FY22 INDUSTRY ADVERTISING CO-OP - JUNE 2021
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FY22 INDUSTRY
ADVERTISING CO-OP
JUNE 2021
vatc.org/partneradvertising
MEET THE
BRAND TEAM
LINDSEY NORMENT SARAH HAUSER
Brand Director Creative Specialist
lnorment@virginia.org shauser@virginia.org
LEAH REAMS RYAN TRAPP
Brand Manager Art Director
lreams@virginia.org rtrapp@virginia.org
ALI ZAMAN
THE MARTIN AGENCY Art Director
VTC’s Agency of Record azaman@virginia.org
PROGRAM OVERVIEW
ANNUAL PROGRAM • Maximize value to partners • Provide flexible solutions • Simplify the process • Drive tangible results
VTC CO-OP
OBJECTIVES
Provide a mix of media channels Inspire participation through Deliver turnkey opportunities
that will help drive awareness incentivized reimbursement to provide ease of use.
and consideration of your brand, offerings and increased
product or destination. education.
THE ROLE
OF MEDIA
TV ⠂RADIO ⠂OUT-OF-HOME AWARENESS
PRINT ⠂DIGITAL ⠂SOCIAL
CONSIDERATION
TRAVEL SITE ⠂TRAVEL GUIDE
SEARCH
CONVERSION
THE CO-OP
MEDIA MIX
Blue Ridge Outdoors AWARENESS
Leisure Media 360
Facebook/Instagram
Trip Advisor
CONSIDERATION
Virginia Travel Guide
Google Ads
CONVERSION
ADDITIONAL FUNDING
MLP FUNDS
MLP
FUNDS
vatc.org/grantsFY22 CO-OP APPROACH
FY22 CO-OP APPROACH ESTABLISHED PROGRAMS Highest partner participation Proven results EXPANDED OFFERINGS Increase VTC investment Lower partner minimum investment
FY22 CO-OP PROGRAM DETAILS
SOCIAL MEDIA
Build social engagement and increase web traffic by promoting your
content on Facebook and Instagram.
Kerry McNally, The Martin Agency: kerry.mcnally@martinagency.comPARTNER OFFER Leverage Facebook and/or Instagram to share news and updates, special offers and events, and strategic content to key audiences. Parameters Tag Virginia is for Lovers (Facebook) or @VisitVirginia (Instagram) to receive reimbursement on social campaigns. Reimbursements • 25% Reimbursement • $10,000 max. reimbursement
OF NOTE In order to tag VTC, partners must be an Official Branded Content Partner of VTC on Facebook. If new to the program, follow the instructions provided on the application. vatc.org/marketing/advertising/partneradvertising/social-media-opportunities
SEARCH
Reach consumers who are actively looking for content related to your
destination, product or services.
Kerry McNally, The Martin Agency: kerry.mcnally@martinagency.comPARTNER OFFER Implement search campaigns that targets users who: • Have decided to visit Virginia but need assistance in planning the specifics of their trip; or • Are looking for content related to your product, experience or destination. Parameters Include the Virginia is for Lovers logo with link to virginia.org on relevant landing pages. Google Search Network only; Google Content Network is excluded. Reimbursements • 25% Reimbursement • $25,000 max. reimbursement
EDUCATION
TRAVEL SITE
Engage with travel enthusiasts actively looking for travel inspiration
and resources.
Emily Brillanti Fowler, Tripadvisor: ebrillanti@tripadvisor.comPARTNER OFFER
Geo-targeted run-of-site banners on Tripadvisor.com will run alongside mid-Atlantic content, served to users within a 200- to
400-mile radius of Virginia who are actively looking at mid-Atlantic content on Tripadvisor.
Run-of-Site Banners: 75% Discount
• Partner investment: $500* minimum; $50k maximum
• VTC investment: 50% match; maximum match of $25k
• Tripadvisor investment: 25% match
*Partners investing < $5k must use Tripadvisor’s new self-service platform, Tripadvisor Media Manager (TMM)
Added Value: ($5k value)
Receive design services with $10K+ campaign investment.
What’s New
• Lowered minimum spend from $5k to $500, with self-service platform for those spending < $5k.EXAMPLE SAMPLE INVESTMENT: $5,000 Partner spend $2,500 VTC match $1,250 Tripadvisor match $8,750 Total value
EDUCATION Webinar: Tripadvisor Media Manager Wednesday, June 30 at 2 p.m. Emily Brillanti, Senior DMO Client Partner
DIGITAL BANNERS &
VIDEO
Place banner and video ads in front of targeted audiences
who are interested in travel.
