2019-2020 Cooperative Partner Program Sales Kit - Visit ...
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2019-2020 Cooperative Partner Program Sales Kit
2019-20 CO-OP PLAN OVERVIEW The Cooperative Partner Program is a unique opportunity that allows the Bed Tax Collectors (BTCs) and non-BTC partner businesses of Walton County to partner with Visit South Walton on print and digital media executions throughout the 2019-2020 fiscal year. This program demonstrates the tremendous effort by Visit South Walton to bring a strategic, quality marketing program to their partners for a minimal cost. Bed Tax Collectors have the opportunity to submit requests for just one co-op partnership for as little as $600 or as many as their budget allows. First submittals receive priority and there is no guarantee that all requests will be filled.
WHY PARTICIPATE? Capitalize on the $1 million+ marketing investment set forth to promote South Walton and build awareness of the destination 256 total Co-Op Opportunities 13,739,000 total print circulation, 49,000,000+ digital Co-Op impressions to National and Regional markets Reach key affluent audiences with household income levels of $175,000+
2019-20 CO-OP PLAN OVERVIEW
LEISURE PRINT: WEDDINGS PRINT: MEETINGS PRINT:
• 12 Publications • 2 Publications • 9 Publications
• 16 Ad Placements • 4 Ad Placements • 12 Ad Placements
• 64 Co-Op Opportunities • 12 Co-Op Opportunities • 36 Co-Op Opportunities
• Total Circulation: 13,739,000 • Total Circulation: 298,322 • Total Circulation: 286,769
• Relevant Content • Key wedding planning time • Meeting Planner Target
periods
• High-End Publications • Available to meetings-
• Available to weddings- qualified BTCs only
• Target Audience &
qualified BTCs only
Geographies
2019-20 CO-OP PLAN OVERVIEW
ONLINE BANNERS: TRIP ADVISOR NATIVE ADVERTISING:
• 4 Campaigns: Fall 2019, Winter 2020, • 4 Campaigns: Fall 2019, Winter 2020, Spring
Spring 2020, Summer 2020 2020, Summer 2020
• Minimum Clicks/Leads per Partner • Minimum Clicks/Leads per Partner
• 48 Co-Op Opportunities: Package 1 or • 12 Co-Op Opportunities - 3 per campaign
Package 2 each Flight
• Targeted Audience by Geography, Interests
• Top-Performing Websites and Networks and Demographics
• Targeted Audience by Geography,
Interests and Demographics
2019-20 CO-OP PLAN OVERVIEW
FACEBOOK/INSTAGRAM ADS: LEAD GENERATION CAMPAIGN:
• 4 Campaigns: Fall 2019, Winter 2020, • Two-month campaigns, beginning October
Spring 2020, Summer 2020 1
• Minimum Clicks/Leads per Partner • Facebook/Instagram Platform - click to
lead-gen form
• 60 Co-Op Opportunities
• Targeted Audience by Geography, • Guaranteed Leads Per Partner
Interests and Demographics • 6 Co-Op Opportunities
• Targeted Audience by Geography, Interests
and Demographics
2019-20 CO-OP PLAN OVERVIEW
AMAZON FIRE TABLET:
• 2 Promotions: December and January
• Minimum Impressions
• 2 Co-Op Opportunities (1 per month)
• Targeted Audience by Geography,
Interests, Purchase Behavior and
Demographics
2019-20 CO-OP PLAN OVERVIEW
MEETINGS DISPLAY ADS: MEETINGS DEDICATED EMAIL:
• 4 Campaigns: Fall 2019, Winter • 4 Co-Op Opportunities (month based
2020, Spring 2020, Summer 2020 on partner preference/need)
• Minimum Impressions • Guaranteed delivery to 20,000
planners
• 8 Co-Op Opportunities, 2 per flight
• Targeted Audience by Geography, • Targeted Audience by Geography,
Job Title/Function, Context and Industry, Job Title, Meeting Size, Time
Search Terms of Year and Type of Facility
• Available to meetings-qualified BTCs • Available to meetings-qualified BTCs
only only
2019-20 CO-OP PLAN OVERVIEW
SPONSORED LINKEDIN POST:
• 4 Campaigns: Fall 2019, Winter
2020, Spring 2020, Summer 2020
• Minimum Impressions
• 4 Co-Op Opportunities, 1 per flight
• Targeted Audience by Geography,
Companies, Job Titles, Groups and
Skills
• Available to meetings-qualified BTCs
only
PRINT CO-OP: WHY ADVERTISE?
