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Paramore the digital agency
                                             Tennessee Department of Tourist Development
                                             Co-Op Program | www.paramore.is/co-op




The Tennessee Department of Tourist Development
       Online Media Co-Op Opportunities
             2011 - 2012 Fiscal Year
           Presented by Paramore | the digital agency




                                                                                 1
Paramore the digital agency
                                                                  Tennessee Department of Tourist Development
                                                                  Co-Op Program | www.paramore.is/co-op




Display Marketing Co-Op Program
 The Tennessee Tourism Display (Banner) Marketing Co-Op Program is a consistent
 driver of brand awareness for past and future visitors by positioning Tennessee
 Tourism in front of millions of potential visitors on national website such as the
 Travel Channel, Pandora and Orbitz.


 The State has already reserved space on these sites at negotiated rates well below
 rate card values.


 There are no monthly minimums and Paramore will help create and manage the
 media buy.


 All placements are geo-targeted to the 250-mile driving radius from which most of
 our visitors travel.
Paramore the digital agency
                                                         Tennessee Department of Tourist Development
                                                         Co-Op Program | www.paramore.is/co-op




Display Marketing Co-Op Program

 Your message receives 100% share of voice with
 each impression. The state's annual commitments
 will be increased on the chosen sites from the
 state's existing display media plan to
 accommodate your exclusive messaging.

 For a partner to participate it is mandatory that you
 provide your own banner creative. Paramore will
 be available as needed for creative consultation
 and recommendations.

 All placements are geo-targeted to the 250-mile
 driving radius from which most of our visitors
 travel.
Paramore the digital agency
                                                             Tennessee Department of Tourist Development
                                                             Co-Op Program | www.paramore.is/co-op




Display Marketing Co-Op Program

American Profile - Publishing Group of America


    eCPM (cost-per-thousand impression): $9.80


    Newspaper partner sites (Publisher’s Group of America)


    Publishing Group of America partners with the local
    newspaper sites in each community
Paramore the digital agency
                                                                      Tennessee Department of Tourist Development
                                                                      Co-Op Program | www.paramore.is/co-op




 Display Marketing Co-Op Program

Relish.com- Publishers Group of America


   eCPM: $9.80


   Readers of Relish.com took an average of 3 domestic trips in the
   last year


   They do not go alone, but rather with their spouse and children


   The traffic on this site is not as large as many culinary sites,
   affording you a more robust presence.
Paramore the digital agency
                                                  Tennessee Department of Tourist Development
                                                  Co-Op Program | www.paramore.is/co-op




  Display Marketing Co-Op Program

ThirdAge.com- Publisher’s Group of America


   eCPM: $9.80


   ThirdAge is a Baby Boomers destination for
   women


   Readers of ThirdAge.com took an average of 3
   domestic trips in the last year
Paramore the digital agency
                                                       Tennessee Department of Tourist Development
                                                       Co-Op Program | www.paramore.is/co-op




  Display Marketing Co-Op Program
TripAdvisor


    eCPM: $18.82


   TripAdvisor reaches people actively searching for
   vacation ideas and all throughout the planning
   process.


   In March through May 2011, more than 1.6 million
   people used TripAdvisor to plan trips to
   Tennessee.


   TripAdvisor inventory will be targeted to
   Tennessee content and as an extension for next
   year, targeted to competitive markets (NC, SC,
   VA, GA) and geo-targeted to people in the TN
   tourism footprint.
Paramore the digital agency
                                                                                Tennessee Department of Tourist Development
                                                                                Co-Op Program | www.paramore.is/co-op




  Display Marketing Co-Op Program

Orbitz

 eCPM: $14.12


 Orbitz is the second largest online travel agent.


 1 in 5 travelers don’t know where they are going when they visit an OTA.


 Tennessee will have a presence in the deals section, in the Family, History,
 Music, Outdoor, Food & Wine and Girlfriend Getaways and Travel Guides
Paramore the digital agency
                                                           Tennessee Department of Tourist Development
                                                           Co-Op Program | www.paramore.is/co-op




  Display Marketing Co-Op Program
Travel Channel


eCPM: $22.35


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
including history travel with information on specific
battle sites.


