Daybreakers - IMC Campaign by Torben Nielsen

Table of Contents Executive Summary & Situational Analysis ................................................................................ 1‐4 Brand Profile ................................................................................................................................ 5‐6 Target Market Profile .................................................................................................................. 7‐8 Communications Objectives Grid .................................................................................................. 9 Theme & Message ........................................................................................................................ 10 Strategic Plans .............................................................................................................................. 11 Advertising Plan ................................................................................................................ 11‐13 Online & Interactive Plan ................................................................................................. 14‐15 Public Relations Plan ........................................................................................................ 16‐17 Creative Executions ...................................................................................................................... 18 Online Display Ads ............................................................................................................ 18‐21 Magazine Ads ................................................................................................................... 22‐24 Posters and Flyers ............................................................................................................. 25‐30 Invitation........................................................................................................................... 31‐32 Website .................................................................................................................................. 33 Press Release ......................................................................................................................... 34 Blocking Chart ............................................................................................................................... 35 Budget ...................................................................................................................................... 36‐37

Executive Summary Sound Academy, a premier host of entertainment events in Toronto, will host an after party event in celebration of the Toronto International Film Festival launch of Daybreakers. This event will allow guests to experience a unique party that will be themed around the movie itself. The goal of the integrated marketing communications campaign is to create awareness for this event among the target audience, 20 to 39 year olds who are extremely social and like to spend their nights out who live in Toronto. The theme will follow the overall theme of the film – dark, grungy and simplistic. All advertisements will capture interest by using bold themes, shocking imagery and eye catching colours. Several types of advertising will be used including print, out of home, online and public relations. The media used will showcase the event and entice viewers to visit the microsite to find out more information and to buy tickets.

Situation Analysis Sound Academy represents Toronto’s premier live entertainment and event destination. As an established Toronto brand, Sound Academy hosts numerous events in association with other brands and products, and is in the business of creating events like no other establishment in Toronto. Sound Academy is host to some of the world’s most technologically advanced sound and lighting systems with a warm and intimate atmosphere. Their 5500 sq. foot facility can host up to 900 guests. With two main areas dedicated to live concerts and privately hosted events, Sound Academy is in a strong position to become Toronto’s number one pop culture event host. SWOT Analysis Strengths Weaknesses ‐ Location is not within convenient walking ‐ Recognized widely among Torontonians distance from downtown core and Ontarians ‐ Intimate Atmosphere ‐ Exclusive Events ‐ Excellent portfolio and track record of past events in association with premier musicians, movie stars, and celebrity parties ‐ Large venue, ability to accommodate 900 guests Threats Opportunities ‐ Competition such as The Guvernment is ‐ To further establish Sound Academy as the go‐to location for all TIFF events and after located closer to downtown and the general public parties ‐ Attraction of other exclusive Toronto ‐ To develop demand for movie after parties hosted by Sound Academy International Film Festival events and parties ‐ To become Toronto’s number one event host and venue firm ‐ Gain national and provincial media exposure, thus increasing brand awareness of Sound Academy’s after parties 2

