Branding Experience Hawks Cay:

Public Relations Proposal

Objectives
Brand Experience Hawks Cay as an unique, ownable property that captures the loyalty and passion of a wide range of target markets Establish Hawks Cay Resort as the leader in barefoot luxury and position the resort as a family friendly destination that equals a Caribbean vacation without leaving the mainland Highlight HCRs many and varied water sports and additional attributes including the island-themed spa, childrens camp, dolphin activities, pet friendly policy and environmentally green features Highlight the resort as a multi-generational getaway and a great alternative to cruises and other traditional Florida vacations Identify and position an HCR spokesperson as a thought leader on Florida tourism, as well as an expert on family-friendly luxury travel Support efforts to direct traffic to the HCR company website

Increase guest visitation

Support sales efforts
2

Target Audiences
Fishing enthusiasts High-end potential resort guests Families Spa enthusiasts Green travelers Florida residents Snowbirds Watersports enthusiasts Repeat customers Travel trade community Destination event and wedding planners Second home buyers

Strategy
5-Pronged Approach
Create and distribute frequent news releases and additional press material to online and traditional media sources that reach target audiences and encourage on-going dialogue with the press
Arrange onsite press and travel industry visits, arrange and conduct offsite press interviews and monitor, measure and report media results Support social media efforts, support HCR blog and contribute to travel and tourism online sites while following industry trends and breaking news to develop media opportunities for HCR spokesperson(s) Research, develop and promote broad interest and niche interest on-site special events to generate awareness, excitement, participation and traffic Maximize HCR presence and coverage at relevant trade shows and industry conferences

5-Pronged PR Program
News

Conferences

Visits and Interviews

Events

Social Media

Experience Hawks Cay: The Smith Family of Tampa Bay Florida

Daves a hard-driving Dad who loves to fish andll grab any chance to get out on the water and go for wahoo maybe a sailfish. This year when he heard about the Redbone Tarpon Tournament, he knew he had to be there, kicking back with the guys, throwing his line in. How could he get Ellen and the kids to go for it? Ellen loved Dave and she sure needed to get away, but with three kids a week of fishing was no vacation. Dave sold her on Hawks Cay -- camp for the kids, spa for her, all on the water and they cooked up the catch! Adult pool, facials and massage? Bring it on! Their daughter Allison, 16, wasnt into hanging with family. And fishing, yuk! But the place sounded pretty luxe, and some cute guys might show at the teen program. Allison loved reef diving, so AquaJam won her over they couldnt bug her 10 feet under! Tyler, 11, loves sports and fishing with his dad, but after a day or two, deep sea fishing was too much. Flats fishing spots for snappers sounded cool. And he could get in some sports at the Cove Camp. Amy, 7, was an easy sell water, kids and plenty of room to run. To Ellen and Dave, it looked like a great experience for the whole gang. Time to load up!

On Ellens pillow the night they arrived, their Experience Ambassador pointed to the invitation to Calm Waters Spa, complete with a complimentary cup of Cay-momille Tea. What made this one of the Top Spas? It was an immersion into the best of Hawks Cay from a Dolphin Surround Sound Spa Session to a therapeutic Cay Fish Oil Massage. After a day fighting kingfish, a rugged Fishermans Neck & Shoulder Massage would do Dave some good, and the exotic Caviar Treatment for Two (complete with a top champagne from Alma) would be perfect when they returned for their wedding anniversary. And how could they say no to a Key Lime Pie Treatment for Amy -complete with a tropical milkshake? Hawks Cay really gets it! The next day Ellen bid a sleepy bye to Dave, dropped the kids at AquaJam and the Kids Club and entered the Calm Waters Spa. She signed into her Facebook at the kiosk for extra HCR Points and started to Experience Hawks. She just might fall in love with this place.

