Stage 4 Catch the Wind Larry Graves Nic Bambrough
Executive Brief Catch The Wind is a new, unique kite store being launched in Ottawa, Toronto and Niagara-on-the-Lake. Kites will be the primary product sold but the store will encompass all products and services relating to the wind. Catch The Wind will also have an online store at catchthewind.ca Each group which was researched has been chosen based on their depth of interest in the outdoors, their knowledge about the subjects encompased by Catch The Wind, and their love of travel and tourism. Catch The Wind has an excellent logo to go along with the superb store locations. The objective of the logo is to give the feeling of fun the wind can incorporate. The public will see that the fun has been incorporated directly into the logo of Catch The Wind. The marketing communications challenge must build up enthusiasm and brand name recognition for Catch The Wind’s launch. This will happen during pre-launch, launch and post launch by building up curiosity and awareness for each store opening and also the web site. The creative concept for Catch The Wind relates directly to the primary and secondary consumers. The Catch The Wind big idea is “Freedom Family Fun�. It is also the slogan, which ties in perfectly to what the consumer wants, needs and desires. The message strategy is to create brand recognition and awareness of the Catch The Wind store, and web site. The emotion behind all advertising will show happiness, as well as enjoyment of spending time with friends and family. The overall tone and feeling is to achieve a positive, inspirational and uplifting feeling to the consumer. The creative execution shows how it all ties into the creative strategy, concept, big idea and brand identity. All the print, radio and television advertisements will have an emotional appeal to the consumer, building traffic to the web site and enthusiasm for each store opening. It all comes back to what the consumer wants, needs and desires and the new Catch the Wind store and web site will deliver not only the goods but also the respect of whatever city they are a part of.
TABLE OF CONTENTS
THE CHALLENGE...............................................1 - Catching The Wind...........................................................2
- Bring On The Breeze........................................................2 - Capturing The Essence.....................................................3
TRENDS................................................................4 -Industry Trends..................................................................5
- Kites......................................................................5
- Flags.....................................................................5
- Wind Power / Mills...............................................5
- Festivals................................................................5
- Banners..................................................................5
PRODUCTS..........................................................6 - Products In Store..............................................................7
CONSUMER PROFILES......................................8 - Profiles..............................................................................9
- Primary..................................................................9
- Secondary..............................................................9
- Tertiary..................................................................9
LOCATIONS......................................................10
- The Cities Chosen...........................................................11
- Ottawa.................................................................12
- Toronto................................................................13
- Niagara-on-the-Lake.........................................14
MARKETING COMMUNICATIONS...............15 -Logo Brief...........................................................16 - The Challenge.....................................................17
- Pre-Launch..............................................17 - Launch....................................................20
- Post-Launch............................................22
CREATIVE CONCEPT.............................................24 CREATIVE EXECUTION....................................25
- Magazine Advertisements.......................26
- Newspaper Advertisements.....................27 - Billboard Advertisement.........................28 - Radio Advertisement..............................29 - Television Advertisement.......................30 - T.V. Commercial Script/Storyboard........31
MARKETING COMMUNICATION PLAN......32 CREATIVE BRIEF.............................................33
THE CHALLENGE 1
Catching The Wind
Catch The Wind is a new, unique and diverse store being launched in the tourist heavy areas of Ottawa, Toronto and Niagara-on-the-Lake. Kites will be the primary product sold. Catch The Wind is much more than an excellent kite store: it will encompass all products and services relating to the wind. The challenge is to position Catch The Wind as the leader of the wind related industry, distinguishing the store from other competitors, with first class products, exceptional service and friendly, knowledgeable staff. The first store opening will be in the popular tourist district of the ByWard Market in Ottawa. Two more key locations will open soon afterward in two other strong markets, in Toronto and Niagara-on-the-Lake. Catch The Wind will also have an outstanding web site presence.