Within the live entertainment industry, Toronto is host to a number of hotspots that are widely known among locals and celebrities alike. In this situation, the most notable competitors that provide these services are The Guvernment, The Drake Hotel and This Is London, all of which compete for the rights to host exclusive celebrity events, such as after parties for Toronto International Film Festival (TIFF). Generation 5 showcases the following strings of data with respect to the this industry in the Toronto CMA. Total $ Spent ‐ Live Performing arts (2008) ‐ $229,900,092 Total $ Spent – Alcohol on Licensed Premises (2008) ‐ $671,159,946 This proves that there is a viable market for growth within the live entertainment industry as well as LLBO licensed events venues. The market for hosting celebrity after parties for high‐profile events in Toronto, such as The TIFF, is fiercely competitive. In order to host an after‐party event, venues and promoters fight for media exposure and rights to host certain movies. The ability to secure an event with their respective cast members determines the level of media exposure that will be present before, during and after the event. The success of the TIFF reinforces Toronto’s position as Canada’s premier film and entertainment hub. The market for live entertainment and special events in Toronto combined with the popularity of TIFF makes this region suitable for Sound Academy to develop a movie premier after party. Competitive Analysis The Guvernment – 132 Queen’s Quay East, Toronto, ON Canada • Similar size and venue to Sound Academy • Hosts exclusive events with celebrities and musicians • Located closer to downtown core than Sound Academy • Longer establishment and history, well recognized Toronto venue • Primarily a concert and nightclub venue The Drake Hotel – 1150 Queen Street West, Toronto, ON Canada • Smaller size, less capacity • Directly in The Downtown core, within walking distance from hotels, restaurants and theatres • Long history and well recognized brand image with major media exposure over the years • Experience hosting past TIFF events 3

This Is London – 364 Richmond Street West, Toronto, ON Canada • Downtown core • Primarily known as a night club • Multi‐level venue with a 650 guest capacity • Themed as more of an upscale venue with experience in hosting special events in the past Impact of Situation Analysis on IMC Campaign Sound Academy will be able to capitalize on the already established reputation as Toronto’s premier event hosting firm as well as TIFF’s popularity with celebrity after parties to create buzz for their exclusive Daybreakers After Party event. Sound Academy will capitalize on their strengths to provide their patrons with a unique and intimate atmosphere that will be like none other at TIFF after parties in Toronto. As the Sound Academy’s advertising planners, we will create a custom integrated communications campaign that will align with the theme of the Daybreakers film. In order to do this we will utilize multiple media including print, an online compenent and public relations. As with previous events, Sound Academy developed creative marketing communications that align with the themes of their partners events and we would like to continue this trend with their current event. In the case of this event, Sound Academy will co‐ brand with the Daybreakers movie and will theme the event with elements of colour, visuals and lighting that align with the Daybreakers film and art work. These elements will be present in all communications that are shown to the public.

Brand Profile Sound Academy has positioned itself as Toronto’s premier event holding and sponsoring venue. They offer their guests the best live entertainment experience in terms of a sophisticated, classy and exclusive venue. Sound Academy also takes pride in offering their guests parties that regularly incorporate celebrity and pop‐cultural experiences into the events. By co‐branding with the film Daybreakers, Sound Academy will be able to continue their trend of creating buzz that attracts both those who are aware of Sound Academy events, as well as those that follow TIFF events or are fans of the stars that are featured in the movie. This will reinforce Sound Academy’s position as a leader in the live entertainment and special events industry. With this in mind the Sound Academy logo will be used as a minimal aspect of the marketing communications as we do not want to overshadow the product with the brand ‐ the product being the After Party event for the Daybreakers premier. The Sound Academy logo is simple and easily understood. It incorporates both words and shapes with a very clean and simple format. The use of two sets of sound waves extruding from the words “sound academy” symbolizes the idea of the brand. To contrast the logo of the brand (Sound Academy), the Daybreakers After Party event, which is our product, will provide the excitement and eye‐catching element that will be critical for garnering attention to this event. The use of the vampire themed visuals provided by the movie artwork will attract attention as they are easily be noticeable and well recognized by the general public. We feel that by co‐branding the campaign with the movie and making the movie’s theme and the after party the forerunner of all visual communications, Sound Academy will be able to attract new attention and gain more awareness of their establishment rather then solely promoting their business by itself (without the collaboration of the movie). Product Concept Profile: Daybreakers After Party Positioning Statement > The Daybreakers After Party hosted by the Sound Academy and will be an event to celebrate the launch of the Daybreakers film at the Toronto International Film Festival. This will be a late night event that will offer guests a unique experience Product Specifications > Venue location at the Sound Academy > Vampire themed event > A late event beginning at 2 am and ending at dawn 5

Unique Selling Point > Attendance of celebrities Product Life Cycle > Introduction stage > Building awareness > Encourage purchase of tickets for the event FAB > The Daybreakers After Party will provide guest with a unique experience in which they will be able to meet and mingle with their favourite celebrities, creating a night they will never forget.

