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Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
Charlesnyangiti kentucky department of travel
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Charlesnyangiti kentucky department of travel

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Charles NyanGiti doc on Kentucky department of tourism and web design

Charles NyanGiti doc on Kentucky department of tourism and web design

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  • 1. Kentucky Department of Travel and Tourism Tourism Marketing Incentive Program2012-2013 Cooperative Marketing Opportunities
  • 2. TABLE OF CONTENTS• Tourism Marketing Incentive Program (TMIP) Reimbursement Overview................................... 3• TMIP Important Dates .................................................................................................................. 4• 2012 - 2013 Cooperative Marketing Overview and Strategies .....................................................5• 2013 Kentucky Official Visitor’s Guide and Online eGuide ..........................................................7• Cooperative Marketing Opportunities Detail ..............................................................................11 o Television .................................................................................................................12 Broadcast ......................................................................................................13 Cable ............................................................................................................17 Video on Demand .........................................................................................18 o Radio ........................................................................................................................19 o Print ..........................................................................................................................20 Family Audience ...........................................................................................21 Culinary Audience .........................................................................................30 Outdoor Enthusiasts Audience ..................................................................... 32 Arts & Heritage Audience .............................................................................33 Group Travel Audience .................................................................................35 o Online Opportunities .................................................................................................36• Additional Approved Marketing Opportunities ............................................................................45• Target Audiences Profiles ..........................................................................................................46 -2-
  • 3. TOURISM MARKETING INCENTIVE PROGRAM REIMBURSEMENT OVERVIEW In 2005, the Kentucky General Assembly enacted a statewide 1% lodging tax on all hotel and motel room charges, with generated funds dedicated to marketing the Kentucky Travel and Tourism industry. The Kentucky Tourism Marketing Incentive Program utilizes the revenues collected to provide local and regional non-profit tourism organizations with financial assistance to promote tourism in their areas. Funding available to industry partners is determined based on a formula to calculate county allotments. The formula factors are economic impact and county population. Once the county allotment is determined, CVBs and Tourist Commissions are eligible to receive up to 70% of the county allotment; applicants other than CVBs and Tourism Commissions are eligible to receive up to 30% of the county allotment. For the 2012 – 2013 fiscal year, the reimbursement percentages have been revised so Kentucky Travel and Tourism Industry applicants receive a higher percentage of marketing fund dollars if they participate in state approved co-ops. Should industry partners decide to advertise with media outlets or in initiatives not part of the state approved co-op program, they can still apply for reimbursement from the state, however, the amount of potential funding match they are eligible to receive is reduced. Following is a breakdown of reimbursement percentages: Applicant Percentage based on Percentage based on Percentage based on participation in the participation in other programs* selected by Official Visitors Guide state approved co-op applicant outside of (Only Premium & programs state approved co-ops Regular Ads)Regional Committees(as designated by the 100 100 80/20Kentucky Departmentof Travel)CVB or Tourist 100 90/10 50/50CommissionOther non-profitorganizations 100 70/30 50/50(attractions, festivals,etc.) * To be eligible for reimbursement, all programs must fall within allowable projects guidelines, as outlined by the Kentucky Department of Travel & Tourism. Industry partners can get a complete description of allowable projects at www.kentuckytourism.com/industry. Tourism Marketing Incentive Program Contacts: Rhonda Nix, Branch Manager Mary Boden, Assistant Manager Kentucky Department of Travel and Tourism (502) 564-4930 -3-
  • 4. 2012 – 2013 TMIP IMPORTANT DATESMay 7, 2012 Cooperative Marketing Opportunities presentedMay 16 – 17, 2012 Media tradeshow at the KTIA Tourism Development SymposiumJune 1, 2012 FY 2013 marketing plans submission deadlineFebruary 1, 2013 Reimbursement request forms due for first cycle projects completed July 1 – December 31, 2012August 1, 2013 Reimbursement request forms due for second cycle projects completed January 1 – June 30, 2013Forms and additional information about the Tourism Marketing Incentive Program are available atwww.kentuckytourism.com/industry.. -4-
  • 5. 2012 – 2013 COOPERATIVE MARKETING OVERVIEW AND STRATEGIESKDT Mission: To promote the Commonwealth as a travel destination, generate revenue, and createjobs for Kentucky’s economy.Goal:Increase tourism visitation and spending in Kentucky through an integrated cooperative marketingcampaign that leverages lodging tax funds in a cost-effective manner to reach maximum potentialtarget audience penetration.Target Audiences:The following audiences were identified utilizing research data from the U.S. Travel Association(USTA), DK Shifflet, and Mediamark Research and Intelligence (MRI).• Families – specifically targeting moms: women 25 – 54, household income of $50,000+, with children in the household.• Culinary Travelers – travelers who indicate they “enjoy trying different types of foods.”• Outdoor Enthusiasts – targeting “soft adventures” including camping, hiking, hunting and sports fishing.• Arts & Antiques – travelers who engage in collecting arts and antiques, and/or attend cultural activities or events, and who traveled domestically one to three times in the last 12 months.• Group Travel – specifically targeting group travel planners.Geography:The following markets were determined utilizing research data from Certec, Inc, and DK Shifflet.• Core states – IL, IN, KY, MI, MO, OH, TN, WV.• Feeder markets/DMAs (television advertising) – Charleston-Huntington, Cincinnati, Evansville, Hazard, Indianapolis, Lexington, and Louisville.Strategies:• Provide a television cooperative advertising program to enable industry partners to advertise in key feeder markets.• Offer industry partners print advertising options to reach audiences referenced above.• Offer industry partners online advertising opportunities, targeting primarily travel planning sites. -5-
