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Elle Travel Bags, Integrated Marketing and Communications Campaign
 

Elle Travel Bags, Integrated Marketing and Communications Campaign

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This is a 1-year marketing and communications strategy proposal for Elle Travel Bags. This presentation was awarded the best strategy by the marketing director of the brand.

This is a 1-year marketing and communications strategy proposal for Elle Travel Bags. This presentation was awarded the best strategy by the marketing director of the brand.

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    Elle Travel Bags, Integrated Marketing and Communications Campaign Elle Travel Bags, Integrated Marketing and Communications Campaign Presentation Transcript

    • Monday, October 29, 12
    • Monday, October 29, 12
    • Monday, October 29, 12
    • Monday, October 29, 12
    • LLAGGREGATES IMC RELATIONSHIP BRAND CONTACTS STRATEGY Monday, October 29, 12
    • ?Monday, October 29, 12
    • Monday, October 29, 12
    • Monday, October 29, 12
    • Worldtraveller carlton ECHOLAC Americantourister SAMSONITE delsey Monday, October 29, 12
    • METHODOLOGY Monday, October 29, 12
    • Monday, October 29, 12
    • 30 interviews Monday, October 29, 12
    • 30 interviews interview with ELLE’s Brand Manager Monday, October 29, 12
    • 30 interviews interview with ELLE’s Brand Manager analysis Monday, October 29, 12
    • MULTIPLE MARKETS Monday, October 29, 12
    • DISTRIBUTORS END USERS Monday, October 29, 12
    • AGGREGATES Monday, October 29, 12
    • 15 Monday, October 29, 12
    • Monday, October 29, 12
    • Monday, October 29, 12
    • Aggregates Monday, October 29, 12
    • CURRENT Elle Yes!Monday, October 29, 12
    • CURRENT 25 – 31 y/o Elle Yes!Monday, October 29, 12
    • CURRENT 25 – 31 y/o Single Elle Yes!Monday, October 29, 12
    • CURRENT 25 – 31 y/o Single P 150k/above Elle Yes!Monday, October 29, 12
    • CURRENT 25 – 31 y/o Single P 150k/above SEC B-C1 Elle Yes!Monday, October 29, 12
    • CURRENT Elle Yes!Monday, October 29, 12
    • CURRENT Travel/shop/blog Elle Yes!Monday, October 29, 12
    • CURRENT Travel/shop/blog Accomplishments Elle Yes!Monday, October 29, 12
    • CURRENT Travel/shop/blog Accomplishments plus living the high life Elle Yes!Monday, October 29, 12
    • CURRENT Travel/shop/blog Accomplishments plus living the high life Enjoys shopping weekly Elle Yes!Monday, October 29, 12
    • CURRENT Travel/shop/blog Accomplishments plus living the high life Enjoys shopping weekly Chic, urban/city-chic Elle Yes!Monday, October 29, 12
    • CURRENT Elle Yes!Monday, October 29, 12
    • CURRENT [Work] themselves Elle Yes!Monday, October 29, 12
    • CURRENT [Work] themselves + first class Elle Yes!Monday, October 29, 12
    • CURRENT [Work] themselves + first class [Leisure] – friends Elle Yes!Monday, October 29, 12
    • CURRENT [Work] themselves + first class [Leisure] – friends + business class Elle Yes!Monday, October 29, 12
    • CURRENT [Work] themselves + first class [Leisure] – friends + business class Bag matches clothes Elle Yes!Monday, October 29, 12
    • CURRENT Monday, October 29, 12
    • CURRENT Buys own travel bags Monday, October 29, 12
    • CURRENT Buys own travel bags Style/function/brand/ purpose Monday, October 29, 12
    • CURRENT Buys own travel bags Style/function/brand/ purpose Friends Monday, October 29, 12
    • CURRENT Buys own travel bags Style/function/brand/ purpose Friends P10-15k - Bag Monday, October 29, 12