In 2010/ 2011 the Travel Channel 300x600 & 300x250
banners did really well with click rates of 0.2%
compared to the industry average click-through-rate of
0.09%
Paramore the digital agency
                                                   Tennessee Department of Tourist Development
                                                   Co-Op Program | www.paramore.is/co-op




  Display Marketing Co-Op Program

GAC.com


  eCPM: $7.45


  Visitors of GACTV.com are country music
  enthusiasts making them more likely to have an
  interest in visiting Tennessee
Paramore the digital agency
                                                                 Tennessee Department of Tourist Development
                                                                 Co-Op Program | www.paramore.is/co-op




Display Marketing Co-Op Program
 Pandora


   eCPM: $15.29


   #1 online radio site and ads are only served when a user is
   actively engaging with the interface so the impressions are
   not wasted


   The Pandora buy will be focused on mobile banners running
   on the iPhone and Android


   In 2010/2011 the iPhone banners received an incredibly high
   click-through-rate of 4.2%
Paramore the digital agency
                                                                 Tennessee Department of Tourist Development
                                                                 Co-Op Program | www.paramore.is/co-op




Display Marketing Co-Op Program
Quantcast


   eCPM: $4.70


  Quantcast has visibility into all 230 million US internet
  users. With this data they have real time understanding of
  the interested and intents of individual Internet users.


  Quantcast will cookie those who request vacation guides
  on tnvacation.com and build a profile to understand what
  makes them unique and then target similar people across
  the Internet


  In a publisher case study, one hotel chain was able to drive
  twice the amount of bookings using Quantcast versus
  other display partners

                                                                                                    12
Paramore the digital agency
                                                                 Tennessee Department of Tourist Development
                                                                 Co-Op Program | www.paramore.is/co-op




Display Marketing Co-Op Program
Concierge.com


  eCPM: $17.65


  Concierge.com is the online destination for CondeNast
  Traveler. It combines the best of editorial with interactive
  planning tools and destination guides.


  The recommended schedule is robust and highly targeted.
  The program includes 100% share-of-voice of the Family
  and Budget Guide, Inventory in the Southeast Destination
  pages, Geo-targeted run-of-site ads in addition to mobile
  ads




                                                                                                    13
Paramore the digital agency
                                                       Tennessee Department of Tourist Development
                                                       Co-Op Program | www.paramore.is/co-op




Display Marketing Co-Op Program
Outdoor Hub Network

  eCPM: $23.53

  Outdoor Hub reaches people interested in
  camping, hiking, hunting and fishing.

  Outdoor Hub visitors research and plan their
  vacations on the sites within the network.

  Outdoor Hub offers high impact placements at
  competitive prices and has the ability to optimize
  on a daily basis .




                                                                                          14
Paramore the digital agency
                                                                 Tennessee Department of Tourist Development
                                                                 Co-Op Program | www.paramore.is/co-op




Display          $6,000+


2 site maximum per $5,000 of media
$1000 campaign setup fee

Between 370,000 and 2 million media impressions
Depending on the sites selected

Number of sites on which you can have presence depends on the following:
Desired length of campaign
Current inventory
Media spend

Campaign reporting and optimization
$500/month for every month the campaign is live
Paramore the digital agency
                                                                                Tennessee Department of Tourist Development
                                                                                Co-Op Program | www.paramore.is/co-op




Display Availabilities
The State has already reserved space on these sites at negotiated rates well below rate card values. The state's
annual commitments will be increased on the chosen sites from the state's existing display media plan to
accommodate your exclusive messaging.For a partner to participate it is mandatory that you provide your own
banner creative.
             American            Third    Trip               Travel                                           Outdoor
  MONTH                 Relish                     Orbitz             GAC   Pandora   Concierge   Quantcast
              Profile             Age     Advisor            Channel                                            Hub

 September

 October

 November

 December

 January

 February

 March

 April

 May

 June
                                                                                                                        16
Paramore the digital agency
                                      Tennessee Department of Tourist Development
                                      Co-Op Program | www.paramore.is/co-op




    Be Sure And Take Advantage of The
  Tennessee Travel Tuesday’s T3 Program.
Submit your Deals Through the Online System
              www.tnvacation.com/t3



                                                                         17

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Tdtd coop deck 2011 2012 - display

