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[Music] the purchase cycle begins with the dream phase when our target audience may or may not be thinking about taking a vacation [Music] something internally triggers the desire to travel perhaps the cold weather maybe they need a break from work branding plays a significant role because now our audience is dreaming of places to go [Music] several strategic touch points are in place so when they begin to plan they remember greater fort lauderdale digital tv media buys keep us in sight and in mind oh i just saw that let's check this out hello sunny tv app is available for on-demand video platforms [Music] social influencer programs offer evergreen content that communicates our message in an authentic and personal way hello sunny tv programs and videos inspire and educate the dream is starting to become a reality and it won't take long for them to make a decision they're now talking about it with friends and family at trade show events in various cities we pique the interest of meeting planners with cash back incentive programs and meet sunny brochures in collateral thank you marvel thank you [Music] when our target audience is in the plan phase they have a general idea of what they are looking for in a vacation they want a warm beach getaway and have narrowed down their list to a few choices perhaps they're already focusing on a single destination with seo and sem marketing we make it easy for them to find us online at the exact moment they are looking for us we provide user-friendly planning tools to simplify the process and relative content that creates demand finally a message kids want to receive from mom pr efforts generate editorial content targeted newsletters and emails reinforce the message and provide a one-click opportunity to turn the transaction into a conversion [Music] the book phase of the purchase cycle is the most desirable phase for marketers reaching our target audience in this phase becomes much more strategic in nature as the environment is highly competitive and the landscape is cluttered relevant content is at the audience's fingertips and retargeting ads enable us to stay with them through the purchase cycle when they are ready to book we are ready with special value promotions on otas to close the deal snow showers for portions of new york and pennsylvania [Music] we're also ready with timely proposals and special events and opportunities designed to keep us top of mind the experience phase is when our target audiences arrive in the destination great job everyone all of the tactics have worked now that they're here we continue to provide brand touch points that enhance their visit excuse me you're taking my suitcase oh i'm so sorry i'm sorry i'm just excited to be here collateral and online planning tools make it easy for them to plan their day with the digital playbook we promote local events attractions and activities hotel partners feature hello sunny tv on property to educate and provide guests with local entertainment and places to go around town information is always readily available making it simple to find those special places directions and insider tips group delegate badge programs inspire team members to enjoy local establishments and enhance their experiences [Applause] [Music] [Applause] [Music] the share phase is an opportunity for visitors to relive their vacation moments with friends and family while extending the brand message even further [Music] no it's you know we got to take a selfie we got to take a picture of this this is too much come on okay come on guys ready [Music] and begin the purchase cycle all over again [Music] and again and again [Music] you