PMVB Marketing Committee
Regional NBC Olympic / Mobile Recap • Partnered with Scranton, Philadelphia, and New York NBCs • NBCPhialdelphia.com - This includes stand-alone creative for PMVB and integrated on-line units promoting the Olympic SMS Text Campaign. Philly delivered 1.4 Million Impressions with an overall Click Thru Rate of .05%. • Philadelphia - TV Campaign (15 second spots) delivered almost 1.2 million Impressions for Adult 25-54. • Philadelphia – The integrated news billboard ran over 29 days and at LEAST 5x per day or for a total of 145 Billboard units • Generated 1856 Olympic update subscribers • PMVB had 422 opt-in users (23% conversion) • Transferring database to PMVB and will be sending out ski coupon to our mobile community
Media Buy Strategy • • • • •
Concentrate on Pocono Mountains primary markets Brand Pocono Mountains with our members Use high frequency, long term media Keep Pocono Mountains and members top of mind For NYC: NYC commuter trains (car cards and platform posters); NYC double deck tourist bus wrap; Digital Billboard; Traditional billboards with the use of extensions; Nypost.com; possible inside taxi cabs • For Philadelphia: Traditional billboards with extensions; Sponsorship of KYW 1060 traffic / CBS3 Weather or NBC10 weather; Philly.com
Primary Media Buy Impressions
New York City Billboards
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New York City Other • Nypost.com (rich media) • Video / Banner NYC Taxi Cabs – Up to 5,500 cabs – The average taxi ride is 13.4 minutes.
Philadelphia Billboards
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Philadelphia Other • Philly.com (rich media) • Sponsorship advertising – KYW 1060 Radio Traffic Sponsor – CBS3 Weather Sponsor – NBC10 Weather Sponsor
Creative Look • • • • • •
Brand Pocono Mountains Brand the Pocono Mountain partner Use partner image Keep it simple and clean Have a creative hook Objective – Search for Pocono Mountains or member via the web
NYC and Philadelphia Billboards
NYC Commuter Rail Road
NYC Bus and Philly / NYC Other
Schedule