Target Market Profiles Primary Target Market: Emerging Elite Age: 20‐39 Household: Singles, couples and roommates – often no dependents Marital Status: Single or in relationships Region: Primarily urban Purchase Occasion: Medium‐Heavy Sensitivity: Urban social, night lounges, fine dining Primary Influences: Peer groups, trendy media Key Media: Internet, magazine Income: Above average This is an extremely social, image conscious young urban group. It consists of mostly singles and roommates – one and two person households mainly aged 20‐39 in their first or second job after graduating university. This group has the lowest presence of children. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly above average but with no family to support this often results in a rather comfortable lifestyle. A significant minority are already making over $100,000 a year. Occupations are similar to those of a white collar high income group which these people will no doubt become as they age and move up in their careers. They prefer to be out with friends in the urban social scenes. They are the most likely group to become immersed in the movie premieres and parties of the Toronto International Film Festival. Expenditures and habits are among the narrowest, most clearly defined and distinctive. They tend to be heavy smokers and drinkers, particularly of premium or niche brands.

Secondary Target Market: Metropolitan Lifestyles Age: 20‐39, some retirees Household: Living alone or with roommates Marital Status: Single – children are very young if they are present Region: Primarily urban Purchase Occasion: Medium‐Heavy Sensitivity: Urban social, night lounges, fine dining Primary Influences: Peer groups, trendy media Key Media: Internet, magazine Income: Below average This group is extremely social and enjoys spending evenings out on the town, consists of mostly singles and roommates aged 20‐39, and has the lowest presence of children. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly below average but this group enjoys spending money when going out to bars, clubs, movies or concerts. This group usually work in administrative or retail and prefer to be out with friends in the urban social scenes. They are the most likely group to become immersed in the movie premieres and parties of the Toronto International Film Festival. Expenditures and habits are among the narrowest, most clearly defined and distinctive.

Communications Objectives Grid Objective To inform the target audience about the Daybreakers After Party, as well as the Sound Academy To create awareness of the Daybreakers After Party and have at least 750 guests buy tickets To increase brand awareness of the Sound Academy among 30% the target audience To persuade 35% of the target audience into visiting DaybreakersAfterParty.ca

Vehicle Online, Flyers, posters, magazines Public relations Online, Flyers, posters, magazines Public relations Online, Flyers, posters, magazines Public relations Online, Flyers, posters, magazines Public relations

For online efforts we will use a combination of banner ads as well as Google Ad words and search marketing. Toronto entertainment websites that will be used for all banner ads Online Sources will include: Nowtoronto.ca, EyeWeekly.ca, HnMag.ca, and Thegate.ca. Google Ad words and search marketing will be used through Google.ca Magazine: Will be placed within Now Toronto magazine and Toronto Life magazine. Both magazines have entertainment focuses and will appeal to our target markets Print Sources Flyers and Posters: Will be placed in highly frequented restaurants, and clothing establishments in the entertainment district of downtown Toronto Press releases will be sent to local radio stations, the selected magazines that we are Public Relations advertising with as well as the Daybreakers After Party website and Sound Academy website

Theme and Message Positioning Strategy Sound Academy is a premier and exclusive event host and sponsor firm that offers its guests the best experience in terms of a sophisticated and classy night life events. Sound Academy prides itself on offering its guests exclusive parties which incorporate celebrity and pop‐cultural experiences. Central Theme The central theme of the Daybreakers After Party is to follow in line with the personality and theme of the film – dark and grungy. This style will be used in all media. “Join the Mayhem” as well as “The Mayhem begins”, will both be used as taglines within this campaign and will be used to synchronize the idea and theme together symbolizing that this will not just be a party, but a truly unique experience for all guest that are attending. Also, the overall theme for the event embodies the general theme of the movie allowing us to create a connection with the movie and its viewers. This will allow us to great more buzz for the event as well as awareness of Sound Academy.