  • 6. Evaluation Criteria:Requests for Proposals (RFP’s) were distributed to numerous media outlets. Proposals werereviewed utilizing the following criteria:Print• Must be willing to sell the section to industry partners and invoice partners separately for their participation.• Experience with selling and producing cooperative advertising opportunities.• Commitment to sell a minimum two-page section and agreement to potential cancellation of the co-op if minimum page criteria are not met.• Must be willing to produce the section, including collection of partner ad materials and layout of the section utilizing header, footer and background graphic elements provided by KDTT.• Audience reach/circulation to identified target states.• Target state banner cost per thousand (CPM); partner cost and CPM.• Sections must provide matching advertorial along with standard ad placement, and/or formatted ad layout.• Bonus circulation.• Added value opportunities and cooperative approaches that extend beyond traditional formatted and/or advertorial approach.• Placement within publication.Television• Must be willing to sell the co-op to industry partners and invoice partners separately for their participation.• Must be willing to produce partner television spot, utilizing 15-second “donut” commercial provided by KDTT and materials (footage, photos, logo, and copy) provided by partner for the remaining available time. Production cost for partner must not exceed $250.• Prepare two-week packages for both fall 2012 and spring 2013 flights, including three defined price tiers.• Reach, frequency and programming during flight (target audience: women ages 25-54).• Added value opportunities.Online• Must be willing to sell the co-op to industry partners and invoice partners separately for their participation.• Experience with selling and producing cooperative advertising opportunities.• Partner cost and CPM.• Ability to create and execute a program including multiple industry partners.• Must be willing to produce the co-op, including collection of partner ad materials and incorporation of graphic elements provided by KDTT.• Audience reach to core states.• Added value opportunities. -6-
  • 7. 2013 KENTUCKY OFFICIAL VISITOR’S GUIDE AND ONLINE EGUIDE• The complete guide to all the great activities and attractions in Kentucky.• Distribution of approximately 400,000.• Supported by the Kentucky Department of Travel & Tourism marketing and advertising efforts.• Includes inclusion in the eGuide on KentuckyTourism.com, with direct links to your own site.• Year-round exposure for your business and area.• Exclusive 100% TMIP reimbursement rate for participation in the Official Visitors Guide (Premium and Regular Ads). Ad Size Net Rate Premium Positions Back Cover $16,200 Inside Facing Front Cover $15,695 Inside Facing Back Cover $15,695 Facing Inside Front Cover $15,695 Facing Inside Back Cover $15,695 Full Page Premium $13,300 Regular Positions Full Page $11,750 1/2 Page $ 7,050 1/4 Page $ 3,525 1/8 Page $ 1,775 1/16 Page $ 895Additional Advertising Opportunities:Electronic – Email and Website:Several options are available. Please see information following.Additional listing in the Visitors Guide: $199Available only with purchase of an online Enhanced ListingPackaging:10% discount on each ad purchase when combining a print buy with any online buy. Contact:Pat AttkissonMiles Media859 699-8325Pat.Attkisson@milesmedia.com -7-
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  • 11. COOPERATIVE MARKETING OPPORTUNITIES DETAIL• In order for each of the following co-ops to be implemented, a certain level of industry partner participation is required. Any co-ops that do not receive sufficient partner participation will be canceled.• Partner pricing is gross unless otherwise noted. Must contact rep for confirmation of pricing; KDTT is not responsible for unintentional errors on pricing included in this document.• The following information is an overview of the opportunities available. Partners are encouraged to contact the media reps listed for more information about co-ops of interest.• It is recommended that applicants allocate a percentage of their plan/budgets for use on opportunistic projects that might become available later in the year. The Department has compiled and reviewed all the proposals that were provided to date. If new opportunities are available, we will make them available to everyone as soon as possible.• Once a partner commits to advertising in an approved co-op, he/she can implement additional advertising by extending their campaign within the particular publication (ex: print advertising in additional issues beyond the co-op issue) and the additional advertising is then eligible for maximum level of matching funds reimbursement. Reimbursement is not automatically extended to affiliate programs of that publication. NOTE: If a partner chooses not to participate in a co-op but advertises with one of the following media outlets, it will not be eligible for maximum reimbursement levels. You must participate in the co-op opportunity to potentially receive maximum level funding for additional advertising initiatives with a given media outlet.• Kentucky Unbridled Spirit logo usage – The Kentucky Department of Travel & Tourism will take care of placing the Kentucky Unbridled Spirit (KUS) brand on all approved print and television co-ops; partners will not need to additionally include the KUS logo on these co-ops. HOWEVER, partners must ensure all online or additional advertising opportunities include the Kentucky Unbridled Spirit logo. Failure to include the KUS logo on advertising materials could result in application for reimbursement being denied. Please refer to the “Graphic Standards for Kentucky Unbridled Spirit” located at www.kentuckytourism.com/industry for details on proper brand usage. - 11 -
  • 12. TELEVISIONTiming: August – October 2012; April – June 2013 (Advertising outside these dates will be considered with prior approval)Pricing: Partner gross pricing is based on two-week packages, with varying reach, frequency and programming based on DMA and three package tiers: Tier 3 $3,750 Tier 2 $5,625 Tier 1 $7,500 Partners have the option to purchase multiple television co-op packages in each DMA.Production: Each station below will provide production of a 15-second commercial segment for participating partners. Production cost is $250 and is NOT included in package pricing outlined above. Partner’s spot will be inserted into the Kentucky Department of Travel & Tourism commercial “donut,” consisting of a 10-second open and 5-second close. Partner will be responsible for providing station with footage and/or photos plus copy points. The Kentucky Department of Travel & Tourism will provide partner assistance with sourcing footage and photos, if needed. Both the industry partner and the Kentucky Department of Travel & Tourism will review and provide final approval on completed spots prior to airing. Television Glossary Reach – the percent of target audience exposed at least once to a television schedule during a specific time period. Frequency – the number of times the target audience is exposed to the schedule among those reached during the specified time period. Gross Rating Points (GRPs) – are the sum of all ratings of all purchased programs. GRPs = Reach x Frequency Reach = GRPs/Frequency Frequency = GRPs/Reach Cost Per Rating Point (CPPs) – overall measure of cost efficiency Dayparts • Early Morning (5 – 9 am) • Daytime (9 am – 3 pm) • Early Fringe (4 – 7 pm not incl. news) • Early News (5 – 7 pm) • Prime Access (7 – 8 pm) • Primetime (8 – 11 pm) • Late news (10 – 11:30 pm) • Late fringe (11:30 pm – 1:30 am) Rotators – spots will air during a certain daypart, rather than during specific programming - 12 -
  • 13. BROADCAST TELEVISION Gross pricing based on two-week packages. Additional production cost of $250 per station (if spot is needed)Charleston – Huntington, WV DMA - WOWK (CBS)Fall 2012 Reach Frequency GRP’s CPP’s$3,750/67 spots 50.1 3.4 122 $30.74$5,625/80 spots 58.6 4.6 153.6 $36.62$7,500/93 spots 65.9 6.1 202.6 $37.02Dayparts included are Early Morning, Daytime, Early Fringe, Prime and Late NewsSpring 2013 Reach Frequency GRP’s CPP’s$3,750/67 spots 50.1 3.4 122 $30.74$5,625/80 spots 58.6 4.6 153.6 $36.62$7,500/93 spots 65.9 6.1 202.6 $37.02Dayparts included are Early Morning, Daytime, Early Fringe, Prime and Late NewsAdded Value: Partners will receive 25% in bonus that can be used in bonus spots, billboards,internet, or news sponsorships.Contact:Melanie Boss304-412-5514mboss@wowktv.comCincinnati, OH DMA – WXIX (Fox)Fall 2012 Reach Frequency GRP’s CPP’s$3,750/81 spots 38.0 2.2 84.0 $44.64$5,625/103 spots 47.0 2.3 109.9 $51.18$7,500/120 spots 54.0 2.6 141.3 $53.08Dayparts included are Early Morning, Daytime, Early Fringe, Late News, and weekend rotators.Spring 2013 Reach Frequency GRP’s CPP’s$3,750/81 spots 38.0 2.2 84.0 $44.64$5,625/103 spots 47.0 2.3 109.9 $51.18$7,500/120 spots 54.0 2.6 141.3 $53.08Dayparts included are Early Morning, Daytime, Early Fringe, Late News, and weekend rotators.Additional Information: Includes 70,000 impressions+ on Fox 19.com (there is a cost associated withthis inclusive to the package). About half of the spots will run on WXIX.2, one of their additionaldigital channels.Contact:Cindy Swinney513-207-4746cswinney@fox19.com - 13 -
