Tag Me In Vegas / Creative Brief

Sponsors: Vegas Sponsors / O/awa, Toronto, Montreal & Vancouver affiliates

Project: TAG ME in Vegas!

CreaCve Brief Prepared by: Rodrigo Vidal CEO/CreaCve Director (613) 218-‐5841 [email protected] www.innovaConsadverCsing.ca

Prepared for: Sunwing Travel Group (SelloffvacaCons.com)

Introduction / The Opportunity ....…................….…………….…. Pg 1 Campaign Overview....……………………………………………... Pg 2

Our target market …..........……………………………………….…. Pg 4

Bachelorette Package …………………….………………………..….... Pg 7 Bachelor Package...…..……………..………………………………….…Pg 8 VIP B-day Package ...…………...………………………………………... Pg 9

Our Partners ……………....…….…………………………………….…Pg 10

How we will reach our audience .….………………………….…. Pg 5

3 Vegas Packages ……………………….….………………………..… Pg 6

FotoZap: Engaging our Audience.………………………………... Pg 11

Setting the stage…………………….………………………………... Pg 12

Art work / Mock-up samples …………….…..………….…………... Pg 13- 15

Campaign Goals & Objectives .……………………………….….. Pg 3

Sponsorship Opportunities …………………………...….…………... Pg 16

Next Steps ………………………………….…..………….…….……... Pg 17

Introduction / The Opportunity

Introduction: “Tag Me In Vegas” is a 12 week campaign that is intended to target Canadians (ages 21-35) living in Ottawa, Toronto, Montreal & Vancouver. Our interactive campaign will offer Canadians a chance to win an unforgettable weekend in Las Vegas, all while collecting consumer intelligence. The Opportunity: The e-travel industry is one of the largest markets on the Internet and Las Vegas Hotels are prime destinations for Canadian travelers. In a survey conducted in 2011 by Expedia.ca, 1024 Canadians (21yrs+) were asked a series of questions regarding Las Vegas travels. Of those surveyed; one-third (33%) had been to Las Vegas in the past and of those who hadn't, almost three quarters (72%) stated they wanted to go. This was especially true for female “Vegas first timers” who at 73%, were slightly more likely to feel the lure to travel to Las Vegas than their male counterparts at 70%. Judging from these figures, it’s evident that Canadians 21+ have a strong desire to vacation in Las Vegas.

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Campaign Overview

A carefully selected group of 6 energetic and outgoing individuals will attend the best venues and most popular events within the Ottawa, Toronto, Montreal & Vancouver Region - armed with three FotoZap® Cameras and plenty of promo giveaway cards. Our team of ambassadors will take hundreds of event photos per day, and ask attendees to share their pictures on Facebook and tag 3 of their friends, in order to be qualified to win a trip for four to Las Vegas. Attendees will appreciate the gesture, and go online after the event to view and share their photos amongst their Facebook friends. The process creates a memorable brand experience, collects leads and survey responses, and paves the way for future brand interactions. Campaign Timeline: In total the campaign will be 12 weeks long. Month 1: The first month will be the ground work for the campaign itself (ie. Our street team visiting venues taking pictures and collecting contestants). Month 2: The second month will be the announcement stage of the promotion. Each week, we will announce a new set of winners from each city visited and promote that announcement on our Facebook fan page. Month 3: The microsite will remain active for one month after the winning groups are chosen, to accommodate those who are interested in purchasing any of the Las Vegas trip packages offered. All three packages have been chosen to reflect major life-milestones that are party worthy (Bachelor Parties / Bachelorette Parties / Birthday Parties).

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Campaign Goals & Objectives

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1) Acquire Consumer intelligence

A recent campaign executed by our Partners at Fotozap, used the same technology to collect a total of 16,639 unique visitors to their campaign microsite. The campaign acquired 1,025,764 Facebook clicks. If we were to capture only 1% of business from these unique visitors using our strategy, we anticipate to generate an estimated $665,560 in flight packages. 16,639 x .01 = 166 166 x $550.00 = $166,390.00 $166,390.00 x 4 patrons/package = $665,560.00

All emails collected will be pre-qualified and saved into a segregated database. All information will be bundled together with a full accounting of deliverables in a comprehensive post-sponsorship fulfillment report.