Bring On The Breeze
Catch The Wind is positioned as more than just another kite store. It will differentiate itself from the competition with its depth and breadth of products and product categories. The store will be at the leading edge of wind related products and services, selling the best and most fun kites, flags, garden items, and more. There will also be experts at the store who can answer any questions customers may have. Crazy kites, cool planes and your favourite sports team’s banner are all available at Catch The Wind.
Besides the outstanding kite selection, each store will sell pennants, boomerangs, frisbees, wind chimes, model airplanes, pinwheels, measuring wind meters, helmets and all types of intriguing DVD’s, books and magazines. In addition, occasional guest speakers from various fields of expertise will perk the interest of the consumers.
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“People are at their most mindful when they are at play. If we find ways of enjoying our work - blurring the lines between work and play - the gains will be greater.” — Ellen Langer
Capturing The Essence
The essence of Catch The Wind is to give a person the feeling of freedom and also the fun of seeing something in flight. Both the store and web site will strive to be a professional yet fun experience for the amateur and professional outdoor enthusiast. They will all love visiting the store, whether young or old, serious competitors, thrill seekers or someone just seeking something new to do. While there are other stores and online services which offer similar products and services, none can compare to the vast product range and quality of products Catch The Wind will offer.
Children will never tire of imagining to fly an airplane!
Flying a kite at the beach is not just for children, as adults love having fun too!
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TRENDS 4
Industry Trends Kites
The kite was first invented and popularized approximately 2,800 years ago in Weifang, China. In the last two decades several kite sailing sports have become popular, such as kite buggying, kite landboarding and kite surfing. In addition, kite sailing opens several possibilities not available in traditional sailing as wind speeds are greater at higher altitudes.
Flags
The first flags were used to assist military coordination on battlefields, and flags have since evolved into a general tool for signaling and identification. National flags are patriotic symbols with varied wide-ranging interpretations, often used for sports and fan loyalty. Flags are also used in messaging, advertising, and other decorative purposes. Kids love a beach even more with a kite.
“Kites teach us that only by facing into the wind can we ever hope to attain the heights to which we were meant to soar.”
—Shawn E. Donahoo
Wind Power / Mills
The most modern generations of windmills are more properly called wind turbines, or wind generators, and are primarily used to generate electricity. With increasing environmental concern, and limits to fossil fuel consumption, wind power has regained interest as a renewable energy source.
Festivals
Kite festivals are a growing activity in Canada. The Niagara International Kite Festival, The Great Lakes Kite Festival and the Toronto Kite Festival are just a few of the many popular gatherings held yearly in Canada.
Banners
Banners have become very popular recently. Today they are used for sports, events and promotions. "People are at their most mindful when they are at play. If we find ways of enjoying our work - blurring the lines between work and play - the gains will be greater."
— Ellen Langer
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PRODUCTS 6
Products In Store
Kites will be a major product sold at Catch The Wind. However, the store will have much more than an excellent kite selection, including:
• Flags and ensigns • Feather banners • Party banners • Sports banners • Lawn and garden spinners • Wind chimes • Dream catchers • Decorations • Model airplanes • Wind spinners • Wind socks • Hang gliders • Kite boards • Kite jumpers • Frisbees Besides selling top quality kites, Catch The Wind will sell paragliding, boomerangs, banners, magazines, airplanes and much more.
• Boomerangs • Wind accessories • Magazines • Books 7
CONSUMER PROFILES 8
Profiles
Catch The Wind must focus on the needs, wants and desires of the consumers. Therefore, research has been carried out to identify key groups of consumers to target. Each of the following groups has been chosen based on their depth of interest in the outdoors, their knowledge about the subjects encompased by Catch The Wind, and their love of travel and tourism. The primary consumer has a true passion for outdoor activities of all kinds.
Primary The primary consumer has a great love of the outdoors, whether they ski, surf, play on the beach, garden or fly a kite with the family. However, it’s not all fun and games for the primary consumer. The more serious sports minded person values the challenge of various competitive sports that use the wind. Catch The Wind will be a one stop shopping experience for all those looking for the latest product, educational DVD, magazine or book.
