Download - Australian Gold M312 Case Competition
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Team 4
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Who is Australian Gold?
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The Target
Females 18-22
Collegiate
Millennial
Single
Adventurous, social,
outgoing, energetic
Wants to look her best
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What she needs
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“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
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Gold Tour
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Transit Media
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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
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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
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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
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Chicago, Illinois
Began in 1991
160,000 people
attended over a 3
day period in 2011
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Australian Gold Oasis
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The Spray Booth
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Media
Transit
Event
Direct Email
Social
Online
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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
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Print Media
Cosmo 14,555,00
Glamour 10,449,000
Elle 2,813,000
Vogue 7,719,000
Allure 3,919,000
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Media Flowchart
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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
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Thank You