2. She doesn’t get the FLIT!

3. Attack of the FLIT ! Today’s mission is to demystify the FLIT…

4. Attack of the FLIT ! Today’s mission is to demystify the FLIT… So we all know how, when and where to use it.

5. Attack of the FLIT ! Today’s mission is to demystify the FLIT… So we all know how, when and where to use it. So we don’t slow any projects down resolving it

6. Attack of the FLIT ! Today’s mission is to demystify the FLIT… So we all know how, when and where to use flit. So we don’t slow any projects down resolving flit. So it helps us accomplish our main mission: making FINE LIVING a successful brand.

7. Today’s FLIT -filled Topics… What makes the Flit so complicated? Why do we need it? What is it? What’s the FLIT voice? When & how do we use it? Can we see some examples, please?

8. What makes the FLIT so complicated?

9. It’s a design element that requires copywriting every time.

10. What makes the FLIT so complicated? It’s a design element that requires copywriting every time. Use of the FLIT requires an extra, thought- provoking step.

11. What makes the FLIT so complicated? It’s a design element that requires copywriting every time. Use of the FLIT requires an extra, thought- provoking step. BUT: it’s worth it and can be a fun addition.

12. FLIT—why do we need it? We needed to make the FINE LIVING brand more accessible without blowing everything up. We couldn’t change the name and we didn’t want to change the color palate.

13. FLIT—why do we need it? We needed to make the FINE LIVING brand more accessible without blowing everything up. We couldn’t change the name and we didn’t want to change the color palate. Handwriting is one way to soften…be witty…and support Doing More WithYour Time & Money.

14. FLIT—why do we need it? We needed to make the FINE LIVING brand more accessible without blowing everything up. We couldn’t change the name and we didn’t want to change the color palate. Handwriting is one way to soften…be witty…and support Doing More WithYour Time & Money. BUT: there are many ways to take FINE LIVING off the top shelf—the FLIT is just one tool of many.

15. How does it help make us accessible? Check out this vacation photo. Isn’t it too far away & out of our viewer’s reach?

16. Just 3 hours away! Nope.

17. FLIT voice Content: The FLIT should be pointing out useful things and interesting tips. The FLIT is an insider friend giving valuable information.

18. FLIT voice Content: The FLIT should be pointing out useful things and interesting tips. The FLIT is an insider friend giving valuable information. Tone: The FLIT, since it’s intended to take us off the top shelf, should be playful, hip and cool. Never snobby. Sometimes it can be witty or use a pun.

19. FLIT voice Content: The FLIT should be pointing out useful things and interesting tips. The FLIT is an insider friend giving valuable information. Tone: The FLIT, since it’s intended to take us off the top shelf, should be playful, hip and cool. Never snobby. Sometimes it can be witty or use a pun. A good way to think about the voice: would you write the message on a sticky note and leave it for a friend?

20. The FLIT is all about attitude Tune-in tonight!

21. The FLIT is all about attitude Tune-in tonight!Set your VCR!

22. The FLIT is all about attitude Tune-in tonight! Rolex. Your own tradition! Set your VCR!

23. The FLIT is all about attitude Tune-in tonight! Rolex. Your own tradition! Set your VCR! Cool watch!

24. The FLIT is all about attitude Tune-in tonight! Rolex. Your own tradition! He’s written travel guides! Set your VCR! Cool watch!

25. The FLIT is all about attitude Tune-in tonight! Rolex. Your own tradition! He’s written travel guides! Set your VCR! Cool watch! Knows his stuff!

26. The FLIT is all about attitude Tune-in tonight! Rolex. Your own tradition! He’s written travel guides! Buy multi-functional furniture Set your VCR! Cool watch! Knows his stuff!

27. The FLIT is all about attitude Tune-in tonight! Rolex. Your own tradition! He’s written travel guides! Buy multi-functional furniture Set your VCR! Cool watch! Knows his stuff! Maximize space!

28. The FLIT is all about attitude Tune-in tonight! Rolex. Your own tradition! He’s written travel guides! Buy multi-functional furniture We recommend the sailboat. Set your VCR! Cool watch! Knows his stuff! Maximize space!

29. The FLIT is all about attitude Tune-in tonight! Rolex. Your own tradition! He’s written travel guides! Buy multi-functional furniture We recommend the sailboat. Set your VCR! Cool watch! Knows his stuff! Maximize space! Fun ride!

30. The FLIT is all about attitude Tune-in tonight! Rolex. Your own tradition! He’s written travel guides! Buy multi-functional furniture We recommend the sailboat. Set your VCR! Cool watch! Knows his stuff! Maximize space! Fun ride! Nobody talks like that!