    • CURRENT Buys own travel bags Style/function/brand/ purpose Friends P10-15k - Bag P20 k up - Luggage Monday, October 29, 12
    • CURRENT Buys own travel bags Style/function/brand/ purpose Friends P10-15k - Bag P20 k up - Luggage Elle Yes!Monday, October 29, 12
    • CURRENT Elle Yes!Monday, October 29, 12
    • CURRENT Piece by piece - random Elle Yes!Monday, October 29, 12
    • CURRENT Piece by piece - random Set/Bulk – long trips Elle Yes!Monday, October 29, 12
    • CURRENT Piece by piece - random Set/Bulk – long trips Every 1-2 years Elle Yes!Monday, October 29, 12
    • CURRENT Piece by piece - random Set/Bulk – long trips Every 1-2 years Judged by bag Elle Yes!Monday, October 29, 12
    • CURRENT Piece by piece - random Set/Bulk – long trips Every 1-2 years Judged by bag but doesn’t care Elle Yes!Monday, October 29, 12
    • CURRENT Elle Yes!Monday, October 29, 12
    • CURRENT Different perceptions Elle Yes!Monday, October 29, 12
    • CURRENT Different perceptions Likes: Style & function Elle Yes!Monday, October 29, 12
    • CURRENT Different perceptions Likes: Style & function Dislikes: SM location, Elle Yes!Monday, October 29, 12
    • CURRENT Different perceptions Likes: Style & function Dislikes: SM location, not-up-to-date Elle Yes!Monday, October 29, 12
    • CURRENT Different perceptions Likes: Style & function Dislikes: SM location, not-up-to-date no ads and website Elle Yes!Monday, October 29, 12
    • CURRENT Elle Yes!Monday, October 29, 12
    • CURRENT Every 2-3 years Elle Yes!Monday, October 29, 12
    • CURRENT Every 2-3 years Affordable + reasonable Elle Yes!Monday, October 29, 12
    • CURRENT Every 2-3 years Affordable + reasonable 2-3 pieces Elle Yes!Monday, October 29, 12
    • CURRENT Every 2-3 years Affordable + reasonable 2-3 pieces more of bags, per pc. Elle Yes!Monday, October 29, 12
    • CURRENT Every 2-3 years Affordable + reasonable 2-3 pieces more of bags, per pc. Other brands: more Elle Yes!Monday, October 29, 12
    • CURRENT Every 2-3 years Affordable + reasonable 2-3 pieces more of bags, per pc. Other brands: more convenient & updated Elle Yes!Monday, October 29, 12
    • competitive Monday, October 29, 12
    • competitive What the Elle?!Monday, October 29, 12
    • competitive What the Elle?! 30-50 y/o Monday, October 29, 12
    • competitive What the Elle?! 30-50 y/o Married Monday, October 29, 12
    • competitive What the Elle?! 30-50 y/o Married Homemaker Monday, October 29, 12
    • competitive What the Elle?! 30-50 y/o Married Homemaker SEC Broad B Monday, October 29, 12
    • competitive Monday, October 29, 12
    • competitive Travel + shop Monday, October 29, 12
    • competitive Travel + shop Idea of success: ? Monday, October 29, 12
    • competitive Travel + shop Idea of success: ? Enjoys shopping Monday, October 29, 12
    • competitive Travel + shop Idea of success: ? Enjoys shopping Personal style: ? Monday, October 29, 12
    • competitive Monday, October 29, 12
    • Twice a year competitive Monday, October 29, 12
    • Twice a year International competitive Monday, October 29, 12
    • Twice a year International competitive Leisure Monday, October 29, 12
    • Twice a year International competitive Leisure Alone/husband Monday, October 29, 12
    • Twice a year International competitive Leisure Alone/husband Economy class Monday, October 29, 12
    • competitive Monday, October 29, 12
    • Buys own?competitive Monday, October 29, 12
    • Buys own? Brand/weight/design/size competitive Monday, October 29, 12