  • 14. Evansville, IN DMAWFIE (NBC)Fall 2012 Reach Frequency GRP’s CPP’s$3,750/50 spots 69.2 2.2 151.0 $24.83$5,625/76 spots 78.3 2.6 206.4 $27.52$7,500/88 spots 85.6 3.2 276.8 $27.09Dayparts include Early Morning, Daytime, Early Fringe, Early News, Prime Access, Prime Rotatorsand Late FringeSpring 2013 Reach Frequency GRP’s CPP’s$3,750/50 spots 69.2 2.2 151.0 $24.83$5,625/76 spots 78.3 2.6 206.4 $27.52$7,500/88 spots 85.6 3.2 276.8 $27.09Dayparts include Early Morning, Daytime, Early Fringe, Early News, Prime Access, Prime Rotatorsand Late FringeAdded Value: Each partner will get their logo on “Visit Kentucky” web page. They can post their :30commercial on the site and will receive 50,000 impressions from a 300 x 150 online ad. They willalso receive 50,000 impressions on WFIE’s mobile site using a banner ad.Contacts:Dan Ausenbaugh812-433-3425dausenbaugh@14news.comLisa Teague812-759-7250lteague@14news.com - 14 -
  • 15. Hazard, KY DMAWYMT (CBS)Fall 2012 Reach Frequency GRP’s CPP’s$3,750/42 spots 64.5 3.4 220.6 $17.00$5,625/63 spots 72.9 4.5 328.1 $17.14$7,500/87 spots 75.8 5.5 417.3 $17.97Dayparts included are Early Morning, Daytime, Early Fringe, Early News, Late News and LateFringe Spring 2013 Reach Frequency GRP’s CPP’s$3,750/40 spots 72.7 4.1 301.2 $12.45$5,625/60 spots 79.8 5.7 451.8 $12.45$7,500/80 spots 84.9 7.1 602.4 $12.45 Dayparts included are Early Morning, Daytime, Early Fringe, Early News, Prime, Late News andLate FringeAdded Value:10% no charge bonus to TV and internet, at time of placement. Each package includesonline impressions (varies by package size).Contact:Brenda Davenport606-438-7344Brenda.davenport@wymtnews.comIndianapolis, IN DMAWTHR (NBC)Fall 2011 Reach Frequency GRP’s CPP’s$3,750/11 spots 23.4 1.7 39.0 $96.15$5,625/16 spots 30.6 2.0 58.6 $82.00$7,500/19 spots 36.3 2.0 73.8 $101.90Daypart mix is Early Morning, Early News and Prime Access.Spring 2012 Reach Frequency GRP’s CPP’s$3,750/11 spots 22.0 1.7 37.7 $99.47$5,625/15 spots 24.6 1.9 47.9 $117.43$7,500/19 spots 29.3 2.1 60.5 $123.97Daypart mix is Early Morning, Early News and Prime Access.Added Value: Online impressions with Island Ad. Total impressions vary according to partnerpackage.Contact:Angela Goodwin-Volpert317-655-5632agoodwin@wthr.com - 15 -
  • 16. Lexington, KY DMAWLEX (NBC)Fall 2012 Reach Frequency GRP’s CPP’s$3,750/27 spots 62.3 2.0 112.1 $33.45$5,625/31 spots 73.8 2.3 159.5 $35.27$7,500/41 spots 81.7 2.7 206.1 $36.39 Daypart mix is Early Morning, Daytime, Early News & Prime rotators.Spring 2013 Reach Frequency GRP’s CPP’s$3,750/28 spots 59.5 1.9 104.5 $35.88$5,625/32 spots 70.1 2.0 144.9 $38.82$7,500/46 spots 79.1 2.6 192.8 $38.90Daypart mix is Early Morning, Daytime, Early News & Prime rotators.Added Value: Each package receives a minimum of 20 broad rotators, :30 spots, on METV(WLEX’s over digital signal). Link on the Kentucky Tourism page on LEX18.com. Facebookpromotion, differs by package (see rep for details). They receive an appearance on LEX18NEWS@12:30pmContact:Laura Foret @ 859-226-7661 orGail Branham @ 859-226-7463lforet@wlextv.com, gbranham@wlextv.comLouisville, KY DMAWAVE (NBC)Fall 2012 Reach Frequency GRP’s CPP’s$3,750/30 spots 34.2 2.0 68.8 $54.50$5,625/44 spots 42.0 2.4 102.8 $54.72$7,500/56 spots 46.8 2.8 131.6 $56.99Daypart mix is Early Morning, Daytime RT, Early News RT, Late News and Prime RT.Spring 2013 Reach Frequency GRP’s CPP’s$3,750/30 spots 68.4 2.0 68.4 $54.82$5,625/44 spots 44.4 2.3 104.0 $54.09$7,500/56 spots 50.8 2.7 135.6 $55.31 Daypart mix is Early Morning, Daytime RT, Early News RT, Late News and Prime RT.Added Value: With the first two packages, the travel partners will receive 50,000 online impressionsand with the largest package they will receive 75,000 impressions.Contact:Steve Hensley502-561-4133shensley@wave3tv.com - 16 -
  • 17. CABLE TELEVISIONTime Warner (Formerly Insight Cable Advertising)Commercial schedules to target in-state travelersInsight Cable Advertising can customize an advertising package to fit your needs. They willcustomize by market and by network in order to reach the audience that is most important to you.Media Markets: Lexington 216,332 households Louisville 384,267 households Cincinnati/No KY 488,297 householdsTarget: Families/Women 25-54Networks: ABC Family, Animal Planet, Cartoon, Discovery Fit & Health, DIY, E!, Food, Hallmark,HGTV, Lifetime, Lifetime Movie Network, Planet Green, & Travel.Market Package Total Co-op Your Cost Total CommercialsCincinnati A $5,000 $1,250 $3,750 50 B $7,500 $1,875 $5,625 75 C $10,000 $2,500 $7,500 100Lexington A $5,000 $1,250 $3,750 175 B $7,500 $1,875 $5,625 300 C $10,000 $2,500 $7,500 500Louisville A $5,000 $1,250 $3,750 50 B $7,500 $1,875 $5,625 75 C $10,000 $2,500 $7,500 100Contact:Dan Williams859-422-1553daniel.williams3@twcable.com - 17 -
  • 18. CABLE TELEVISION – VIDEO ON DEMANDTime Warner (Formerly Insight Cable Advertising)Your destination point will be seen in over 700,000 digital homes.On Demand TV 24 hours a day: Your destination featured, the right message to the right people• A :30 TV Schedule that will air in Cincinnati, Lexington, & Louisville (schedule will be equally divided in all three markets) – ($18,000 Value)• A 2-4 minute Vignette featuring your location or destination points, production discounts available.• Your Vignette will be promoted over 1,200 times between Cincinnati, Lexington and Louisville.• Your web site will be featured on our internet home page• The State will include two (2) 10-second commercials within each vignette.* Production discounts are available; costs are based on project length and time requiredContact:Dan Williams859-422-1553daniel.williams3@twcable.com - 18 -
  • 19. RADIOInto the BlueInto the Blue is a commercially syndicated Bluegrass Music radio program. Now in its fifteenth year,the program is the longest running syndication of its kind, airing weekly on more than150 affiliatedstations across the nation. Sponsorship opportunities are available and include both on-air, andadded-value website recognition. Please contact rep for details.Note: in order to be eligible for the highest level reimbursement, call to action messaging mustinclude “www.kentuckytourism.com” and mention of “Kentucky’s Unbridled Spirit.” Websiterecognition must include the Kentucky Unbridled Spirit logo.Added value: Banner ad on BluegrassRadio.com at no additional cost.Contact:Terry Herd800-991-2008615-377-7077brn@bluegrassradio.com - 19 -
  • 20. PRINTOur print cooperative opportunities provide one of two ad formatting options. Please reference thefollowing pages for information about each print co-op’s format and confirm with your rep what youare purchasing before you sign an insertion order. Formatted ad – You provide the publication with copy, photo and logo (number of words of copy, and photo and logo types and size will be provided by your rep). The publication will then layout your information in a clean and uniform manner to give the co-op section a cohesive look. Formatted ads example Display ad with matching advertorial – You provide the publication with a camera-ready ad, as well as guidance for advertorial copy (if needed), which will accompany your ad. Display ads with advertorial example - 20 -
