• 20 minute sales presentation convincing Atlantic City Tourism to allocate a substantial portion of the media budget to a Gannett medium (USA Today) • Identified target market through Simmons, MRI+, Mintel, and comScore • Presented to two Gannett clients sitting in as Atlantic City Tourism representatives

3. Atlantic City
Proposal
USA TODAY

4. ATLANTIC CITY
Atlantic City and USA TODAY
Atlantic City offers a variety of activities that its visitors can enjoy. Casinos,
shopping areas, restaurants, arcade halls, and museums are just some of the
attractions Atlantic City’s visitors regularly indulge in.
Located within driving distance of three major metropolitan areas, Atlantic
City is a weekend getaway for our target market, the Weekend Warriors.
Our media plan is designed to achieve two goals: first, we will invite regular
Atlantic City visitors to escape once again, and second, we will entice
potential visitors with enthralling, exciting opportunities for fun in Atlantic
City.

5. USA TODAY

6. Target Audience Psychographics
play
I enjoy taking risks (134/122). -
I travel for Vacation (111/134). -
I like to pursue a life of -
challenge, novelty, and
change (120/126).
I like to try new things -
no one else has
(138/127).
I would be willing to make -
travel arrangements through
a company I have never
heard of (140/117).
People who have visited Atlantic City in -
the past 12 months have also visited
New England (228/168), Middle Atlantic
(320/196), and South Atlantic (152/173).
When I travel, I stay in a -
hotel / motel / similar
paid accommodation (123/147).

7. WORK
- I am willing to sacrifice time
with my family in order to get
ahead (124/117).
- I am a workaholic (137/126).
- I want to get to the very top in
my career (118/111).
- I look at the work I do as a
career rather than just a
job (118/123).
- It is important my family thinks
I am doing well (110/114).

8. Target Audience Motivations
Why do I need
work Wedding
Free
Time
road rage
Completion Family
Reunion
Break Up

9. d a vacation ?
Graduation
Envy, hearing about
other
Promotion
at party
job

10. Print
Free-Standing
In-Market Insert
Description: The free-standing in-market insert
will be placed in USA TODAY newspapers delivered to
Atlantic City, targeted at tourists currently staying in an
Atlantic City hotel. These individuals will have access
to USA TODAY in the lobby of their hotel. The FSI, titled
“10 Things To Do In AC” will feature local Atlantic City
attractions.
CPM : 113.50 $
USA TODAY reaches a unique, qualified target audience that travels every day for business and
pleasure. We have a number of sections in our print publication that are relevant to travelers,
including localized Travel sections and national Life and Sports sections.
Since USA TODAY is distributed nationally (#1 in print circulation) in hotels and at newsstands, USA
TODAY provides a consistent image that heavy travelers can recognize, wherever they are.
We recommend running advertisements for Atlantic City in different sections depending on the
attraction. Major sporting events, like boxing matches, can be run in the sports section. General
travel announcements can run in the localized Travel section. The Life section is perfect for reaching
potential diners and showgoers.

11. In-Market Colorbar and
Guide Window Units
Description: Distributed during key Description: USA TODAY allows advertisers
promotional times in USA TODAY newspapers to buy out the colorbar and window units of
within 150 miles of Atlantic City, this guide will newspaper sections, like the Travel section, to
highlight entertainment and sporting events achieve a 100% share of voice nationally on
happening in the next month at Atlantic City. certain days. These units will be used to promote
an all-expenses paid vacation package to Atlantic
City sponsored by Atlantic City.
CPM : $113.50 $ CPM : $31-$38 $
Supplementary advertising options exist in print,
including editorials and sections sponsored by
Atlantic City. We offer a section called “Off The
Clock” targeted toward business travelers looking
for things to do in various travel destinations
across the country after their business meeting or
conference is over. USA TODAY can feature Atlantic
City attractions as “Off the Clock” destinations.

12. Digital
Banner Ads Homepage
Description: Banner advertisements,
geotargeted to users within driving distance of
Takeover
Atlantic City, are an excellent opportunity to drive Description: USA TODAY offers both partial
traffic to Atlantic City’s lead generation engine. (as shown in the image) and full homepage
Our strategy is built to create 100% reach among takeovers in rich media formats, including
these customers with a 3+ frequency. moving images, videos, and interactive ads.
CPM : 18.75 $ Price : 250k $
USAToday.com

13. Rich Media High Impact
Description: USA TODAY offers a full-suite
of rich media advertising services, including
Units
prerolls, takeovers, and video player skins. Description: USA TODAY’s high impact units
feature a lightbox that shades out part of the
screen so that the high-impact banner unit can
be displayed. Our high-impact units achieve far
higher click-throughs that standard banner ads.
CPM : 45 $ CPM : 12 $
Buy Digital & Get Up
To 30% Free Impressions

14. Mobile
Mobile
App
Mobile App Takeover
Description: USA TODAY Mobile is providing advertisers with optimized mobile advertising solutions to
reach on-the-go consumers. Each month, over 13 million unique visitors access USA TODAY Mobile’s award-
winning mobile platforms seeking the latest news stories, sports scores, weather and photos that our readers
have come to expect from the USA TODAY brand.
USA TODAY has received the following mobile accolades:
iTunes Rewind 2010 - iPad App of the Year for Free News,
2010 MOBI Award Winner for “Best Mobile App for Editorial Content”,
2010 Media Vanguard Award Winner for “Best Free Newspaper iPad Edition”,
2010 Mobile Excellence Awards Finalist for “Best Mobile Application for Utility or Business”,
2010 Webby Award Honoree – News Tablets and All Other Devices.
Great Rate: Just $0.50 CPM!

15. Summary
Print
Description: Our print publication taps into a great demographic
segment that clearly matches Atlantic City’s key target market. With our
hyper-local targeting, we can position Atlantic City as a great weekend
getaway for individuals in the Northeast region of the country, within 300
miles of Atlantic City.
Budget : 1.1MM $
Digital
Description: With USA TODAY’s digital platform, you can see exactly
what you’re getting for your money with advanced analytics. Plus, with
digital, we can target individuals by location, behavior, and context, so
every dollar is well-spent. Anybody who is interested in taking a trip to
Atlantic City in the next six months can be carved up into a segment which
your digital advertising can target. That’s what USATODAY.com can do for
you.
Budget : 3.9MM $
Mobile
Description: USA TODAY’s mobile platform includes a smartphone app
for Apple and Android devices and a tablet app for iPads. Our mobile app
reaches over 9 million customers, and our tablet app reaches an additional
4 million.
Budget : 40K $
Convergence
Description: Each execution that we place in print, digital, and mobile
can be synergized across all three platforms to improve memorability and
increase your brand’s touchpoints.
Total Budget : 5M $

16. Costs

18. Sample Schedule

20. Cuse
Planners
Contact Us
Isabela Ver
Shruti Sundararaman
Tara Karin
Samuel Smith
Brian Hinton
eMail ipver@syr.edu
Phone 315.751.9337