Creative Strategy Statement Ads will target women with one or more children and capitalize on their sense of American pride, and convince them Florida is a great destination despite natural disasters. A visual demonstration of how Americans have helped rebuild our country after disasters will convince them.

Advertising Plan Key Fact: A recent survey showed consumers are scared to travel to Florida immediately after a disaster, as their perception is that everything is destroyed. In fact 30% of travelers changed their travel plans due to this reason.

Advertising Problem: Consumers think that after a hurricane Florida will not be a good vacation destination to visit.

Advertising Objective: To change the public’s perception of Florida’s ability to host them after a natural disaster and to convince them their visits will help rebuild the state.

Target Consumer: Women, 30 to 49, married, part of a dual income family, with a household income of more than $80,000, mother, with a college degree, part of the Small Indulgences trend and the S.O.S. Trend.

Competition:

• Direct: other tourist destinations. • Indirect: people’s perception,

Key consumer benefit: Consumers will feel relieved to know Florida is still a safe and great destination for a vacation, and they will feel good about helping rebuild Florida.

Mandatories and Limitations: Logo and slogan.