  • 21. PRINT – FAMILY AUDIENCEAAAAAA publications are distributed to American Automobile Association members and feature travelstories, consumer interest, consumer products, auto and recreation vehicles, safety, camping,retirement vacations, and cruising, plus articles for today’s people “on the go,” including travelagency details and information.Option #1 – AAA Home & Away• Section: Formatted ads (copy, logo, and photo)• Sept/Oct 2012 & March/April 2013• Region: Columbus, Ohio• Circulation: 474,172Partner Size Options/Cost:• 1/8 Page $ 1,841• 1/4 Page $ 3,682• 1/2 Page $ 8,234• Full Page $14,944Option #2 – AAA Home & Away• Section: Formatted ads (copy, logo, and photo)• Sept/Oct 2012 & March/April 2013• Region: Indiana• Circulation: 223,483Partner Size Options/Cost:• 1/8 Page $859• 1/4 Page $1,716• 1/2 Page $4,353• Full Page $6,860Option #3 – AAA Journeys• Section: Formatted ads (copy, logo, and photo)• Sept/Oct 2012 & March/April 2013• Region: Cincinnati• Circulation: 195,859Partner Size Options/Cost:• 1/8 Page $1,069• 1/4 Page $2,139• 1/2 Page $5,104• Full Page $9,303 - 21 -
  • 22. Option #4– AAA Home & Away• Section: Formatted ads (copy, logo, and photo)• Sept/Oct 2011 & March/April 2012• Region: Lexington, KY; SW VA• Circulation: 100,620Partner Size Options/Cost:• 1/8 Page $ 645• 1/4 Page $1,289• 1/2 Page $2,448• Full Page $4,451Option #5 – AAA Midwest Traveler• Section: Formatted ads (copy, logo, and photo)• Sept/Oct 2012 & March/April 2013• Region: eastern MO, southern IL, and southern IN• Circulation: 333,283Partner Size Options/Cost:• 1/8 Page $ 883• 1/4 Page $1,766• 1/2 Page $4,576• Full Page $7,064Partner Added Value:• Reader service to full circulation of each publication• Free on-line events(s) listing with photo on www.eventsanddestinations.comContact:Leah Koch402-384-4722lkoch@hamediagroup.com - 22 -
  • 23. Country Living/Good Housekeeping/Woman’s DayEditorial covers issues common to all women. From health to fashion, home decorating to food,family to fitness, relationships to entertaining, the magazine provides women with information theycan use to enhance the quality of their lives.• Section: Formatted Ads• Fall Region: KY, IN, OH, TN• Fall Circulation: 1,134,716• Fall Issue Date: October• Spring Region: KY, IN, OH, TN, IL WV, MI & MO• Spring Issue Dates: Woman’s Day (April), Country Living (May), Good Housekeeping (June)• Spring Circulation: 2,275,204Partner Size Options/Cost (gross):• 1/6 Page (Fall) $ 5,562• 1/6 Page (Spring) $10,900• If fall & spring are purchased, combined total rate of $14,710 (a 12% discount).Partner Added Value:• In Book and online reader serviceContact:Rocky Kurland770-441-2406rocky@themagazineguys.comCountry Music Highway Travel GuidePublication dedicated to the sights, sounds, and special people that make up the culturally rich areaalong the National Scenic Byway, US 23 “Country Music Highway” in eastern Kentucky.• Section: Traditional ads with advertorial (advertorial for full page ads only)• Spring 2013 (Annual)• Region: KY, VA, WV• Circulation: 40,000Partner Size Options/Cost (gross):• 1/4 Page $ 775• 1/2 Page $1,350• Page $2,450Partner Added Value:• Matching advertorial for full page ads• Entire magazine will be up on www.countrymusichighway.comContact:Ken Carriere888-790-2365ken@goodtyme.com - 23 -
  • 24. Endless VacationEndless Vacation is a vacation-idea source for people with a passion for travel. Each issue featuresexciting and diverse destinations for America’s most avid travelers. Publication showcases domesticand international travel experiences from cultural, historical and culinary delights to beach, ski, golf,and family getaways.• Section: Formatted Ads• Summer 2013 (Published Quarterly)• Region: National• Circulation: 1,864,125Partner Size Options/Cost (gross):• 1/6 Page $2,941• 1/3 Page $5,647• 1/2 Page $8,471• Page $17,941Partner Added Value:• In-book and online reader service listing.Contact:Jerry Greco847-925-9300jerru@jerrygreco.comFamily Circle/Family Fun/ParentsThis combination reaches the family market. Family Circle’s focus is moms of tweens and teens.Family Fun aids moms by providing creative and actionable ways to enrich family time. Parentsreaches the moms with younger children in the household.• Section: Ads with matching advertorial• May 2013• Region: KY, OH, IN, TN, IL, WV, VA, MI, & MO• Circulation: 1,787,000Partner Size Options/Cost (gross):• Large Brochure (2 ¼” X 3”) $19,500Partner Added Value:• Matching Advertorial• Inclusion in Travel Guide on TravelMeredith.com (May)• National in-book and online reader serviceContact:Brenda Hart678-507-0110 ext. 112bhart@navigate-media.com - 24 -
  • 25. Garden & GunGarden & Gun combines sporting life with the arts, culture, cuisine, and landscape shaping eachdestination. Editorial explores Southern and Caribbean adventures, resorts, lodges, and must-visitcities.• Section: Formatted Ads• Issue: April/May• Region: National• Circulation: 250,000Partner Size Options/Cost (gross):• ¼ Page $ 5,653• ½ Page $11,437• Page $22,612Partner Added Value:• Live the Life Online Directory presence, exact exposure varies by ad size• Online banner ad impressions, exact exposure varies by ad sizeContact:Tim Derr847-615-1921derrmediagroup@comcast.netGuestQuestGuestQuest offers Multi-Media Marketing campaigns three times a year that includes, printmagazines that are delivered to higher income Suburban homes, E-letter Blasts sent to our readerstwice a week, optimized internet presence with active links plus on drop down “visitors information”from every page on www.GuestQuest.com along with the Ad, contact info, Web Photo and articleinformation, Reader Response Lead Service once a week, Automatic Social Networking, Facebook,Blogs and Twitter, Placement of the Area’s video on GuestQuest Travel You Tube Channel. Addesign and seasonal edits.Selected Market Area’s choices:Alabama/Georgia, Illinois/Indiana, New York, North Carolina, Ohio, Pennsylvania, Tennessee/Kentucky and Virginia/Washington D.C..Choose one, two or all three campaigns for 12 full months of promotion.Fall/Winter campaign is active from October 28, 2012 until mid March 2013Spring campaign runs from mid March until mid May, 2013Summer campaign stays active from mid May until end of October 2013Pricing varies by ad size and number of markets purchased. One market for a 2” X 3” ad can be aslow as $410.00 gross. Please see sales rep for customized packages, as numerous sizes areoffered; as are discounts for purchasing multiple markets.Contact:Janeen DeGeronimo800-644-8460Janeen@GuestQuest.com - 25 -
  • 26. Kentucky LivingKentucky Living is edited for non-urban homeowners and focuses on the four primary lifestylecategories of travel, food, garden and home. It contains feature articles, reviews and interviews, aswell as the most comprehensive statewide events listing available. Regular departments also includehealth, conserving energy and personal finance.• Section: Formatted ad (copy, logo, and photo)• April 2013 issue• Region: Primarily in-state Kentucky• Circulation: 510,267Partner Size Options/Cost (gross):• 1/6 Page $1,290• 1/4 Page $1,770• 1/3 Page $2,275• 1/2 Page $3,300 Partner Added Value:• Reader response, and online exposureContact:Lynne Christenson800-595-4846 or 502-815-6337lchristenson@kentuckyliving.comKentucky MonthlyKentucky Monthly is a general interest magazine that celebrates the people, places, events andculture of the Commonwealth including tourism, the arts (performing and visual), education,economic development and agriculture• Section: Formatted ad (copy, logo, and photo)• June/July 2013• Region: Primarily in-state Kentucky• Circulation: 44,162Partner Size Options/Cost (gross):• 1/8 Page $ 340• 1/4 Page $ 660• 1/2 Page $1,310Partner Added Value:• Discounted rates on additional ad purchases (10-20%)• Loyalty renewal rates on Travel Kentucky• 10% off all online purchases 7/1/12-6/30/13• Comparable ad space in digital versionContact:Julie Moore270-485-4098Julie@kentuckymonthly.com  - 26 -