A week later, Daves coming home from Hawks Cay with a sailfish tomount, new casting tips and a happy family looking forward to returning next year, maybe sooner! Ellen got the vacation she deserved, satisfied kids and plans to go back for their anniversary, SHH! Allison, 16, has 23 new Facebook friends from Hawks Cay, 4 from Tampa and a reunion in mind. Tyler, 11, caught a few fish and had the time of his life! Amy, 7, had her first big girl beauty treatment and a lot of new friends! What an experience! All agree, We love that place!

Examples of Tactics
Business story: Secure placement and interviews for key property and corporate executives to brand the business and trade proposition for Hawks Cay

Frequent news releases: Develop a constant stream of news for Hawks Cay and utilize several avenues of distribution including wire services, customized media lists and social network platforms thus contributing to Hawks Cay online marketing , top of mind awareness, WOM and WOB
Social media: Help amplify HCRs current Twitter and Facebook presence and support additional online campaigns utilizing Flicker, ping.fm, Pixelpipe, LinkedIn, YouTube, Squidoo and additional online sites Water sport events: Publicize HCRs major fishing and water sports tournaments, and seek out additional potentially high profile watersports events for promotion such as (SUP) Stand Up Paddle instruction and competition and spear fishing Celebrities: Encourage celebrities and their families to visit Hawks Cay, and furnish news of their sightings to gossip columnists and online news sites as an additional way of boosting the resorts cachet

Enrolling Guests as Social Media Marketers

My Experience Alert Stations throughout resort where guests can upload to Facebook, Twitter or other accounts to spread the news, brag about their latest catch, event and earn HCR Points

Eat your hearts out, guys!

2010 Hawks Cay iTournament

Year-long International HCR virtual fishing tournament in which guests compete for top catch in each category. They keep track via the Hawks Cay iTourney App for Facebook and iPhones. To count, catch must be caught while onsite. Winner gets to bring 5 friends to HCR to celebrate. As of 11/3/09 NY131 in lead with 43.3 lb.
marlin!

Month at Hawks Cay

EXPERIENCE ROMANCE AT HAWKS CAY

Our February Signature Event, Heart-Healthy Living and Sweet Romance for Couples, Families and The Kids!
Proposal tips from our Romance Ambassador: Do it again the right way aboard a sunset cruise under the moon light Kiss a dolphin! Pull in some heart-healthy fish

Renew your vows 5 under at Aqua Jam: You may kiss the bride! Renew your vows with your kids as witnesses Couples only! Chocolate massage at Calm Water Spa

Summer fashion Makeovers with Florida fashion designers Kids make Valentines gifts for Mom and Dad

Husbands barbecue for their wives with guest chef Bobby Flay

News Angles
To heck with Mickey this Xmas: Hawks Cay offers another reason to take the kids to Florida A green Christmas : From water sports to water bottles -- Hawks Cay makes for a more ecofriendly holiday The Hawks Cay Dolphin Program: Participate with on-site Marine specialists in one of the countrys foremost programs to study and protect dolphins in the wild Not Your Fathers Florida: How Florida shed its old image to attract todays savvy travelers Position Hawks Cay spokesperson as an expert on Florida, luxury family travel and weatherrelated management The Calm Water Spa at Hawks Cay: A luxurious spa that offers a taste of the Islands with coconut and pineapple spa treatments, sea salt wraps and deep massage Why Europeans are thronging to a place called Duck Key this winter Unusual room amenities: Unique hotel room goodies add value

News Angles
Beach comparison: The differences in the ocean, sand, flora and fauna, and scenery at the top US resorts Family learning vacations where the emphasis is on fun: Hawks Cays lessons are disguised as fun for water lovers How fathers can turn vacation time into memory makers with your son/daughter at Hawks Cay How to take the yuck out of fishing on your next vacation at Hawks Cay The fishing gurus of the Keys: expert opinions from the fishing guides at Hawks Cay

