Canon is looking to partner with WATERSKI Magazine as it has been the #1 leading publication in the towed, water-sports community.
They have over 30, 000 subscribers (including over 600 digital subscribers).
-They have a very loyal reader base and have very personable relationship with their subscribers.
Surfer magazine plays a huge role in the history of surfing as well as exploring its lifestyle and culture. It includes the most thrilling moments in surf history, surf articles, surf technology, surf techniques, surfboards, surf culture and of course surf photos. This will target a younger audience that is passionate about being in the water more often than not.
This specific decal would be showcased in zoos and aquariums across the country. They would be showcased in habitats where guests are able to see through glass that is both above and blow water. This would include penguin, polar bear, hippo, sea lion, orca, dolphin, turtle, frog, and beluga exhibits.
Flighting will take place from its launching period on June 1st through August 17th. At the end of our flight advertising burst, we want to focus primarily on Discovery Channel. We want our commercials to be played most consecutively during Shark Week (August 10th-17th). The advantage to this is that advertising will be concentrated on the best purchasing cycle period and the series of commercials will appear as a unified campaign on different media vehicles. Also, we will be able to play off Shark Week and include it as part of our creative ad strategy. It will be relevant and attract more people to our product and app.
Throughout the 18th of August to the 30th of November the model will change and advertising will run less often.
At the beginning of December, we will switch back to our flight strategy briefly for the holidays.
Generally zoos will attract people who are interested in wildlife, are well educated, have above household incomes and lead healthy, active lifestyles. Families and schools also attend zoos frequently. They also attract environmentally conscious individuals as well as tourists. All of these people fit in our target audience.
These large vinyl decals will stick right to the glass of these habitat. They are not expensive to manufacture and are
easily transferable. We will have them in 15 zoos and 10 aquariums across the country.
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