    • Buys own? Brand/weight/design/size Promotions competitive Monday, October 29, 12
    • Buys own? Brand/weight/design/size Promotions competitive P10k – luggage Monday, October 29, 12
    • Buys own? Brand/weight/design/size Promotions competitive P10k – luggage Every 5 years Monday, October 29, 12
    • Buys own? Brand/weight/design/size Promotions competitive P10k – luggage Every 5 years when damaged Monday, October 29, 12
    • competitive Monday, October 29, 12
    • “..At least ‘di kacompetitive Monday, October 29, 12
    • “..At least ‘di kacompetitive napapagkamalang OFW.” Monday, October 29, 12
    • “..At least ‘di kacompetitive Samsonite/Delsea/ napapagkamalang OFW.” Monday, October 29, 12
    • “..At least ‘di kacompetitive Samsonite/Delsea/ napapagkamalang OFW.” North Face/ Monday, October 29, 12
    • “..At least ‘di kacompetitive Samsonite/Delsea/ American Tourister napapagkamalang OFW.” North Face/ Monday, October 29, 12
    • competitive Monday, October 29, 12
    • competitive Varying perceptions Monday, October 29, 12
    • competitive Varying perceptions High-class/colorful/cheap Monday, October 29, 12
    • competitive Varying perceptions High-class/colorful/cheap For 18-23 y/o students Monday, October 29, 12
    • competitive Varying perceptions High-class/colorful/cheap For 18-23 y/o students Elle exists locally Monday, October 29, 12
    • competitive Varying perceptions High-class/colorful/cheap For 18-23 y/o students Elle exists locally Doesn’t know Monday, October 29, 12
    • EMERGING Drag me to ElleMonday, October 29, 12
    • 19-21 y/o EMERGING Drag me to ElleMonday, October 29, 12
    • 19-21 y/o EMERGING College Drag me to ElleMonday, October 29, 12
    • 19-21 y/o EMERGING College SEC AB Drag me to ElleMonday, October 29, 12
    • 19-21 y/o EMERGING College SEC AB Drag me to Elle Monthly Allowance: P6,000 Monday, October 29, 12
    • EMERGING Monday, October 29, 12
    • American films & series/EMERGING Monday, October 29, 12
    • American films & series/EMERGING shop/read Monday, October 29, 12
    • American films & series/EMERGING shop/read Measures of success: Monday, October 29, 12
    • American films & series/EMERGING shop/read Measures of success: Prioritizes family ties, Monday, October 29, 12
    • American films & series/EMERGING shop/read Measures of success: Prioritizes family ties, Job title/financial status Monday, October 29, 12
    • American films & series/EMERGING shop/read Measures of success: Prioritizes family ties, Job title/financial status future career Monday, October 29, 12
    • With family EMERGING Monday, October 29, 12
    • 3-5 times a year With family EMERGING Monday, October 29, 12
    • 3-5 times a year With family/ Leisure EMERGING Monday, October 29, 12
    • 3-5 times a year With family/ Leisure Lite packer EMERGING Monday, October 29, 12
    • 3-5 times a year With family/ Leisure Lite packer Economy class EMERGING Monday, October 29, 12
    • 3-5 times a year With family/ Leisure Lite packer Economy class Bags = quality of EMERGING Monday, October 29, 12
    • 3-5 times a year With family/ Leisure Lite packer Economy class Bags = quality of success EMERGING Monday, October 29, 12
    • EMERGING Monday, October 29, 12
    • Is her own influencer EMERGING Monday, October 29, 12
    • Is her own influencer More hand carry bags EMERGING Monday, October 29, 12
    • Is her own influencer More hand carry bags P3-4,000 EMERGING Monday, October 29, 12
    • Is her own influencer More hand carry bags P3-4,000 Durability/Design/ EMERGING Monday, October 29, 12