31. FLIT When and where to use it Two overall recommendations: Use it sparingly

32. FLIT When and where to use it Two overall recommendations : Use it sparingly When in doubt, don’t use it.

33. FLIT When and where to use it At the end of the day, it’s almost always a judgment call.

34. FLIT When and where to use it Here’s our hierarchy of our own on-air use: Brand promos: Always

35. FLIT When and where to use it Here’s our hierarchy of our own on-air use: Brand promos: Always Generic show promos: as much as possible but not if it doesn’t fit the show (Windshield America).

36. FLIT When and where to use it Here’s our hierarchy of our own on-air use: Brand promos: Always Generic show promos: as much as possible but not if it doesn’t fit the show (Windshield America). Topicals & day-to-day: almost never

37. FLIT When and where to use it It should feel like something of a ‘a-ha’ moment, so it must be used sparingly.

38. FLIT When and where to use it It should feel like something of a ‘a-ha’ moment, so it must be used sparingly. If it doesn’t have anything to reference ( ), it probably shouldn’t be used.

39. FLIT When and where to use it It should feel like something of a ‘a-ha’ moment, so it must be used sparingly. If it doesn’t have anything to reference ( ), it probably shouldn’t be used. It’s not a headline or copy line.

40. FLIT How often to use it. Some specific examples of what I think sounds about right but we can talk about it.

41. If the logo is on the same page & large, a FLIT may make the page look cluttered.

42. FLIT How often to use it. Some specific examples of what I think sounds about right but we can talk about it. If the logo is on the same page & large, a FLIT may make the page look cluttered. Once per page in a brochure.

43. FLIT How often to use it. Some specific examples of what I think sounds about right but we can talk about it. If the logo is on the same page & large, a FLIT may make the page look cluttered. Once per page in a brochure. If the layout is starting to look cluttered, drop it.

44. FLIT How often to use it. Some specific examples of what I think sounds about right but we can talk about it. If the logo is on the same page & large, a FLIT may make the page look cluttered. Once per page in a brochure. If the layout is starting to look cluttered, drop it. Once on a double truck.

45. FLIT How often to use it. Some specific examples of what I think sounds about right but we can talk about it. If the logo is on the same page & large, a FLIT may make the page look cluttered. Once per page in a brochure. If the layout is starting to look cluttered, drop it. Once on a double truck. Once or twice in a promo, unless it’s a brand promo.

46. FLIT How often to use it. Some specific examples of what I think sounds about right but we can talk about it. If the logo is on the same page & large, a FLIT may make the page look cluttered. Once per page in a brochure. If the layout is starting to look cluttered, drop it. Once on a double truck. Once or twice in a promo, unless it’s a brand promo. Business cards: no

47. The odd process dilemma about el FLIT. Sometimes early in the creative process you will realize you want to use the Flit…sometimes it won’t be. Discuss this dilemma.

48. Good and Bad FLIT Executions American Shopper cross-promo ads: http://clients.hyperquake.com username: scripps_fl password: @m_shop "revised ads 3

49. Good and Bad FLIT Executions She’s on every night at 8PM! She’s on every night at 8PM!

50. Good and Bad FLIT Executions She’s on every night at 8PM! She’s on every night at 8PM! Knows her stuff!

51. Good and Bad FLIT Executions She’s on every night at 8PM! She’s on every night at 8PM! Pairings with Andrea: a hit new show! Pairings with Andrea: a hit new show! Knows her stuff!

52. Good and Bad FLIT Executions She’s on every night at 8PM! She’s on every night at 8PM! Married to a dofus! Married to a dofus! Pairings with Andrea: a hit new show! Pairings with Andrea: a hit new show! Knows her stuff!

53. FLIT Good & Bad Know before you go!

54. FLIT Good & Bad Know before you go! Got it for $75 a nite!

55. FLIT Good & Bad Know before you go! More ways to save! Got it for $75 a nite!

56. FLIT Good & Bad Know before you go! Coolest B&B in Philly! More ways to save! Got it for $75 a nite!

57. If we ever buy that FINE LIVING blimp…

58. Watch us every night!

59. If we ever buy that FINE LIVING blimp… Best view ever!

60. FLIT a summary Think of it less as a design tool and more of copy tool. It’s really adding a new voice to the copy than it is adding a design element

61. FLIT a summary Think of it less as a design tool and more of copy tool. It’s really adding a new voice to the copy than it is adding a design element Use it sparingly, when in doubt don’t use it

62. FLIT a summary Think of it less as a design tool and more of copy tool. It’s really adding a new voice to the copy than it is adding a design element Use it sparingly, when in doubt don’t use it If it starts to clutter the picture, don’t use it

63. FLIT a summary Think of it less as a design tool and more of copy tool. It’s really adding a new voice to the copy than it is adding a design element Use it sparingly, when in doubt don’t use it If it starts to clutter the picture, don’t use it When in doubt feel free to call 1-800-FLIT-HELP.

64. Nothing I say can be held against me in a court of law. We want the FINE LIVING brand to be flexible. There will be occasions when breaking out of the suggested boundaries will make sense.

65. Loves the Flit!