Strategic Plans: Advertising Creative Objectives 1. To create awareness of the Daybreakers After Party 2. To increase traffic to the DaybreakersAfterParty.ca microsite Appeal Technique Mysterious, spark interest by means of curiosity Tone & Style Dark, grungy, scary, bold and eye‐catching Tagline “Join the Mayhem”, “The Mayhem begins” Creative Execution The campaign will include print advertising, outdoor posters and flyers, online banner ads, Google Adwords and Search Marketing, an interactive website, as well as a public relations component. Messages will persuade viewers to visit the website to find out more information on the event, buy tickets and enter for a chance to win VIP tickets. A number of media will also include information on where to buy tickets. All media will be event focused and will promote the Daybreakers After Party. Media Objectives Who The primary and secondary target audience consist of men and females age 20 to 39 who live in urban centres. Each group has different lifestyles though, which broadens the potential exposure of our message What The message that is being communicated is that there will be an after party event for the Daybreakers film which will premiere at TIFF earlier in the evening When The launch of this IMC campaign will take place three months prior to the actual event. The Daybreakers After Party will be on September 12, 2009 11

Where The flyers and posters will be posted within the core downtown area of Toronto, with an emphasis in locations closer to the proximity of the Toronto International Film Festival. The magazine advertisements will be placed in Now Toronto and Toronto Life. The location for the event itself is at Sound Academy How By means of advertising through posters, flyers and magazines this portion of the IMC campaign will create awareness, spark interest, and build desire for the target audience to attend the after party and enjoy the atmosphere, as well as the opportunity to network with the cast and their guests Strategy Poster and flyer advertisements have been developed and created to appeal to those actively involved in Toronto’s nightlight (night clubs and late night lounging and dining). The magazines advertisements will be target to those affluent Toronto Life and Now Toronto readers and subscribers. Market Coverage The target market that will be covered will primarily consist of the population within the downtown Toronto core. Because this event is exclusive we will not be using a mass marketing approach to create awareness. Coverage will stay mostly inside the media used by our target market in order to create awareness among them. This will entail using posters and flyers placed in a number of restaurants and retail outlets located within the entertainment district. We will also place ads in Now Toronto magazine which reaches 321,000 total readers (PMB, 2009 weekly 1 ). We will also place ads in Toronto Life which we estimate will reach half of Now Toronto readers (approx. 160,000 2 ). Therefore the total magazine reach will be approximately 481,000 people. Timing The timing for this campaign will vary from media to media. The magazine advertisements will be published (in Now Toronto and Toronto Life) in the 2 monthly issues prior to the event. The flyers will be distributed 1.5 months prior to the event and posters will begin 3 months prior to the event. 1 2

http://www.nowtoronto.com/advertise/ Approximation is based upon size of magazine and website when compared to Now Toronto’s website

Media Selection Rationale The chosen forms of media being used will include: magazine, posters, and flyers. These media have been chosen because the event is exclusive and will only hold a certain amount of guests. Due to this, these forms of media allow us to control who will be viewing the advertisements. The reasons for choosing these media that we’ve chosen is because our event is very exclusive and doesn’t not need to be promoted/advertised to the general and mass public from the city of Toronto since our capacity is low. Out of Home The out of home advertisements chosen were posters and flyers which are very similar, being created together to build awareness and spark interest for this one time, exclusive after party. These media selections are leaving a mysterious thought in the persons mind and creating a sense of curiosity. These flyers and posters will be placed in a number of restaurants and retail outlets that are frequently visited by our target audience. Print The Magazines were chosen because of their reach and appeal to the desired target audience. The magazines are Toronto Life and Now Toronto both of which have strong entertainment focuses. The advertisements will be published to spark interest and build awareness of the event in the minds of the primary and secondary target audience. These advertisements are very similar to the out of home media and will leave the consumer with a sense of curiosity to go to the website.

