CHICAGO 2020-2021 LEISURE VISITOR OFFICIAL ADVERTISING OPPORTUNITIES
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
The most effective
partner for your visitor
marketing efforts,
geared toward leisure
visitors, meetings/
convention planners, and
group travelers.
CHICAGO 2020-2021 LEISURE VISITOR
OFFICIAL ADVERTISING OPPORTUNITIES:
Print Guides • Digital Guides
Website • eNewsletters
DRIVES VISITORS
WELCOME HOME
CAMPAIGN RESULTS
$5.3M
TOTAL MEDIA INVESTMENT
$1.2 BILLION
ECONOMIC IMPACT
(+44% from 2017)
$238
RETURN ON MEDIA INVESTMENT
929,269
INCREMENTAL TRIPS GENERATED
(+22% from 2017)
58.4 MILLION
AVERAGE IMPRESSIONS DELIVERED PER MONTH
(+37% from 2017)
$6.49
HOTEL TAX RETURN
ON INVESTMENT
2 2
VISITOR INSIGHTS
TOURISM IS BIG BUSI N ESS TO C HI C AG O
ANNUAL VISITATION ANNUAL SPENDING
57.7 MILLION $16 BILLION
TOP 1 2 4
INTERNATIONAL MARKETS
1. Canada 5. France
6
3 7
2. United Kingdom 6. China 5
3. Mexico 7. India
4. Germany
TOP
DOMESTIC MARKETS
1. Michigan 6. New York
2. California 7. Ohio
3. Indiana 8. Florida
4. Texas 9. Minnesota
5. Wisconsin 10. Missouri
60% of US Travelers Plan to travel more in 2021 than in 2019
3
THE HYPER-INFORMED TRAVELER
The 2018 US traveler is more informed and uses more media and sources of information than ever before in
the history of travel.
That’s why Miles funds independent research bi-quarterly to help our clients make the most of their
marketing dollars. Sign up for our email to stay informed at milespartnership.com.
STATE OF THE AMERICAN TRAVELER RESEARCH HIGHLIGHTS
54% 31%
PRINT DMO WEBSITE
Highest since 2007! Uses 38+ sites
48% 34%
SOCIAL MEDIA TABLET
Offer free Wifi to Only 9% use apps
encourage sharing
46% 58%
REVIEWS & USER- MOBILE
GENERATED CONTENT
Build a responsive site
Manager your reputation (link to our white paper
in digital version)
RISING MEDIA USE BY TRAVELERS (2008-2018)
4
TOP 5 REASONS TO PARTNER WITH
CHOOSE CHICAGO
1 3
REACH AN INCREDIBLY QUALIFIED LASER TARGET YOUR CUSTOMER
AUDIENCE ACROSS ALL DEVICES We can help you reach your audience at
As the calls to action for Choose Chicago’s the right time, with the right message, with
marketing initiatives, ChooseChicago.com the right media, on the right device.
and the Official Visitors Guide are important
travel-planning tools that bring our
4
wonderful city to life.
INCREASE ROI
Our team of experts will help optimize your
campaigns so you realize maximum results.
2 BENEFIT FROM A TAILORED
5
CAMPAIGN STRATEGY RECEIVE REWARD ADVERTISING
We work hand in hand with our advertisers Advertisers with an integrated presence
to customize campaign strategies that in the Official Visitors Guide and on
utilize multiple media outlets. ChooseChicago.com qualify for the
Customer Rewards Program.
DEMOGRAPHIC PROFILE
AWARDS
WORLD’S BEST CITY
FOR HAVING IT ALL
Time Out, January 2018
Gender Age Education
68% Female Under 25: 20% 52% College READER’S CHOICE AWARDS:
32% Male 25-34: 34% 21% Grad School BEST BIG CITY IN THE U.S.
35-44: 19%
Conde Nast Traveler,
45-54: 13% October 2017, 2018, 2019, & 2020
MICHELIN STARS
AWARDED TO 25
CHICAGO RESTAURANTS
Michelin
DESTINATIONS WITH
HHI 41% EXCELLENCE IN TOURISM: BEST
$95K Travel with TOURISM MARKETING
Children
Illinois Office of Tourism Honors, 2018
5
REACH 12 MILLION
QUALIFIED LEISURE VISITORS ACROSS THREE CHANNELS
3.1M 118K+
Print & Digital Email Reach
Reach
8.3M
Web Reach
619K+ Facebook:
368K+ likes
Instagram:
251K+ followers
Social Reach
6
CHICAGO OFFICIAL VISITORS GUIDE
THE ONLY OFFICIAL PRINT GUIDE FOR THE CHOOSE
CHICAGO’S MULTI-MILLION DOLLAR MARKETING EFFORTS.
CIRCULATION: 250,000 ANNUAL COPIES
Polybag Programs: Highly targeted audience in key national
and regional markets: Detroit, Indianapolis, Milwaukee and
St. Louis.
Direct-Request: Sent directly to visitors upon request, prior
to their arrival in Chicago.
In-Market: Distributed in high-traffic locations, including Navy
Pier, McCormick Place, O’Hare and Midway Airports, Visitor
Information Centers and hotels.
