterContinental Hotel Group (IHG) is synonymous with style, quality and
luxury. InterContinental will support some of Par Avion’s yearly events, and sponsor content
about artistic and cultural attractions in cities that are home to flagship InterContinental Hotels.
Articles and slideshows powered by InterContinental will regularly appear in the ‘City Guides’
digital vertical and examples could include a must-see Smithsonian guide for Washington DC, a
slideshow of art parks, or following in Mozart’s footsteps across Vienna.
2. Globe-Trotter
Since 1897 Globe-Trotter has been creating lavishly designed luggage collections with a simple,
timeless aesthetic. Globe-Trotter cases have been to the first Everest base camp with Sir Edmund
Hillary, to the Antarctic with Captain Robert Falcon Scott, and even on the honeymoon of HM
Queen Elizabeth II, and we can’t wait to see where Par Avion readers will take Globe-Trotter
next. In the first three months of Year 1 every new magazine subscriber will go into the drawing
to win their own bespoke and made-to-order Globe-Trotter piece.
3. Brookside Chocolate
In their easily portable packages, Brookside’s chocolate covered goji berries, acai and
pomegranate bites are the perfect sweet indulgence for Par Avion readers on the go. On our
digital platform, in the first month of Year 1 all new subscribers to our newsletter will go into the
drawing to win one of ten $100 Brookside gift cards.
4. Metropolitan Museum of Art
The gallery will occasionally take over our Instagram and Pinterest accounts, as an opportunity
to draw renewed attention to some of the museum’s lesser known paintings, artifacts and
sculptures.
5. Hasselblad
Hasselblad are masters of photography and have become the camera choice for the discerning
medium-format photographer, including NASA themselves. Par Avion will partner with
Hasselblad to help our readers snap that perfect shot while traveling. Hasselblad will donate a
Lunar Mirrorless Digital Camera with 18-55mm Lens as the prize for our best panoramic
photograph competition in Year 2.
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6. Dior
The Dior brand of luxury goods includes fashion, beauty, jewelry and accessories, appealing to
many of our readers’ needs and desires. Dior will sponsor our fashion video series that takes
readers behind the scenes of catwalks across the globe.
7. Rolls Royce
The iconic Rolls Royce has symbolized the ultimate in automotive style since 1907. The
company’s penchant for classic design and innovative technology has continued into the 21st
century, making it a natural pair for our readers. Rolls Royce will be a regular sponsor of
calendar events and editorial pieces about exploring the world’s architecture and landscapes by
car, such as ‘the best European road trips’ and ‘why you should skip the flight and embrace the
drive.’
8. Etihad Airways
Whether it is the chauffeur home pick up, the private first class suites, the generously portioned
meals with matching wines or the up to date, endless entertainment systems, the Etihad airlines
experience is both and elegant and immersive. Wherever you’re going, Etihad can get you there
in the epitome of style of comfort. As the official airline partner of Par Avion, Etihad will be a
regular sponsor for city specific editorial content online and in print.
9. TAG Heuer
TAG Heuer’s timepieces ensure you never miss your flight and their eyewear guarantees you see
every single detail. TAG Heuer will sponsor posts that focus on visiting museums after hours as
part of our social media #MuseumMonday campaign across Facebook, Twitter and Instagram.
10. Bang & Olufsen
Danish company Bang & Olufsen are leaders in crafting technology that feels like a work of art.
A pair of their headphones, the Form 2i, even has a permanent home at the Museum of Modern
Art (MoMA) in New York. Bang and Olufsen will sponsor content about innovation and the
future of travel technology, and will also offer their headphones as prizes for lucky raffle
winners.
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Major brand partner: Smythson Notebooks
In 1908 Frank Smythson created the world’s first portable diary: it could fit in your coat’s breast
pocket all day and remain unscathed. Known as ‘the Panama hat of books,’ a nickname that
remains in use today, Smythson’s notebooks have long been revered as both practical and
beautifully crafted, with their recognisable pale blue paper and leather binding.
Smythson is a natural partner for Par Avion. Together with Smythson we want to send our
readers on inspirational and enlightening journeys with a notebook as their quintessential travel
companion. As the trip is documented, the notebook becomes a tangible and personal memento.
There are several ways Par Avion’s content and Smythson’s notebooks will be unified, both in
print and online. One print issue will contain a two page sponsored feature on the humble
history of the travel journal from Samuel Johnson’s A Journal of a Tour to the Hebrides in 1785
to Che Guevara’s The Motorcycle Diaries and beyond, including images of the original pages.

