1. Wayport Austintatious Pink Jacket Creative for Integrated Advertising, Promotion & Marketing Communications 7e Clow & Baack 1

2. Background Wayport Wifi is largest hot spot provider Located in hotels, hospitals and quick-service restaurants Now owned by AT&T 2

3. Pink Jacket Creative Full-service marketing agency Founded in 2005 Elena BacaBill Breedlove 3

4. Pink Jacket Creative Elena and Bill explaining the campaign. Elena Baca Bill Breedlove 4

5. The Right Size Idea “Big Idea – how many times have you heard these words thrown around by ad agencies? Since when do ideas have to be super-sized or complicated? At Pink Jacket Creative, we have a different idea – the right size idea. The right size idea fits perfectly. It speaks to your audience, reaches your goals and overcomes your obstacles. And it takes many different forms.” - Pink Jacket Creative 5

6. The Challenge Trade show – Austin, Texas For hospitality industry Get top executives from hotel chains away from trade show floor to environment where Wayport’s salespeople can reach them. 6

7. The Idea Music FunParty 7

8. Rented bar on Austin’s 6 th Street (one evening) Gutted entire place Redesigned it using an “Austintatious” theme Held a 3-hour party with - Top executives from the hospitality industry - Salespeople from Wayport Took it all down and put it back the way it was The Strategy 8

9. Austintatious Party: Window Graphics 9

10. Austintatious Party: Door Graphic 10

11. Austintatious Party: Wall Mural 11

12. Austintatious Party: Décor Lounge 12

13. Invitations E-mail blasts to drive executives to microsite to register to attend party Invitation card – Branded with “Austintatious” theme – Custom sound chip – Shaped like a guitar 13

14. Program Ad 14

15. RSVP Landing Page 15

16. Billboard Rented billboard at airport exit Put up Austintatious extravaganza sign Intended for only 200 people 16

17. Billboard 17

18. Austintatious: The Party 18

19. The Party: Willie Nelson Impersonator 19

20. The Party: Austin Celebrity Masks 20

21. The Party: More Austin Celebrity Masks 21

22. Campaign Results Client landed a major hotel chain as a result of Austintatious AT&T purchased Wayport for $275 million 22