Integrated Reach: Digital and iPad App versions available.
VIRTUAL GUIDE
PEOPLE TRUST & RESPOND TO PRINT Visits: 66,681
Trust: 70% of magazine readers trust magazines but only Page Views: 2,558,695
30% of social media users trust social media iPad App Downloads: 22,816
Response: 81% of people have bought an item or visited a
place after reading about it in a magazine
RATES
2.5M
SIZE COST PAGE VIEWS
Full Page............................................................. $12,500
1/2 Page................................................................$8,500
1/4 Page............................................................... $4,500
Full Page Co-Op.............................................. $12,500
Half Page Co-Op............................................... $7,200
Quarter Page Co-Op....................................... $3,600
Photo Business Listing........................................$750
PREMIUM PLACEMENT
Back Cover........................................................$16,000
Inside Front Cover.......................................... $15,500
Page 1................................................................... $15,500
Table of Contents............................................ $15,500
Inside Back Cover........................................... $13,500
7
CHICAGO’S OFFICIAL WEBSITE
CHOOSECHICAGO.COM
8.3M
VISITS
ONLINE VISITORS OVERVIEW
3,818,000 8.3M VISITS
DESKTOP VISITORS 4.7M VISITS ON MOBILE (+23% FROM 2017)
3,735,000 19M PAGE VIEWS
TABLET VISITORS
747,000 2 MINUTES, 37 SECONDS
MOBILE VISITORS AVERAGE TIME ON SITE
8
8
NATIVE BANNER ADS
Visitors to ChooseChicago.com viewed over 16.8 million pages in 2018 while planning their trip. Banner ads
allow you to target your message by site content, season or geography. Our impressions-over-time model,
along with our monthly reporting, allow you to control your exposure and return.
AD UNITS
These formatted, native units are integrated into
the content of the page and drive a high CTR.
8.3M
VISITS
A 728x90
B 300x250
REWARDS (FREE ADVERTISING!) A
Partners who also have an ad in the printed
Official Visitors Guide, will receive a FREE, run-of-
site campaign that runs the duration of your paid
campaign. You can up-to-double your return.
RATES
Your free campaign will run until
either your end date, or until your purchased
number of impressions have been reached.
IMPRESSION NET RATE CPM
COUNT
20,000 $540 $27
50,000 $1,250 $25
B
125,000 $2,875 $23
250,000 $5,250 $21
A
B
9
HOMEPAGE BILLBOARD ADS
This exclusive opportunity to laser-target the ChooseChicago.com audience is reserved for only 4 partners
per quarter at a time. Your message will be displayed 100% of the time of your campaign on major, top level
pages amid organic editorial content, hyper-targeted down to specific categories including Attractions,
Things to Do, Dining, Shopping and more. This high-impact visual placement offers strong branding and
contextual alignment. Offered on a first-come, first-served basis.
AD UNITS
These formatted, native units are integrated into
the content of the page and drive a high CTR.
A 970x250
REWARDS (FREE ADVERTISING!)
Partners who also have an ad in the printed
Official Visitors Guide, will receive a FREE, run-of-
site campaign that runs the duration of your paid
campaign. You can up-to-double your return.
RATES
TIME PERIOD RATE
Per Quarter $4,250
A
10SPONSORED CONTENT ON BLOG PAGE
Having quality content on your website is the number one way to drive organic traffic directly to your
site. Leverage the expertise of our editorial team who will write an article featuring your experience. Your
content will be featured on ChooseChicago.com for one year. You also own the content for use on your site
indefinitely, which will continue to drive organic traffic to your site.
CUSTOM CONTENT CREATION
1. Experiential Article on ChooseChicago.com
Our editorial team will craft an experiential
article, conducting keyword research to ensure
you get the most lift.
2. Article Promotion
Your article will live on ChooseChicago.com
for one year and is promoted through House
Banner ad inventory.
RATES
ITEM RATE
Sponsored Content Creation $4,250
& Promotion
11SOCIAL MEDIA PROGRAM
This new, exclusive opportunity is perfect for partners looking to expand their content reach and target
a new, highly-qualified audience. Through Choose Chicago’s diligent content management and growth
over time, Chicago’s social media presence continues to grow steadily, and has amazing engagement. This
program offers competitive pricing that is affordable for any budget in this pilot year.
Reach
almost
619K Facebook: Instagram:
368K+ 251K+
followers
people followers
SPECS
Two Programs: Facebook & Instagram
ITEM COST
One Post $700
Two Posts $1,300
Quarterly Posts $2,500
Featured in both programs +$300
Bonus: For Meetings partners, pay for Facebook and
get featured on @MeetinChicago for free!
12ENEWSLETTER
Reach engaged and active travel-planners!
BI-MONTHLY ENEWSLETTER 118K+
Reach an engaged and active travel-planning OPT-INS
audience. Every other month, subscribers are
inspired with rich stories showcasing what to see
and do in Chicago.
DRIVE THIS QUALIFIED AUDIENCE TO
YOUR SITE
• Partners are showcased in a native-format,
integrated into
the content.
