THE CHALLENGE  

Sun Holidays was looking to move Caribbean products as part of an increased focus on Sun Holiday vacations. Hand in Media was asked to develop a media program that would stretch the available dollars to deliver national coverage on a limited budget.  

THE HAND IN MEDIA SOLUTION  

Hand In Media’s Industry Partnership Proposal helped to set in place campaign partnership dollars, further assisted by the extensive promotional packages offered up through Hand In Media’s Broadcast Media Partnership Plan.  

THE RESULT  

Six-market fulfillment of broadcast and print campaign achieving a record efficiency in the radio campaign, including bonus schedules of brand sell spots that exceeded the pre-campaign values in Toronto and Halifax. Dovetailed promotional campaigns at no charge were included in five of the six markets that added an additional $250,000 in media exposure via newsprint, radio and the web. No charge media was procured in four of six major markets with bonus schedules exceeding 50% of the paid schedules. Hand In Media managed the creative executions with no charge production coordination for print and radio.  

Project Lead: Ian Hand