The Content Powerhouse

Budget (in K$) Gen-Z Millenials Gen-X Total %

Social Listening 626 60% 30% 10% 100%
Data and Analytics 675 20% 65% 15% 100%
Creativity 650 15% 30% 55% 100%

Communcation Goals
Urban Rural Tourism
First Objective Action Engagement Action
Second Objective Interest Interest Awareness

Media Mix and Budget

National Urban
Print 0% 28%
Radio 0% 28%
Traditional 0 1,450
Television 0% 44%
Total 0% 100%
Bill Boards 0% 25%
Public Transport 0% 35%
Outdoor 0 1,200
Sponsored Events 0% 40%
Total 0% 100%
Website 0 24%
Social Media Channels 0 38%
Digital Owned 0 1,600
Mobile Apps 0 38%
Total 0 100%
Display Ads 0 25%
SEO 0 43%
Digital Paid 0 1,450
PPC 0 32%
Total 0 100%
Reviews 0 26%
Blogs 0 32%
Digital Earned 0 1,200
Viral 0 42%
Total 0 100%
Total 0 6,900
90% of total budget 14M$ 12.6 M$
6900

Media Schedule
Jan Feb Mar Apr
Urban Year 8% 8% 8% 8%

Jan Feb Mar Apr

Rural Quarter 8% 11% 8% 11%

Winter Spring Summer Fall

Tourism Month 20% 40% 20% 20%
 Total Budget 19710
Total Size Next Year 128592

Region % of Total Size

Urban 27%
Rural 34%
Tourism 39%
1

Rural Tourism Urban Rural Tourism

35% 45%
35% 32%
1,100 600
30% 23%
100% 100% 21.0% 15.1% 10.9%
35% 30%
30% 20%
1,455 1,105
35% 50%
100% 100% 17.4% 19.9% 20.1%
35% 20%
38% 40%
1,750 1,300
27% 40%
100% 100% 23.2% 20.5% 23.6%
35% 25%
40% 45%
1,500 1,250
25% 30%
100% 100% 21.0% 20.5% 22.7%
35% 30%
30% 25%
1,500 1,250
35% 45%
100% 100% 17.4% 20.5% 22.7%
7,305 5,505 19,710

7305 5505 19710

May Jun Jul Aug Sep Oct Nov Dec Total

8% 12% 12% 4% 8% 8% 8% 8% 100%

May Jun Jul Aug Sep Oct Nov Dec Total

8% 8% 8% 3% 11% 8% 8% 8% 100%

Total
100%
 19890

Urban
Budget $ Gen-Z Millennials Gen-X
5421 Size in Year 3 8915 12527 10608 32050
6719 Size Next Year 9985 14030 11032 35047
7750 Percent of Total 28% 40% 31% 9%
19890

Urban
Gen-Z Millennials Gen-X
Traditional 7% 9% 34%
Outdoor 7% 11% 26%
Digital Owned 34% 35% 12%
Digital Paid 24% 23% 12%
Digital Earned 28% 22% 16%
100% 100% 100%

Urban Rural Tourism

Traditional 16% 18% 10% 5%
Outdoor 15% 15% 15% 20%
Digital Owned 27% 22% 29% 29%
Digital Paid 20% 19% 22% 22%
Digital Earned 22% 25% 24% 24%
Rural Tourism
Gen-Z Millennials Gen-X Gen-Z
Size in Year 3 9657 15795 13616 39068 Size in Year 3 14139
Size Next Year 11589 17690 14161 43440 Size Next Year 18380
Percent of Total 27% 41% 33% Percent of Total 37%

Rural Tourism
Gen-Z Millennials Gen-X Gen-Z
Traditional 9% 10% 36% Traditional 4%
Outdoor 11% 12% 22% Outdoor 9%
Digital Owned 32% 23% 12% Digital Owned 42%
Digital Paid 23% 24% 11% Digital Paid 21%
Digital Earned 25% 31% 19% Digital Earned 24%
100% 100% 100% 100%

FINAL
Urban Rural Tourism
Traditional 884 1223 781
Outdoor 790 1007 1135
Digital Owned 1489 1466 2280
Digital Paid 1075 1310 1717
Digital Earned 1183 1713 1837
5421 6719 7750 19890
Millennials Gen-X
17245 10505 41889
20694 11031 50105
41% 22%