  • 27. Kentucky Travel GuideKentucky Travel Guide, is a guidebook to the state of Kentucky containing listings for 175 citiesincluding National Parks; State Parks; Lakes; Points of Interest; Special Events; Lodging;Restaurants; Shopping & Entertainment; Boating & Camping; Golf & Tennis; and OutdoorAdventure. The guide also contains a state map, maps of the four regions of the state and maps of36 travel areas.• Section: No section, entire publication devoted to Kentucky editorial, traditional ads• January 2013 (annual)• Region: Distributed primarily in-state Kentucky but also at AAA offices around the region.• Circulation: 300,000Partner Size Options/Cost (gross):• 1/8 Page $1,420• 1/4 Page $2,650• 1/2 Page $4,930• Page $8,915Contact:Sally Reisz502-584-2720sally@integratedmediacorp.comLongWeekendsLongWeekends Magazine was created to address the hottest trend in the travel industry, the longweekend. People are taking shorter trips, closer to home, more frequently. The publication reachesa travel-loving, well-heeled audience that comes from the major metropolitan areas of the Tri-Stateregion.• Section: Formatted Ads• Fall/Winter 2012 & Spring/Summer 2013• Region: OH, KY, IN, IL, MI, PA, NY (Western), West Virginia & Ontario• Circulation: 160,000 Fall/Winter & 175,000 Spring/SummerPartner Size Options/Cost (gross) – (Pricing is per issue):• 1/6 Page $1,340• 1/3 Page $2,680• 1/2 Page $4,020Partner Added Value:• Free listing for events on long-weekends.com• Rotating banner ad for publication shelf life• Electronic version allows for click through to home page• Advertiser index & reader response• Opportunity to submit sweepstakes giveaway package for additional exposureContact:Marilyn Tanious614-717-6709mtanious@ohiomagazine.com - 27 -
  • 28. Midwest LivingMidwest Living magazine is a regional publication that celebrates the richness of life in the Midwest.The magazine provides region-specific information and inspiration, focusing on travel and events,food and dining, home and garden, as well as other editorial content categories.• Section: Ads with matching advertorial• May /June 2013• Region: National• Circulation: 950,000Partner Size Options/Cost (gross):• Small Brochure (1 1/8” X 3”) $ 6,694• Large Brochure (2 ¼” X 3”) $13,688• 1/3 Page $26,776Partner Added Value:• Matching Advertorial• Inclusion in one Travel Guide on TravelMeredith.com• National in-book and online reader serviceContact:Brenda Hart678-507-0110 ext. 112bhart@navigate-media.comOhio MagazineOhio Magazine reaches the Ohio based travel audience with a lively mix of stories and user-friendlyinformation. The magazine provides award-winning stories and photos of Ohio’s most interestingpeople, arts, entertainment, history, homes, dining, family life, festivals and regional travel.• Section: Display ads within Kentucky Editorial (not matching, nothing to supply)• October 2012 & March 2013 (pricing is per issue)• Region: Ohio• Circulation: 54,153Partner Size Options/Cost (gross):• 1/6 Page $1,004• 1/3 Page $2,008• 1/2 Page $3,012• 2/3 Page $4,016• Page $6,024Partner Added Value:• Reader response• One or two free events in calendar of events at the end of section• Opportunity to submit sweepstakes prize for additional exposure• Opportunity to purchase Travel Resource Directory ads at reduced cost.Contact:Marilyn Tanious614-717-6709mtanious@ohiomagazine.com - 28 -
  • 29. Reader’s DigestReader’s Digest puts the world in perspective through a fusion of timely original editorial and selectexcerpts of the best journalism in print. It is a vital resource which informs, entertains and inspiresAmericans to take action at a time when mass media prominently shapes the culture.• Section: Formatted ads (copy, logo, and photo), larger sizes may display ads• April 2013 issue• Region: IN, KY, MI, OH, PA, WV, CO, IA, IL, KS, MO, MN, ND, NE, SD, WI, & WY• Circulation: 1,668,200Partner Size Options/Cost (Gross):• 1/6 Page $ 4,195• 1/3 Page $ 8,389• 1/2 Page $12,584• Page $25,167Partner Added Value:• Online and in-book reader service. Online links to partner website.Contact:Jerry Greco847-925-9300, Ext. 221jerry@jerrygreco.com Southern LivingSouthern Living covers today’s South. Through a comprehensive editorial package highlightingfoods, travel, homes and gardens, it addresses the bond between the South’s traditional andcosmopolitan attitudes. It is a lifestyle guide for the ever-changing, ever-expanding South.• Section: Traditional ads with matching advertorial• April 2013 issue• Region: KY, IN, OH, TN, IL,WI, WV, & MI• Circulation: 440,000Partner Size Options/Cost (gross):• 1/6 Page $7,412Partner Added Value:• Matching Advertorial• In-book (national) and online reader serviceContact:Cyndi Ratcliff404-888-1951Cyndi_Ratcliff@timeinc.com - 29 -
  • 30. PRINT – CULINARY AUDIENCECooking Paula DeenThis is a food/lifestyles magazine which includes flavorful recipes, cooking tips, entertaininginspiration, travel suggestions, home decorating, and much more.• Section: Ads with matching advertorial• Region: National with a strong Southeastern presence• Issue Date: May/June• Circulation: 400,000Partner Size Options/Cost (gross):• 1/6 Page $2,800• 1/3 Page $5,200• 1/2 Page $7,900• Full Page $15,000Partner Added-Value: • Online reader responseContact:Stephanie Tidwell205-978-8273Stephanie.tidwell7@gmail.comTaste of the SouthPublication celebrates the flavors of the South, inviting readers to enjoy the region’s distinctofferings. Each issue features over 60 recipes savoring the unique dishes and cooking personalitiesof the South. Also includes hot cooking trends and tools, entertaining tips and culinary destinationsyou don’t want to miss.• Section: Ads with matching advertorial• March/April 2013 issue• Region: National with a strong Southeastern presence• Circulation: 100,000Partner Size Options/Cost (gross):• 1/6 Page $ 840• 1/3 Page $1,550• 1/2 Page $2,300• Full Page $4,664Partner Added-Value: • Online reader responseContact:Desiree Burtis205-262-2102dburtis@hoffmanmedia.com - 30 -
  • 31. The Bourbon ReviewThe Bourbon Review covers the people, the culture, the science, and the art of bourbon.• Section: Formatted Ad Section• Winter 2011 & Summer 2012 (pricing is per issue)• Region: National• Circulation: 20,000Partner Size Options/Cost (gross):1/4 Page $ 5801/2 Page $1,050Full Page $1,800Partner Added Value:• Banner advertising, part of rotating banner on TBR’s websiteContact:Eric Lukehart859-273-6464eric@goxmedia.com - 31 -
  • 32. PRINT – OUTDOOR ENTHUSIASTS AUDIENCEBlue Ridge OutdoorsThe publication is an outdoor sports and adventure travel magazine dedicated to Appalachia and theSoutheast. Readers are devoted travelers and athletes, and spend their weekends and off daysrunning, hiking, paddling, biking and traveling to outdoor adventure destinations. Every issuecontains information on adventure destinations.• Section: Formatted Ads• Issue Dates: October 2012 & June 2013 (Costs are per issue)• Region: Full Circulation (VA, NC, TN, GA, & WV)• Circulation: 110,000Partner Size Options/Cost (gross):• 1/4 Page $2,290• 1/2 Page $3,590• Page $5,690Partner Added Value:• Web Ads• Mobile presence on BaseCamp mobile appContact:Charles LeonardBlue Ridge Outdoors(434) 817-2755 X25Cell (434) 962-2202charles@blueridgeoutdoors.comKentucky OutdoorsThis publication is an outdoor magazine, primarily focused on hunting and fishing in Kentucky.• Section: Formatted Ads• Issue Dates: October 2012 & April 2013 (Costs are per issue)• Region: Full Circulation (IN, OH, IL, TN, MO, KY, & WV)• Circulation: 60,000Partner Size Options/Cost (gross):• 1/6 Page $250• 1/3 Page $460• 1/2 Page $565• 3/4 Page $780• Page $970Partner Added Value:• Discounted pricing with contract for multiple issues (see rep for details). For a 6X commitment, partners get a free ad (equivalent to size purchased) in the two Kentucky Sections.Contact:Doug Moutardier502-966-3661doug.kyoutdoors@insightbb.com - 32 -
  • 33. PRINT – ARTS & HERITAGE AUDIENCEAmerica’s Civil War & Civil War TimesThis magazine explores the rich texture of the American Experience through engaging writing andoutstanding photography and artwork. Lively storytelling, thought provoking essays, eyewitnessaccounts, and more bring America’s fascinating past alive in each entertaining issue.• Section: Display Ads, editorial at ½ the size of the ad• ACW – May 2013 issue, CWT – April 2013• Region: National• Circulation: 90,000Partner Size Options/Cost (Gross):• 1/6 Page $ 907• 1/3 Page $1,800• 1/2 Page $2,300• 2/3 Page $3,100• Page $4,000Partner Added Value:• Link under travel tab on www.historynet.com for one year• Reader Service• Free equivalent ad in “1863” coffee table book.(contact information at bottom of page)American HistoryFrom biographies to battle stories, eyewitness accounts to period photographs and drawings, travelguides to insight book review, Civil War Times delivers the thrilling living history of American’sgreatest internal struggle.• Section: Display Ads, editorial at ½ the size of the ad• May 2013 issue, CWT – May/June 2013 issue• Region: National• Circulation: 53,000Partner Size Options/Cost (Gross):• 1/6 Page $ 460• 1/3 Page $ 921• 1/2 Page $1,222• 2/3 Page $1,594• Page $2,125Partner Added Value:• Link under travel tab on www.historynet.com for one year• Reader Service• Free equivalent ad in “1863” coffee table book.Contact for America’s Civil War, Civil War Times, and American History:Terry Jenkins865-247-7026terry.jenkins@weiderhistorygroup.com - 33 -