49%
of travelers use print publications for
sources of inspiration when planning
travel
17.5%
of travelers rely on travel or lifestyle
magazines to plan their business and
leisure travel
Sources: Destination Analysts “State of the American Traveler, Destinations Edition” Jan 2018PRINT CO-OP BENEFITS: • Placements in premier National & Regional publications with a Vast Reach for a Minimal Cost • Targeted affluent audiences in key geographies • Top publications for reach of precise audiences: Leisure, Weddings and Meeting Planners • Lead Generation for Partners (when applicable) • Positioning around Relevant Content
CREATIVE SAMPLES: LEISURE PRINT
Fishing Biking (full page + 1/3)
DRAFT
Enjoy the top-rated resort
on Florida’s Gulf Coast.
VISIT SOUTH WALTON. COM VISIT SOUTH WALTON. COM sandestin.com/sl
877-870-5918
A F T
DR
Beach cottages and
luxury homes in Seaside, FL.
cottagerentalagency.com
866-920-0286
CATCHING SOME BLUE FISH Experience the
LEADS TO CATCHING SOME LIVE BLUES IN A SMALL BEACHSIDE JOINT award-winning difference.
rqsouthwalton.com
855-318-9314
DISCOVER THE UNEXPECTED
BY GETTING LOST AMID SIDE STREETS OF COASTAL COTTAGES Where you’d rather be.
Start planning today.
southwaltonvacation.com
With no end to the fantastical backdrops in 800-225-7652
South Walton, pedal power can take you
much further than you might imagine.
Upscale beachfront hotel
with dining, spa & more.
watercolorresort.com
888-734-9579
Enjoy the top-rated resort Luxury hotel at 63 Main Street, Beach cottages and
on Florida’s Gulf Coast. Rosemary Beach, FL. luxury homes in Seaside, FL.
sandestin.com/natgeo | 844-595-5225 thepearlrb.com | 844-475-1322 cottagerentalagency.com | 866-920-0286
MIRAMAR BEACH • SEASCAPE • SANDESTIN • DUNE ALLEN • GULF PLACE • SANTA ROSA BEACH • BLUE MOUNTAIN
MIRAMAR BEACH • SEASCAPE • SANDESTIN • DUNE ALLEN • GULF PLACE • SANTA ROSA BEACH • BLUE MOUNTAIN
GRAYTON BEACH • WATERCOLOR • SEASIDE • SEAGROVE • WATERSOUND • SEACREST • ALYS BEACH • ROSEMARY BEACH • INLET BEACH
GRAYTON BEACH • WATERCOLOR • SEASIDE • SEAGROVE • WATERSOUND • SEACREST • ALYS BEACH • ROSEMARY BEACH • INLET BEACH VISIT SOUTH WALTON. COMCREATIVE SAMPLES: LEISURE PRINT
Golf Running Paddleboarding
A F T VISIT SOUTH WALTON. COM
DR
VISIT SOUTH WALTON. COM VISIT SOUTH WALTON. COM
A F T
DR
A F T
DR
ELEVATING YOUR PULSE STANDING QUIETLY ON WATER
DODGING SAND ALL MORNING AGAINST THE WORLD’S MOST RELAXING BACKDROP BEFORE SITTING DOWN FOR SOME FRESH LOCAL CATCH
ONLY TO GET BURIED LATER BY YOUR 4-YEAR-OLD
Northwest Florida’s Enjoy the top-rated resort Luxury hotel at 63 Main Street,
largest beachfront hotel. on Florida’s Gulf Coast. Rosemary Beach, FL.
