australian gold m312 case competition

Team 4

Who is Australian Gold?

The Target

Females 18-22

Collegiate

Millennial

Single

Adventurous, social,

outgoing, energetic

Wants to look her best

What she needs

“Applied Confidence”

When she uses Australian

Gold she is putting

“applied confidence on

her skin”

Using Australian Gold

helps her reach her

ultimate level of self-

actualization

Every girl wants to be her,

every guy wants to be

with her

Gold Tour

Transit Media

Miami, Florida

1 day festival from 1999-2006

2 day festival from 2007-2010

3 day festival from 2011-2012

2012 record 165,000 people

attended per day

Indio, California

Known as “City of Eternal

Sunshine”

Began in 1999 with 25,000

people in 2 days

2011 had a total of120,000

people

Added second week for 2012

East Rutherford, New

Jersey

Southern California from

1997-2010

Las Vegas in 2011

New Jersey in 2012

Las Vegas lasted 3 days

attracting 240,000 people

Chicago, Illinois

Began in 1991

160,000 people

attended over a 3

day period in 2011

Australian Gold Oasis

The Spray Booth

Media

Transit

Event

Direct Email

Social

Print

Online

EventFacebook

(likes)Twitter

(Followers)

Ultra Music Festival 325,037 56,837

Coachella Music Festival 480,701 233,118

Electric Daisy Carnival 239,602 29,779

Lollapalooza Festival 288,761 104,159

Australian Gold 26,778 1,409

Social Media

Print Media

Cosmo 14,555,00

Glamour 10,449,000

Elle 2,813,000

Vogue 7,719,000

Allure 3,919,000

Media Flowchart

Media Initial Cost Secondary Cost

Truck & Trailer $140,000 truck with

customization

$26,000 gas per year

Festival Sponsorship $100,000 per festival

Print/Magazine

(individual run)

Allure-$87,000 (4)

Cosmopolitan-$176,000 (4)

Elle-$92,000 (4)

Glamour-$136,000 (4)

Vogue-$100,000 (4)

Oasis including booth $40,000 $5,000 per spray

booth (4)

Pandora $5,000-$20,000

YouTube Free

Total $2,970,000

Budget

Thank You