Smythson will be the sole sponsor of 2018 ‘Par Avion’s Bucket List,’ a feature promoting our
editors’ favorite places, attractions and products for the year.
We will run a major sponsored campaign across our social media to ‘#Checkitoff with
Smythson’ where users send us a tweet from their own handwritten travel bucket list, as well as
photographs of their adventures and experiences as they start checking it off. An entrant will be
chosen at random to win a $3000 cash prize to keep working through their list and a travel bag
and notebook from Smythson. The top five runners up will each receive a Smythson notebook
pack, the total prize pool valued at $5000.

On our website, Par Avion editors will share stories from their own travel bucket lists in a
content hub of custom articles, video, images and slideshows. This package will cost $400,000.
For the full pitch deck, see advertising section of the prospectus.

Social Media Campaigns

Museum Monday: Every Monday Par Avion will profile a small museum somewhere in the
world. This profile will cross our online platforms, including an article on our website with a
slideshow, Twitter posts using the #MuseumMonday tag with links to our posts, Instagrams of
images from the online article and ‘behind the scenes’ of the featured museum, Facebook posts,
and a special Pinterest board where Museum Monday pictures are collected for readers to peruse
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at later dates. As part of Museum Mondays we will ask a curator from the museums to do a short
(1-2 hours) take-over of our Instagram. During this take-over the curator will post behind-the-
scenes and after-hours images of exhibits that are being set up, of parts of the collection that are
not on display, and of their favorite parts of their museum. These after-hours posts will be
sponsored by TAG Heuer. Across all platforms but Instagram these posts will link to our
website’s article, driving traffic to the site for this weekly feature.
Travel Gems: Once a month Par Avion will collect ‘travel gems’ found by our readers during
their travels and posted on Instagram using the #TravelGems hashtag. This can include art found
in surprising places (turned a corner in Italy to find a stunning statue? That’s a Travel Gem!).
Favorite photos will be featured on our Instagram, and a Pinterest board will be created for the
winning fan images and Par Avion’s photographers’ best Travel Gems.
Takeovers - Instagram takeovers or Pinterest board collaboration with traveling celebrities like
Victoria Beckham (Pinterest), and Katie Couric (Pinterest, see her pre-existing “Leaving on a Jet
Plane” board). Katie Couric is an ideal celebrity for a shared board on Pinterest because her
followers are already used to her board, which has almost 50,000 followers on its own, aside
from her 110,000 followers on her account overall. It includes pictures of places she wants to
visit or has visited, and a shared board might have a theme like ‘My perfect Paris fall vacation”
(she’s pinned several pictures of the city in autumn already!) and include where she would want
to stay, what museums she would visit, what shows she would see, etc. She can pin options from
our website as well as from other places online, which will help drive traffic to the site. This
board would be created in year two.

Sample Social Media posts:

Icon:
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Facebook:

Links to “Let’s take a Fika (that’s a Swedish “coffee break” BTW) with Movits!”