  • 34. History Channel MagazineThe History Channel Club in a national membership based organization designed exclusively forhistory enthusiasts. History Channel Magazine editorial focuses on American culture and heritage,bringing to the reader all things historic.• Section: Display ads (see editorial mention in Added-Value)• March/April 2013 issue• Region: National• Circulation: 275,000Partner Size Options/Cost (Gross):• 1/6 Page $3,180• 1/3 Page $5,830• 1/2 Page $6,891• Page $10,580Partner Added Value:• Online and in-book reader service• Partners will be mentioned in the free full page advertorial that will lead into the section opposite the state of Kentucky full page ad.Contact:Jerry Greco847-925-9300, Ext. 221jerry@jerrygreco.com - 34 -
  • 35. PRINT – GROUP TRAVEL AUDIENCEThe Group Travel LeaderThe Group Travel Leader is mailed to more than 20,000 qualified readers and emailed to more than8,000 qualified readers including GLAMER-member group leaders, NTA-member tour operators,ABA-member bus companies and unaffiliated tour operators.• Section: Formatted Ads• Issue Dates: September 2012, January 2013, & March 2013 (Costs are per issue)• Region: National• Circulation: 20,000 print, 8,000 onlinePartner Size Options/Cost (gross):• 1/6 Page: $650Partner Added Value:• One year weblink• If you purchase in all three co-ops issues you will receive up to 5 free itinerary listings that runs on www.grouptravelleader.com, www.banktravelmanagement.com and www.goingonfaith.com for 1-year.Contact:Kelly TynerNiche Travel Publishers(888) 253-0455kelly@grouptravelleader.com - 35 -
  • 36. ONLINE OPPORTUNITIESCollinson Ad NetworkThe Collinson Ad Network – filled with quality websites that span a variety of travel content –including trip planning, destination news and reviews, tips for traveling with children, and ideas forstretching travel dollars. The Collinson Ad Network delivers an audience of savvy consumersseeking travel information.We bring years of experience to the table when optimizing your campaigns for travel. We areperformance and ROI-focused so we typically build ad network packages based on click-throughmetrics, not just impressions. Our campaign will drive high-quality traffic directly to your partners’websites without all the waste. We guarantee your partners a minimum number of clicks and all adswill be co-branded with the Kentucky Department of Travel logo built into every partner’s ad. Thisallows the state office to have a presence in every impression of the campaign as well as get theirown clicks. Our average CTR from our spring campaigns is .36%, which is 4X the national averageof .09%).Collinson Mobile Ad Network – Through our partner relationships, Collinson Digital has built asubstantial mobile ad network. Our advertising network dynamically delivers full screen ads with100% share of voice in mobile games and applications on the iPhone and Android platforms.Our mobile ad network is fully targetable on both geo and demo targets. The standard 8 stateregions will be isolated for a very concentrated media buy. We guarantee your partners a minimumnumber of clicks and all ads will be co-branded with the Kentucky Department of Travel logo builtinto every partner’s ad. This allows the state office to have a presence in every impression of thecampaign as well as get their own clicks.Campaign Details: • Behavioral Targets – Women 25-54, HHI $50k+, children in household • Geo-targets – KY, IN, OH, TN, IL, WV, MI, MO • Flight Dates: Fall – August 15, 2012 – October 1, 2012 Spring – April 1, 2013 – May 15, 2013Package available Fall and/or Spring: • Online Banner Clicks: 1,000 • Mobile Banner Clicks: 2,000 • Cost-per-click: $2.35 • Partner Cost: $4,705Contact:Jenni Coleman678-987-9946jcoleman@collinsonmedia.com - 36 -
  • 37. ITI Marketing IncOnline Multi-Media Channel Marketing Campaign CoopCampaign Objectives:Branding and interactionReach and convert new visitorsEmail lead generationIncrease website trafficTiming: Spring April-June 2013 (8 Partners)Campaign Targets: • Geographic - KY, IN, OH, TN, IL, WV, MI and MO • Demographic - Families; Women 25-54; HHI 50,000+; with children. • Lifestyle emphasis: Culinary travelers, outdoor enthusiasts, arts and antiques.Partner Package Includes: • Email: Custom researched and written content blasted to 100,000 opt-in subscribers (4 partners per newsletter) • Social Media: Facebook-2 specific postings; Twitter-6 specific tweets; Pinterest-2 specific pins • Facebook Display ads: 1 million specific impressions • Blogs: 2 Custom Blogs research, written and posted specific to your destination assets. Partner owns the content. • Vacations2Discover: up to 2 Listings on www.Vacations2discover.com • Mobile: featured on KY custom designed mobile landing page • Added Value: Graphic Design, content written by professional travel writers, listing with hyperlink on vacations2discover, QR Codes, opt-in email leads, complete analytics report, partner owns content to extend the campaign on your managed sites.Guaranteed Impressions: 1,613,984*Partner Buy-in $4471 GrossContact:Lynn Talbert, Interactive Account MangerEmail lynn@iti-marketing.comPhone 410.635.6648Cell 443.974.6892 - 37 -
  • 38. eBrains’ NetSeer - Targeted Online DisplayNetSeer provides the most advanced targeting capabilities available online for online display. Eachand every client ad is placed adjacent to content relevant to visiting their destination, eliminatingwasted impressions. Co-op Package Details:• Partners will receive a distinct and individual online banner display program targeted exclusively to consumers who reveal their interest via the content they are viewing at the moment the ad is served. Along with contextual targeting, geo-targeting to include KY, TN, IN, IL, OH, WV, MI, MO.• Core Driver: Family Travel Interests; Targeted to Women 25-54, HHI $50,000+, children in household• eBrains/NetSeer will consult with each Partner on banner ad creative that eBrains will create (parameters to be provided, but largely within three banner sizes and using flash technology which allows eye catching animation). We will provide initial mockups based on input and allow for a round of revisions with no additional charge.• Banners will include links to your desired landing page, for example your home page or site page with content related to family travel.• Partners will be consulted regarding placement of tracking pixels which allow for tracking of resulting site visitors.• Partners will be provided with retargeting pixels allowing you to reach back out to previous site visitors with ad placements to build message frequency and bring many back to your site.• Throughout a flight, program will continually be optimized, based on rate of site visitors from ads, plus desired actions they take once on your site.• Detailed reporting to be provided monthly including: ad impressions; site visitor rate (ratio of visits vs. impressions served) and total actions on your sites (number of pages viewed, etc.). Bounce rates and time on site if eBrains has access to your Google Analytics.Partner Buy Options:Minimum partner buy-in $9,500 (gross)Guaranteed Impressions $700,000 Up to 30% retargeting impressions (normally at higher rate, premium waived)Guaranteed site visitors Desired participation of 6 partners guarantees 7,000 visits to your site and/or to KentuckyTourism.com; 4,000 guaranteed w/minimum participation of four partners. If not reached, impressions will be delivered until guarantee is met (assumes 30% of impressions are from retargeting efforts using either partner retargeting pool and/or that from Kentucky)Timing: April – June 2013Summary:Partners will affordably experience the best targeting technology currently available. Your ads will betargeted both by defined geography and by ad viewer pre-disposition to visit, based on the onlinecontent they are reading at the time your ad is served, and at CPM’s equal to or lower than lesstargeted alternatives. Your impressions and base level results of site visitors are guaranteed.Note: State will get 300,000 bonus retargeting impressions with 4 partners.Contact:Larry Dickerson, eBrains Inc.248-613-1984ldickerson@ebrainsinc.com - 38 -
