Alaska brief - School Project

ALASKA The brief Account Planner: Gabriela Escobar1) WHY DOES OUR CLIENT NEED TO CONNECT WITH PEOPLE?Because the state is stereotyped as a cruise destination, but has so much more to offer than just one or twodays of glacier sightseeing.2) WHAT IS THE CONNECTION GOING TO ACCOMPLISH?The connection is going to reposition the state as a fascinating and exciting travel destination.3) WHO ARE WE GOING TO CONNECT WITH?40- to 60-year-old couples with a $70K+ yearly income.4) WHAT ARE THE MOST INSIGHTFUL THINGS WE KNOW ABOUT THEM?They want to relax, get away, have fun and do something interesting and different. They travel a lot, so theywant something new. They want exciting activities that are not too physically demanding but are visuallycaptivating.5) SINGLE MOST EFFECTIVE IDEA:ALASKA - A FASCINATING VISUAL FEAST.6) TONE:Informative, exciting, amazing, wonderful and bountiful.7) PREFERRED MEDIA:TV ads, print, online and interactive.8) WHAT ELSE IS THERE TO KNOW THAT SUPPORTS THIS SITUATION?Alaska is an amazing place that offers a variety of interesting activities:- Camp near grizzly bears in one of Alaska’s eight National Parks.- Watch polar bears, bald eagles, humpbacked whales, lynx and moose in a day of wildlife viewing.- Enjoy a spectacular day of fly-fishing, saltwater fishing, freshwater fishing and even ice fishing in one of the most spectacular locations in the world.

Alaska brief - School Project

by Gaby Escobar

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