“Links to Jazzed for Summer”

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Links to “The Hong Kong of Wong Kar-Wai”

Links to “In Fair Verona, They Lay Their Scene”

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Links to The Real-Life Histories of our Favorite Movie Castles

Links to Museum Monday feature

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Pinterest:
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Twitter:

Links to ““Your Tale, Sir, Would Cure Deafness”: Don’t Miss Out on
Shakespeare in the Park This Summer”

Links to “No Sandwich Short of a Picnic”

Links to “Let’s take a Fika (that’s a Swedish “coffee break” BTW) with the hip-
hop jazz band Movits!”
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Links to “Jazzed for Summer”

Links to “Prada-licious”

Links to “Brazil’s Best-Kept Secret”

Links to “The Real-Life Histories of our Favorite Movie Castles”

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Links to “Calling All Shoe Lovers”

Instagram:
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Social Referral Estimates: TK

Launch Plans

Par Avion’s launch party will take place at the New York Frieze Art Fair (a renowned fair for
international, contemporary art). We will rent a space within the fair and invite the most
prominent featured artists. This intimate event of one hundred guests will include a sumptuous
dinner with an open bar and musical entertainment. The party will also host possible advertisers
in the form of travel moguls (Richard Branson of Virgin Galactic) and heads of travel-related
product companies (Jerome Griffith, CEO of Tumi Luggage). Several social media influencers
will also be in attendance to post about the event, including Kirsten Alana and Ken Kaminesky
who both have large Instagram followings and post about travel, making their audiences exactly
the ones we want to reach. This launch party will define Par Avion as a magazine of style,
sophistication and culture.
Bri Korvan, the Editor-in-Chief of Par Avion, will be making several media appearances on
daytime television shows such as Good Morning America, The Today Show and Live! With Kelly
and Michael to do travel-related segments and create buzz for the magazine. Bri will also be the
focus of a New York Times feature and an All Things Considered NPR interview. The magazine
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will be featured in Media Week Magazine and Ad Week. These appearances will keep the Par
Avion name in the news and attract new readers.
During Par Avion’s first year, subscribers will receive one newsletter per week, and halfway
through the first year, subscribers will begin receiving two newsletters a week. During years two
and three, subscribers will receive two to three newsletters per week depending on how close we
are to publishing a print issue. During years four and five, subscribers will automatically receive
three newsletters per week, but will also have the option to opt-in for more newsletters based on
topics of interest.

Outline of Event Plans Years 2 – 5

Signature Contests and Giveaways

Panorama Contest: In Year Two, email your best panorama vacation photo to the Par Avion’s
official email. The best photo will be published on the website and the winner will be given a
free pair of Form 21 luxury headphones and a Hasselblad camera.

#Checkitoff with Smythson: Readers and fans will be asked to post tweets and Instagram
photos of their handwritten bucket lists and pictures of them checking off their goals with the
hashtag to be entered into a drawing to win a $3,000 cash prize and a Smythson travel bag and
journal to help them keep working through their bucket list.

Valentine’s Day Intercontinental Contest: For Year 4, post a picture of you and your
significant other on Par Avion’s Instagram with the hashtag #ParAvionVDay. The best picture
will win a romantic weekend stay at New Orleans’ InterContinental Hotel (only Americans can
enter this contest).

Smythsons Contest: First 200 to sign up for a year’s subscription to the magazine enter a raffle
to win a variety of Smythson products

Par Avion Signature Parties at Art Events

Each year, Par Avion will be hosting a party at one of the following renowned art events: the
New York Frieze Art Fair, Miami Art Basel, ART Santa Fe, The Armory Show (New York
City), and Chicago’s SOFA (Sculpture, Object, Fuctional, Art). Par Avion will invite advertisers
and featured artists to these parties, which will feature dinner, an open bar, and live music.
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Guests will also be given free copies of Par Avion to further extend the brand into the art
community. Through these events, Par Avion will be given the opportunity to interact directly
with its target audience of those interested in travel and art abroad.

