TELEVISION & PREROLL
Massanutten Resorts
Our client for a television and preroll advertisement was Massanutten Resorts. Home to over 6,000 acres of mountain, Massanutten offers a wide range of activities, from skiing and horseback riding to spa days with the family. We created a 60-second television commercial and a 15-second preroll advertisement to incline the audience to purchase its
Creative Brief
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Television
Media Placement
WHSV is the local news station throughout Harrisonburg, Staunton, Waynesboro, & the Shenandoah Valley. WHSV allows advertisers to target specific audiences through their many programs. Having the advertisement aired by a local station will be beneficial for Massanutten. The second station this advertisement will be places is WVIR, also known as NBC29 it is the local news station throughout Charlottesville, VA. This channel has a very large reach and big fanbase. They broadcast about an hour away from the resort which which is enticing for viewers close by. Lastly, the station will be aired on National Geographic because this station highlights adventures and nature, two main interests of our target audience.
Mandatories Rationale
This advertisement is a slice of life. The audience is experiencing the resort as a solution to the girls’ problem. For the SFX we simply will use soft background music. The tone is uplifting and fun while maintaining a serious side in order to sell the resort. The advertisement will show consumers some of the many activities Massanutten Resort has to offer and finishes out with a relatable call to action.
Youtube
Media Placement
This advertisement will be seen on YouTube before videos that are all about winter family vacations. “15 Best Winter Vacations For Families - Kid Friendly Ideas”, showcases various family-friendly winter activities such as skiing, snow tubing, and ice skating. It’s an ideal placement as viewers interested in winter activities are likely to be interested in a Massanutten winter package. Since Massanutten offers a winter package bundle, placing the pre-roll before the video highlighting family-oriented winter activities makes sure the audience is already engaged. “Best Winter Family Vacations” shows the top winter vacation destinations for families. The pre-roll fits well here because it targets viewers actively seeking family-friendly winter vacation options. Viewers watching this video specifically focused on winter vacation destinations for their families are probably in the midst of planning something so they are more likely to pay attention. “5 Top-Rated Ski Resorts on The East Coast” highlights the best ski resorts on the East Coast, going over amenities, slopes, and overall experiences. The pre-roll is a good fit as it targets an audience interested in winter resorts that are similar to what Massanutten has to offer. Placing the pre-roll before a video specifically focusing on ski resorts on the East Coast makes sure that the audience is already interested in winter vacation destinations. This makes the Massanutten Winter package relevant and an appealing choice for families.
Mandatories Rationale
Very similar to the TV approach, the audience is experiencing the resort as a solution to a problem. For the SFX we simply will use soft background music. The tone is uplifting and fun while maintaining a serious side in order to sell the resort. The advertisement will show consumers some of the many activities Massanutten Resort has to offer and finishes out with a relatable call to action.
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