Everything from the camera skin to online photo activities will be fully branded to match our message. Tagging and sharing pictures on Facebook amongst friends will not only increase brand awareness, but will also boost Facebook fans for affiliated partners.

Consumer insights will be gathered from our campaign, which can be used for internal use and/or to better future marketing strategies / advertising messages. Information collected: Name, Gender, Date of Birth, emails, how frequent they visit Vegas, reason for visit, preferred time of year to visit, etc.

3) Revenue Stream : Estimated retail value for round trip flight to Las Vegas = $550.00 / person

2) Promote Brand Awareness

According to an American Express analysis of its transaction, made by members 21 years and older, data from 2009 through 2011; Generation Y consumers have been the driving force with increased spending on luxury fashion by 33%, travel by 74% and fine dining by 102%. It should be noted that the increase in spending took place during a time period that the US was experiencing and economic down swing. This demographic spends a larger portion of their disposable income on electronics, vacations, liquors, concerts, clubs and other forms of entertainment. They’re willingness to spend a larger amount on these activity stems from a number of different factors such as: living at home, waiting longer to have children or not having kids at all, better education and better jobs then previous generations.

Our Target Market

Generation Y consumers

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- Ages: 21-35

- Yearly Income: 25k -75k

- Technology savvy individuals

- Without Children

How we will reach our audience

Facebook - This social site has developed a unique phenomenon among friends online over the past few years, where envy encourages real life actions. A recent survey published by Teletext Holidays in the UK shows how people are influenced to book a holiday after seeing their friends’ holiday photos on Facebook. What’s interesting is that this social site has been turning people into sales reps without them even knowing. Truth is, the more we are subjected to the endless stream of photos and profile updates of your friends perfect trip, the more likely we are to envision our own vacation getaway. So even though our intention of sharing amazing moments of a trip is to let friends experience it with us (and not to make them feel jealous) the reality is, they most likely are. This is what’s happening more and more in the world of social media. This presents a huge opportunity for companies to approach social media a little bit differently, and look to consumers to help promote and sell our Vegas Packages.

Targeted Cities: Ottawa, Toronto, Montreal & Vancouver,

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The club & concert goers are our prime target demographics and they love to spend their free time with friends, while enjoying a common interest. They are there to be entertained, and unlike other entertainment media platforms that are passive such as television, these types of venues offer the perfect place to interact with our audience.

Venues: Night Clubs / Concerts and other entertainment venues

With five months of winter and below freezing temperatures; it's no wonder why Canadians look to vacation in a warmer, vibrant destination such as Las Vegas. What's important to recognize is that Generation Y's are becoming the largest demographic group of visitors in Las Vegas. As a result, the city is quickly morphing into one of the top party places in the world, ranking in the top ten in numerous different polls. Vegas is now ranked number one in categories such as top destination for bachelor and bachelorette celebrations (www.AskMen.com) and is a top destination to celebrate a 21st birthday (www.ehow.com). Our campaign objective is to capitalize on these statistics by designing a microsite that integrates both social media and ecommerce, enabling users to purchase discounted Las Vegas packages. Each package will include a variety of activities tailored to suit any special celebratory occasion.

3 Vegas Packages

Discounted Las Vegas travel packages

Bachelore)e Package Bachelor Party Package VIP Birthday Package

VIP Vegas Packages

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There is no better place to unwind with your girls before you tie the knot! Las Vegas offers an array of shopping destinations, spas, restaurants, and night time activities. Below are the bachelorette activities offered and other upgrades available when creating the perfect "Bachelorette Package".

Bachelore)e Package includes:

Hotel accommodation: Experience the height of Las Vegas luxury as few ever will. Enjoy a 3 day stay in one of the unique Palms Hotel suits!

Air accommodations:

Travel in Style:

Dance the night away with VIP Passes: What better way to celebrate a bachelorette party than by getting down on the dance floor. Moon Nightclub hosts an array of special guest celebrities and DJs, making it a well known hot spot to see and be seen. It’s the perfect spot for a bachelorette celebration.

Flight discounts to Las Vegas from Ottawa, Montreal, Toronto & Vancouver.

