Grand Traverse Resort deck

NOVEMBER 2013

Grand Traverse Resort

• 2 in 3 travelers are willing to pay more for higher quality.

• Nearly 50% of travelers say that a newspaper ad (print, online, mobile, tablet) has led them to take action.

• 39% of leisure travelers say that reconnecting with family and friends is their purpose for traveling.

• Travelers are 31% more likely to be interested in golfing.

Source: Ad Mall

Median age:44

Median HHI:$80,208

Men58%

Employed Full Time: 51%Married:

62%Parent:

33%Grandparent:

22% Visited Casino in last year: 53%

Source: Scarborough 2013.2 (visited Traverse City in the last 12 months)

Top reasons golfers select a course are:• Better course conditions• More appealing design• Better perceived value for money• Faster pace of play• More forgiving/playable course

Newspaper advertising (via print, online, mobile, tablet)ranks #2 for media most likely to prompt golfers to take action.

Golfers are 21% more likely to begin an online search after seeing an internet ad (vs. the avg. US consumer).

Source: Ad Mall

Median age: 48Median HHI:

$85,380Men

76%Employed Full Time: 56%Married: 59%Parent:

28%Grandparent: 22% Visited Casino: 56%

Source: Scarborough 2013.2 (golfed in the last 12 months)

● Re-introduce and brand the Grand Traverse Resort to the SE Michigan market.

● Combat the downturn in corporate events by increasing Grand Traverse Resort’s vacation business.

● Reach and influence affluent families planning to travel in the state of Michigan.

Connect with affluent women planning family-vacations.- Full page ads in StyleLine

Target families in key high-income zips across SE Michigan.- Tab ad on front page of Sunday Free Press- Ad in Thursday Sports Section

Market golf packages to men with disposable incomes.- Display ads on freep.com & detroitnews.com, aligned with sports content

Connect with affluent women planning family-vacations

StyleLine readers:

● 65% more likely to have visited Traverse City last year

● Average HHI of $192,000● 66% more likely to have visited

a day spa

Solution

Source : Scarborough 2013.2, 2012.2 (Detroit DMA only), read StyleLine in the last 6 months

Creative Sample: StyleLine full page

Let your message travel to over 50,000 readers.

Source : Circulation Verification Council Audit

Solution

StyleLine distribution

DMP Research Dept. July 2012

Locate/target wealthy families across metro Detroit

Sunday Free Press front-page tab:

● Like a billboard on the front page, tabs enjoy high reader-recall

● Aim your campaign exclusively atthe ZIP codes you choose, through Michigan’s most popular newspaper

Solution

Creative Sample: Front-page tab

Premium positioning increases exposure.

Solution

Market golf packages to men with disposable incomes

freep.com & detroitnews.com● Affluent visitors with an HHI

of $72,500

● 3 in 5 visitors are men, 16% and are more likely to enjoy golf than averagemetro Detroiter

● HALF of DMP digital visitors traveled within the state of Michigan last year

Source: Scarborough 2013.2 (visited freep.com or detroitnews.com in the last 30 days)

Solution

Creative Sample: Homepage Takeover

Drive all the attention to your message.

Solution

Creative Sample: Mobile Display

Align your ads to sports content.

Solution

A strong vehicle to reach men

• Median age of 54• 60% are men• Nearly HALF have visited a

casino in the last year• 10% more likely to golf

Source: Scarborough 2013.2; Likely to read sports section in any newspaper and read the Detroit Free Press or Detroit News in the last week

Months To Advertise

Style Line Post-it notes (coupon for Family

stay)

Freep.com and Detnews.com

Sports Rotation

Golf Section every Thursday

March 2014 – July 2014

March, April, May & June March – Opening weekend of Tourney – March 23rd

Mid-March through End of April

5 Thursday Mid-March through end of June around big sporting event i.e. March Madness and Opening Day

Size Full Page 3 x 2 3/8ths 300 x 250 and 728 x 90 3.792 x 2

Readership Over 50,000 targeted, pre-qualified women with a HHI of $125 K+ (100% local distribution) (#1 metro Detroit Magazine)

Re-target same 50,000 targeted, pre-qualified families with a HHI of $125 K+ during month of March (exclusivity)

599,000 impressions re-targeting areas with HHI over $125K with families

Thursday readership = 1 million people each week

Value $4100 per month $3,330 per Sunday $4,959 $512 per Thursday

Cost $2870 per month $3,200 per Sunday $6,200 $1389 per Thursday

Total Buy: $11,480 ($16,400 value)

$3,200 ($3,330 value)

$4,959 ($6,200 value)

$2560 ($6945 value)

Advertising Investment

$22,199 (Total Value $32,875) Total Readership = 6.3 million

Savings $10,676

THANK YOU

THANK YOUAppendix

AFFLUENT ZIP CODES

Source: Claritas 2013

Zip codes in the Detroit DMA that have an average HHI of $100,000+

Zip Code City48301 Bloomfield Hills48374 Novi48302 Bloomfield Hills48168 Northville48009 Birmingham48098 Troy48306 Rochester48304 Bloomfield Hills48323 West Bloomfield48025 Franklin48324 West Bloomfield48331 Farmington48236 Grosse Pointe48230 Grosse Pointe48069 Pleasant Ridge48130 Dexter48322 West Bloomfield48070 Huntington Woods