Secondary The secondary consumer loves to watch others play as much as stay active themselves.
Secondary consumers are always searching for something to do, but they are also avid spectators. They might be on the beach flying a kite, at a kite festival taking in all the sights, buying a sports team flag or looking for something to keep their child active.
Tertiary The tertiary consumer has other interests to fill their time, and they are not specifically drawn to wind related activities. When it comes time to buying a birthday or holiday present however, they know Catch The Wind will be the perfect store to grab something innovative or fun for that someone special.
The tertiary consumer will check out Catch The Wind occasionally to buy a gift for a family member or a friend.
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LOCATIONS 10
The Cities Chosen
Catch The Wind will base its first stores in three excellent markets, each having many things in common. Ottawa, Toronto and Niagara-on-the-Lake all have excellent tourist areas.
Ottawa will be the first store location in the superb tourist area of the ByWard Market.
Catch The Wind will locate each of their stores in a bustling market with other unique specialty stores nearby. Each store location can share ideas, stock and ways to promote and improve each Catch The Wind store as best as possible.
Niagara-on-the-Lake will be the third store location for Catch The Wind.
Toronto is an excellent market for Catch The Wind with its tourist attractions, special events and much more.
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Ottawa
Ottawa has a population of 1.2 million and it is the fourthlargest urban area in all of Canada. The location for Catch The Wind in Ottawa is a perfect spot in the ByWard Market by the magnificent Rideau Canal. It is surrounded by many high quality shops, from food products, fashions to cutting edge trends. It is a busy place day and night, with many thriving nightspots. The location is easy to access by transit, automobile or even just by walking its extra wide streets.
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The map represents the location of the first Catch The Wind store in Ottawa, in the excellent tourist area of the ByWard Market.
Parks War Memorial
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The ByWard Market, established in 1826, is steeped in history. It has everything: museums, galleries, pubs, specialty food stores, arts and crafts, Canada’s oldest continuously operating farmers’ market, restaurants, cafes and one-of-a kind stores such as Catch The Wind. The ByWard Market is within walking distance of the Canadian Tulip Festival, Franco-Ontarion Festival, the Ottawa Bluesfest, and the three week long Winterlude.
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Toronto
Toronto and its surrounding area has a population of over 5.5 million people. Queen Street West is a major thoroughfare for the city, and is a perfect location for Catch The Wind. Close by are major tourist attractions such as the CN Tower, the Eaton Centre, Roy Thompson Hall, Royal Alex Theatre, Second City Theatre, Chinatown and the Art Gallery of Ontario. The city offers many choices of transportation, including bus, subway, streetcar, train, and taxi, and major Highway routes into the city provide good tourist access. Bayview Ave Eglington St
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Toronto will be the second store location, close to excellent tourist attractions such as the CN Tower and the Eaton Centre.
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Niagara-on-the-Lake
Niagara-on-the-Lake is over 200 years old and has many attractions, including historical sites such as Fort George, the Historical Society Museum, and the Shaw Festival with its three theatres. Also very popular in this area are golf courses, spas, orchards, vineyards, bed and breakfast homes, beautiful parks and farmland, agricultural markets and many world famous Canadian wineries. Wine festivals, and other major events attract the public. Niagara-on-the-Lake is also in close proximity to the U.S.A. border, a major tourist benefit.
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Niagara-on-the-Lake is the third superb location for Catch The Wind. It is close to other tourist areas such as Niagara Falls and many fine wineries.
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MARKETING COMMUNICATIONS 15
Logo Brief The objective of the Catch The Wind logo is to give the feeling of fun the wind can incorporate. The letters are knocked over slightly because of a breeze going by. The oval shape also has a sense of motion to it. Also, the logo can be placed on large billboards or small ads and still stand out clearly, in colour or black and white. People will be excited to visit the store after seeing this playful logo. The public will see that fun has been incorporated directly into the logo of Catch The Wind.
