ADVERTISING OPPORTUNITIES 2021 - WEB | EMAIL - VISIT PHILADELPHIA
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VISIT PHILADELPHIA
ADVERTISING
OPPORTUNITIES
2021
WEB | EMAIL
A MESSAGE FROM
VISIT PHILADELPHIA & MILES PARTNERSHIP
I n 2019, our five-county marketing region welcomed a record 46 million visitors, marking the 10th consecutive
year of growth. That year also brought in a record $7.64 billion in visitor spending and supported 105,460 visitor-
supported jobs. Then came 2020 and with it COVID-19, bringing the worldwide travel industry to an abrupt and
devastating halt. That meant significantly fewer people visited our destination and website last year. In 2021,
Greater Philadelphia’s recovery begins in earnest, and we’re working closely with our industry partners to bring
back visitors, jobs and the economic impact that is so important to our economy.
The tourism and website visitation statistics on the following pages display 2019 data because it shows the
awesome results of our work during pre-pandemic times when people could travel freely. While 2020 website
traffic and engagement has been down year-over-year, usage of visitphilly.com has rebounded each month during
the pandemic — a 160% increase since mid-March. Despite the pandemic, we have been able to deliver strong
results for our advertising partners. Visitphilly.com remains one of the most visited U.S. city destination websites,
according to similarweb.com.
Advertising with VISIT PHILADELPHIA continues to
be a solid investment for your business, and we are
eager to help you grow it in 2021 and beyond.
Thank you for your consideration, and please contact Abby Siegel-Greenberg (abby.siegel@milespartnership.com)
with any questions and for next steps on how to become a part of our proven advertising program.
VISIT PHI L ADE LPHI A A b b y S i egel -G reen b erg • 6 1 0 - 2 9 1 - 3 4 24 • A b b y. S i e g e l @ m i l e s p ar t n e r s h i p . c o m 1
REAC H OVER 11. 2 M
Q u a l if ie d L e i sure V i si tor s ac ross
Ph il a d e l p h ia’s Le i sure C h an n e ls
WEB:
10.9M
pages 5-8
EMAIL:
270,000
pages 9-11
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VISIT PHI LADELPHI A®
AT-A- GL A N CE
REACH
11.2M+
QUALIFIED
LEISURE
VISITORS
WEB: 10.9M EMAIL: 270,000
pages 5-8 pages 9-11
10.9M visits
17.2M page views
13.5% Open Rate
ENGAGEMENT 2.3M+ clicks to partners websites
CTR varies by ad position
IN 2019
75% of website visitors arrive via - please inquire
organic search because they are
looking for things to do in the region
TOURISM $7.6 Billion 15.6 Million
46 Million
NUMBERS Annual Visitors
Annual Visitor Overnight
IN 2019 Spending Leisure Visitors
DOMESTIC: TOP 6
TOP MARKETS Philadelphia; New York; Washington, DC; Boston,
Harrisburg-Lancaster-Lebanon-York, PA; Wilkes Barre-Scranton, PA
DEMOGRAPHIC
Gender Higher Education $100K+ Income Age 18-44
57% Female 66% 26% 60%
43% Male
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VISIT PHI LADELPHI A®
PAID M A RK ET IN G
ONLINE TV
VISIT PHILADELPHIA® is our name and our mission. As the region’s
official tourism marketing agency, we build Greater Philadelphia’s image,
drive visitation and boost the economy.