Calling a taxi is an option, but if you really want to ride in style, enjoy one free evening of limo service! You can get wherever the girls want to go without a worry (Courtesy of 702connections).

Dine like Queens: Enjoy a generous voucher to dine at any of the following establishments; STK / Wicked Spoon / Blue Ribbon Sushi Bar & Grill / Overlook Grill.

Bachelorette Package

Other available upgrades: Spa treatments, Club Crawl w/ Day pool party passes. (7)

Package breakdown (1/3)


Bachelor Package

Bachelor Package includes:

Bachelor parties are a Guy’s last chance to go wild, and Vegas is the ideal city to let loose. Let's be honest, if the guys are parading around the town, there will be some drinking involved and things may get out of hand. So unless you want to spend your evening waiting in line, there should always be a plan. Below are a list of options and upgrades, available from the “Bachelor Package”.

Hotel accommodation: 3 night stay at one of Palms Hotels’ fully decked out suits. At this place, you’re expected to party like the rock stars we know you are, and did we mention the room is fully pimped out.

Air accommodations: Flights discounts to Las Vegas from Ottawa, Montreal, Toronto & Vancouver.

Travel in Style: Forget about being chauffeured around Las Vegas in a taxi cab, you are here to enjoy yourself. What better way to do it than riding in an exquisite limousine for one night, courtesy of 702connections!

The Last Supper: Among the many rites of passage in a man's life, the bachelor party steak dinner ranks near the top. The best man can misplace the wedding ring, but screwing up the last supper is a legitimate cause for dismissal. Fortunately, 35 Steaks + Martinis at the Hard Rock Hotel offers succulent dishes including signature Tomahawk Steaks, a 35-day aged 35-ounce prime steaks, and the flavor-infused 35 Gimlet. This celebratory dinner is not something to be taken lightly, so be sure to take advantage of our generous voucher and feast like true kings.

Night clubs: Every man wants the opportunity to say that they’ve been in the presence of a Playboy Bunny, and with the Playboy Club that can be a reality. Located on the 52nd floor of the new Palms Fantasy Tower, the Playboy Las Vegas offers a gaming environment like no other. Beautiful Playboy Bunny dealers present a new twist to the boring old game of blackjack, while gorgeous cocktail serving Playmates make sure your glass is always full. There’s no better place to celebrate a bachelor party than this famous hot spot.

Other available upgrades: Golf packages, VIP Club Crawl passes / Day pool party access. (8)


VIP Birthday Package

VIP Birthday Party Package includes:

A Las Vegas birthday party is the ultimate celebration party. There are so many entertainment options that makes it difficult to know where to start. This package comes with VIP access to the Hottest Vegas Dayclubs, Nightclubs, restaurants, shows and much more. A variety of options can be catered for guys, girls and/or mixed groups.

Hotel accommodation: 2 night stay at Palms’ Studio Suite, a contemporary super suite that features hardwood and marble flooring, twin 42” plasma televisions, 9-foot ceilings, a state-of-the-art kitchen, and 600 square foot of luxurious living space.

Celebration dinner: One of Las Vegas’ most popular rendezvous, N9NE is known as a Premier Steakhouse and Celebrity Hot Spot. Take advantage of Palms’ generous voucher and enjoy a diverse menu including prime aged steak, fresh seafood, and imported spirits complete with an exclusive champagne & caviar bar.

Air accommodations:

Travel in Style: Whether you and your crew are celebrating a special birthday, or just celebrating being in Vegas; there’s no reason why you should all have to travel around Vegas in a small taxi cab. Cruise in style in a spacious limousine, courtesy of 702connections.

When celebrating any special life milestone in Vegas, you definitely need to go big. This Party Rockin’ Package guarantees the ultimate VIP access inside the hottest Day clubs and Nightclubs in the Palms Hotel. Start your day at the Palms Pool playground and enjoy live DJ’s, 3 incredible bars and two acres of swimming pools. You can party the night away and experience the night life in the Palms’ popular outdoor sky patio; Ghostbar. This luxurious nightclub is frequently visited by celebrity clientele and offers a dramatic nearly 360-degree view of the glittering strip. What more could you ask for?