News Angles Continued

What it takes to be a great family vacation counselor: Hawks Cay counselors blend big smiles, strong expertise and a little cajoling to make it fun for the whole family Great U.S. vacations for water-loving families: you can enjoy the warm water without leaving the U.S. at Hawks Cay New survey reveals the impact of kids on family vacations: Xmas travel as a sign for improved economy: Hawks Cay predicts upswing for luxury Christmas vacations this year

News Angles
EcoWeek 2010: Hawks Cay and other Duck Key resorts show how the Keys have gone green this Oktoberfest, hoist your rod! Conchtoberfest at Hawks Cay a big hit A great vacation for Florida retirees without leaving Florida: Hawks Cay offers a local, luxury option The cruise without the cruise ship: at Hawks Cay you can leave your passport at home It's 10PM at Hawks Cay. Do you know where your parents are?

Case Study
Challenge: The town of Taos, NM was looking to boost website traffic, tourism and hotel room stays for summer 09 Solution: Create the Taos Summer of Love Event, throw a 40th Birthday Party for motion picture classic Easy Rider, and invite Taos resident and Easy Rider icon Dennis Hopper, to be Master of Ceremonies Highlights: Hoppers paintings and photography Exhibit opened at the Harwood Museum of Art in Taos to coincide with Easy Rider event. Taos was featured on NPRs Weekend Edition, in USA Today, the LA Times and GQ Magazine as well as many travel columns, and Motorcyclist enthusiast publications

Case Study
Challenge: South Street Seaport at the southern tip of Manhattan needed to attract both tourists as well as New York residents to eat, shop and spend money on site Solution: Make the Seaport a New York destination by promoting it as a venue for local events and frequent fireworks displays, and promote major buying occasions with traffic building promotions. Become active in New York Convention and Visitors Bureau and the Lower Manhattan Marketing Association to align the Seaport with the top visitor attractions in NYC, and participate in joint tourism promotions Highlights: Increased visitor traffic by more than 50 percent in the first year of representation. Landed feature story in The New York Times repositioning South Street Seaport as a thriving destination for residents and tourists. Was the Christmas Cover Story for Colonial Homes Magazine, and turned the Seaport into a popular backdrop for television and movie productions and corporate and commercial events.

Case Study
Challenge: Parducci Wine Cellars of Mendocino County, California, a value wine brand, was looking to launch a new premium, small-case production wine brand the Sketchbook Mendocino Collection -- ($30 a bottle) amidst stiff and well known brand competition Solution: Initiate a campaign to position Mendocino as the more accessible, affordable cousin to Napa and Sonoma, offering wines of comparable high quality for more affordable prices, and simultaneously promote the region as an eclectic coastal community thats more approachable than its famous neighbors Highlights: The Sketchbook Mendocino Collection made Wine Enthusiast and Wine Spectator, and NPRs Good Food Show, and items also appeared in USA Today, and Forbes. Notably, Sketchbook wines made a million dollars in its first year a major feat for a small case production wine brand.

Case Study
Challenge:
Boost awareness and visitor traffic to La Villa Bonita, a culinary resort in Tepoztlan, Mexico that offers immersion cooking classes in authentic Mexican cuisine

Solution:
Enhance positioning of the resorts Executive Chef into a brand name in the U.S. through press junkets and the development of a promotional and spokesperson platform with Mexican and US companies and organizations.

Highlights:
Through our 1st year efforts, the executive chef has signed a 1-year spokesperson opportunity with the largest manufacturer of Hispanic cookware in the Western Hemisphere the Executive Chef is to be featured on website, and recipes to be inserted into more than 1 million pieces of cookware for retail sales. Signed contract with large Mexican Hotel and Fractional ownership chain to give on-site cooking classes to hotel guests in both high and low seasons. Developed deal with Warner Brothers for new U.S. Mexican Cooking Show hosted by La Villa Bonita Executive Chef. Sales video has been shot and is currently being shopped to various U.S. television networks.

