Winter the Dolphin/ Dolphin Tale

Campaign Report

10/12/11

Paid Media

USA Today – 9/23/11

Full Page Ad

Back Cover of the Life Section

Friday, Saturday, Sunday weekend edition

Circulation: 2,046,486

Paid Media

Paid Search Campaign – launched 9/21/11

Driving traffic to article and contest page on vspc.com.

Paid Media

Facebook “Visit Winter the Dolphin” Ad Campaign –

9/22 - 10/31/11

Comprehensive campaign consisting of these elements:

1) Customized landing tab on Facebook fan

2) A hyper‐targeted and aggressively managed

Facebook ad buy featuring targeted demographics,

interests & geo‐locations

Additional Support – Street Banners

SR-60 Memorial Causeway: 14 banner poles

Posted: 10/01/11

Clearwater Beach Roundabout: 30 pairs of wedge-shaped banners

Posted: 9/28/11

Additional Support – TPA Airport Signage

8 of the 16 airport shuttle cars branded with VSPC message

>> Shuttle Window Clings >> Exit Door Wraps

>> Above Door Interior Poster Panels

Messaging in Baggage Claim Area >> Baggage Carousel Displays

Promotions – VSPC Sweepstakes

National Promotion:

September 19, 2011 - March 31, 2012.

Visit St Pete/ Clearwater

“Visit Winter the Dolphin” Sweepstakes

Promotions – Tropical Smoothie

"Summer of Winter" Sweepstakes

8/1 – 10/16/11

Promotional Inclusions: Value: $75,000

Contest promoted through in-store POS - window clings, table tents, counter

mat inserts, Film-themed activities into 150,000 kid’s meal activity book, and

inclusion on the Tropical Smoothie Café website

Promotions - Fandango

Dolphin Tale Sweepstakes

9/12 – 10/3/11

Promotional Inclusions: Value: $112,000

Contest promoted via banner ads in rotation on Fandango.com

and FandangoFun.com, Fandango’s Gifts & Promotion page and

through social efforts.

Promotions – Wenger Swiss Army

Wenger Swiss Army Knife/ Sports Authority

Dolphin Tale Promotion

9/23 – 10/31/11

Promotional Inclusions: Value: $80,000

Contest promoted via counter cards in 450 Sports Authority stores, on website

promotion of GearJunkie.com, on website banner promotional ads on

OutsideMagazine.com, through Wenger website, Facebook and Twitter

promotion posts and in all Public Relation efforts by Wenger.

Misc Support – Film Commission

Trade Ads

Misc Support – International

Central European Office: In conjunction with the launch of “Dolphin Tale” on November 3rd in

Germany, these national exposure opportunities were secured to promote a consumer sweepstakes

raffle of a one-week stay in St. Petersburg/Clearwater for a family of four.

• McDonald’s in-store entertainment magazine – The Kino News• Circulation of 838,000 and available in 1,200 outlets nationwide in Germany as well as online.

• Featured in the October issue.

• Burger King’s in-store entertainment magazine – The King Magazin.• Circulation of 500,000 and available in 600 outlets nationwide in Germany.

• Featured in the November issue.

• Saturn’s in-store magazine – The Piranha Magazin• Circulation of 122,000 and available in over 130 outlets nationwide in Germany.

• Featured in the November issue.

UK Office: In conjunction with the tour operator Virgin Holidays, an upsell e-mail was sent to almost

half a million members of the Frequent Virgin Club. Also, the UK office has been in touch with Warner

Bros. Pictures and Virgin Holidays for a special DVD release promotion.