MONTEREY BAY AQUARIUM. Summer 2012 Promotions September 25, 2012

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1 MONTEREY BAY AQUARIUM Summer 2012 Promotions September 25, 2012

2 Promotions with Hotel Tie-Ins

3 KIID & KMKY - Radio Disney // Grand Prize Train Ride Giveaway page 3 Summary: - The Monterey Bay Aquarium was a sponsor of the Grand Prize Train Ride Giveaway, along with Amtrak San Joaquin and Hotel Abrego, coordinated by Key Holidays. Families all over Northern California had opportunities to enter to win an overnight stay in Monterey, plus tickets to the aquarium on site. The contest garnered hundreds of on site entires, as well as numerous call-in entries. MBA presence was represented at each of the of the events: Placer County Fair June Fireworks Jubilee July 4th 4th of July Spectacular at Shoreline Sonoma Marin Fair June 20-24th Sunnyvale Arts & Wine Festival June 2nd Media Specifics: - 40x promo mentions per SF event, Enter to win presence at 3 bay area events, tile ad on radio disney s websites with a direct link to MBA. 35x promo mentions on Radio Disney Sacramento, enter to win presence in at 2 events in greater Sacramento Areas. Estimated Attendance: - 20,000 Estimated Value: $13,000

4 KHLX, KQJK and KHYL - Clear Channel Sacramento // Promotions page 4 KHLX - Classic Memories Summary: - Listeners were encouraged to create new memories for families inner child with an Art Contest - they were encouraged to visit the contest page to download and print a picture provided by MBA which they d color and submit for a voting process hosted by the station. Contestants entered to win a prize pack which included 4x tickets to the Monterey Bay Aquarium, lunch or dinner for four, and a one night stay at the Monterey Plaza hotel. There were 27 entries for this contest, which was more than KHYL s average. Media Specifics: - 30x promo mentions, 30x streaming promos, 1 Facebook and Twitter Mention, inclusion in blast (4,376 subscribers), logo and link on contest page Partners: - Monterey Plaza Hotel & Schooners Estimated Value: $9,000 KQJK - Take an Exploration Summary: - Through promotional mentions and Facebook posts, listeners were encouraged to visit their contest page to answer MBA related questions. Listeners who submitted correct answers were entered to win a prize pack consisting of 4x tickets to the Monterey Bay Aquarium, lunch or dinner for four, and a one night stay at the Marriott. There were 25 entries for this promotion which again, is higher than average. Media Specifics: - 15x promo mentions, 15x streaming promos, 1 Facebook and Twitter Mention, inclusion in blast (1,2111 subscribers), logo and link on contest page Partners: - Marriott & Montrio Estimated Value: $6,000 KHYL - New Experiences Summary: - KHYL worked to make new memories for families utilizing on air promos and Facebook mentions. Listeners were encouraged to research MBA s website to find the name of the animal featured on the contest page. Correct submissions were entered to win passes to the Aquarium as well as a hotel stay and lunch for 4. In the spirit of Sharing the Experience winners received a camera to take photos to post on the website. There were 32 entries for this promotion, another high number. Media Specifics: - 15x promo mentions, 15x streaming promos, 1 Facebook and Twitter post, inclusion in blast (526 subscribers) Partners: - Clement Monterey & The C Restaurant Estimated Value: $5,750

5 Promotions with Swag Distribution

6 KLLC - Alice s Summerthing 6/24 Summary: - A Free Concert in Golden Gate Park featuring Adam Lambert, Boys LIke Girls, Scars on 45, Graffiti6, Vicci Martinez, and more. MBA had onsite presence with banners and swag distribution Media Specifics: - 30x : Shared Promo Mentions at least 2 week prior to 6/24. Digital: - Logo and link posted on Summerthing s info page, 2x blasts reaching 65,000 opt-in subscribers (1x as event sponsor with 180x180 logo and link) Estimated Attendance: - 12,000 Estimated Value: $18,000 page 6

7 KITS - BFD 2012 May - Sept Summary: - The Monterey Bay Aquarium was integrated into the electronic music scene this summer at BFD. The themed dance area (set up by GoBo) featured jellies and dancers got to Mix it Up with Jellies in the Mix and took home MBA souvenir glow bracelets. MBA was also the dunk tank attraction sponsor. Media Specifics: - 20x promo mentions, 20x mentions of Jellies in the Mix, 20x promo mentions highlighting Share the Awe Jellies Experience for two weeks, 20x promo contest spots Digital: - Exposure on BFD page 4 weeks prior, logo and link inclusion in blast to 50,000+ opt-in subscribers, 100x streaming spots 4 weeks prior promoting The Jellies Experience Estimated Attendance: - 25,000 Estimated Value: $85,000 page 7

8 KITS - Starlight Cinemas, Downtown San Jose July, August 2012 page 8 Summary: - Live 105 distributed MBA swag at the outdoor movie viewing events hosted in summer Media Specifics: - 40x promo mentions Digital: - Exposure on BFD page 4 weeks prior, logo and link inclusion in blast to 50,000+ opt-in subscribers, 100x :60s streaming commercials 4 weeks prior promotion The Jellies Experience Estimated Attendance: - 10,000 Estimated Value: $20,000

