Advertising Plan and Brief

Essay by coolcowboyriderCollege, UndergraduateA, June 2009

download word file, 9 pages 1.0

Advertising Plan and Creative Brief � PAGE �1�


Advertising Plan and Creative Brief

Michael Miller

University of Phoenix

MKT 447 - Advertising and Creative Strategy

Michael Mancini Jr.

May 16, 2009


Advertising Plan and Creative Strategy

Objectives Statement

To inform customers of the exciting newly beautified Baderman Island, the luxurious weekend escape designed to exceed customer expectations whether booked for business or a little R&R. Baderman Island's goal is for our staff to greet its customers, cater to their every need, and welcome them back to the island many more times for an experience like no other.

Support Statement

Baderman Island is self-contained in 1600 acres of pure relaxation and recreation for couples or the whole family, the perfect spot for a weekend escape. The island's unique attractions such as the endangered species of butterflies, botanical gardens, and nature hiking trails capture the essence and beauty of the island making it an exquisite paradise that one must experience!

Tone Character Statement

Baderman Island is the premiere destination ideal for business, personal, or pleasure.

Baderman Island is extremely versatile as the staff's ultimate pleasure is to cater to large groups, families, and intimate weekend get-aways. The island has recently completed vast renovations including the addition of many activities customized to perfect any last minute or advance planned weekend getaway!

In order to promote Baderman Island effectively as the utopia weekend get-away, the tone must be whimsical, informative without being pushy, pleasing and inclusive, inviting, and has to have an air of excitement or wonderment. The message to be conveyed to potential vacationers must be two fold: it must highlight the many benefits of planning corporate meetings and team building events while also focusing on how to capture its consumer target market. Since the island...