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The Challenge
The marketing communications challenge for Catch The Wind is to build up enthusiasm and brand name recognition for Catch The Wind’s launch, in order to make the store the public’s top choice for all products and services which relate to the wind. It is also important to let consumers know that Catch The Wind will be number one in diversity, high quality, and a friendly, knowledgeable staff.
Pre-Launch:
The pre-launch period will be used to build up curiosity, awareness and excitement for each store opening. The methods used to promote the web site and opening of each store location can be used for each city. However, each pre-launch will also be adjusted to accommodate any new considerations.
Promotion Material #1
Brand Identity:
Hoodies and shirts will be made are for staff to wear for brand recognition. They bear the same colours as the store’s brand colours, which are sky blue and white.
Purpose: These casual uniforms give a casual, professional image to the staff.
Outcome: Employees wearing these clothes at events and at the store location will help get the brand image noticed by the public.
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Promotion Material #2
Brand Identity: Catch The Wind will have a large presence on the Internet. The three other special sites which all lead back to the main url will be: catchthefreedom.ca catchthefamily.ca catchthefun.ca
Purpose: The main site will be located online at
www.catchthewind.ca. However, when the public does a search for other main products the store sells, it will lead them to the main site.
Outcome: Consumers will find it easier to find their item of choice.
Promotion Material #3
Special Event: Economically friendly Smart Cars with visual identity of the logo and web site will be given to the management team as they are preparing the store months before the opening. They will drive these cars daily throughout the city. Later on, the cars will be used for store use, out of store promotion and all special events before and after the store opens. The cars will be given to the management team in front of the new under construction Ottawa location following a small ceremony, as the local media will be contacted to take photographs of the twelve management members receiving their company cars.
Purpose: This will create awareness around the city when the public spots the logo on these cars. Outcome: To catch the interest and curiosity of prospective consumers.
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Advertisement #1
Outdoor: Billboards around the city of Ottawa will be up 12 weeks before the opening of the new ByWard Market location. There will also be select billboards in major cities such as Toronto, Niagara-on-the-Lake, Vancouver, Edmonton, Calgary and Montreal promoting the Catch The Wind e-tail store. All billboards will remain up for three months.
Purpose: This will pique the interest of all Canadians in
major cities to visit catchthewind.ca and possibly become an online customer. Outcome: It will create curiosity and encourage consumers to visit the store and the web site. It will also remind and reinforce other promotions.
Advertisement #2
Print: 3/4 page consumer focused advertisements every Wednesday and Saturday for 12 weeks before the opening will be placed in the Ottawa Citizen and Le Droit. Quarter page ads will also be placed in the Ottawa Business Journal and Capital Extra twelve weeks before the opening of the first location.
The Catch The Wind Smart car, billboards and newspaper ads are three of the many ways the store will be promoted.
Purpose: All consumer focused advertisements will highlight the web site, giving exposure to not only the opening of the store, but to the web site url as well. Outcome: Potential customers in major cities, from all over the country will learn about Catch The Wind and visit the web site months before the store opens. Advertisement #3
Broadcast media: Advertising for the store opening and web site will take place four times a day, six days a week for three weeks before the store opens and four times a day, six days a week for three weeks after the store opens. The radio stations being used are CFGO, CHUO-FM, and CKDJ-FM. There will also be thirty second television commercials promoting the web site and store products on CBC and Global television.
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Purpose: To create awareness of the store products in
Ottawa and on the web site. Outcome: Potential customers will see and hear the available products on the web site during the commercial and go online to make purchases.
Launch:
The launch will take place on a Friday and Saturday weekend. The first day will be the soft launch for the local media and select business owners of the city to attend. The second day will be host to many different activities. The purpose of the launch is to welcome the customers while educating them thoroughly on the products and services. It will also create a buzz about the store and the web site.