Millennials Gen-X
7% 26%
12% 29%
27% 13%
27% 15%
27% 17%
100% 100%
Rural
Media GenZ Millennials GenX
TraditionalMedia 9% 10% 36%
Printed 2% 4% 16%
Radio 2% 4% 11%
Television 5% 3% 9%
OutdoorMedia 11% 12% 21%
StreetBillboards 5% 4% 8%
PublicTransport 3% 4% 4%
SponsoredEvents 3% 4% 9%
DigitalOwned 32% 23% 12%
WebSite 8% 8% 6%
SocialMediaChannels 13% 9% 4%
MobileApps 11% 6% 3%
DigitalPaid 23% 23% 11%
DisplayAds 6% 8% 4%
SEO 12% 9% 4%
PPC 5% 6% 3%
DigitalEarned 25% 31% 19%
Reviews 6% 11% 8%
Blogs 9% 9% 6%
Viral 10% 11% 5%

Tourism
Media GenZ Millennials GenX
TraditionalMedia 4% 7% 26%
Printed 2% 3% 14%
Radio 1% 2% 8%
Television 2% 2% 4%
OutdoorMedia 9% 13% 29%
StreetBillboards 3% 3% 13%
PublicTransport 3% 2% 7%
SponsoredEvents 4% 7% 9%
DigitalOwned 42% 27% 13%
WebSite 6% 7% 6%
SocialMediaChannels 18% 9% 4%
MobileApps 18% 11% 4%
DigitalPaid 21% 27% 15%
DisplayAds 2% 7% 5%
SEO 11% 12% 5%
PPC 8% 8% 5%
DigitalEarned 23% 27% 17%
Reviews 4% 7% 6%
Blogs 5% 7% 5%
Viral 14% 13% 6%

Urban
Media GenZ Millennials GenX
TraditionalMedia 7% 9% 34%
Printed 1% 3% 12%
Radio 1% 3% 12%
Television 6% 4% 10%
OutdoorMedia 7% 11% 26%
StreetBillboards 3% 3% 7%
PublicTransport 3% 4% 7%
SponsoredEvents 2% 4% 12%
DigitalOwned 34% 35% 12%
WebSite 3% 10% 6%
SocialMediaChannels 15% 13% 3%
MobileApps 17% 11% 3%
DigitalPaid 23% 23% 12%
DisplayAds 3% 6% 4%
SEO 12% 10% 4%
PPC 8% 8% 4%
DigitalEarned 28% 22% 17%
Reviews 4% 5% 8%
Blogs 11% 7% 4%
Viral 13% 9% 4%

Media Urban Rural Toursim

TraditionalMedia 16% 18% 10%
Printed 5% 7% 5%
Radio 5% 6% 3%
Television 6% 5% 2%
OutdoorMedia 15% 15% 15%
StreetBillboards 4% 6% 5%
PublicTransport 5% 4% 3%
SponsoredEvents 6% 5% 6%
DigitalOwned 27% 22% 29%
WebSite 7% 7% 6%
SocialMediaChannels 10% 8% 11%
MobileApps 10% 6% 12%
DigitalPaid 20% 19% 22%
DisplayAds 5% 6% 5%
SEO 9% 8% 10%
PPC 7% 5% 7%
DigitalEarned 22% 25% 23%
Reviews 6% 9% 6%
Blogs 7% 8% 6%
Viral 9% 9% 12%
Proposed Rural
18% Gen-Z Millennials Gen-X
7% Size in Year 3 9657 15795 13616
6% Size Next Year 11589 17690 14161
5% Percent of Total 27% 41% 33%
15%
6%
4%
5%
22%
7%
8%
6%
19%
6%
8%
5%
25%
9%
8%
9%

Proposed Tourism
10% Gen-Z Millennials Gen-X
5% Size in Year 3 14139 17245 10505
3% Size Next Year 18380 20694 11031
2% Percent of Total 37% 41% 22%
15%
5%
3%
6%
29%
6%
11%
12%
 22%
5%
10%
7%
23%
6%
6%
12%

Proposed Urban
16% Gen-Z Millennials Gen-X
5% Size in Year 3 8915 12527 10608
5% Size Next Year 9985 14030 11032
6% Percent of Total 28% 40% 31%
15%
4%
5%
6%
27%
7%
10%
10%
20%
5%
9%
7%
22%
6%
7%
9%