Strategic Plan: Online and Interactive Objectives: 1. To create awareness of the Daybreakers After Party 2. To increase traffic to the DaybreakersAfterParty.ca microsite Strategy: With the use of display ads and search marketing, we will be able to build awareness of the Daybreakers After Party event, held to celebrate the premier of the movie at the Toronto International Film Festival. With a combination of different online media, we will be able to draw traffic to the newly created DaybreakersAfterParty.ca website where the target audience will be able to visit and learn more about when the event is, where it will be and which stars will be in attendance. This website will help build awareness for this event. Execution Display Ads We will place a combination of banner ads and rich media ads on a number of websites that appeal to the lifestyles of our target audiences – emerging elite and metropolitan lifestyle. Use of the following websites will also help us benefit from our target audiences interest and regular usage of the internet. Websites will include: www.Nowtoronto.com: A weekly news and entertainment website www.EyeWeekly.com: A weekly entertainment website www.Thegate.ca: An entertainment website www.Hnmag.ca: A film & television publication website www.Yahoo.ca: Specifically on the movies and entertainment properties

Google Adwords and Search Marketing Google Adwords will be used to aid our search marketing efforts. We will purchase a number of search words that we feel our target market will be searching for during the time leading up to the event. Some words that we will purchase include: Daybreakers, Daybreakers After Party, TIFF, TIFF after parties, etc. These words will then correspond with our Google Adwords so that when someone enters one of our sponsored search words our Google Adword(s) appears at the top of the list of advertisements. We will also optimize the Daybreakers After Party website in order to have the microsite appear at the top of the organic search results. Media Scheduling Placement of display ads as well as Google Adwords and search marketing efforts will follow a build‐up media scheduling pattern that will help generate awareness and create a build‐up of excitement and interest for the actual event. Advertisements will begin one month prier to the event with the ads being exposed for a certain period of time each day. As the event day draws closer the amount of time each ad is exposed to the public will increase. The following chart outlines a more detailed scheduling timeline. August Total Time exposed/Per advertisement First week 2 hours a day Second Week 4 hours a day Third Week 8 hours a day Fourth Week 12 hours a day Evaluation and Measurement Evaluation and measurement of online marketing efforts will be done through the monitoring of click thrus and daily page visits. By monitoring these two metrics we will be able to measure the effectiveness of the creative in engaging our target market. If the ads aren’t getting the responses we expected we will be able to make adjustments in order to increase our numbers.

Strategic Plan: Public Relations Objectives 1. Achieve media exposure and secure media support 2. Coordinate timing with the launch of the film at the 2009 Toronto International Film Festival 3. Create awareness of the Daybreakers After Party to be held at Sound Academy to celebrate the launch of Daybreakers movie at the Toronto International Film Festival 4. Increase traffic to DaybreakersAfterParty.ca Strategy Public Relations will be event oriented and focus on the Daybreakers After Party that will be hosted by Sound Academy, located in downtown Toronto. Public Relations will be used to create publicity for this event and will use a borrowed‐interest strategy. Execution A press release will be the main tactic used in regards to public relations and will be distributed in several different areas, including the Sound Academy and Daybreakers After Party websites, as well as magazine editors and radio stations. Magazines that will receive the press release include NOW, Toronto Life, Eye Weekly, Hollywood North and The Gate. These magazines were chosen to best reach the primary target audience. The intention in sending a press release to these magazines is that the magazine might write an article about our event, in the process providing our target with a credible third party promoting the after party. At the very least, ideally the online version of these magazines might post the press release on their website. The press release will complement the advertising spaces that will be bought in the hard copy versions of these magazines. Radio stations such as Virgin Radio 99.9, Edge 102.1 and Chum 104.5 will also be sent the same press release. The hosts would ideally mention the after party during their show. These radio stations represent the primary target audience as well. DaybreakersAfterParty.ca will be a micro site launched specifically for this event. It will be simple, yet interactive and will provide all the necessary information about the event. It will also include links to the Sound Academy website, as well as the Daybreakers trailer. It will be used to create hype and buzz, and will complement all other advertising efforts. The press release will also be available. 16

