1. Get your message through!
Content the oldest and newest form of communication

2. • Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
2

3. Executive Summary
• The traditional spot model is becoming more and
more obsolete
• Production costs for advertising are soaring
• Effectiveness of TV is still huge
3
Can we use TV in a way that goes beyond clutter, is cost
effective and forward looking?

4. • Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
4

5. Background
• The traditional advertising model is becoming more and more obsolete: more brands,
more messages.... Too much clutter
Number of SKU on Shelf (US)
Average Number of Ads in a day (US)
Source: Advertising Age, McKinsey Quarterly 5

6. Background
• Cost of advertising production are soaring
Source: Wall Street Journal 6
Cost of Production of a TV Ad(*)
(*) In current value

7. Background
• TV is still the most effective media, and the most persuasive
• TV Effectiveness 30% (*)
• TV Persuasion Point 50% (**)
• TV Viewership 0% (***)
Source: Journal of Advertising Research 2009 7
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(*) From 2005 to 2008
(**) From 1997 to 2008
(***) From 2007-2008

8. • Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
8

9. Destinos IN
• Destinos IN is an independent international production
company
• Launched 10 years ago in Argentina and Uruguay and now
operating in North America and Caribbean from 2007
• The company is now launching in the European market
9

10. • Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
10

11. Value Proposition
11
• We unbundle the cost of productions to have a shared product/service/brand
placement
Traditional Cost of an infomercial/
product placement Destinos In Approach
• Typically between 200,000
and 500,000 EUR
• All charged to the client
• 50% of the costs are
models, lodging, post-
production
• One repetition
• Last few minutes only
• Product placement in major
cable/satellite channel (E!
Entertainment, Fashion TV,
CNN)
• 30 minutes programmes
• 5-10 repetitions
• Exchange approach:
models, lodging become
co-sponsor by exchanging
their service for visibility
and reducing the cost for
the client
VS.

12. • Executive Summary
• Background
• Destinos In
• Value Proposition
• Credentials
12

13. Credentials
13
• FTV Special Costa Careyes
• FTV Special Sudafrica
• E! Special Copa Chandon en Carmelo
• E! Special Punta del Este (2006, 2007, 2008)
• E! Special St Martin and St Barthes Fashion Travel
• FTV Special Mixologyy Acapulco
• E! Special Cancun Fashion Travel
• Our clients include: Gruppo Campari, Moet & Chandon, Sol-Melia, Tourism of Puerto
Rico, Tourism of Bahamas, Tourism of Dominican Republic