  • 39. Madden CEO CampaignA cooperative online branding campaign that will include the Kentucky partners in reach media,expanding banner ads. Customized and Executed Online (CEO) campaign gives all participantscost-effective access to premium websites and targeted networks while providing measurableresults. • Creative: Your customized panel features only your message and a direct link to your site and can include video • Banners will link to participant’s websites. • Additional campaign exposure will be provided through creation of a customized landing page on Vacationfun.com, a top 5% U.S. travel website. • Each advertiser will received spotlight pixels for their site to track post-impression and post- click-through traffic for up to 30 days following the live campaign and can be added by your web administrator. • The campaign is optimized daily to ensure maximum success. • Madden Media’s targeted CEO programs are 100% turn-key and provide partners with the following serviced throughout the life of the online campaign: o Materials collections o Media research & placements o Daily optimization o Complete Reporting o Design and programming o Website negotiations and contract o Ad tagging and routing o Individual partner invoices o Sweepstakes management with weekly lead delivery.Target Audience: Family travel within the states of KY, IN, OH, TN, IL, WV, MI, & MO; particular websites will be customized per campaign, based on timing and partners.Guaranteed Impressions: 1.5 million targeted rich media impressions on sites such as Trip Advisor,USA Today, and a highly-targeted premium network.Timing: September 2012 & April 2013Cost: $4,412 per partner, per campaignYour panel will feature your message exclusively and can include video.Contact:Tricia Wisbrock, Madden MediaOffice: (314) 925-7297Cell: (314) 882-0276twisbrock@maddenmedia.com - 39 -
  • 40. Vacation Fun Lead Generator-Madden MediaGenerate leads with the Power of Vacationfun.com, a top 5% U.S. Travel website as ranked byHitwise. This turn-key VacationFun Lead Generator online campaign will engage your bestprospects and all you to continue the dialogue. This scalable, cooperative format used thetremendously popular consumer travel website VacationFun.com and an iBrochure to reach yourideal audience. Reach select, targeted subscribers with geotargeted email blasts. As the campaign’scenterpiece, Kentucky’s iBrochure will be hosted on VacationFun.com throughout the campaign’sfour month duration. Each partner will receive their own individual page to promote their business ordestination, including hyperlinks to their website.Target audience: Within the states of KY, IL, IN, MI, TN, MO, OH, and WVDemographic Targets: Women, Age 25-54, HHI $50,000+, Children in HHComponents: • Kentucky iBrochure (interactive flash brochure) with individual pages for each partner • 4 email blasts targeted to a total of 100,000 VacationFun.com opt-in subscribers • 400,000 targeted Google Search impressions • 500,000 targeted display ad impressions • 4 months VacationFun.com promotion • Lead management tools • Estimated 3,500 - 4,5000 leads per partner • Email opt-in leads for all partners • Sweepstakes management and fulfillment. (We recommend each partner provide an individual prize package to take advantage of the added value and impressions that are served supporting the sweepstakes. It is best to offer modest items, max value of $2500, that do not cover transportation costs and leave additional trip expenses to the winner. This ensures that sweepstakes entrants have a genuine interest in visiting Kentucky.)Timing: 4 month Campaign: March – JuneCost: $3,088 (gross) per partnerContact:Tricia Wisbrock, Madden MediaOffice: (314) 925-7297Cell: (314) 882-0276twisbrock@maddenmedia.com - 40 -
  • 41. SpotXchange Video Pre-Roll Kentucky Tourism Co-OpSpotXchange is a video advertising network, providing advertisers with the most effective video adopportunities on premium sites today. SpotXchange was the first network to provide a ‘wired’network by having the publishers (sites) integrated into our platform thus providing real timecampaign optimization to reach your targeted customers while keeping your brand safe.Some of the largest brands are using SpotXchange to deliver their video ads with the latest targetingmethods, in real time. American Express, Proctor & Gamble, Kraft, Disney, Holiday Inns, manystates and DMO’s.What is Video Pre-Roll?Google Foxnews.com and click on Video. Watch the commercial before the content (pre-roll) andthe companion banner to the right.Both are clickable and will take the consumer to your site, Face book page or to a special offer youchoose.Why use Video pre-roll? You get the sight, sound motion and emotion of TV and unparalleledtargeting by geography, demo, and behavior and all with a guaranteed performance and on premiumsites. With SpotXchange advertisers gain piece of mind knowing that their experience is totallytransparent and they have control as their campaign performs.Pre-roll :30 video targeted to Women 25-54, HHI $50,000+ in KY, IL, IN, MI, TN, OH, WV, and MO.Option 1 Packages (Available fall or spring)Partner can use their own :30 spot, with no state dollars invested upfront.$6,000 2,609 Clicks Guaranteed$9,000 4,186 Clicks Guaranteed$12,000 6,000 Clicks GuaranteedOption 2 Packages (Available fall or spring)Partners use the state donut spot, and rates reflected below are reduced by 25% to reflect the statesupfront investment.$4,500 2,609 Clicks Guaranteed$6,750 4,186 Clicks Guaranteed$9,000 6,000 Clicks GuaranteedContact:Jim Reagan770-982-5701jreagan@spotexchange.com - 41 -
  • 42. TravelGuidesFree.comTravelGuidesFree.com is a lead generation travel website where consumers can go to request freetravel information from the popular destinations in the U.S. and Canada.• $.99 per lead net (you are charged only if someone wants information from you) Leads include name, mailing address and email address• Monthly $500 cap on billing each month.• Website listing• Toll free number listed• Up to 40 words of text on main listing• Leads sent weekly via excel format• Listings can be updated as often as you like• Added Value: If you get more leads that exceed the cap on billing per month, these leads are free.• This is an annual program• ROI Email• 3 Months Display Ad Re Targeting included as added value!Total Cost: $6,000 netContact:Christopher Brown866-386-5627 x129chris@travelguidesfree.com - 42 -
  • 43. TripAdvisor.comTripAdvisor is the worlds largest travel community where users can get real information, advice, andopinions from millions of travelers to help plan and take the perfect trip.• A combination of web ads – leader boards, large rectangles, and wide skyscrapers – placed to appear ROS (run of site) targeting travelers living in IL, KY, IN, OH, TN, WV, MI, & MO.• A combination of leader boards, large rectangles, and wide skyscrapers, placed to run inside KY, WV, TN, OH, MO, MI, IN, and IL content.• A combination of leader boards, large rectangles, and wide skyscrapers placed to appear ROS for the duration of the campaign.Timing: Packages may run August – October 2012 or April-June 2013909,013 Impressions Package• 277,778 Impressions to targeted states• 588,235 Impressions to targeted to KY and competing states content• 43,000 Bonus Impressions to post run of siteCost: $17,647.06526,855 Impressions Package• 133,889 Impressions to targeted states• 294,118 Impressions to targeted to KY and competing states content• 21,650 Bonus Impressions to post run of siteCost: $8,823.53303,215 Impressions Package• 83,333 Impressions to targeted states• 205,882 Impressions to targeted to KY and competing states content• 14,000 Bonus Impressions to post run of siteCost: $5,882.35Contact:Mark Preston617-795-7951mpreston@tripadvisor.com - 43 -