Timeline
The following are examples of news release headlines with over the next six months:

11/4 11/13 11/27 12/08 12/22 1/05/10 1/19 2/09 2/23 3/09
3/23 4/1 4/13 4/27

Hawks Cay announces its new marketing program Make your vacation a little greener this Christmas Xmas travel as a sign for improved economy What are the rich and famous doing this Holiday season Ring in the New Year 2010: The year of the family togetherness vacation Hawks Cay spokesperson Tips on planning a multi-generational vacation Destination Weddings Barefoot luxury thats more than a fantasy The Sailfish Open (3/5-3/8/10) A longstanding tradition attracts new fans New survey reveals the impact of kids on family vacations The Redbone Tarpon Tournament (4/23-4/25/10) Deep sea fishing at its finest and one of the most exciting fishing tournaments in the U.S. Attention Snowbirds and Second Home buyers: Heres turnkey luxury real estate that earns you money when youre not there Luxury vacation for retirees without leaving Florida Dolphin allure: The HCR Dolphin Program entertainment and serious science Preparing for bad weather How a prominent resort plans for a rainy day

Karen Sperling
Chief Conversation Officer
Karen Sperling has branded, launched and popularized scores of new experiences, products and services
She is positioning La Villa Bonita as a center for authentic Mexican cooking, and building Chef Ana Garcias brand with the production of a network television program, large-scale joint promotions and spokesperson deals Her introduction of Mattuss Lowfat Ice Cream by Haagen Dazs inventor Reuben Mattus garnered a Best New Product of the Year by Time Magazine A strategically placed flying trapeze in lower Manhattan complete with flying lessons for busy Wall Street execs, was seen around the world and helped build the reputation and clientele of a Club Med-style resort for adults She threw a midnight snack for the Ringling Brothers Circus in Herald Square to draw attention to one of the first urban shopping malls in New York She took Goya Foods, the largest Hispanic food company in the nation from a Hispanic-only food provider to a major general market brand name

Steven Greene
Chairman of The Conversation
Steven Greenes offers a lifetime as an award-winning branding and marketing specialist at the nations marketing firms
With years of award-winning work on brands including Coca Cola and IBM, Steve served at major agencies Interpublic and WPP Group where he won top honors for his creative on consumer campaigns for Bayer Aspirin, Burger King and Johnson & Johnson, as well as receiving the Time Inc. Forum For Freedom Award Taking equal pride in his consumer and B2B campaigns, Steve has led firms from start-up to buyout or public offering. He took FalconStor, the Computer Associates spin-off, from launch to a $400 million public offering in a matter of months. He created the first World Record Pizza Toss in Times Square and branded a websurfing dog for Labrador Software, netting front page Wall Street Journal placement He takes a 360 degree view of his clients business, incorporating offline and digital PR and social media tactics to create marketplace success

Josie Gulliksen
Florida Keys PR Specialist

Josie personally led PR efforts for the FL Keys & Key West Tourism Council until 2009.
For seven years, Josie represented the FL Keys & Key West Tourism Council through her previous firm. She implemented yearly national radio promotion and on-site filming for national morning shows with CBS, ABC, NBC and Univision. Attended national media events and missions, wrote press releases and enewsletter articles. Implemented and coordinate press trips for local, national and international print and broadcast media. Previously provided PR for Miami Science Museum Wrote as journalist for Miami Today and other outlets Josie is familiar with HCR and has visited

Next Steps
Review and discuss program and fees Sign agreement Set up road map meeting with Sperlingreene and HCR Establish corporate spokesperson and client/agency contacts Review and revise press material Develop primary and secondary copy points

Schedule client interviews for backgrounder and bios

Develop calendar of events, timeline, client/agency meeting and reporting schedule

Contact
Offices:
North Miami New York City Steven Greene Chairman of The Conversation Sperlingreene PR and Marketing Communications

45 East 33rd Street

New York City, NY 10016 www.sperlingreene.com sgreene@sperlingreene.com http://www.linkedin.com/in/stevengreene http://www.linkedin.com/in/stevengreene (917) 656-1837