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To attract drinking age millennia’s I chose to create a social media ad for Instagram. This ad could be used in a social media contest where followers repost the advertisement to win a gift certificate to use at The bourbon Boutique. The purpose of this social media advertisement is to stimulate engagement of millennial target audiences and increase the reach of The Bourbon Boutique’s brand awareness.

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The goal is to match target audiences with media they are more likely to use. In order to reach older target audiences, I made a newspaper ad for traditionalists who are more likely to still read newspapers. These target audiences are boomers, now in their 50s and 60s who have more discretionary income to frequent a fine dining and bar establishment.

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In order to reach bourbon specific target audiences I chose to make a skyscraper website ad to be placed on the side of bourbon blogs or niche magazine websites. Audiences more specifically interested in bourbon are more likely to actively seek bourbon related information like they would find on a bourbon blog. I think this advertisement would reach Gen Y target audiences, who grew up with the Internet and use it in their search for information.

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The Bourbon Boutiques environmental design

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Visual example of a romotional ad flyer for The Bourbon Boutique 

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Visual example of a romotional ad flyer for The Bourbon Boutique 

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Visual example of a promotional ad flyer for The Bourbon Boutique

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Brand Name: The Bourbon Boutique

Slogan: “A night out, on the rocks.”

Potential Headlines: Frankfort’s newest and finest dining and bar scene, now near you.

Display Copy: The Bourbon Boutique. A night out, on the rocks. Frankfort’s finest dining and bar experience, enjoy what local nightlife has to offer.

Body Copy: Step out on the town and indulge in the social experience of having a night out without having to leave city limits, The Bourbon Boutique offers you a fine dining and bar experience with the convenience of being located near you. Now, enjoy what Frankfort nightlife has to offer and join us a The Bourbon Boutique for your night out.

Radio Copy Points: Ready to experience a night out without leaving town? Join us at The Bourbon Boutique and enjoy the finest dining and bar experience Frankfort has to offer, now located near you. Contact us at 1-(502)-843-7329 to book a reservation for your night out.

Call to Action: Enjoy your night out at The Bourbon Boutique, located downtown, Frankfort. Call 1-(502)- 843-7329 to make a reservation. The Bourbon Boutique; 408 Main Street, Frankfort, KY, 40601; www.thebourbonbouttique.com

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Company and Product Service: The Bourbon Boutique. A fine dining restaurant with a relevant bar scene that has a bourbon theme to reflect the region and the neighboring bourbon distilleries in the Frankfort, KY area.

Problem: Lack of awareness since the restaurant/bar is new and locals are used to traveling to neighboring major cities for fine dining and bar experiences.

Target Audience: Bright Lights, Lil City as a Target segment.

Consumer Insights: Bright Lights, Li'l City is a group of well-off, college-educated, middle-aged couples settled in the nation's satellite cities and suburbs. Despite living further out from the urban downtowns, they still like to go out on the town with frequent meals out and karaoke evenings.” for this segment group living between two major cities is a huge plus for their social tendencies.

Brand Imperatives: The Frankfort KY area has several establishments to eat and a few bars for locals to frequent but there are no fine dining establishments that include a suitable bar scene that could accommodate local foot traffic. There are only a few "fine dining" restaurants in the Frankfort area and none include a bar scene. Bars and restaurants are separate in the region. An establishment with both could really appeal to the Big Lights, Lil City target segment of Frankfort, Ky looking for a night on the town.

Communication Objective: For people in the Frankfort area to visit The Bourbon Boutique and for locals to frequently visit.

The position or selling idea: This is the only place in town to both dine and socializes in a one setting that provides a modern and upscale experience.

Support: The atmosphere, location, service, and product offerings.

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36 Toolbelt Traditionalists
Midscale Older Mostly w/o Kids | |

37 Bright Lights, Li'l City
Upper Mid Younger Family Mix | |

38 Hometown Retired
Midscale Older Mostly w/o Kids | |

44 Country Strong
Lower Mid Middle Age Family Mix | |

58 Golden Ponds
Downscale Older Mostly w/o Kids |

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The first commercial I chose was this Mr. Cean ad that I believe aired during the super bowl. However, I have seen both of these commercials air since then. This commercial is a little racy but still clean enough to be TV appropriate and still be pretty hilarious. I think this ad works because it is funny which makes the commercial memorable, but also instead of focusing on one Mr. Clean product, it is more of a brand development commercial where the brand is being advertised not a single product. Mr. Clean being a main component of the commercial helps the audience stay on topic despite the humorous nature of the commercial.

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The next ad I wanted to is probably my all time favorite commercial I have seen in a while. Mainly because I am a huge Melissa McCarthy fan, and I find her hilarious, as do a lot of people, which is why I am sure Kia used her. The power of celebrity endorsement or spokespeople is huge in advertising and you see in every day. I chose this commercial not because I live this commercial so much but because I actually think it misses the boat a bit (unlike Melissa McCarthy in the commercial haha) in its advertising purpose. I found this commercial very very funny enough to watch it twice but I honestly didn't realize it was a Kia car commercial until this assignment. I think this is because the humorous element of Melissa McCarhty's funny adventures in the commercial outshine the product being advertised. Of course, this is all my own opinion.

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For my super bowl ad I chose a commercial for Bai drinks that features Christopher Walken and  Justin Timberlake. One because who doesn't like both of these celebrities and two because the commercial is a play on words of the drinks brand name Bai and the hit Nsync song "Bye Bye Bye", which I am pretty sure everyone has heard at some point or another. I just found it really funny and creative because of its play on words and is why I chose it for this activity. I tried to upload the video directly on the discussion board but it would disappear as soon has I would submit and save changes so I had to post the link. I look forward to interacting with all of you over the course of this class!

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Bai Super Bowl 2017 TV Commercial, 'Bye Bye Bye' Featuring Christopher Walken

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Christopher Walken recites *NSYNC's classic "Bye Bye Bye" (but actually "Bai Bai Bai") to a less-than-impressed Justin Timberlake, whom the brand refers to as its "chief flavor officer," in Bai's Super Bowl LI commercial.