    • Is her own influencer More hand carry bags P3-4,000 Durability/Design/ Brand EMERGING Monday, October 29, 12
    • EMERGING Monday, October 29, 12
    • Whatever brand’s EMERGING Monday, October 29, 12
    • Whatever brand’s available EMERGING Monday, October 29, 12
    • Whatever brand’s available EMERGING (Samsonite, Delsea, etc.) Monday, October 29, 12
    • Whatever brand’s available Not being judged EMERGING (Samsonite, Delsea, etc.) Monday, October 29, 12
    • Whatever brand’s available Not being judged by your bag EMERGING (Samsonite, Delsea, etc.) Monday, October 29, 12
    • EMERGING Monday, October 29, 12
    • Knows ElleEMERGING Monday, October 29, 12
    • Knows Elle due to a family member EMERGING Monday, October 29, 12
    • Knows Elle due to a family member who owns one EMERGING Monday, October 29, 12
    • Knows Elle due to a family member “High-class/trendy who owns one EMERGING Monday, October 29, 12
    • Knows Elle due to a family member “High-class/trendy who owns one but unpopular” EMERGING Monday, October 29, 12
    • Knows Elle due to a family member “High-class/trendy who owns one but unpopular” Max. budget: P15, 000 EMERGING Monday, October 29, 12
    • EMERGING Monday, October 29, 12
    • “Trendy but quite limited” EMERGING Monday, October 29, 12
    • “Trendy but quite limited” Ads are “down-low” EMERGING Monday, October 29, 12
    • “Trendy but quite limited” Ads are “down-low” “I would buy from it if EMERGING Monday, October 29, 12
    • “Trendy but quite limited” Ads are “down-low” “I would buy from it if it were cheaper” EMERGING Monday, October 29, 12
    • Chosen Aggregate Monday, October 29, 12
    • CURRENT Elle Yes!Monday, October 29, 12
    • CURRENT Low frequency & size Elle Yes!Monday, October 29, 12
    • CURRENT Low frequency & size Elle Yes! Strengthen relationship Monday, October 29, 12
    • BRAND CONTACT pointsMonday, October 29, 12
    • FRIENDS Monday, October 29, 12
    • FRIENDS good quality Monday, October 29, 12
    • FRIENDS good quality practical Monday, October 29, 12
    • FRIENDS good quality practical fashionable Monday, October 29, 12
    • FRIENDS good quality practical fashionable Buy it. Monday, October 29, 12
    • FRIENDS good quality practical fashionable Buy it. Worth it. Monday, October 29, 12
    • FAMILY Monday, October 29, 12
    • FAMILY good quality Monday, October 29, 12
    • FAMILY good quality functional Monday, October 29, 12
    • FAMILY good quality functional Wise buy. Monday, October 29, 12
    • SM Monday, October 29, 12
    • SM might be cheaper Monday, October 29, 12
    • SM might be cheaper overruns Monday, October 29, 12
    • SM might be cheaper overruns bad location Monday, October 29, 12
    • SM might be cheaper overruns bad location different quality from abroad Monday, October 29, 12
    • SM might be cheaper overruns bad location different quality from abroad old products Monday, October 29, 12
    • SM might be cheaper overruns bad location different quality from abroad old products Don’t buy. Buy somewhere else. Monday, October 29, 12
    • TRIPOLOGIE Monday, October 29, 12
    • TRIPOLOGIE Degrades the exclusivity of Elle Monday, October 29, 12
    • 46 MIND MAP Monday, October 29, 12
    • Monday, October 29, 12
    • {DISGUSTERS} Monday, October 29, 12
    • {DISGUSTERS} SM Stores Monday, October 29, 12
    • {DISGUSTERS} SM Stores {DELIGHTERS} Monday, October 29, 12
    • {DISGUSTERS} SM Stores {DELIGHTERS} Friends & Family Monday, October 29, 12
