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University of Arizona
Composition Program.
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Canyon Ranch is among
the world's elite Health Resorts, and over the past twenty years has built
their staggeringly devout clientele, surprising with little to no television
advertisement. However, the obstacles that lie ahead have changed circumstances
substantially. The travel and leisure industries as a whole are going to have
to develop both financially sound and economically effective ways to continue
the future flow of arriving guests. I understand that both your printed campaigns
as well as your website have proven to be an important asset, and with the
introduction of the Internet, many companies turned a majority of their advertising
attention towards web site and Internet banner applications.
Recently however, there
has been a major shift in this common trend. From television ads to radio
spots, advertisements for Internet retailers have begun to proliferate in
offline media. The growth of television advertising by online retailers comes
as industry analysts debate the effectiveness of online banner ads. A report
from AdKnowledge, a Web advertising company, revealed that the price for banner
ads is decreasing.
In addition, recent industry research has determined that click-through rates
have tumbled to less than 1 percent. More and more online retailers are turning
to offline markets such as television to generate traffic to their Web sites
and build brand awareness. Recently, several companies had tremendous success
advertising during the Super Bowl, especially the job-hunting site Monster.com.
These studies clearly
show that the power of a television campaign remains the strongest asset a
company can utilize, regardless of the industry in which it operates. When
considering the recent economic impact the travel and leisure industries have
suffered, and the struggles, which are sure to come, we can say with great
confidence that Canyon Ranch has taken the appropriate measures for it's continual
success.
Dilated has provided Canyon Ranch with the highest level of professionalism from pre to post production. We are proud to present your organization with a truly premium product. At first, making your own commercial may have sounded like an intimidating and overwhelming task, however, as you have all recently experienced, it's actually a fairly simple and rewarding process.
The Dilated staff, in
close collaboration with the Canyon Ranch PR team have created a television
spot that clearly captures the message your organization wishes to present,
a strong advertisement that effectively communicates this message of "healing"
to your targeted audience.
By utilizing the application
of Digital Video, we have provided Canyon Ranch with the highest broadcast
quality work, at a very low expense. To date, the average 30-second film shot
television spot would cost a company a minimum $35,000. The processing of
the film alone would cost approximately $10,000. Our production has saved
Canyon Ranch a little over $20,000.
The final cost of producing
your commercial came in at $14,950. This figure includes all phases of the
production, from pre to post. Our staff put in approximately 24 hours of pre
production, 12 hours of on location production, and 16 hours of postproduction
time. Each phase of the production was carefully scheduled over a five-day
time frame. We are happy to say that your production was free from any incidental
costs.
Dilated was able to keep your costs down and was extremely effective at helping you stay within your intended production budget. The following is a breakdown of the actual location "production phase" costs involved in producing your commercial through Dilated. The numbers reflect our 12-hour day, all equipment and crew inclusive.
Production Costs
A television campaign
remains the strongest asset a company can utilize, regardless of the industry
in which it operates. When considering the recent economic impact the travel
and leisure industries have suffered, and the struggles, which are sure to
come, we can say with great confidence that Canyon Ranch has taken the appropriate
measures for it's continual success. Television provides the ability to communicate
sight, sound, motion and emotion. If a picture is worth a thousand words,
a moving picture is worth ten thousand words.
The viewer can instantly
see what you have to offer, view it in a variety of situations, determine
how it can be of benefit to their application and leave them with a lasting
impression of your organization. A commercial is often the one thing a company
can use to set itself apart from its competitors. Even if they don't know
anything about your company, having heard of it can sometimes make all the
difference.
By all standards, we have collaborated successfully with your PR department to provide Canyon Ranch with a commercial of the highest quality. As an well respected name in the film and television industry, Dilated is happy to say that Canyon Ranch has made the right move to incorporate a television spot into their advertisement campaign, ensuring it's continual success and stable financial future.
Canyon Ranch is among
the world's elite Health Resorts and there is no doubt that your organization
will maintain its incredible level of success. Dilated has delivered a premium
product at a premium price, a commercial that communicates your organizations
message clearly and effectively.
In incorporating a television
spot into your advertisement campaign, Canyon Ranch has ensured its continual
success and stable financial future. Congratulations, on the behalf of the
entire Dilated staff.