Interactive Advertsing Final: WalkWalnut

1. BEN WOLLMAN INTERACTIVE ADVERTISING

4. COMPETITIVE ANALYSIS - MAGNIGICENT MILE (CHICAGO)

6. COMPETITIVE ANALYSIS - SOUTH STREET (PHILADELPHIA)

9. CONSUMER PERSONA First-timers: Jeff and Linda Howard Meet the Howards! Jeff and Linda Howard love experiencing new destinations on weekends. It is their first time to Philadelphia and they want to visit historic attractions such as the Liberty Bell Center and Independence Hall, while seeking out Philly staples like cheesesteaks and soft pretzels. The couple are constantly browsing the internet for the travel deals and exciting tourist options. They look for economical deals that allow them to explore a number of city sights all at once, a weekend is never enough. Time is never seems to be on their side - so they love an online search interface. Jeff is addicted to his PDA so he looks up directions on-the-go. Linda is more old fashioned, using traditional maps - but don’t count her out from a designer shopping spree when she can find the right deals! “ Can you help me find that store I printed this coupon off for?”

10. CONSUMER PERSONA Repeat Visitor: Joy Martin Meet Joy Martin! Joy is very familiar with the city of brotherly love. She lives only thirty minutes outside of Philly and loves immersing herself in the cultural scene, attending plays, visiting lesser-known attractions and enjoying Philadelphia ’ s fine dining and shopping. She is young enough to have grown-up with the internet so it has become a way of life. She always goes online to find restaurant and club openings for her and her friends. She cannot resist a good BYOB but sometimes has difficulty figuring out her options on the internet. Joy is very busy and loves the idea of an online newsletter that informs her about new events and happenings in Philadelphia. “ I found this place online. It was in a newsletter. I am so glad it did not require any searching!”

14. INTERACTIVE OPPORTUNITY SUMMARY The Walk Walnut website is a crucial building block in the foundation of establishing a new brand. The website is built on a theme of “best-of-both-worlds” and connects tourists and locals alike. The website will highlight the tremendous offerings of the street determined by what the user is specifically searching for. The website allows for user customization and establishes great concepts that can easily be transferred to offline mediums. This allows for a cohesive and complete campaign for establishing an emerging and exciting Philadelphia attraction! The interactive opportunity for business owners and vendors to speak directly to their consumers and branding of selected regional streets sets Walk Walnut far apart from its competitors. They is an enormous opportunity for growth and expansion of the brand as the tourism market widens.

15. PRESENTION BY: BEN WOLLMAN ACCOUNT MANAGEMENT TRACK DECEMBER 15, 2008 INTERACTIVE MEDIA FINAL PROJECT