Promotion #1
Soft Launch: Media Kit Members of the press and all attending business owners will be invited to attend a reception. They will all receive a press release, T-shirt, fifty dollar gift card, product brochure and kite kit. "I heard about Catch The Wind opening in Ottawa and my whole family can’t wait to check it out!” — Bill Fargo
Purpose: To gain excitement and media support. Outcome: To receive free publicity about the store and web site, as well as gaining a positive brand experience with the media.
Promotion #2
Soft Launch: Promotional Gift Bags Catch The Wind will be handing out gift bags with “how to do” booklets on specialty items, and various coupons for future purchases.
Purpose: To get the public excited about all the various
products that the store carries. Outcome: Add value to their purchase or visit the store.
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Promotion #1
Hard Launch: Promotional Event Hang-gliding simulators at the store’s location for anyone to experience what it feels like to hang-glide.
Purpose: This will encourage participation from young and old to try hang-gliding.
Outcome: It will be a positive brand experience for those who take part.
Promotion #2
Hard Launch: Promotional Event A kite flying promotion will be one of the many events for Catch The Wind.
Professional kite flyers doing demonstrations, and answering questions.
Purpose: This is the customer’s chance to really learn
about different styles and types of kites. Outcome: It will increase the knowledge of the brands the store carries and spark interest in the new products being sold.
Promotion #3
Hard Launch: Promotioinal Event Free remote controlled plane lessons both days of the opening, and customers can purchase a plane and take the course for free, learning how to fly a plane.
Purpose: A great way to encourage new enthusiasts
and possibly give the amateurs a chance to learn more.
Outcome: Adding value and a positive brand experience.
Promotion #4
Hard Launch: Promotional Incentive
Any purchase over $100.00 and Catch The Wind will give the customer a choice of a free, unique t-shirt or hat.
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Purpose: This will encourage future purchases at the store and also promote the store with Catch The Wind logos on hats, T-shirts, etc. Outcome: This adds value to their purchase.
Post-Launch: "Having Kelly “Sky” Reed hosting a kite demo for Catch The Wind is going to be amazing!”
— Linda Leeds
With the post-launch, Catch The Wind will continue to keep the momentum going by sales and promotion advertising and holding special events.
Advertisment #1
Print: 1/4 page newspaper advertisements with a product focus will appear every weekend for three months, keeping the public updated on special events coming, sales, and more. These advertisements will be printed in the Ottawa Citizen and Le Droit.
Purpose: This will continue the awareness of the store
with consistent advertisements in newspapers. Outcome: The public will gain knowledge of the web site and new store.
Sales Promotion #1
Special Event:
Representatives of the franchise will have a booth at a special event. Kite demos, as well as a few other choice products will be on display. The representatives will be giving away free kite kits which will have the store logo on the kits. In the same bag will be a DVD sampler on how to properly fly a kite, with a few easy tricks to impress friends. The DVD will feature kite flying professional Kelly “Sky” Reed. While Kelly takes the people through the tricks, she will also be doing a personal tour of the new location in Ottawa.
Purpose: This will promote not only the store, but the use of the products, sparking interest in new customers trying something they might not otherwise try. It will also interest those who are already into kites and wind related products. Outcome: The public will know they can trust Catch The Wind for quality products and service.
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Sales Promotion #2
Special Event: "It’s more than a kite store is what I have been hearing, so I know I will be there on opening day for sure!"
— Nic Graves
Representatives of the franchise will be at Britannia Beach, Mooney’s Bay Beach, Petrie Island Beach and Westboro Beach every weekend after the store opening. They will be promoting the store and its beach related wind products such as kites, remote control airplanes, kite surfing products, etc.
Purpose: In doing this, the store will gain interest from the local beach demographic and even earn respect for doing the demonstrations. Outcome: After seeing the demonstrations by Catch
The Wind professionals, customers will have a greater knowledge of what Catch The Wind has to offer.
