Gatlinburg 2011/12 FY Display (Banner) Advertising Co-Op Opportunity

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  • 1. 2011/2012 Display Co-Op Program Gatlinburg Department of TourismWednesday, June 22, 2011 1
  • 2. Display Program The Gatlinburg Department of Tourism would like to introduce to you the new Display Co-Op Program that has been created to help you reach potential visitors who have specifically requested information about vacationing in Gatlinburg. This comprehensive program will help you position your destination, attraction, or business to millions of potential visitors on national websites like TripAdvisor.com and Orbitz.com. Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 2
  • 3. About The Program Display (banner advertising) extends your reach to people who are not actively searching for you. It generates awareness for your destination, attraction, or business. Gatlinburg already has a substantial display campaign for this year. Their annual commitments will be increased on the chosen sites from the existing display media plan to accommodate your messaging. You will benefit from: • Record low cost-per-thousand rates negotiated with partner sites on behalf of Gatlinburg • Avoiding expensive site campaigns and monthly minimums. • Gatlinburg will pay for 25% of the impressions and you cover the remaining 75%. Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 3
  • 4. a Co-Op Display One Site | Three logos | Three Click Throughs ■ In this first scenario your brand will be represented on one Gatlinburg banner ad. ■ There will be another advertiser/partner whose logo will also be on this banner ad with Gatlinburg’s branding. ■ The site where your ad will run can be selected on a first come, first serve basis. ■ Site selection is also dependent on having another partner willing to participate at this level. ■ The month in which this ad can run will be determined on a first come, first serve basis. ■ Month selection is also dependent on having another partner willing to Your Ad Here Your Ad Here participate at this level. ■ The banner ad will click through to Gatlinburg’s website, the other partner’s website through their logo, and will also click through to your website through your logo. ■ $500 a month per partner. Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 4
  • 5. b Co-Op Display One Site | Two logos | Two Click Throughs ■ In this second scenario your brand will be represented on one Gatlinburg banner ad. ■ There will be the only advertiser/partner who’s logo will also be on this banner ad with Gatlinburg’s branding. ■ The site where your ad will run can be selected on a first come, first serve basis. ■ The month in which this ad can run will be determined on a first come, first serve basis. ■ The banner ad will click through to Gatlinburg’s website, and will also click through to your website through your logo. ■ $750 a month per partner. Your Ad Here Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 5
  • 6. Available Sites for the Display Co-Op Gatlinburg Department of TourismWednesday, June 22, 2011 6
  • 7. Available Sites About TripAdvisor.com TripAdvisor is an unbiased website property that consumers visit specifically when planning travel. It is the world’s largest travel community with over 10 million monthly unique users. Banners running on Tennessee and competing destination pages (TN, SC, NC, GA, AL, VA, OH, KY, IN, FL). Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 7
  • 8. Available Sites About TravelChannel.com TravelChannel.com is a premiere travel site dedicated to supplement the TV Travel Channel with additional information. The Travel Channel site has additional niche target content sections that appeal to specific travelers. Our ad space includes the sponsorship of the family travel section. Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 8
  • 9. Available Sites About Orbitz.com Orbitz is one of the top 3 full service online travel agencies in the world. We will have geo-targeted placements on destination pages (Nashville, Cincinnati, Knoxville, Louisville, Tri-Cities, Chattanooga, Lexington, Greenville/Spartanburg, Birmingham, Dayton, Indianapolis, Atlanta). The campaign will include retargeting on the Yahoo network (Facebook, eBay) to anyone that has searched Tennessee content on Orbitz.com. Re-targeting is a form of targeted online advertising in which the ad is delivered to consumer based on their previous internet actions, like showing an interest in travel. Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 9
  • 10. Available Sites About Away.com Away.com is a travel site that specializes in users that are passionate for travel and are seeking unique experiences and activities. Away.com focuses on providing inspirational travel options to their users. Ads will run on the “Family Travel Guide” and “Romantic Getaway Travel Guide”. Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 10
  • 11. Available Sites About The Travel Ad Network Rand McNally is an online mapping/directions site with a unique “Plan a Trip” option. We will target the travel path of the consumer. We will target the shopping path of Gatlinburg competitive destinations. Our ads will include Mapvertising on Rand McNally to competing Gatlinburg destinations; content targeting to Tennessee and competing destinations (TN, SC, NC, GA, AL, VA, OH, KY, IN, FL). Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 11
  • 12. Available Sites About BudgetTravel.com BudgetTravel.com is a small, unique site where travelers go to stay connected with a community of travel experts in the industry. Budget Travel has a dedicated editorial staff with expert travel opinions. User reviews and booking tools are just some of the reasons travelers visit the site daily. Ads will run on the dedicated “Girlfriend Getaways” and “Family Travel Trip Ideas” site sections. Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 12
  • 13. Available Sites About SouthernLiving.com SouthernLiving.com is the online resource for people who love the Southern lifestyle. 43% of SouthernLiving.com users have traveled to the southeast in the last two years (142 Index Score). SouthernLiving.com has a dedicated travel section. Geo-targeted banner placements run of site (TN, SC, NC, GA, AL, VA, OH, KY, IN, FL). Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 13
  • 14. Available Sites About BridalGuide.com Caters to newly engaged couples with 1.2 million monthly unique users. Over 1% click through rate (10x above industry average.) Geo-targeted run of site and ads on the“Honeymoon and Travel” section (TN, SC, NC, GA, AL, VA, OH, KY, IN, FL). Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 14
  • 15. Available Sites About NationalGeographic.com A popular outdoors website that has a significant travel following - most site visitors are seeking online research and recommendations. Banners will run in the “Adventure Travel” and “Travel” sections. Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 15
  • 16. Available Sites About Gospel Music Channel GMCLife.com has a strong presence in all Gatlinburg target market cities and states as well as a highly engaged audience, and high average click-through-rates (0.55%). The ministry network includes 100,000 church leaders who are influencers when it comes to church and youth group travel. Geo-targeted run of site display advertisements in target market states (TN, SC, NC, GA, AL, VA, OH, KY, IN, FL). Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 16
  • 17. Available Sites About AJC.com AJC.com is the #1 local site in Atlanta for reach. Custom targeting capabilities to those that fit in a specific travel behavioral category. Travel behavioral targeted to those interested in: family vacations, romantic vacations, girlfriend vacations. Gatlinburg Co-Op Program - DISPLAYWednesday, June 22, 2011 17
  • 18. Sign Me Up Your Name Your Contact Information and Date Requested Display Co-Op Requested Display Co-Op Type(s) Month(s) July, 2011 a b August, 2011 b c September, 2011 c d October, 2011 d e November, 2011 e f Fax to: (xxx) xxx-xxxx or Email to (info@xxx.com)Wednesday, June 22, 2011 18
  • 19. Who is Paramore? Paramore is the interactive agency of record working for the Gatlinburg Department of Tourism. Our main initiative is to promote Gatlinburg tourism. You may recognize us from our work with the Tennessee Department of Tourist Development. We are taking our experience from the state’s successful Co-Op campaigns to Gatlinburg! Find out more about us at http://www.Paramore.is Book Now Contact Walter Yeldell at 865.430.1052 or waltery@ci.gatlinburg.tn.us Gatlinburg Co-Op ProgramWednesday, June 22, 2011 19