VIP Access to Day clubs & Night clubs:

Other available upgrades: Golf packages, Comedy shows and other shows. (9)

Flights discounts to Las Vegas from Ottawa, Montreal, Toronto or Vancouver.

We have partnered up with FotoZap (designed by M21Media) which is a photo-based lead generation system that specializes in creating digital+live experiences. They have successfully used FotoZap for many years to lure fans at sporting & concert events, and our aim is to combine our idea with their technology system to generate revenue for our sponsors.

Our Partners: M21 Media / FotoZap

A sponsored photo acCvaCon crystallizes the event experience with a great photo memory that gets everyone talking.

How FotoZap works

Social buzz fuels brand recogniCon, package sales, and engagement as viral recipients view the branded event photos and see their friends having fun.

Collects data and reconnects with guests online at a branded microsite.

Invite guests to spread our message with fully integrated social networking opCons.

Deliver follow-‐up messages using one to-‐one markeCng tools, like Cmed email outreach, discounts on future events, or custom messages from sponsors or affiliates.

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Our street team will be able to engage in conversation with our audience using a quick and fun process, from virtually any location; within our prospective targeted cities. A brand ambassador will take photos of friends at events with a FotoZap® Camera and use the integrated laser to scan a unique code on a branded Photo Access Card. Consumers visit our Microsite (shown on the card) and enter their unique code to retrieve their photo. To be eligible to win a 1/4 available Vegas packages, one must share their picture on Facebook and simply tag 3 friends. The process will help us quickly spread the word amongst Facebook friends and will give us the opportunity to gather valuable consumer data which can be used in follow up sales and future marketing materials.

FotoZap: Engaging our audience with 6 Easy Steps

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- 7’height x 7’width Curved Backdrop

A photo isn’t complete without a perfect backdrop. In fact, the right onsite photo backdrop can attract an entire venue of event attendees. For this reason, our creative team has designed a 7’x 7’ custom Vegas backdrop, which will be sure to demand attention. This curved backdrop "cocoons" participants, pulling them into a semi-circle for maximum effect. Its semi-circular shape creates a wrap-around effect for participants, and helps stabilize the picture frame (See next page

to view mock-up background design).

Life size background

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- Easy to set up and tear down

- 7’height x 1’width Space for Sponsors logos Sp

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Photo Card Giveaways

(Microsite template)

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Photo Card Giveaways

Sponsorship Opportunities

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An invitation to Sponsorship ‘Tag Me In Vegas’ will provide an opportunity for organizations to generate revenue and brand awareness, all while conveying value to an audience eager to take advantage of discounted travel packages to Las Vegas. As a sponsor, you will benefit from direct exposure to potential clients and customers, and allow you to learn about their travel inquiries. Our exclusive sponsor invitation will present you with the perfect opportunity to introduce one (1) upcoming promotion your company may have.

Other benefits you will receive as a sponsor: Your company name and/or company logo noted as a Diamond Sponsor on all marketing pieces (including: emails, print material, press release, and social networking sites), as well as Diamond-level placement of your company name, logo, and 150-word company description will be displayed on the Tag Me In Vegas microsite, with a link to your company’s Web site.

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2) The Tag Me In Vegas Microsite will be used to sell travel packages for Sunwing Travel Group, as well as gather insights from consumers.

Innovations Advertising will provide you with a comprehensive post-sponsorship fulfillment report which will give the Sunwing Travel Group detailed insights on the success of the campaign.

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Sponsorship requirements from Sunwing Travel Group:

16 round-trip economy class airfare accommodations to Las Vegas for the winners 1)

10% to 20% Discounts on flights to Las Vegas 2)

Sponsor fees can be discussed in full detail either through a Skype conference call, or in a boardroom meeting.

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Next Steps

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1) We would be more than happy to schedule a meeting at Sunwing’s head quarters in Toronto to discuss the following:

- A list of participating venues that have agreed to host our campaign within the confines of their venues

- Timelines & due dates

- Sponsor fees & revenue expectations

- Campaign costs

- Any other questions the executives at Sunwing Travel Group may have will be answered at this time

- A Live demo of the FotoZap process will be presented at this time