World-class architecture Where you’d rather be. Where family traditions begin.
and seaside charm. Start planning today. visithiltonsandestin.com | 844-567-2686 sandestin.com/outside | 866-932-4304 thepearlrb.com | 844-362-8367
edgewaterbeach.com | 800-822-4929 southwaltonvacation.com | 800-225-7652 saltwatervacay.com | 844-591-8937
Northwest Florida’s Where you’d rather be. Luxury vacation rentals
largest beachfront hotel. Start planning today. offering private amenities.
visithiltonsandestin.com | 844-567-2686 southwaltonvacation.com | 800-225-7652 30Avacationrentals.com | 888-723-4575
MIRAMAR BEACH • SEASCAPE • SANDESTIN • DUNE ALLEN • GULF PLACE • SANTA ROSA BEACH • BLUE MOUNTAIN
GRAYTON BEACH • WATERCOLOR • SEASIDE • SEAGROVE • WATERSOUND • SEACREST • ALYS BEACH • ROSEMARY BEACH • INLET BEACH
MIRAMAR BEACH • SEASCAPE • SANDESTIN • DUNE ALLEN • GULF PLACE • SANTA ROSA BEACH • BLUE MOUNTAIN
M I R A M A R B E AC H • S E A S C A P E • S A N D E ST I N • D U N E A L L E N • G U L F P L AC E • S A N TA R OS A B E AC H • B LU E M O U N TA I N GRAYTON BEACH • WATERCOLOR • SEASIDE • SEAGROVE • WATERSOUND • SEACREST • ALYS BEACH • ROSEMARY BEACH • INLET BEACH
GRAYTON BEACH • WATERCOLOR • SEASIDE • SEAGROVE • WATERSOUND • SEACREST • ALYS BEACH • ROSEMARY BEACH • INLET BEACHCREATIVE SAMPLES: LEISURE PRINT
Hammock
M IRAMAR BEACH • SEASCAPE • SANDESTIN • DUNE ALLEN • GULF PLACE • SANTA ROSA BEACH • BLUE MOUNTAIN GRAYTON BEACH • WATERCOLOR • SEASIDE • SEAGROVE • WATERSOUND • SEACREST • ALYS BEACH • ROSEMARY BEACH • INLET BEACH
A F T Beach and family-
DR focused ad will be
FEELING TRULY WEIGHTLESS developed and
DESPITE A LONG TRAIL HIKE AND A GOURMET GRILLED CHEESE
available for
placements beginning
in February 2020.
Luxury hotel at 63 Main Street, Upscale beachfront hotel
Rosemary Beach, FL. with dining, spa & more.
thepearlrb.com | 877-224-1519 watercolorinn.com | 888-734-9579
Set yourself adrift on the tastes, sights
and sounds that make South Walton
unlike any place on Earth. VISIT SOUTH WALTON. COM
Enjoy the top-rated resort Beach cottages and Seaside, Florida…
on Florida’s Gulf Coast. luxury homes in Seaside, FL. your coastal vacation awaits.