TRAVELE R RES EA RCH
Travel
Planning
Process
DREAM PLAN ZMOT BOOK SHARE REPEAT
Zero Moment of Truth:
When Consideration becomes Action
Media
Usage
SOCIAL DMO TABLET MOBILE REVIEWS
MEDIA WEBSITE 34% 58% AND UGC
48% 31% 46%
Uses 38+ Sites to plan
For more research and whitepapers, visit milespartnership.com/research
Source: Destination Analysts The State of the American Traveler 2008-2018
VISIT PHI L ADE LPHI A A b b y S i egel -G reen b erg • 6 1 0 - 2 9 1 - 3 4 24 • A b b y. S i e g e l @ m i l e s p ar t n e r s h i p . c o m 4
vis itphil l y. com
Philadelphia’s official destination website
BANNER ADVERTISEMENT QUICK STATS
10.9 Million visitors
TOTAL POTENTIAL
BUDGET CPM PAID FLUID REWARDS 17.2 Million page views
IMPRESSIONS IMPRESSIONS
$1,000 $10 100,000 100,000 4 REASONS TO PARTNER
$1,800 $9 200,000 200,000 1. Reach an incredibly qualified
$2,400 $8 300,000 300,000 audience across all devices
$3,500 $7 500,000 500,000 2. Benefit from a tailored
campaign strategy
$7,000 $7 1,000,000 1,000,000
3. Laser-target your customer
$14,000 $7 2,000,000 2,000,000
4. Increase ROI
NATIVE ADS ON CATEGORY GRIDS
Monthly and Quarterly Rates Available - see page 6
INTERSTITIAL PROGRAM
$5,000 per month - see page 7
VISIT PHI L ADE LPHI A A b b y S i egel -G reen b erg • 6 1 0 - 2 9 1 - 3 4 24 • A b b y. S i e g e l @ m i l e s p ar t n e r s h i p . c o m 5
BANNER ADVERTISING
Visitors to visitphilly.com viewed more than 17.2 million pages
in 2019 while planning their trip. Banner ads allow you to target
your message by site content, season or geography and our
impressions-over-time model, along with our monthly reporting,
allow you to control your exposure and return.
VISITPHILLY.COM
10.9M VISITORS 17.2M PAGE VIEWS
COSTS
IMPRESSIONS* RATE
100,000 $1,000
200,000 $1,800
BANNER
300,000 $2,400
500,000 $3,500
1,000,000 $7,000
2,000,000 $14,000
* Includes both Ad Units shown to the left
ABOUT
Additional impression packages are available.
We can accommodate any budget and impressions request
based upon inventory availability.
RECTANGLE
VISIT PHI L ADE LPHI A A b b y S i egel -G reen b erg • 6 1 0 - 2 9 1 - 3 4 24 • A b b y. S i e g e l @ m i l e s p ar t n e r s h i p . c o m 6
VISITPHILLY.COM NATIVE ADS
ON CATEGORY GRIDS
Your message will be displayed 1
CATEGORY LANDING PAGES
100% of the time during your
campaign on major, top level Your message will show up in
pages next to organic editorial rotation between two integrated
content; and will be hyper- native placements on hyper-targeted
targeted to specific categories “micro-channels.”
such as Attractions, Food & Drink
and Shopping. Your message will 1
2 HOME PAGE
also rotate on the respective home
CATEGORY BLADE
page category content blade. You will be in rotation on a “parent-
channel” home page content blade
This high-impact visual for the duration of your campaign.
placement offers strong branding
and contextual alignment that
from launch is seeing average
click-through rates of more than
1% – 10x higher than traditional
banner ads. Offered on a first-
come, first-served basis with
pre-approval needed to participate.
2
QUARTERLY RATE
CHANNELS MONTHLY RATE HOME PAGE BLADE
(3 MOS. CONSECUTIVE MAX)
Events $3,000 $7,650 Events
Holidays $2,000 $5,100 Events
Attractions/Museums $2,145 $5,470 Things to Do
Family $800 $2,040 Things to Do
LGBTQ $475 $1,200 Things to Do
Live Music, Theater/Dance $850 $2,165 Things to Do
History $500 $1,275 Things to Do
Parks and Outdoors $800 $2,040 Things to Do
Shopping $750 $1,900 Things to Do
Tours $700 $1,785 Things to Do
Sports $700 $1,785 Things to Do
Neighborhoods $775 $1,976 Things to Do
Cheesesteaks $800 $2,040 Food & Drink
Food & Drink $1,825 $4,650 Food & Drink
Nightlife $1,950 $4,975 Food & Drink
Hotels $2,000 $5,100 Hotels
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INTERSTITIAL ADVERTISING
100% SHARE OF VOICE
This is a high-impact static visual
placement takeover advertisement
with 100% SOV.
HOW IT WORKS:
1. When site visitors reach the
50% mark on the page, your
high-impact takeover
advertisement becomes an
overlay on the page.
2. The visitor can close only by
clicking X, or escape key.
3. Drives visitors directly to your site.
4. Appears only on desktop and laptop.
DRI
TRAFVES
CONSIDER THIS:
TO
FIC
Y
Interstitial ads are one of the most S I T E OUR
TO O
effective ad formats offering HIGH !
IMPACT with 100% share of voice.
