USA TODAY

Atlantic City Proposal

ATLANTIC CITYAtlantic City and USA TODAY

Atlantic City o!ers a variety of activities that its visitors can enjoy. Casinos,

shopping areas, restaurants, arcade halls, and museums are just some of the

attractions Atlantic City’s visitors regularly indulge in.

Located within driving distance of three major metropolitan areas, Atlantic

City is a weekend getaway for our target market, the Weekend Warriors.

Our media plan is designed to achieve two goals: "rst, we will invite regular

Atlantic City visitors to escape once again, and second, we will entice

potential visitors with enthralling, exciting opportunities for fun in Atlantic

City.

USA TODAY

Target Audience Psychographics

- I am willing to sacrifice time with my family in order to get ahead (124/117).

WORKplay

- I am a workaholic (137/126).

- I want to get to the very top in my career (118/111).

- I look at the work I do as a career rather than just a job (118/123).

- It is important my family thinks I am doing well (110/114).

I enjoy taking risks (134/122). -

I like to pursue a life of - challenge, novelty, and change (120/126).

I like to try new things - no one else has (138/127).

I would be willing to make -travel arrangements through a company I have never heard of (140/117).

People who have visited Atlantic City in -the past 12 months have also visited

New England (228/168), Middle Atlantic (320/196), and South Atlantic (152/173).

When I travel, I stay in a - hotel / motel / similar

paid accommodation (123/147).

I travel for Vacation (111/134). -

Source : Simmons 2009

- I am willing to sacrifice time with my family in order to get ahead (124/117).

WORKplay

- I am a workaholic (137/126).

- I want to get to the very top in my career (118/111).

- I look at the work I do as a career rather than just a job (118/123).

- It is important my family thinks I am doing well (110/114).

I enjoy taking risks (134/122). -

I like to pursue a life of - challenge, novelty, and change (120/126).

I like to try new things - no one else has (138/127).

I would be willing to make -travel arrangements through a company I have never heard of (140/117).

People who have visited Atlantic City in -the past 12 months have also visited

New England (228/168), Middle Atlantic (320/196), and South Atlantic (152/173).

When I travel, I stay in a - hotel / motel / similar

paid accommodation (123/147).

I travel for Vacation (111/134). -

Source : Simmons 2009

Target Audience Motivations

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Print

Free-Standing In-Market InsertDescription: The free-standing in-market insert will be placed in USA TODAY newspapers delivered to Atlantic City, targeted at tourists currently staying in an Atlantic City hotel. These individuals will have access to USA TODAY in the lobby of their hotel. The FSI, titled “10 Things To Do In AC” will feature local Atlantic City attractions.

CPM : 113.50 $

USA TODAY reaches a unique, quali"ed target audience that travels every day for business and pleasure. We have a number of sections in our print publication that are relevant to travelers, including localized Travel sections and national Life and Sports sections.

Since USA TODAY is distributed nationally (#1 in print circulation) in hotels and at newsstands, USA TODAY provides a consistent image that heavy travelers can recognize, wherever they are.

We recommend running advertisements for Atlantic City in di!erent sections depending on the attraction. Major sporting events, like boxing matches, can be run in the sports section. General travel announcements can run in the localized Travel section. The Life section is perfect for reaching potential diners and showgoers.

In-Market GuideDescription: Distributed during key promotional times in USA TODAY newspapers within 150 miles of Atlantic City, this guide will highlight entertainment and sporting events happening in the next month at Atlantic City.

CPM : $113.50 $

Supplementary advertising options exist in print, including editorials and sections sponsored by Atlantic City. We o!er a section called “O! The Clock” targeted toward business travelers looking for things to do in various travel destinations across the country after their business meeting or conference is over. USA TODAY can feature Atlantic City attractions as “O! the Clock” destinations.

Colorbar and Window UnitsDescription: USA TODAY allows advertisers to buy out the colorbar and window units of newspaper sections, like the Travel section, to achieve a 100% share of voice nationally on certain days. These units will be used to promote an all-expenses paid vacation package to Atlantic City sponsored by Atlantic City.

CPM : $31-$38 $

Digital

USAToday.com

Homepage TakeoverDescription: USA TODAY o!ers both partial (as shown in the image) and full homepage takeovers in rich media formats, including moving images, videos, and interactive ads.

Price : 250k $

Banner AdsDescription: Banner advertisements, geotargeted to users within driving distance of Atlantic City, are an excellent opportunity to drive tra#c to Atlantic City’s lead generation engine. Our strategy is built to create 100% reach among these customers with a 3+ frequency.

CPM : 18.75 $

Buy Digital & Get Up To 30% Free Impressions

High Impact UnitsDescription: USA TODAY’s high impact units feature a lightbox that shades out part of the screen so that the high-impact banner unit can be displayed. Our high-impact units achieve far higher click-throughs that standard banner ads.

CPM : 12 $

Rich MediaDescription: USA TODAY o!ers a full-suite of rich media advertising services, including prerolls, takeovers, and video player skins.

CPM : 45 $

Mobile App TakeoverDescription: USA TODAY Mobile is providing advertisers with optimized mobile advertising solutions to reach on-the-go consumers. Each month, over 13 million unique visitors access USA TODAY Mobile’s award-winning mobile platforms seeking the latest news stories, sports scores, weather and photos that our readers have come to expect from the USA TODAY brand.

USA TODAY has received the following mobile accolades:

iTunes Rewind 2010 - iPad App of the Year for Free News, 2010 MOBI Award Winner for “Best Mobile App for Editorial Content”, 2010 Media Vanguard Award Winner for “Best Free Newspaper iPad Edition”, 2010 Mobile Excellence Awards Finalist for “Best Mobile Application for Utility or Business”, 2010 Webby Award Honoree – News Tablets and All Other Devices.

Mobile App

Great Rate: Just $0.50 CPM!

Mobile Summary

Mobile Summary

ConvergenceDescription: Each execution that we place in print, digital, and mobile can be synergized across all three platforms to improve memorability and increase your brand’s touchpoints.

Total Budget : 5M $

MobileDescription: USA TODAY’s mobile platform includes a smartphone app for Apple and Android devices and a tablet app for iPads. Our mobile app reaches over 9 million customers, and our tablet app reaches an additional 4 million.

Budget : 40K $

DigitalDescription: With USA TODAY’s digital platform, you can see exactly what you’re getting for your money with advanced analytics. Plus, with digital, we can target individuals by location, behavior, and context, so every dollar is well-spent. Anybody who is interested in taking a trip to Atlantic City in the next six months can be carved up into a segment which your digital advertising can target. That’s what USATODAY.com can do for you.

Budget : 3.9MM $

PrintDescription: Our print publication taps into a great demographic segment that clearly matches Atlantic City’s key target market. With our hyper-local targeting, we can position Atlantic City as a great weekend getaway for individuals in the Northeast region of the country, within 300 miles of Atlantic City.

Budget : 1.1MM $

Costs

Costs

Sample Schedule

Sample Schedule

Cuse Planners

Isabela Ver Shruti SundararamanTara KarinSamuel Smith Brian Hinton

eMail ipver@syr.eduPhone 315.751.9337

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