sandestin.com/bhg | 855-270-5105 cottagerentalagency.com | 866-920-0286 homeownerscollection.com | 855-411-15572019-20 CO-OP PLAN: LEISURE PRINT
• November/December 2019 - 275,000 circulation
• Editorial Focus: Luxury Adventure Travel
• January/February 2020 - 275,000 circulation
• Editorial Focus: “Where to Go” issue, Visit Florida issue
• 3 Partners included in Nov/Dec Full Page insertion, 3 Partners included in Jan/Feb Full
Page insertion (6 total Partner opportunities)
• Afar offers a luxury adventure travel issue and a “where to go” issue, each including
relevant content to the South Walton audience. The publication uses its editorial content
to inspire and guide affluent travelers, with an average age of 48 and an average HHI of
$401,624.2019-20 CO-OP PLAN: LEISURE PRINT
• March 2020 - 1,799,400 circulation
• Editorial Focus: Coastal Escapes issue (regional distribution)
• June 2020 - 2,000,000 circulation
• Editorial Focus: Luxury Escapes issue (upper income/high home value subscribers
only)
• 3 Partners included in March Full Page insertion, 6 Partners included in June Spread
insertion (9 total Partner opportunities)
• Better Homes & Gardens will have a Coastal Escapes issue in March, and a Luxury
Escapes special issue in June. It will have exclusive, highly relevant editorial that feeds
readers' passions for home and living well. The copy will showcase luxurious getaways
that await readers.2019-20 CO-OP PLAN: LEISURE PRINT
• May 2020 - 393,660 circulation
• Editorial Focus: Travel Issue
• 3 Partners included in a Full Page insertion
• Bon Appetit magazine is a monthly publication that inspires food-obsessed travelers to
book their next adventure. The May Travel section is a Visit Florida issue that will
highlight the best food-focused cities. The BA audience is extremely affluent with
average HHI level of $160k.2019-20 CO-OP PLAN: LEISURE PRINT
• May/June 2020 - 800,000 circulation
• Editorial Focus: Visit Florida issue
• 3 Partners included in the Full Page insertion
• Conde Nast Traveler reaches our audience members who are more likely to travel to
beach destinations and are 2.6x’s more likely to be Adults 35-64 with household income
levels of $200k or more. The Visit Florida issue will spotlight Florida and the stories of
beaches, hotels and coastal charm.2019-20 CO-OP PLAN: LEISURE PRINT
• April/May 2020 - 400,000 circulation
• Editorial Focus: Visit Florida issue
• 3 Partners included in the Full Page insertion
• Garden & Gun is a monthly publication distributed to affluent households nationally,
with over 50% of the audience being within the Southeast. The April/May 2020 issue was
selected because of the alignment with Visit Florida and the travel-relevant editorial
focus.2019-20 CO-OP PLAN: LEISURE PRINT
• May 2020 - 525,000 circulation
• 3 Partners included in the Full Page insertion
• Food & Wine is a monthly publication featuring editorial on the American epicurean
experience. The publication inspires wine and food communities and encourages
discovery through the magazine’s content. Of their readers, 82% consider food an
integral part of leisure travel.2019-20 CO-OP PLAN: LEISURE PRINT
• January/February 2020 - 950,000 circulation
• Editorial Focus: Warm Weather Getaways
• 6 Partners included in a Spread insertion
• Midwest Living is a leading bi-monthly lifestyle magazine that explores the places to go
and things to see, plus savory recipes, through the eyes of a Midwesterner. Midwest
Living is the publication Midwesterners turn to for all things travel, food, home and
garden.2019-20 CO-OP PLAN: LEISURE PRINT
• Apr/May 2020 - 500,000 circulation
• 3 Partners included in a Full Page insertion
• National Geographic Traveler inspires millions with the means and mindset to explore.
The magazine’s content shares authentic experiences with its audience, which is affluent
with an average HHI level of $88k. Of their readers, 75% are planning a domestic
vacation within the next 12 months.2019-20 CO-OP PLAN: LEISURE PRINT
• December 2019 - 2,400,000 circulation
• Editorial Focus: Favorite Things Issue
• 3 Partners included in the Full Page insertion
• O, the Oprah Magazine has been one of the top lead generators over the years. The
publication offers stories and ideas stamped with Oprah’s unique visions and implied
endorsements. The December issue is one of the most anticipated of the year, and is
distributed during a key shoulder season time.2019-20 CO-OP PLAN: LEISURE PRINT
• October 2019 - 1,144,000 circulation
• February 2020 - 1,144,000 circulation
• 5 partners in each Full Page + 1/3 Page insertions (10 total partner opportunities)
• Southern Living covers today’s South through both its geographically and editorially
targeted content. This publication often highlights South Walton on its pages and
historically generates strong leads.2019-20 CO-OP PLAN: LEISURE PRINT
• November 2019 - 300,000 circulation in Texas
• May 2020 - 300,000 circulation in Texas
• 6 Partners included in each Spread insertion (12 total Partner opportunities)
• Texas Monthly has been a top lead generator for Visit South Walton in past issues. The
subscriber audience for Texas Monthly is extremely affluent — and Texas has become an
important target market for the destination due to new air service offerings from multiple
cities.2019-20 CO-OP PLAN: LEISURE PRINT
• March 2020 - 533,000 circulation
• Editorial Focus: Regional Travel Guide
• 3 Partners included in a Full Page insertion
• Travel & Leisure readers are affluent and have chosen Florida as their #1 destination for
domestic travel in the next year.2019-20 CO-OP PLAN: WEDDINGS PRINT
• Summer/Fall Wedding and Winter/Spring issues
• Circulation: 40,000 per issue
• 3 Partners included in each Spread insertion (6 total Partner opportunities)
• Southern Bride features real Southern weddings and inspires brides-to-be with editorial that
features wedding planning trends.