The Sound Academy has an online newsletter called the Honour Roll that will include information about the Daybreakers After Party to create awareness of the event for those on the mailing list. These are people that are interested in knowing about upcoming events and parties, and also coincide with our primary target audience. Evaluation & Measurement Public relation efforts will be measured by media exposure in term of gross impressions, depending on the readership of the magazine, listeners of the radio stations, as well as visitors to the DaybreakersAfterParty.ca website.

Creative BrieF: Online Display Ads Goal: To create awareness and buzz of the Daybreakers After Party being hosted at Sound Academy in downtown Toronto. Target Audience Primary This is an extremely social, image conscious young urban group. It consists of mostly singles and roommates – one and two person households mainly aged 20‐39 in their first or second job after graduating university. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly above average but with no family to support this often results in a rather comfortable lifestyle. A significant minority are already making over $100,000 a year. They are the most likely group to become immersed in the movie premieres and parties of the Toronto International Film Festival. Secondary This group is extremely social and enjoys spending evenings out on the town, consists of mostly singles and roommates aged 20‐39, and has the lowest presence of children. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly below average but this group enjoys spending money when going out to bars, clubs, movies or concerts. Communication Objective • To create awareness of the Daybreakers After Party • To create traffic to the DaybreakersAfterParty.ca microsite • To increase attendance to the Daybreakers After Party event Key Promise The Daybreakers After Party is hosted by Sound Academy and will be an event to celebrate the launch of the Daybreakers film at the Toronto International Film Festival. This will be a late night event that will offer guests a unique experience. Personality • Blood red • Simple • Dark • Rich • Sophisticated 18

Creative Strategy All online media ads will use elements of the Daybreakers artwork on all creative material. Ads will have very little copy with simple colours and images that match the Daybreakers theme. These ads will be used as a teaser in order to get the target audience to click on the ad so that they are directed to the Daybreakers After Party website to learn more about the event and how they can attend.

Newsletter Ad – 300 X 250 Pixels

Display Ad – 300 x 250 pixels

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Banner Ad – 234 X 60 pixels FRAME #1

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Creative Brief: Magazine Goal: To create awareness and buzz of the Daybreakers After Party being hosted at Sound Academy in downtown Toronto. Target Audience Primary This is an extremely social, image conscious young urban group. It consists of mostly singles and roommates – one and two person households mainly aged 20‐39 in their first or second job after graduating university. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly above average but with no family to support this often results in a rather comfortable lifestyle. A significant minority are already making over $100,000 a year. They are the most likely group to become immersed in the movie premieres and parties of the Toronto International Film Festival. Secondary This group is extremely social and enjoys spending evenings out on the town, consists of mostly singles and roommates aged 20‐39, and has the lowest presence of children. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly below average but this group enjoys spending money when going out to bars, clubs, movies or concerts. Communication Objectives • To create awareness of the Daybreakers After Party • To create traffic to the DaybreakersAfterParty.ca microsite • To increase attendance to the Daybreakers After Party event Key Promise The Daybreakers After Party is hosted by Sound Academy and will be an event to celebrate the launch of the Daybreakers film at the Toronto International Film Festival. This will be a late night event that will offer guests a unique experience. Personality • Blood red • Simple • Dark • Rich • Sophisticated 22

Creative Strategy & Execution The magazines that were chosen were chosen because of their reach and their audience. The magazines are Toronto Life and Now Toronto. The advertisements will be published to spark interest and build awareness in the minds of the target audience as well as the secondary target audience. These advertisements are very similar to the out‐of‐home advertisements and leave the consumer with a sense of curiosity to go to the website.