Denise Koff, LeisureMedia360: dkoff@leisuremedia360.comPARTNER OFFER
LeisureMedia360 will work with you to develop your creative assets and manage the programmatic campaign
from start to finish.
Targeting
• Basic: geo-targeted to key locations across premium sites. No demographic targeting available.
• Super: targeted against geography, demographics, interest and behaviors.
• Added Value: Retargeting
• Segments: Family, Outdoor, Food & Wine, Music Lovers, History Lovers or even more specific based on
goals.
What’s New
• Video (max. 12 partners) available in both September and May, previously May only.EXAMPLES
BANNER AD VIDEO ADPRINT & DIGITAL
CONTENT
Leverage a trusted voice to reach outdoor enthusiasts and adventure
travelers through print, digital and social opportunities.
Leah Woody, Blue Ridge Outdoors: leah@blueridgeoutdoors.comPARTNER OFFER Print: 55% Discount VTC will place print ads in July, September, October, April, May and June – but partners may choose ANY month from July 2021-June 2022. • Option to combine traditional ad with advertorial Digital Package: 35% Discount (8 partners per month) • Sponsored content on BRO homepage • Digital Ad on BRO site -or- Instagram Story • BRO E-newsletter Ad Social Add-On $175 • Facebook or Instagram sponsored post on BRO handle Added Value: Lead Gen with Virginia Destination Giveaway (Sept. 2021 and May 2022) • Partners must run in the Giveaway issue to secure leads. What’s New • Partners may receive co-op pricing for up to six issues (previously four) within FY22.
PRINT & DIGITAL CONTENT Blue Ridge Outdoors + Virginia is for Outdoor Lovers Media Kit ● VTC Co-ops ● Turnkey Bundles
TRAVEL CONTENT
Place your message in front of consumers who are actively making and
extending Virginia travel plans.
Jo Diedrich, LeisureMedia360: jdiedrich@leisuremedia360.comPARTNER OFFER Print Ads • Pricing on vatc.org • Advertorial Option Added Value All advertisers also receive a free listing in their Region. Rewards Program Advertisers receive discounted rates on Virginia.org ads September 10, 2021 – Sales Close vatc.org/marketing/advertising/guideadvertising
EXAMPLES
FY22 CO-OP
PARTNER OFFER
25% Reimbursement
$10,000 max. reimbursement
25% Reimbursement
$25,000 max. reimbursement
75% Discount on banner ads, with added value options for design services
$50,000 max. reimbursement
Advanced targeting capabilities with online banners and video
Assistance with campaign development, design services and performance analytics.
55% discount on print ads
35% discount on digital packages, including optional add-ons for social posts
Print advertisers receive free listing
Rewards Program discount on Virginia.org adsFY22 CO-OP
WHAT’S NEW
N/A
N/A
Minimum spend lowered from $5k to $500, with self-service platform for partners
spending less than $5k.
Video available in September and May (previously May only) for up to 12 partners.
Co-op pricing available for up to six issues (previously four). Option to combine
traditional ads with advertorial.
Tripadvisor Webinar: Self-Service Platform - next Wednesday at 2 p.m.Kerry McNally, The Martin Agency: kerry.mcnally@martinagency.com Emily Brillanti Fowler, Tripadvisor: ebrillanti@tripadvisor.com Denise Koff, LeisureMedia360:: dkoff@leisuremedia360.com Leah Woody, Blue Ridge Outdoors: leah@blueridgeoutdoors.com Jo Diedrich, LeisureMedia360: jdiedrich@leisuremedia360.com
QUESTIONS?
SAVE THE DATES
Tripadvisor Media Manager
Wednesday, June 30 at 2 p.m.
Emily Brillanti, Senior DMO Client Partner
Leveraging VTC’s Image Library
Thursday, July 8 at 11 a.m. via Zoom
Sarah Hauser, Creative Specialist
YouTube Best Practices
Thursday, August 5 at 11 a.m. via Zoom
Ryan Trapp, Art Director & Producer
vatc.org/brandwebinarsSAVE THE DATES
Brand & Design Best Practices
Date TBD
Ali Zaman, Art Director & Photographer
Image & Video Sharing
Date TBD
Sarah Hauser, Creative Specialist
vatc.org/brandwebinarsTHANK YOU
vatc.org/advertisingYou can also read