• March/April and September/October 2020 issues
• Circulation: 109,161 per issue
• 3 Partners included in each Full Page insertion (6 total Partner opportunities)
• Bridal Guide is for the contemporary bride-to-be and focuses on current trends in fashion, beauty,
home design and travel. Of the readers, 45% are planning a destination wedding or honeymoon in
the continental United States. The placements recommended will also feature a full page
advertorial in the “Southeast Charm” section nationally.CREATIVE EXAMPLE: WEDDINGS PRINT An example of the Weddings Co-Op creative is included here to demonstrate how the various partner ads will be formatted in each of the Full Page placements.
2019-20 CO-OP PLAN: MEETINGS PRINT
• Winter 2020
• Circulation: 2,612 per issue
• 3 Partners included in a Spread insertion
• Aspire is the RCMA’s publication, a professional, non-profit, multi-faith organization
consisting of individuals who are responsible for planning and/or managing meetings,
tutorials, conferences, conventions and assemblies for their religious organizations.
• Spring 2020 City Guides & Citywides issue
• Circulation: 19,280 per issue
• 3 Partners included in a Spread insertion
• Connect Association, formerly Connect, is written specifically for association meeting
planners. The City Guide issue is recommended as it allows destinations and venues to
provide details about why they are a good fit for meetings and events.2019-20 CO-OP PLAN: MEETINGS PRINT
• Spring 2020 City Guides & Citywides issue
• Circulation: 13,323 per issue
• 3 Partners included in a Spread insertion
• Connect Corporate, formerly Collaborate, is written for senior-level corporate meeting planners.
This audience includes decision-makers in planning meetings and convention management,
project admin, purchasing management, event consulting and other roles.
• January 2020 Drive-in Meetings issue and April “WOW” issue (featuring corporate meetings
and Florida editorial)
• Circulation: 17,976 per issue
• 3 Partners included in each Spread insertion (6 total Partner opportunities)
• Convention South focuses exclusively on meetings in the South and provides a high
penetration in core states, making this publication extremely efficient. The readers of the
magazine are the movers and shakers of the meetings industry in the South, planning for 5 to
5,000 meeting attendees.2019-20 CO-OP PLAN: MEETINGS PRINT
• March 2020 “Florida Destination” issue
• Circulation: 50,000
• 3 Partners included in a Spread insertion
• Meetings & Conventions assists meeting and event planners focused on corporate,
associations and incentive meetings. The publication has efficient and destination-focused
editorial, with the March issue featuring Florida meetings.
• May “Beach Meetings” and August “CVB and DMO” issues
• Circulation: 55,078 per issue
• 3 Partners included in each Spread insertion (6 total Partner opportunities)
• Meetings Today is a meetings publication that targets planners of meetings, incentives
and/or conventions for corporate, association and independent tracks. The editorial
content in the publication includes coverage of meetings destinations; news and industry
commentary; updates on meeting facilities; career, technology, and food and beverage
issues; and features about meetings industry topics and market segments.2019-20 CO-OP PLAN: MEETINGS PRINT
• January/February 2020 - Visit Florida Issue and March/April “Corporate Retreats and
Incentive Experiences” issue
• Circulation: 34,500
• 3 Partners included in each Spread insertion (6 total Partner opportunities)
• Prevue reaches meeting and incentive planners on a bi-monthly basis, with 100% of the
publication’s editorial focus centering on unique experiences that destinations and resorts
have to offer.