Special Promotion # 1
Special Event: Representatives from the following radio stations will be advertising at each beach location: CFGO, CHUO-FM, and CKDJ-FM two weeks before the events start. CHUOFM will also do a remote broadcast the first weekend Catch The Wind starts this special promotion.
Purpose: By doing this promotion Catch The Wind will draw out primary and secondary customers because of everything the representatives will offer. Outcome: After hearing the advertisements, potential customers will know where Catch The Wind is holding their special beach events..
The beaches will attract many kinds of people, including kite flyers, frisbee lovers and kite tubers.
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Creative Concept The creative concept for Catch The Wind relates directly to our primary and secondary consumers. The joy they receive from flying a kite, being with family and friends, and the sense of freedom they feel from being outside participating in various wind related sports. The Catch The Wind big idea is “Freedom Family Fun”. This ties in perfectly to what the consumer wants, needs and desires. Everyone wants freedom, everyone needs family and everyone desires to have fun. This is also our simple yet very effective slogan.
These photos represent the big idea and slogan: “Freedom, Family Fun”.
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Creative Execution: MAGAZINE/NEWSPAPER/BILLBOARD/RADIO/T.V. CONSUMER FOCUSED
PURPOSE 1: To connect to the consumer on an emotional level the feelings of freedom, fun and family. PURPOSE 2: Draw attention to the consumer regarding the new web site and store opening soon. PURPOSE 3: To remind the consumer of the Catch The
Wind brand image.
OUTCOME: Consumers will be curious to check out the Catch The Wind web site and be excited about the opening of the store.
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Magazine Advertisements CONSUMER FOCUSED SIZE: 4.25 X 5.5
PURPOSE 1: The mainly black and white photograph draws the consumer into the colorful focused area alowing to see how fun flying a kite is. PURPOSE 2: Connect with the consumer with an emotional response of childhood memories PURPOSE 3: To show the consumers Catch the wind can show them the fun at the web site. OUTCOME: Consumers will be intrigued to visit the web site, wanting to find out more about these emotional appeals. OUTCOME: Clearly state Catch The Wind is fun, and the company is focused on making the consumer.
CatchTheFun.ca
You’ll have hours of fun with our enormous variety of kites, banners, model airplanes and so much more. Visit our web site today!
s love Familieutdoors! the o
CatchTheFamily.ca
Your family will love the wide range of quality kites, banners, model airplanes and so much more. Check out the amazing variety of kites for your family at our web site today!
CatchTheFreedom.ca
Set your sights for the skies with our quality kites, parasails, banners and so much more. Visit our web site today!
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Newspaper Advertisements h as muc is e it k ! Flying a ur first kiss o y fun as
CONSUMER FOCUSED SIZE: 3 COLUMNS X 7.7/8
PURPOSE 1: Brings emotions to the consumer of memories of flying a kite for the first time. PURPOSE 2: Brings emotions to the consumer of being kissed for the very first time. PURPOSE 3: Shows the joy that flying a kite can bring to
any child.
Ottawa 09.09.09 CatchTheFun.ca
You’ll have hours of fun with our enormous variety of kites, banners, model airplanes and so much more. Visit our web site today!
PURPOSE 4: To draw attention to the web site and opening of the Ottawa location. OUTCOME: Parents will want to check out the web site as well as bring them to the opening of the new store, to bring the same joy to their child as the children in the photo.
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Ottawa 09.09.09
Ottawa 09.09.09 CatchTheFreedom.ca
Set your sights for the skies with our quality kites, parasails, banners and so much more. Visit our web site today!
CatchTheFamily.ca
Your family will love the wide range of quality kites, banners, model airplanes and so much more. Check out the amazing variety of kites for your family at our web site today!