    • {DISGUSTERS} SM Stores {DELIGHTERS} Friends & Family {ANNOYANCES} Monday, October 29, 12
    • {DISGUSTERS} SM Stores {DELIGHTERS} Friends & Family {ANNOYANCES} Tripologie Store Monday, October 29, 12
    • {DISGUSTERS} SM Stores {DELIGHTERS} Friends & Family {ANNOYANCES} {FRILLS} Tripologie Store Monday, October 29, 12
    • MIND MAP Monday, October 29, 12
    • MIND MAP STYLE Monday, October 29, 12
    • MIND MAP STYLE Basic Monday, October 29, 12
    • MIND MAP STYLE Basic Stylish Monday, October 29, 12
    • MIND MAP STYLE Basic Stylish Trendy Monday, October 29, 12
    • MIND MAP ASSOCIATIONS STYLE Basic Stylish Trendy Monday, October 29, 12
    • MIND MAP ASSOCIATIONS STYLE Basic Stylish Trendy Elle Magazine Monday, October 29, 12
    • MIND MAP ASSOCIATIONS STYLE Basic Stylish Trendy Elle Magazine Wander Monday, October 29, 12
    • MIND MAP ASSOCIATIONS STYLE Basic Stylish Trendy Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP ASSOCIATIONS PERSONALITY STYLE Basic Stylish Trendy Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP ASSOCIATIONS PERSONALITY STYLE Basic Stylish Trendy Chic Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP ASSOCIATIONS PERSONALITY STYLE Basic Stylish Trendy Chic Well known Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP ASSOCIATIONS PERSONALITY STYLE Basic Stylish Trendy Chic Well known Exclusive Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP ASSOCIATIONS PERSONALITY STYLE Basic Stylish Trendy Chic Well known Exclusive Sophisticated Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP ASSOCIATIONS PERSONALITY STYLE Basic Stylish Trendy Chic Well known Exclusive Sophisticated Young Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP ASSOCIATIONS PERSONALITY STYLE Basic Stylish Trendy Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP ASSOCIATIONS PERSONALITY STYLE Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP NEGATIVE PERCEPTIONS ASSOCIATIONS PERSONALITY STYLE Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP NEGATIVE PERCEPTIONS ASSOCIATIONS PERSONALITY STYLE Poor Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP NEGATIVE PERCEPTIONS ASSOCIATIONS PERSONALITY STYLE Poor Unknown Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP NEGATIVE PERCEPTIONS ASSOCIATIONS PERSONALITY STYLE Poor Unknown advertising Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP NEGATIVE PERCEPTIONS ASSOCIATIONS PERSONALITY STYLE Poor Unknown advertising Old products Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP NEGATIVE PERCEPTIONS ASSOCIATIONS PERSONALITY STYLE Poor Unknown advertising Old products Out-dated Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP NEGATIVE PERCEPTIONS ASSOCIATIONS PERSONALITY STYLE Common Poor Unknown advertising Old products Out-dated Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP NEGATIVE PERCEPTIONS ASSOCIATIONS FUNCTION PERSONALITY STYLE Common Poor Unknown advertising Old products Out-dated Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • MIND MAP NEGATIVE PERCEPTIONS ASSOCIATIONS FUNCTION PERSONALITY STYLE Common Poor Unknown advertising Old products Out-dated Functional Practical Basic Stylish Trendy Urban Chic Well known Exclusive Sophisticated Young Girly Elle Magazine Wander Travel Monday, October 29, 12
    • B.R.S. Monday, October 29, 12
    • B.R.S. my friend with an Monday, October 29, 12
    • B.R.S. my friend with an IDENTITY CRISIS Monday, October 29, 12
    • B.R.S. my friend with an IDENTITY CRISIS Monday, October 29, 12
    • THEBIGPROBLEM Monday, October 29, 12