• November 2019 “Florida Supplement” issue
• Circulation: 44,000
• 3 Partners included in a Spread insertion
• Smart Meetings is a monthly meetings publication that has circulation to meeting
planners throughout the United States and Canada. With a total circulation of 44,000, the
subscriber base is 83.3% corporate and 16.7% association.2019-20 CO-OP PLAN: MEETINGS PRINT
• November 2019 “North Florida” issue
• Circulation: 50,000
• 3 Partners included in a Spread insertion
• Successful Meetings has an audience of “meeting owners” who ultimately decide the
location, choose the venue and hire the meeting planner in many cases. “Meeting
owners” are business execs and leaders who understand the critical role meetings play
in growth and innovation, and are a key audience.CREATIVE EXAMPLES: MEETINGS PRINT
An example of the Meetings SOUTH
WA LT O N
Co-Op creative is shown to
demonstrate how the various A ! G R E AT E R ! G AT H E R I N G NATURAL BEAUTY
partner ads will be featured in
This upscale yet relaxing destination was named one of
National Geographic’s “Best Trips of 2019” – offering diverse dining,
boutique shopping, championship golf and award-winning beaches.
MEETS REFINED SOUTHERN CHARM
each Spread print placement.
With non-stop flights from 28 U.S. cities, all major
T
carriers serve two modern airports – Northwest Florida
AF
Beaches International Airport (ECP) and Destin-Fort
New for the 2019-2020 plan is
DR
Walton Beach Airport (VPS). Located right between them,
South Walton is just 25 easy miles from either.
VA R I E T Y ! W I T H ! A ! V I E W
the advertorial-esque spread, From resorts to boutique hotels, South Walton has traditional properties with a wide range of spaces to suit any gathering.
which offers each partner 35-
words, a photo and full color Located in the quaint, eclectic coastal town Sandestin Golf and Beach Resort is the Hilton Sandestin Beach Golf Resort & Spa
logo. of Rosemary Beach, The Pearl Hotel is
an intimate, 55-room boutique hotel that
celebrates the town’s distinct Southern
premier resort for meetings in Northwest
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is Northwest Florida’s largest full-service
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Conveniently located on Florida’s picturesque Gulf Coast, South Walton creates the ideal blend of high-end and low-key.
Whether for an intimate retreat or a large-scale convention, we offer over 130,000 square feet of diverse meeting space, and a
wide range of accommodations from boutique hotels to full-scale resorts. And after the meeting, our 16 beach neighborhoods have
activities to please all visitors – ecotourism, eclectic eateries, festive nightlife, or simply some down time on the sugar-white sand.
MEETINSOUTHWALTON .COM
MIRAMAR BEACH • SEASCAPE • SANDESTIN • DUNE ALLEN • GULF PLACE • SANTA ROSA BEACH • BLUE MOUNTAIN BEACH
ThePearlRB.com • !."##."$#.%&'( Sandestin.com • !."))."(%.#*$' HiltonSandestinBeach.com • "(&.*$#.%(&& GRAYTON BEACH • WATERCOLOR • SEASIDE • SEAGROVE • WATERSOUND • SEACREST • ALYS BEACH • ROSEMARY BEACH • INLET BEACHONLINE CO-OP: WHY ADVERTISE?
59% of Leisure Travelers use mobile phones as a
source to plan personal trips
Travelers spend an average of 53 days visiting 28 different
websites to plan their vacations.
