Get your message through!
Content the oldest and newest form of communication
• Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
2
Executive Summary
• The traditional spot model is becoming more and
more obsolete
• Production costs for advertising are s...
• Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
4
Background
• The traditional advertising model is becoming more and more obsolete: more brands,
more messages.... Too much...
Background
• Cost of advertising production are soaring
Source: Wall Street Journal 6
Cost of Production of a TV Ad(*)
(*)...
Background
• TV is still the most effective media, and the most persuasive
• TV Effectiveness 30% (*)
• TV Persuasion Poin...
• Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
8
Destinos IN
• Destinos IN is an independent international production
company
• Launched 10 years ago in Argentina and Urug...
• Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
10
Value Proposition
11
• We unbundle the cost of productions to have a shared product/service/brand
placement
Traditional Co...
• Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
12
Credentials
13
• FTV Special Costa Careyes
• FTV Special Sudafrica
• E! Special Copa Chandon en Carmelo
• E! Special Punta...
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Destinosin

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Destinosin

  1. 1. Get your message through! Content the oldest and newest form of communication
  2. 2. • Executive Summary • Background • Destinos In • Value Proposition • Credentials 2
  3. 3. Executive Summary • The traditional spot model is becoming more and more obsolete • Production costs for advertising are soaring • Effectiveness of TV is still huge 3 Can we use TV in a way that goes beyond clutter, is cost effective and forward looking?
  4. 4. • Executive Summary • Background • Destinos In • Value Proposition • Credentials 4
  5. 5. Background • The traditional advertising model is becoming more and more obsolete: more brands, more messages.... Too much clutter Number of SKU on Shelf (US) Average Number of Ads in a day (US) Source: Advertising Age, McKinsey Quarterly 5
  6. 6. Background • Cost of advertising production are soaring Source: Wall Street Journal 6 Cost of Production of a TV Ad(*) (*) In current value
  7. 7. Background • TV is still the most effective media, and the most persuasive • TV Effectiveness 30% (*) • TV Persuasion Point 50% (**) • TV Viewership 0% (***) Source: Journal of Advertising Research 2009 7    (*) From 2005 to 2008 (**) From 1997 to 2008 (***) From 2007-2008
  8. 8. • Executive Summary • Background • Destinos In • Value Proposition • Credentials 8
  9. 9. Destinos IN • Destinos IN is an independent international production company • Launched 10 years ago in Argentina and Uruguay and now operating in North America and Caribbean from 2007 • The company is now launching in the European market 9
  10. 10. • Executive Summary • Background • Destinos In • Value Proposition • Credentials 10
  11. 11. Value Proposition 11 • We unbundle the cost of productions to have a shared product/service/brand placement Traditional Cost of an infomercial/ product placement Destinos In Approach • Typically between 200,000 and 500,000 EUR • All charged to the client • 50% of the costs are models, lodging, post- production • One repetition • Last few minutes only • Product placement in major cable/satellite channel (E! Entertainment, Fashion TV, CNN) • 30 minutes programmes • 5-10 repetitions • Exchange approach: models, lodging become co-sponsor by exchanging their service for visibility and reducing the cost for the client VS.
  12. 12. • Executive Summary • Background • Destinos In • Value Proposition • Credentials 12
  13. 13. Credentials 13 • FTV Special Costa Careyes • FTV Special Sudafrica • E! Special Copa Chandon en Carmelo • E! Special Punta del Este (2006, 2007, 2008) • E! Special St Martin and St Barthes Fashion Travel • FTV Special Mixologyy Acapulco • E! Special Cancun Fashion Travel • Our clients include: Gruppo Campari, Moet & Chandon, Sol-Melia, Tourism of Puerto Rico, Tourism of Bahamas, Tourism of Dominican Republic
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