9 KOIT - Unions Street Eco-Urban Festival Union Street // June 3, 2012 Summary: - In its 35th year, one of San Francisco s largest free annual events featured 150 arts & crafts booths, live entertainment and bistro style cafes. KOIT handed out MBA swag and hosted enter to win contests for tickets to win tickets to the aquarium. Media Specifics: - Inclusion on events page for one month, inclusion in one blast and logo featured on site s flipper on the week of the event Estimated Attendance: - 100,000 Estimated Value: $15,000 page 9

10 KNBR - Big League Dreams Baseball Skills Camp // June - August Summary: - Hundreds of children from ages 7-14 years old participated in developing fundamental baseball skills with professional baseball instructors, over 9 clinics hosted all over the Bay Area. MBA s mobile unit, prize wheels were on site and swag was handed out. As one clinic was cancelled, MBA was instead included in an on site giveaway at an SF Giants game in August. 150 people entered to win the giveaway on site. Media Specifics: - 225x promo spots aired on KNBR 680 and 1050, logo on kids official T shirts, link and logo included on Big League Dreams Baseball Skills Clinic registration page. Estimated Attendance: - 3,000 Estimated Value: $35,000 page 10

11 KMVQ - Topless Summer Sponsor // July - August Summary: - Now! gave away brand new Fiats to lucky listeners all summer, drawing thousands of bay area residents through the summer giveaways. MBA was on site with banner presence and swag distribution at each of the promotions. Media Specifics: - 40x promo mentions, inclusion in every blast (logo and link) throughout the summer long promotion to their 38,000+ opt-in subscribers Estimated Attendance: - 10,000 Estimated Value: $30,000 page 11

12 KIOI - Sunday Streets // June, July, August, September 2012 Summary: - Encouraging health, community and fun while promoting sustainability and environmental awareness in the setting of healthy family activities, KIOI took over Sunday Streets 5 times in the summer of /3, 7/1, 7/15, 8/5 and 9/5. MBA was on site for each event with the mobile unit, prize wheel and swag giveaways. Media Specifics: - 20x promo mentions per event, logo and link included on event page and inclusion in blast to 190,000 opt-in subscribers. Estimated Attendance: - 20,000 Estimated Value: $36,000 page 12

13 KIID - Radio Disney Sacramento // Team Green County Fairs Summary: - Crowds at the Yolo county fair on August 17th were edu-tained by the Disney promo team with fun recycling related activities, and were rewarded with MBA swag. Enter to win entries for the Grand Prize Train giveaway were also conducted on site. Media Specifics: - 20x promos, featured on events calendar and What s Hot page, event posting on Radio Disney APP and Facebook page, inclusion in Radio Disney Sacramento Parent Magazine Advertisements. Estimated Attendance: - 10,000 Estimated Value: $12,000 page 13

14 KMKY - 4th of July Fireworks Spectacular at Shoreline Amphitheater page 14 Summary: - The annual 4th of July Fireworks Spectacular attracted thousands of families from all over the Bay Area. The SF Symphony performed as fireworks lit up the skies over Mountain View. Monterey Bay Aquarium was represented in full force with the Mobile unit and prize wheel on site. Media Specifics: - 60x promo mentions encouraging listeners to check out the MBA at shoreline. Name and logo inclusion as a sponsor in SJ Mercury News, 12x live on stage mentions throughout the day, sponsor mentions in even listing on Radio Disney Interactive. Estimated Attendance: - 8,000 Estimated Value: $30,000

15 Clear Channel Sacramento - Various Rivercats Games 6/22-8/4 Summary: - Clear Channel Sac (3 stations) was at the gates of Sacramento Rivercats games, engaging fans throughout the summer. Visitors stopped by the station booths and entered to win family four packs to the Aquarium the duration of this summer promotion, and were immediate winners when they walked away happy with MBA swag. Media Specifics: - 60x promo mentions, 60x streaming spots, blast inclusion. Estimated Attendance: - 15,000 Estimated Value: $25,000 page 15

16 Clear Channel Sacramento - // Eppie s Great Race July 20th Summary: - MBA was a part of The World s Oldest Triathalon with V101.1 acting as ambassadors for the Aquarium. Runners and guests stopped by the V101.1 booth to grab MBA swag and entered to win tickets to the Monterey Bay Aquarium. Media Specifics: - 150x promo mentions leading up to the race, 150x streaming spots, blast to VIP database, logo and link on race info page Estimated Attendance: - 18,000 Estimated Value: $50,000 page 16

17 KGO-TV - ABC 7 // Online Contesting page 17 Summary: - ABC 7 viewers were encouraged to enter an online contest for their chance to win tickets to the Monterey Bay Aquarium. The contest drew 2,536 entries. Media Specifics: - 300,000 ROS impressions, social media postings (A combined 74,000 followers on Facebook, Twitter and enewsletters) 200,000 impressions on KGO Contest Page, 35x no charge spots Estimated impressions: - 550,000 Estimated Value: $20,000

18 THANK YOU

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