• Clicks are driven directly to your site with
a campaign tracking code, allowing you to
measure results.
• Responsive design allows for seamless access
across digital platforms: mobile, tablet and 29%
desktop. OPEN RATE
CREATIVE BEST PRACTICES
Use your most compelling image; create a tag-line
that attracts attention and bring the user
into the experience through your copy.
RATES
A Formatted Partner Ad.................................... $1,200
B Sponsored Content............................................$950
C Display Ad..............................................................$650
A
C C
B
Responsive Email Format:
Optimized for multi-device viewing!
13DEDICATED EBLAST
Reach our highly engaged database with 100% share of voice, driving all clicks to your site.
DEDICATED EBLAST
• Reach 118,000+ subscribers with 100% SOV.
• The custom email yields an incredible
22% open rate.
• CPC is $1.80 on average.
• Option to submit your own HTML, or use our
Choose Chicago branded template.
• Limited availability; first come, first served.
RATES
Custom Email.........................................$3,500 per email
100%
SOV
14THE NUMBERS DON’T LIE
PRINT + DIGITAL = POWERFUL TOGETHER
A combination that Print provides inspiration;
A symbiotic relationship
drives purchase Digital provides information
PAPER-BASED READING
• More focused attention, less distraction
76% OF READERS SAY: • Higher comprehension and recall
“I’ll discover something in • Stimulates emotions and desires
a magazine and then go online • Preferred by majority (even millennials)
for more information.” • Drives sensory involvement which
contributes to reader impact
• Slower reading speeds
AVERAGE BRAND LIFT DUE TO EXPOSURE
Digital Alone Delta Digital + Print Delta
11 11
10 10
8
5 5
4 4
3
Aided Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Delta refers to the percent change between the ad-exposed group vs. a non-exposed group. For purchase intent, among the print + digital group, there was a lift of 11
points when comparing those who saw the ad vs. those who didn’t. Digital alone only increased 4 points. Source: Millward Brown 2007-2015.
15PACKAGES
Packages with an integrated approach to hit all Choose Chicago visitors through print, web and email campaigns.
PACKAGE A
• Official Visitors Guide Ad SIZE COST
• Feature Partner & Formatted Banner ads on Full Page $15,500
Visit Channel-ChooseChicago.com (200K paid +
200K free rewards = 400K total impressions)
Half Page $11,850
• Leisure Custom Co-op email (118,000
subscribers) Quarter Page $7,800
PACKAGE B
• Official Visitors Guide Quarter Page SIZE COST
• Feature Partner & Formatted Banner ads on Visit Full Page $14,100
Channel-ChooseChicago.com (125K paid + 125K
free rewards = 250K total impressions)
Half Page $10,500
• Leisure Custom Co-op email (118,000
subscribers) Quarter Page $6,900
PACKAGE C
• Official Visitors Guide Quarter Page SIZE COST
• Feature Partner & Formatted Banner ads on Visit Full Page $12,500
Channel-ChooseChicago.com (50K paid + 50K
free rewards = 100K total impressions)
Half Page $8,900
• Leisure Custom Co-op email (118,000
subscribers) Quarter Page $5,500
Add a dedicated email blast to any package for just $2,900
16PROGRAM AT-A-GLANCE
REACH OVER 12 MILLION QUALIFIED VISITORS
THROUGH PRINT, WEB, AND EMAIL PROGRAMMING.
OFFICIAL MEETING TRAVEL
VISITOR GUIDE PROFESSIONALS GUIDE PROFESSIONALS GUIDE
B
TRAVEL PROFESSIONALS GUIDE CHOOSECHICAGO.COM
3.1M 680K+ 350K+
72 HOURS
Total Reach Total Reach Total Reach
IN CHICAGO
CULTURAL HITS & URBAN ADVENTURES
B
TRAVEL PROFESSIONALS GUIDE CHOOSECHICAGO.COM
72 HOURS
IN CHICAGO
CULTURAL HITS & URBAN ADVENTURES
SUGGESTED SEASONAL ITINERARIES
CHICAGO FOR SENIOR & STUDENT GROUPS | CHICAGO MUST-SEES
SUGGESTED SEASONAL ITINERARIES
CHICAGO FOR SENIOR & STUDENT GROUPS | CHICAGO MUST-SEES
Delivered through a combination Delivered through a combination Delivered through a combination
of print and digital distribution. of print and digital distribution. of print and digital distribution.
starting at $4,500 starting at $500 starting at $6,000
CHOOSECHICAGO.COM BI-MONTHLY ENEWSLETTER
starting at $540 starting at $650/month
TO PARTICIPATE IN THE 2020-2021 PROGRAM CONTACT:
SEBRINA WILLIAMS
Travel Media Sales & Marketing Executive
Cell: 773-616-8176
Email: Sebrina.Williams@MilesPartnership.com
Sebrina works directly with advertisers to create customized marketing plans and
share the many benefits of advertising in Choose Chicago products—print and digital.
800.683.0010 • milespartnership.com
Official Brand USA Marketing Partner
facebook.com/meetmiles • twitter.com/meetmilesYou can also read