  • 44. Travel Kentucky iPhone and Google Android Smartphone AppKentucky Monthly has developed Travel Kentucky, a statewide tourism application for smartphonesthat serves as an interactive visitor resource, and is a free download on iPhone and Androidtechnology.The app serves as a one-stop-shop guide for visitors to discover and explore Kentucky’s uniquedestinations, including historic sites, attractions, lodging, dining, shopping, and much more. It assistsusers in finding locations with turn-by-turn directions using Google maps and GPS tracking; learningabout attractions with web links, photos, and videos; and exploring entire regions with walking toursand city guides.Rates listed are for annual participation from July 1, 2012 through June 30, 2013.City GuideA City Guide showcases destinations across an entire city, county, or tourism region. The city guideprovides an in-depth profile of a location’s attractions, dining options, shopping, lodging, and more.The city guide includes a combination of points of interest (detailed listings including web site, video,and much more), spots (basic listings with name, photo, address, and phone number only) and 10events.Number of Spots/POIs Price30 Spots/ 10 POIs $2,50040 Spots/ 20 POIs $4,00050 Spots/30 POI’s $6,000Walking ToursAvailable as a stand-alone tour or in addition to a city guide, walking tours are designed to showcasea smaller, specific section of a local area. Walking tours are an ideal way to build a self-guidedsequential tour of historic homes or locations your downtown area, themed scavenger hunts that endat your local tourism office, and much more.Number of Spots/POIs Price20 Spots/ 5 POIs $1,50030 Spots/ 10 POIs $2,50040 Spots/ 15 POIs $3,500Additional OpportunitiesPoint of Interest $ 500Includes destination name, address, phone number, web site, email address, 2000 characterdescription, photo, video, category search tags, GPS triggered destination alert “buzz,” contentmanagement option, and 10 event listings. Additional events can be purchased for a nominal fee.Spot $ 200Includes destination name, address, phone number, 500 character description, and photoContact:Amy Walker502-227-0053amy@kentuckymonthly.com - 44 -
  • 45. ADDITIONAL APPROVED MARKETING OPPORTUNITIESTravel Shows, Sponsorships and Sales Missions• National Tour Association (NTA) Convention: Orlando, January 20 – 24, 2013• American Bus Association (ABA) Charlotte: January 9 – 13, 2013• Heartland Travel Showcase Sponsorship, Toledo, February 15 – 17, 2013• U.S. Travel Association’s International Pow Wow, Las Vegas, June 8 – 12, 2013• Travel South Showcase, Little Rock – February 17 – 20, 2013For details regarding the above opportunities, please contact:Hank Phillips, Deputy CommissionerKentucky Department of Travel502-564-4930Industry Partnerships• TEAM Kentucky Annual Partnership TEAM Kentucky is a statewide initiative designed to collectively market Kentucky to the sports events industry. Benefits include inclusion in comprehensive TEAM Kentucky guidebook distributed at trade shows; trade show participation opportunities; and individual partner, events and facilities promotion via teamky.com website. The Kentucky Sports Authority also serves as a liaison for TEAM Kentucky partners with national rights holders (NGBs) and encourages collaboration among TEAM Kentucky partners. $5,000 per partner (Note: Reimbursement for CVBs, DMO’s and Tourist Commissions is 90/10; Sports Commissions will be reimbursed at 70/30 rate)Contact:Kevin Marie NussKentucky Sports Authority502-564-4270 - 45 -
  • 46. TARGET AUDIENCES PROFILESFamiliesMeet Cynthia Wade and her family – husband, Rick; daughters Megan (age 10) and Abby (age 8);and their dog, Tink. Cynthia is 38 years old, with a part-time job (which often becomes almost a full-time job) with the public schools system. She finds time for fulfilling her personal passion byvolunteering at the local riding stables for a few hours on the weekends, but finds herself more oftenthan not acting as taxi driver, chef and housekeeper. Cynthia and Rick have a combined yearlyincome of $68,000.The Wades used to take a week-long vacation to Florida every year, but the challenging economyand concern over the stability of Rick’s job as a salesman for a construction machinery and supplycompany, has forced Cynthia to rethink her family’s vacation plans. Because of busy day-to-dayroutines, Cynthia realizes the importance of spending time away to reconnect as a family. She’slooking for some fun and inexpensive ideas for long weekend adventures close to home. And, if theirbudget will allow it, she’d love to try and extend one of those long weekends into a week-longvacation.Culinary TravelersRebecca and Greg Dodge, both 26 years old, are always looking for an excuse to entertain theirfriends and show off their cooking skills. Rebecca is a lawyer and Greg is a computer softwareengineer, but they prefer to define themselves more by what they do outside of their work lives.They frequent their local farmers market, but Greg also has an organic vegetable garden of his own,and Rebecca recently signed up for a wine-tasting class at the nearby university. Rebecca is an avidreader and Greg is a music buff, and both enjoy exploring restaurants around town and eat out onceor twice a week.Whenever they can find the time, Rebecca and Greg love to travel. They actually prefer to travel bycar, as Rebecca has always felt, “the journey is just as fun as the destination.” They enjoy cityexperiences, as the dining options are usually diverse, however, they also love the thrill of findingthat unique out-of-the-way shop, restaurant, winery or even agritourism adventure.Outdoor EnthusiastsMeet Tony Schultz, a 43 year-old graphic designer, husband and father. In his twenties and earlythirties, Tony enjoyed both kayaking, mountain biking and backpacking, but in recent years hasfound a lot more joy in sharing his love of the outdoors with wife Jeanine and their three kids, Karen(age 15), Angie (age 12) and Michael (age 7). The family enjoys hiking, fishing and campingtogether (although Jeanine prefers overnighting in a lodge or cabin rather than a tent so the familycompromises from time to time).The Schultz’s usually take a week long vacation each year, sometimes during spring break, butmore often in the summer. With such a large family and a household income of $45,000 a year,value is always on their minds when Jeanine and Tony make their trip plans. While the vacationtypically centers on outdoor activities, they enjoy breaking up the trip with what Angie calls more“civilized” activities like shopping and checking out nearby local attractions. Tony also enjoys anannual long weekend getaway with his old college buddies to return to his more rugged outdoorroots. - 46 -
  • 47. Arts & HeritageAlison Longfield, age 50, is a happily divorced records retention manager at the corporate office of apopular restaurant chain. She is a season subscriber to the local symphony and often frequentsproductions at the community theatre, but also enjoys exploring museums and historic attractions.But Ali’s favorite pastime is antiquing.Ali and her best friend, Jenny, travel together 6 or 7 times a year, most often taking day-trips, butalso enjoying a long weekend getaway every so often. They love checking out special festivals andcultural events and never miss the opportunity to scour the local antique shops for that hidden gemthat might one day land them as a featured guest on Antiques Roadshow. While both Ali and Jennymust keep an eye on their spending (especially in these uncertain times), they do enjoy staying atbed & breakfasts and have also been known to indulge from time-to-time on that must-have antiqueor luxury spa getaway.Group TravelEllen Verse is a group travel planner. While her main focus has always been bus tours for apredominantly retiree-aged audience, Ellen realizes it makes good business sense to expand herrepertoire to include offerings for student group tours and those looking for family reunion and faith-based group trips. Ellen’s main source of trip ideas comes from attending group travel trade shows,however, she’s also been relying more on trade publications (both in print and online) recently tokeep her costs down. - 47 -

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