Magazine Ad – 8.5 X 11 Inches

Creative Brief: Posters and Flyers Goal: To create awareness and buzz of the Daybreakers After Party being hosted at Sound Academy in downtown Toronto. Target Audience Primary This is an extremely social, image conscious young urban group. It consists of mostly singles and roommates – one and two person households mainly aged 20‐39 in their first or second job after graduating university. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly above average but with no family to support this often results in a rather comfortable lifestyle. A significant minority are already making over $100,000 a year. They are the most likely group to become immersed in the movie premieres and parties of the Toronto International Film Festival. Secondary This group is extremely social and enjoys spending evenings out on the town, consists of mostly singles and roommates aged 20‐39, and has the lowest presence of children. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly below average but this group enjoys spending money when going out to bars, clubs, movies or concerts. Communication Objective • To create awareness of the Daybreakers After Party • To create traffic to the DaybreakersAfterParty.ca microsite • To increase attendance to the Daybreakers After Party event Key Promise The Daybreakers After Party is hosted by Sound Academy and will be an event to celebrate the launch of the Daybreakers film at the Toronto International Film Festival. This will be a late night event that will offer guests a unique experience. Personality • Blood red • Simple • Dark • Rich • Sophisticated 25

Creative Strategy & Execution The creative strategies for these media are to build awareness and spark interest for this one time exclusive movie premier after party. The use of images and styles that align with the movie poster will allow the viewers recognize and understand what they are seeing which will draw attention to the event. Upon attracting attention viewers will recognize the venue logo and then move to understand the remaining information and call to action.

Gloss Poster: 18” x 24”

Poster – 18 X 24 Inches

Colour Flyer: 5”x 10” FRONT

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Creative brief: Invitation Goal: To create invite awareness and buzz of the Daybreakers After Party being hosted at Sound Academy in downtown Toronto. Target audience Primary This is an extremely social, image conscious young urban group. It consists of mostly singles and roommates – one and two person households mainly aged 20‐39 in their first or second job after graduating university. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly above average but with no family to support this often results in a rather comfortable lifestyle. A significant minority are already making over $100,000 a year. They are the most likely group to become immersed in the movie premieres and parties of the Toronto International Film Festival. Secondary This group is extremely social and enjoys spending evenings out on the town, consists of mostly singles and roommates aged 20‐39, and has the lowest presence of children. They rent high or low rise apartments in downtown locations such as Toronto. Incomes are slightly below average but this group enjoys spending money when going out to bars, clubs, movies or concerts. Communication Objective • To create awareness of the Daybreakers After Party • To create traffic to the DaybreakersAfterParty.ca microsite • To increase attendance to the Daybreakers After Party event Key Promise The Daybreakers After Party is hosted by Sound Academy and will be an event to celebrate the launch of the Daybreakers film at the Toronto International Film Festival. This will be a late night event that will offer guests a unique experience. Personality • Blood red • Dark • Sophisticated • Simple • Rich 31

Creative Strategy & Execution The invitation will be sent to celebrities, as well as the Honour Roll mailing list that customers can sign up for on the Sound Academy website. Unlike traditional party invitations, this visual piece will command attention with its bright colours, shocking imagery and overall stimulating appeal that refuses to be ignored. Party Invitation: 4” x 6”

