Radio Commercial Script
Client/Sponsor: Nebraska Tourism Commission
Length: 30 seconds
Air Dates: May 25 – September 25
Creative Brief: Nebraska Tourism Commission
Why are we communicating?
We want to get more tourists to visit the state of Nebraska. This will generate more money to help the state economy.
Who is our target audience?
Trevor, a 26-year-old male, loves to drive and go on a couple of long road trips every year with his girlfriend, Sarah. They drive a 2020 Subaru Outback and like to listen to a variety of music and podcasts while they are on the road. They will often listen to the radio station to get information about the state that they are traveling through. Trevor and Sarah are both college graduates and have full-time jobs that allow them to work from home often. They live in a mid-sized 2-bedroom apartment in Sandy, Utah, but love to travel to other states. When they travel, they prefer to camp out at various campsites in tents so they can enjoy nature, but will occasionally stay in non-luxury hotels if the weather gets too bad.
The single most important thing about our target audience?
These travelers don’t mind a drive — they love road trips and scenic drives.
What does our target audience currently think?
Many people think that Nebraska is a boring state and only has corn fields to look at as you drive through.
What do we want our audience to think?
We want people to think that Nebraska is the coolest place to drive through and has cool places to road trip to.
What basic promise can we make to guide our target to that new understanding of our product?
We promise that Nebraska is the best place to take a road trip through and offers several things that everyone will enjoy.
What evidence supports our basic promise?
Scenic byways to drive through – Nebraska has nine scenic byways, including the Heritage Highway, which runs along the Missouri River to Edison, and the Gold Rush Byway, which runs from South Dakota through Colorado.
Many state parks and monuments to visit – Nebraska has the Indian Cave State Park, Chimney Rock, Carhenge, Scotts Bluff National Monument and many more that you can visit.
It’s a quick trip – depending on the route you take, you could get across Nebraska in a day when going east to west, but you could spend a few days visiting all of the attractions Nebraska has to offer.
What tactics and media should we use to communicate this information? Why?
Radio Ad – Can be played in radio stations and through Spotify/Apple Music/Pandora to reach our target audience while they are on the road.