50%+ of Leisure Travelers use social media for
travel planning
Sources: Destination Analysts “State of the American Traveler, Destinations Edition” Jan 2018, Travel Trends “Travelers
Overwhelmed as Funnel Becomes Pretzel”ONLINE CO-OP BENEFITS: • Two (2) placements and packages available for differing budget levels • Opportunity for non-BTC participation • Guaranteed leads per partner, with past historical lead performance outperforming the minimums • Over 100+ top national websites with high historical performance statistics • Opportunity to be ONLY Co-Op partner in a banner ad • Customized ad creative available as a partner asset • Continual campaign monitoring and optimization to ensure results • Trackability: Interactive reporting is provided to each of the partners upon completion of each campaign
2019-20 CO-OP PLAN: LEISURE ONLINE BANNERS Partners will have the opportunity to buy into the TDC's online digital buy with co-branded ads that highlight individual partners in banner ad units. There will be four campaigns available to participate in - Fall 2019, Winter 2020, Spring 2020 and Summer 2020 These banner ads will run on hundreds of top-performing websites and ad networks that reach an affluent audience in Visit South Walton's top target markets.
LEISURE ONLINE CO-OP PACKAGE OPTIONS: Package 1: $900 per campaign (Fall 2019, Winter 2020, Spring 2020 or Summer 2020) Guaranteed a MINIMUM of 1,000 leads (clicks) per partner to custom landing page on VisitSouthWalton.com Package 2: $1,800 per campaign (Fall 2019, Winter 2020, Spring 2020 or Summer 2020) Guaranteed a MINIMUM of 3,000 leads (clicks) per partner to custom landing page on VisitSouthWalton.com *Co-Op partner may only choose to participate in Interactive Package 1 OR Interactive Package 2 during any given flight.
2019-20 CO-OP PLAN: LEISURE ONLINE BANNERS
Banner ads will appear on more than 100+ websites and networks, examples
include:
Visitors to the site indexed high for the target audience likely to travel to
South Walton.
Targeted audience platform with access to traveler data through partnerships
with leading online travel agents, airlines and hotel companies. Ads target
travelers who have searched, booked or previously visited South Walton or
competitor beach destinations.
Mobile/Tablet ad platform that reaches a top-tier affluent consumer by targeting
the top 5% HHI neighborhoods within the target markets. Example sites within
this platform include:CREATIVE EXAMPLES: LEISURE ONLINE BANNERS Below are a few examples of the banner ad creative to demonstrate how the various partner ads will be formatted in each of the Leisure Online Co-Op Banner ad placements.
WEBSITE SAMPLE: LANDING PAGE
Below is an example of the partner landing pages on the new VisitSouthWalton.com. The online
banners will click through to this listing page and not through the book direct platform. This page
offers consumers more information about the partner and links out to partner websites.
Description
Partner Hero Image and Information
Image GalleryFACEBOOK CO-OP: WHY ADVERTISE? • Opportunity to be ONLY Co-Op partner in Facebook ad. • Align with the South Walton destination and their strong social following on Facebook (300,000+ followers). • Receive interactive reporting upon completion of each campaign. • Guaranteed a MINIMUM of 1,000 clicks per partner to custom landing page on VisitSouthWalton.com.
2019-20 CO-OP PLAN: WEBSITE CLICK AD • Partner’s Facebook website click ads will drive traffic to the Partner’s custom landing page on the new Visit South Walton website. • $600 per campaign - Fall 2019, Winter 2020, Spring 2020 or Summer 2020 • Ads will be targeted to the affluent South Walton audience on cross-platform devices within the specific target markets. • An example of a website click ad is shown for reference.
2019-20 CO-OP PLAN: LEAD GENERATION Visit South Walton will now offer custom Facebook Lead Generation campaigns for Partners on Facebook and Instagram. • Digital promotion via paid social media with targeting capabilities. • Partner’s Facebook lead generation ads will collect 300 qualified email addresses. • $1,200 per bi-monthly flight — Oct-Nov 2019, Dec 2019-Jan 2020, Feb-March 2020, April-May 2020, June-July 2020, Aug-Sept 2020 • Ads will be targeted to the affluent South Walton audience on cross-platform devices within the specific target markets.