Promotion Budgets

Yearly Live Events

Par Avion Year 1 Promotional Budget
Launch Party at New York Frieze Art Fair
Venue Rental, Catering, and Open Bar: $18,000
Chamber Music Trio, Manhattan School of Music: $1,000
Social Media Influencers: $2,000
Total Year 1 Promotion Cost: $21,000

Year 1 Contests and Giveaways

Brookside Chocolate Contest Prize: $1,000 value*
Panorama Contest Prize: $2,000 value*
Globe-Trotter Luggage Contest Prize: $2,100 value*
Valentine’s Day InterContinental Contest: $2,000 value*
*Prizes contributed by affiliates and sponsors

Par Avion Year 2 Promotional Budget

Year 2 Party
Annual Par Avion party at Miami Art Basel
Venue Rental, Catering, and Open Bar: $18,000
DJ: $2,000
Total Year 2 Promotion Cost: $20,000

Year 2 Contests and Giveaways

Signature contests and giveaways continued:
Panorama and InterContinental contests*
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*Prizes contributed by affiliates and sponsors

Par Avion Year 3 Budget

Year 3 Party: Annual Par Avion party at ART Santa Fe

Venue, Catering and Open Bar: $18,000
DJ: $2,000
Total Year 3 Promotional Cost: $20,000

Year 3 Contests and Giveaways

Signature contest and giveaways continued: Smythson and InterContinental
Contests*
*Prizes contributed by affiliates and sponsors

Par Avion Year 4 Budget

Year 4 Party: Party at The Armory Show (NYC)

Venue, Catering and Open Bart: $18,000
Chamber Music Trio, the Manhattan School of Music: $1,000
Total Year 4 Promotional Cost: $19,000

Year 4 Contests and Giveaways

Signature contests and giveaways continued: InterContinental contest*
*Prizes contributed by our affiliates and sponsors

Par Avion Year 5 Budget

Year 5 Party Costs
Annual Par Avion party at Chicago SOFA (Sculpture, Objects, Functional Art)
Venue, Catering, and Open Bar: $18,000
DJ: $2,000
Total Year 5 Promotional Cost: $20,000
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Year 5 Contests and Giveaways

Signature contests and giveaways continued: InterContinental contest*
*Prizes contributed by affiliates and sponsors

Earned Media/Editorial Publicity Plan

Editorial Publicity Plan – Year 1

Our overall editorial strategy for Par Avion is to establish Bri Kovan, the editor in chief, as a
trusted national travel expert, in order to promote and extend the magazine and digital brand.

Here is our plan for 2016, issue by issue:

March:

Par Avion chooses the best cultural festivals abroad for 2016

June:

Par Avion on where people are going this summer

September:

Par Avion on holiday travel trends

December:

Par Avion’s favorite warm weather winter getaways to catch the cultural events of
the season

The outlets we would target for her appearances and interviews would include: TV shows such
as The Today Show, Good Morning America, Live! With Kelly and Michael, The View; radio
programs such as American Public Radio’s “Marketplace.”
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Direct Mail Letter

Dear Susan,

Do you have a passion for traveling? Do the sights, sounds, and smells of exotic lands make you
yearn for more? Then welcome to the world of Par Avion.

Par Avion lives to grant you an intimate glimpse of a culture through local eyes. From festivals
in Italy showcasing the newest voices to a peek inside Buddhist monasteries, untouched by the
passage of time, Par Avion will show you what makes a foreign country a home with a history
instead of just a summer vacation spot. With stunning photography accompanied by insightful
articles, Par Avion will become your friend abroad who shares with you the secrets of far-off
lands.

For the voracious traveler collecting memories and authentic keepsakes, Par Avion embodies
every souvenir that you left behind, every photograph that you were too stunned to take, and
every culinary experience that you cannot replicate in your own kitchen. Each issue is a
collection of cultural flash-points suspended in time. Par Avion will put the world’s wealth of art
and culture at your fingertips.

Start your subscription to Par Avion today at our exclusive introductory price for travelers just
like you. Act now before this offer ends.

Sincerely,

Bri Korvan

Editor-in-Chief

bkorvan@paravion.com
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Direct Mail Order Form

Become a member of the Par Avion family where you will…

● Admire the hallowed walls of the Louvre

● Peek inside Tibetan Buddhist Monasteries that stand untouched by the
passage of time
● Explore the chambers of Shanghai’s secret propaganda museum
● Take in the sheer grandeur of the Istanbul Basilica Cistern
● Discover the booming art scene hidden at the center of Saudi Arabia
● Tour the inner workings of Tuscany’s most renowned wineries