  • 1. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op The Tennessee Department of Tourist Development Online Media Co-Op Opportunities 2011 - 2012 Fiscal Year Presented by Paramore | the digital agency 1
  • 2. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program The Tennessee Tourism Display (Banner) Marketing Co-Op Program is a consistent driver of brand awareness for past and future visitors by positioning Tennessee Tourism in front of millions of potential visitors on national website such as the Travel Channel, Pandora and Orbitz. The State has already reserved space on these sites at negotiated rates well below rate card values. There are no monthly minimums and Paramore will help create and manage the media buy. All placements are geo-targeted to the 250-mile driving radius from which most of our visitors travel.
  • 3. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program Your message receives 100% share of voice with each impression. The state's annual commitments will be increased on the chosen sites from the state's existing display media plan to accommodate your exclusive messaging. For a partner to participate it is mandatory that you provide your own banner creative. Paramore will be available as needed for creative consultation and recommendations. All placements are geo-targeted to the 250-mile driving radius from which most of our visitors travel.
  • 4. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program American Profile - Publishing Group of America eCPM (cost-per-thousand impression): $9.80 Newspaper partner sites (Publisher’s Group of America) Publishing Group of America partners with the local newspaper sites in each community
  • 5. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program Relish.com- Publishers Group of America eCPM: $9.80 Readers of Relish.com took an average of 3 domestic trips in the last year They do not go alone, but rather with their spouse and children The traffic on this site is not as large as many culinary sites, affording you a more robust presence.
  • 6. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program ThirdAge.com- Publisher’s Group of America eCPM: $9.80 ThirdAge is a Baby Boomers destination for women Readers of ThirdAge.com took an average of 3 domestic trips in the last year
  • 7. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program TripAdvisor eCPM: $18.82 TripAdvisor reaches people actively searching for vacation ideas and all throughout the planning process. In March through May 2011, more than 1.6 million people used TripAdvisor to plan trips to Tennessee. TripAdvisor inventory will be targeted to Tennessee content and as an extension for next year, targeted to competitive markets (NC, SC, VA, GA) and geo-targeted to people in the TN tourism footprint.
  • 8. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program Orbitz eCPM: $14.12 Orbitz is the second largest online travel agent. 1 in 5 travelers don’t know where they are going when they visit an OTA. Tennessee will have a presence in the deals section, in the Family, History, Music, Outdoor, Food & Wine and Girlfriend Getaways and Travel Guides
  • 9. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program Travel Channel eCPM: $22.35 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 including history travel with information on specific battle sites. In 2010/ 2011 the Travel Channel 300x600 & 300x250 banners did really well with click rates of 0.2% compared to the industry average click-through-rate of 0.09%
  • 10. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program GAC.com eCPM: $7.45 Visitors of GACTV.com are country music enthusiasts making them more likely to have an interest in visiting Tennessee
  • 11. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program Pandora eCPM: $15.29 #1 online radio site and ads are only served when a user is actively engaging with the interface so the impressions are not wasted The Pandora buy will be focused on mobile banners running on the iPhone and Android In 2010/2011 the iPhone banners received an incredibly high click-through-rate of 4.2%
  • 12. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program Quantcast eCPM: $4.70 Quantcast has visibility into all 230 million US internet users. With this data they have real time understanding of the interested and intents of individual Internet users. Quantcast will cookie those who request vacation guides on tnvacation.com and build a profile to understand what makes them unique and then target similar people across the Internet In a publisher case study, one hotel chain was able to drive twice the amount of bookings using Quantcast versus other display partners 12
  • 13. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program Concierge.com eCPM: $17.65 Concierge.com is the online destination for CondeNast Traveler. It combines the best of editorial with interactive planning tools and destination guides. The recommended schedule is robust and highly targeted. The program includes 100% share-of-voice of the Family and Budget Guide, Inventory in the Southeast Destination pages, Geo-targeted run-of-site ads in addition to mobile ads 13
  • 14. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Marketing Co-Op Program Outdoor Hub Network eCPM: $23.53 Outdoor Hub reaches people interested in camping, hiking, hunting and fishing. Outdoor Hub visitors research and plan their vacations on the sites within the network. Outdoor Hub offers high impact placements at competitive prices and has the ability to optimize on a daily basis . 14
  • 15. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display $6,000+ 2 site maximum per $5,000 of media $1000 campaign setup fee Between 370,000 and 2 million media impressions Depending on the sites selected Number of sites on which you can have presence depends on the following: Desired length of campaign Current inventory Media spend Campaign reporting and optimization $500/month for every month the campaign is live
  • 16. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Display Availabilities The State has already reserved space on these sites at negotiated rates well below rate card values. The state's annual commitments will be increased on the chosen sites from the state's existing display media plan to accommodate your exclusive messaging.For a partner to participate it is mandatory that you provide your own banner creative. American Third Trip Travel Outdoor MONTH Relish Orbitz GAC Pandora Concierge Quantcast Profile Age Advisor Channel Hub September October November December January February March April May June 16
  • 17. Paramore the digital agency Tennessee Department of Tourist Development Co-Op Program | www.paramore.is/co-op Be Sure And Take Advantage of The Tennessee Travel Tuesday’s T3 Program. Submit your Deals Through the Online System www.tnvacation.com/t3 17

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