Role: Copywriter
Medium: Print
Industry: Restaurant / Hospitality
Brand Focus: The Cigar & Scotch Club
Advertising Plan
Key Fact:
Professional women are all work and no play. They do not indulge themselves very often if it does not benefit their career. This creates strain in other areas of their life outside of work.
Advertising Problem:
Cigar clubs mainly attract men, making women feel unwelcome and uncomfortable in such an environment. Many women may also not enjoy smoking cigars or drinking scotch. They may be unaware of the club’s other amenities such as wine tastings, its restaurant, and private conference rooms for business matters.
Advertising Objective:
To illuminate the need for professional women to create relationships outside of the office in an exclusive environment.
Target Consumer:
Women aged 35 to 55, who are executive professionals, single, with no children, an annual income of $175,000 or more, who are part of the 99 Lives and Pleasure Revenge trends.
Audience Profile
The Goal Digger
CEO of a business
Thinks/breathes work, work, work.
Reads the news, listens to radio and reads books (all through subscription)
Drinks wine
Does yoga at home
Drives a Mercedes-Benz
Takes pride in being self-made
Doesn’t need a man to support her, but could use some company.
She is the epitome of success, and she’s fiercely independent. She climbed her way to the top of the ladder, and she’s not coming back down. She wears high-end clothing, drives an upscale car, and doesn’t settle for anything less. She’s earned it. But with success comes sacrifice, and she knows it. She’s too busy for anything else: Relationships, owning a pet, or having any type of fun for herself. She spends late nights at the office during the week, sometimes weekends too, leaving any time at home solely for sleep. She does everything she can to not be at home, because the thought of going back to an empty house is lonely and depressing. It’s a hole burning away in the back of her mind. When she is home, her idea of fun is enjoying a glass of red wine with her steak dinner, but with a television on in the background so she doesn’t drown in the silence. Before bed, she likes to read business books by successful people to better herself. Her career is all she has, and it very well may be her only love.