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Press Release Tickets will go on sale on July 1st at 10am and will be available at ticketmaster.com. Directors Peter and Michael Spierig, Ethan Hawke, Sam Neill, Willem Dafoe and other cast and crew from the film Daybreakers will join guests at Sound Academy in downtown Toronto for a special after party event on September 12, 2009. Festivities will begin at 2 am and wrap up at dawn. Tickets will be priced at $50, not including applicable service charges and taxes, and will go on sale July 1, 2009 at 10am at ticketmaster.com. To charge by phone with a major credit card, call Ticketmaster at (416) 555‐5555. Daybreakers, written and directed by Peter and Michael Spierig, is an upcoming film set in 2019 when a plague turns almost all humans into vampires. A rogue group of vampires secretly tries to find a cure to save the human race. The film stars Ethan Hawke (two‐time Academy Award nominee), Sam Neill, Willem Dafoe. Peter and Michael Spierig also wrote and directed the film Undead in 2003. Ethan Hawke was nominated for Supporting Actor for his role in the 2001 film, Training Day, as well as for Adapted Screenplay for the 2004 film, Before Sunset. Sam Neill is known for his appearances in the Jurassic Park trilogy, as well as the television shows The Tudors and Crusoe. Willem Dafoe is best known for his role as Green Goblin in the Spiderman trilogy, as well as his appearance in Once Upon a Time in Mexico. Sound Academy is Toronto’s premier and exclusive event holding and sponsoring venue that offers its guests the best experience in terms of a sophisticated and classy night life event. Sound Academy prides itself on offering its guests exclusive parties which incorporate celebrity and pop‐cultural experiences. Sound Academy can host as many as 900 guests and offers and guests a unique atmosphere and experience. Prominent events that have been hosted by Sound Academy include Jamie Foxx, Modest Mouse, Ten Second Epic and Silverstein. Sources: www.daybreakersmovie.com www.imdb.com

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The goal of the entire campaign is to build awareness and promote the Daybreakers After Party event hosted by Sound Academy on September 12, 2009. Using a build‐up strategy for this IMC campaign will best allow Sound Academy to create anticipation and excitement leading up to the event. Early on in the campaign, the use of posters placed strategically in high visibility areas across the city will generate interest and curiosity and drive viewers to the website for more information. The website will run for the entire duration of the campaign as it is designed to provide the most information on the party, the venue and the movie itself. Invitations will represent the only non‐public element of the campaign. These will be sent to the cast and crew of the Daybreakers film well in advance of the party and TIFF so they can arrange to make an appearance and bring their guests. Flyers will be distributed to retail outlets and restaurants that our target audience frequents. These will be available about half way through the campaign as another way to garner interest and direct people to the website. The press release will be sent out at the beginning of August as a way to create buzz among relevant publications with the intention that they will write an article about the event. This will only occur once throughout the campaign. Also, a specially designed announcement with a stylized button will be placed within Sound Academy’s e‐newsletter. This will create awareness among those who are members of Sound Academy’s Honour Roll, which serves as their mailing list. 35

Budget Advertising Flyers (colour) Posters (colour) Magazines (colour) Now Toronto Toronto Life Totals

Size 5 x 10 18 x 24

Quantity 500 100

Total Cost $1003 $12004

Full page Full page

2 issues 2 issues

$11,6005 $11,6006 $24,500

Online Ads Impressions/Month www.Nowtoronto.com 395,000 www.EyeWeekly.com 100,000 www.Thegate.ca 115,000 www.Hnmag.ca 115,000 Search Marketing Google Search Words Google Adwords Totals -

CPM $35/per month $35/per month $75/per month $35/per month

Number of Months 1 1 1 1

Total Costs $13,825 $3,500 $8,625 $4,025

1 -

2500 2500 $34,975

Daybreakers After Party Event Aside from Sound Academy represents and already established venue with the appropriate staffing, structure and site requirements to host the event. Item Cost Decorations $5000 Extra Staffing $5000 Extra Security $5000 Limo Service (for cast and crew) 4 Limo’s at $1000.00 for 10 hours $4000 Total Costs $19,000

Ad-Graphics Diverse Display Advertising 5 Chatelaine 2007 Gross Rate Card/Regional Editions/5 City (divided by 5 to just target Toronto) – approx. $5800/issue 6 Chatelaine 2007 Gross Rate Card/Regional Editions/5 City (divided by 5 to just target Toronto) – approx. $5800/issue 4

TOTAL COSTS Advertising Online Event Requirements Total Costs

Costs $24,500 $34,975 $19,000 $78,475