Yasmeen Lipprand

Background Known for “The Wizard of Oz” Not seen as a destination for vacation Usually just seen as plains Center State of the U.S.

Background Very Historic State Birth place of Langston Hughes, Amelia Earhart, etc. Lewis and Clark Expedition, Route 66

Competition All States Particularly Kansas’s Border States; Colorado, Missouri, Nebraska, and Oklahoma

Goal To increase awareness of Kansas as a destination to travel

Strategy To emphasize Kansas as a destination full of surprises.

Target Audience Mostly Mid 30s Men and Women, who have families and enjoy traveling and exploring new places. Single Men and Women who enjoy traveling and exploring outdoor adventures

Campaign Tactics Emphasize closeness other states Emphasize the exciting parts of Kansas unknown to consumers Emphasize history of Kansas

Campaign Line Unknown Wonders

Placement Magazines Redbook Entertainment Magazine Travel + Leisure

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Redbook Headline: Your children’s new favorite destination. Copy: In Kansas, we’re more than just prairies and flat lands. We have the tallest water slide in the world, Verrückt. With a 17 story drop starting at 168 feet even taller than the Niagara Falls. Come check out all of the many exciting adventures that Kansas has to offer. Visit http://www.travelks.com to get your Kansas Adventure Guide Book with over $5,000 worth of coupons good throughout the state. Campaign Line: Unknown Wonders

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Entertainment Magazine Headline: I don’t think I’m in Kansas anymore Dorothy does not even recognize Kansas anymore. Since the movie, The Oz Museum in Wamego, KS has been her new home. When you visit Kansas, you get all the fun of Oz and the rest of the state as well. Come see how fun Kansas can be. Visit http://www.travelks.com to get your Kansas Adventure Guide Book with over $5,000 worth of coupons good throughout the state. Campaign Line: Unknown Wonders

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Travel + Leisure Headline: Travel Back in Time In Kansas, we are more than just your average state. Kansas is known for the birthplaces of many greats including Amelia Earhart in Abilene, KS. We are also known for the Flint Hills. Come see these and more at center of the United States and see what we have to offer. Visit http://www.travelks.com to to get your Kansas Adventure Guide Book with over $5,000 worth of coupons good throughout the state. Campaign Line: Unknown Wonders

Radio Ad Audio: Kids yelling whoo! Little Kid: Aww mom Where are we? Mom: We are in Kansas! Little Kid: Kansas?! Where is that Mom: It is in the center of the state Little Kid: Is there anything fun to do in Kansas? Mom: Of Course, Son! Announcer: In Kansas, we love to have fun. Come see all that Kansas has to offer. Visit http://www.travelks.com to learn more.

Radio Ad Announcer: : In Kansas, we’re more than just prairies and flat lands. We have the tallest water slide in the world, Verrückt. With a 17 story drop starting at 168 feet even taller than the Niagara Falls. Come check out one of the many exciting adventures that Kansas has to offer. Visit http://www.travelks.com to get your Kansas Adventure Guide Book with over $5,000 worth of coupons good throughout the state.

TV Ad Visual Audio Open up on Schlitterbahn on kids having fun. Open up the Topeka Capitol Building Open up on Wichita Open up on Flint Hills Open up on Clinton Lake Open up on Sternberg Museum Open up on Abliene,KS Announcer: Here in Kansas, we are more than just flat lands. We have some of the most astounding landscapes waiting to be found. Not only, can you enjoy fishing in our rivers but bring the whole family to explore our historic sites, restaurants and lodges. We are just around the corner from home. Visit www.travelks.com to get your Kansas Adventure Guide Book with over 5,000 dollars worth of coupons.

Promotion Kansas Adventure Guide Book which is a book that offers $5,000 worth of coupons. The people who visit the website and fill out their information can get a coupon book to use throughout Kansas at different lodges & hotels, restaurants, zoos, historical sites and more.

Kansas Adventure Guide Book