    • Monday, October 29, 12
    • their favorite product is Monday, October 29, 12
    • their favorite product is is a brand they don’t like Monday, October 29, 12
    • Monday, October 29, 12
    • have mixed views about Monday, October 29, 12
    • have mixed views about different perceptions and associations Monday, October 29, 12
    • Monday, October 29, 12
    • disgusted with the location of Monday, October 29, 12
    • Monday, October 29, 12
    • Rustan’s kicked us out Monday, October 29, 12
    • On line store Rustan’s kicked us out Monday, October 29, 12
    • Stand alone store On line store Rustan’s kicked us out Monday, October 29, 12
    • Stand alone store On line store Website Rustan’s kicked us out Monday, October 29, 12
    • Stand alone store On line store Website Rustan’s kicked us out Hong Kong authorities Monday, October 29, 12
    • Stand alone store On line store Website 1M budget Rustan’s kicked us out Hong Kong authorities Monday, October 29, 12
    • IM C STRATEGY Monday, October 29, 12
    • OBJECTIVES Monday, October 29, 12
    • OBJECTIVES retain.acquire. Monday, October 29, 12
    • OBJECTIVES retain.acquire. boostsales Monday, October 29, 12
    • OBJECTIVES retain.acquire. boostsales strengthen BRAND IMAGE Monday, October 29, 12
    • STRATEGY Monday, October 29, 12
    • STRATEGY media channels Monday, October 29, 12
    • STRATEGY media channelsnewdistributionchannels Monday, October 29, 12
    • Monday, October 29, 12
    • Idea Monday, October 29, 12
    • Idea Monday, October 29, 12
    • Idea Monday, October 29, 12
    • Monday, October 29, 12
    • CHANNELS Monday, October 29, 12
    • CHANNELS EXECUTION Monday, October 29, 12
    • CHANNELS EXECUTION & Monday, October 29, 12
    • TIMELINE CHANNELS EXECUTION & Monday, October 29, 12
    • TIMELINE in CHANNELS EXECUTION & Monday, October 29, 12
    • TIMELINE 1in CHANNELS EXECUTION & Monday, October 29, 12
    • 2012Monday, October 29, 12
    • Monday, October 29, 12
    • IN TERN ET Monday, October 29, 12
    • IN TERN ET PRIN T ADS Monday, October 29, 12
    • IN TERN ET PRIN T ADS EVEN TS Monday, October 29, 12
    • IN TERN ET PRIN T ADS EVEN TS BTL Monday, October 29, 12
    • IN TERN ET Monday, October 29, 12
    • IN TERN ET [ cinem agraphs ] Monday, October 29, 12
    • IN TERN ET [ cinem agraphs ] Monday, October 29, 12
    • IN TERN ET [ online catalog ] 0 Monday, October 29, 12
    • IN TERN ET [ online catalog ] 360 0 Monday, October 29, 12
    • IN TERN ET [ bloggers ] Monday, October 29, 12
    • IN TERN ET [ bloggers ] Monday, October 29, 12
    • PRIN T ADS Monday, October 29, 12
    • Monday, October 29, 12
    • Monday, October 29, 12
    • PRIN T ADS [ in-store ] Monday, October 29, 12
    • PRIN T ADS [ in-store ] Monday, October 29, 12
    • PRIN T ADS [ m agazine ] Monday, October 29, 12
    • PRIN T ADS [ m agazine ] Monday, October 29, 12
    • EVEN TS Monday, October 29, 12
    • EVEN TS [ First Stop ] Monday, October 29, 12
    • BTL Monday, October 29, 12
    • BTL [ application ] Monday, October 29, 12
    • BTL [ conveyer belt ] Monday, October 29, 12
    • BTL [ conveyer belt ] Don’tjusttravel.Travelle. Monday, October 29, 12
    • BTL[ runway ] Monday, October 29, 12
    • BTL[ runway ] Monday, October 29, 12
    • thanks us for bringing along Monday, October 29, 12
    • february march april may september december Monday, October 29, 12
    • END Monday, October 29, 12
    • 2013Monday, October 29, 12
    • AND SO... Monday, October 29, 12
    • BON VOYAGEMonday, October 29, 12