2019-20 CO-OP PLAN: TRIPADVISOR • According to Comscore, TripAdvisor is a top ranked travel site for the Visit South Walton audience • Users in the U.S. interested in beach vacations will be served the ad after the second organic listing on the page • Guaranteed 200,000 impressions • $900 per campaign - Fall 2019, Winter 2020, Spring 2020 or Summer 2020 • 3 Partner opportunities per flight (12 total)
2019-20 CO-OP PLAN: AMAZON • New offering in VSW FY19-20 Co-Op Plan • Amazon Fire Tablet placement reaches travelers during the inspiration stage of travel while they are in a leisure mindset • Targeting capabilities include age, household income, and relevant lifestyle segments based on Amazon purchase, including: leisure travelers, active and healthy living, purchases of Florida travel books and luggage • Guaranteed 600,000 impressions • $3,000 per campaign - December 2019 and January 2020 • 2 Partner opportunities available (one-month flights)
2019-20 CO-OP PLAN: MEETINGS ONLINE BANNERS Meetings-eligible partners will have a new opportunity to buy into the TDC's meetings display ad package which will utilize programmatic ad platforms to target specific meeting planner audiences. $750 per campaign — Fall 2019, Winter 2020, Spring 2020 and Summer 2020 8 total partner opportunities Meetings online banners will link to the partner’s custom landing page on VisitSouthWalton.com.
2019-20 CO-OP PLAN: MEETINGS DEDICATED EMAIL Meetings-eligible partners will have a new opportunity to be highlighted within a custom email targeted to Northstar Meetings Group’s database of 20,000, which includes Meetings & Conventions, Successful Meetings, Meetings News, Incentive and MeetingMentor. $1,000 per email — months to be dictated by partner need 4 total partner opportunities Meetings emails will link to the partner’s custom landing page on VisitSouthWalton.com.
2019-20 CO-OP PLAN: MEETINGS LINKEDIN ADS Meetings-eligible partners will have a new opportunity to buy into the TDC's LinkedIn advertising targeting meeting planners through geography, companies, job titles, groups and skills. Guaranteed 50,000 impressions $600 per campaign — Fall 2019, Winter 2020, Spring 2020 and Summer 2020 4 total partner opportunities
VISITOR GUIDE CO-OP: WHY ADVERTISE
21% of visitors viewed a Visitor Guide before
traveling to South Walton
24% of U.S. travelers used an official destination
travel guide in trip planning
Sources: Miles Media “The Value of Print”, 20172019-20 CO-OP PLAN: VISITOR GUIDE Available in print and online Distributed at the Visitor Center, local businesses, trade shows, in- market events and out-of-market brand activation events as well as directly mailed to consumers Multiple ad sizes: Spread, Full Page, Half Page and Quarter Page
CREATIVE EXAMPLES: VISITOR GUIDE As part to the co-op print options, there will be an opportunity to have a display ad in the 2020 South Walton Beach Travel Guide.
2019-20 CO-OP MEDIA PLAN: PRINT
2019-20 CO-OP MEDIA PLAN: DIGITAL
KEY PARTNER INFORMATION Partners will be required to provide minimal creative elements such as logos and business URLs in a timely fashion. Invoice will be issued August 1, 2019. Complete payment is due within 15 days of receiving the invoice. If full payment is not received within 15 days of the invoice, your ability to participate in other paid programs will be at the discretion of the TDC.
2019-20 CO-OP PROGRAM DEADLINES • June 24, 2019: Partner Program sales open at 9 am CST • June 28, 2019: Partner Program sales close at 4 pm CST • July 11, 2019: Partners will be notified of received co-op placements based on submitted requests • July 18, 2019: Signed contracts to be returned to agency • August 1, 2019: Partners will receive invoice for program Prior to the sales period, contact Kelli Carter at kelli@visitsouthwalton.com or (850) 622-7812 with questions. For questions after the sales period opens, contact Kate Lundin or Katherine Andry at our agency of record at vswpartners@z-comm.com or (504) 558-7778.
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