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Billboard Advertisement CONSUMER FOCUSED 12 X 24
PURPOSE 1: Draw attention to the consumer about the new web site and store opening in select locations. OUTCOME: Consumers will check out the web site out
of curiosity.
a w a Ot0t9.09.09 d.ca n i W e Th Catch
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Radio Advertisement CONSUMER FOCUSED 30 SECONDS
PURPOSE 1: Emotional appeal of a parent being with
his child.
PURPOSE 2: Curiosity of what Catch The Wind has to offer on its web site. OUTCOME: Consumer will be encouraged to check out the web site, curious about the variety of kites the store will carry.
Radio Script
Catch The Wind (Store Opening) CFGO Radio 30 Seconds
MALE VOICE (SOOTHING): A parent holding a child’s hand. You can feel the love. The true meaning of family is felt. And when they are both holding onto a kite dancing in the wind, it brings fun and freedom too.
Freedom
Family
Fun
Find out for yourself the emotions a kite can bring with our astounding variety of high quality kites at catchthewind.ca
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Television Advertisement CONSUMER FOCUSED 30 SECONDS
PURPOSE 1: Curiosity of why the people are smiling and later on the sense of freedom being on top of a mountain can create. OUTCOME: Consumer will want to check out the web site, as the commercial shows the imagination that Catch The Wind can bring.
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TV Commercial Script/Storyboard Title:
STORE OPENING
Time: 30 seconds Client: Catch The Wind Date: March 09, 2009 Name: Larry Graves, Nic Bambrough
Visual
Sound and Script
OPEN ON: Close up on faces of five family members (young and old) looking up, laughing and having a great times.
SFX: Sounds of laughter, with the sound of wind in the background.
CAMERA PANS OUT: The family are all happily flying kites outside.
SFX: More laughter with the sound of wind in the background.
CAMERA PANS OUT FURTHER: The family are flying kites at the top of Mount Everest.
VO: (CALMLY): You don’t have to go to the heights of Mount Everest to fly a kite. You can enjoy freedom, family and fun by simply visiting our new web site at www.catchthewind.ca
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Advertisement #3
Advertisement #2
Advertisement #1
Promotion Material #1
Brand Identity
Pre-Launch
Promotion Material #3
Special Event
Promotion Material #2
Promotion #2
Promotion #1
Soft Launch
Launch
Promotion #4
Promotion #3
Promotion #2
Promotion #1
Hard Launch
Special Promotion #1
Sales Promotions #2
Sales Promotions #1
Advertisement #1
Pre-Launch
Marketing Communication Plan
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Catch The Wind Creative Brief
Pre-launch for newspapers, magazines, billboards, radio and television Background of Company: Catch The Wind is a new, unique store opening in Ottawa in the Byward Market, with two more stores opening in Toronto and Niagra-on-the-Lake in the near future. Their main product is kites, but they will sell everything that relates to the wind. What is the message strategy being used: The message strategy is to create brand recognition and awareness of the Catch The Wind store, and the web site. All advertising will have a feeling of family and fun. The emotion behind all advertising will show happiness, as well as enjoyment of spending time with friends and family.
What is the role of the consumer: The role of the consumer is to have brand experience and create a buzz with their friends and family about the store and all the store has to offer. Who are we talking to: Males and females, ages 12 to 55 are the target group. They all enjoy being outdoors, spending time with family, are active in outdoor sports, or at least watching activities that are based outside, such as kite flying.
What is the major promise: The major promise to the consumer is Catch The Wind will give a feeling of fun, freedom and family with their unique products and services. The overall tone and feeling is to try to achieve a positive, inspirational and uplifting feeling to the consumer. What is the response we want from the advertising: The response wanted is for the consumer to be aware of the new store in Ottawa and also the web site, and for them to purchase products.
What info or attributes are most likely to produce the response: Coupons included in all post-launch print ads will help create repeat purchases from customers. Why should they believe it: There has never been a store like Catch The Wind, and this will be communicated in all the advertisements. What tone or feeling should the communication have: The tone is lighthearted, fun and attractive for the family.
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