They are ads that cover the interface
of the visitphilly.com site — displayed
at the 50% mark on the page.
RATES:
Per Month: $5,000
VISIT PHI L ADE LPHI A A b b y S i egel -G reen b erg • 6 1 0 - 2 9 1 - 3 4 24 • A b b y. S i e g e l @ m i l e s p ar t n e r s h i p . c o m 8
VISIT PHIL ADELPHIA
EMAIL PROGRAMS
COSTS QUICK STATS
ITEM RATE Leisure Email
LEISURE EMAIL 13.5% Open Rate
Featured Content $2,500 Custom Email
Featured Partner $800 100% Share of Voice (SOV)
Featured Deal $400 Average CPCs in low $2 range
CUSTOM EMAIL
Custom Email, 100% SOV $8,750
VISIT PHI L ADE LPHI A A b b y S i egel -G reen b erg • 6 1 0 - 2 9 1 - 3 4 24 • A b b y. S i e g e l @ m i l e s p ar t n e r s h i p . c o m 9LEISURE EMAIL
The bi-monthly visitphilly.com emails go out to 270,000+ subscribers
once at the beginning of the month and once in the middle of the month.
Every month subscribers who are actively making travel plans are inspired
with rich stories showcasing what to see and do in Philadelphia.
270K+ 13.5%
Featured
Partner
SUBSCRIBERS OPEN RATE
COSTS
ITEM RATE
Featured Content $2,500
Featured Partner $800
Featured Deal $400
ABOUT
• Partners are showcased in a native format, integrated
into the content.
• Clicks are driven directly to your site with a campaign
tracking code, or partner provided UTM code, allowing you
to measure results.
Featured • Responsive design allows for seamless
Content access across digital platforms: mobile,
tablet and desktop.
• Creative Best Practices: Use your most compelling image;
Featured
Deal create a tagline that attracts attention and bring the user
into the experience through your copy.
VISIT PHI L ADE LPHI A A b b y S i egel -G reen b erg • 6 1 0 - 2 9 1 - 3 4 24 • A b b y. S i e g e l @ m i l e s p ar t n e r s h i p . c o m 10CUSTOM EMAIL
Receive 100% share of voice with a dedicated email message to our
organic email database of 270,000+ subscribers. We will work with
you to customize a compelling message that will maximize your return
and drive clicks to your website. Inventory is currently limited to three
custom emails per month.
100% SHARE OF VOICE
Large billboard
image for branding COSTS
ITEM RATE
Custom Email $8,750
ABOUT
• Dedicated email about your business to our
audience
• 100% share of voice
• C
ompelling customized message that will
Multiple call-to-action
maximize your return
buttons to drive clicks • Limited inventory
• Reach 270,000+ subscribers
VISIT PHI L ADE LPHI A A b b y S i egel -G reen b erg • 6 1 0 - 2 9 1 - 3 4 24 • A b b y. S i e g e l @ m i l e s p ar t n e r s h i p . c o m 11RATE CARD
WEB: visitphilly.com RATE SEE PAGE:
BANNER ADVERTISING
100,000 Impressions $1,000
200,000 Impressions $1,800
300,000 Impressions $2,400 5
500,000 Impressions $3,500
1,000,000 Impressions $7,000
2,000,000 Impressions $14,000
NATIVE GRID RATE SEE PAGE:
CHANNELS MONTHLY RATE
Events $3,000
Holidays $2,000
Attractions/Museums $2,145
Family $800
LGBTQ $475
Live Music, Theater/Dance $850
History $500
Parks and Outdoors $800 7
Shopping $750
Tours $700
Sports $700
Neighborhoods $775
Cheesesteaks $800
See page 7 for
Food & Drink $1,825 additional discounts
for consecutive run
Nightlife $1,950 options if inventory
Hotels $2,000 is available.
INTERSTITIAL RATE SEE PAGE:
Ad Unit $5,000 per month 8
EMAIL RATE SEE PAGE:
LEISURE EMAIL
Featured Content $2,500
9
Featured Partner $800
Featured Deal $400
CUSTOM EMAIL
11
Custom Email $8,750
VISIT PHI L ADE LPHI A A b b y S i egel -G reen b erg • 6 1 0 - 2 9 1 - 3 4 24 • A b b y. S i e g e l @ m i l e s p ar t n e r s h i p . c o m 12You can also read
