FALL 2012–SUMMER 2013 O H I O T O U R I S M PA R T N E R S H I P O P P O R T U N I T I E S
TABLE OF CONTENTS WELCOME LETTER PUBLIC RELATIONS OPPORTUNITIES INTERACTIVE MEDIA OPPORTUNITIES RADIO OPPORTUNITIES
PRINT OPPORTUNITIES 16
PACKAGED TRAVEL PRINT OPPORTUNITIES ADDED VALUE ADVERTISING BENEFITS MULTICULTURAL MARKETING OPPORTUNITIES NON-TRADITIONAL MARKETING OPPORTUNITIES TOURISM INFORMATION SERVICES INTERNATIONAL MARKETING OPPORTUNITIES STAFF CONTACTS
PUBLIC RELATIONS OPPORTUNITIES
Hello Tourism Partners!
AFFORDABLE EXPERIENCES–Ohio’s Overarching Tourism Message
Your TourismOhio team is excited to share our 2013 menu of partnership opportunities in this new guide. We offer these opportunities for collaboration annually to assist you as you develop your marketing, public relations and promotional plans each year. We believe that if we work together to promote Ohio and its many tourism assets – by leveraging our resources – we all will be successful in bringing visitors to your destination. The following pages provide an at-a-glance overview of TourismOhio’s partnership opportunities and programs, designed to help generate more awareness and visitation across all segments of Ohio’s travel industry. We take pride in the fact that many of the programs are free, and that for the opportunities that require an investment, the majority are subsidized by TourismOhio. As you will see, our goal is to provide a range of opportunities for all budgets. TourismOhio’s recent marketing efforts generated a return of $205 in new visitor spending for every dollar we invested, and we look forward to assisting you in marketing your message to these audiences as well. We invite you to contact us with questions about the opportunities in this guide, and encourage you to share ideas for us to consider as the year proceeds. Our team works year-round to develop new programs and partnerships and is open to hearing the latest trends and ideas. Please make sure to read BuckeyeLine regularly as it will keep you apprised of office updates and the latest opportunities. Also, please check out the TourismOhio travel industry website at DiscoverOhio.com/Industry. We are thrilled to have you as a partner and we look forward to working together to get the word out that Ohio is an awesome place to take a getaway!
TourismOhio is committed to developing innovative marketing programs that reflect unique market conditions. Throughout the past several years, these conditions have included economic realities and the consumer’s quest for affordability/value; increased focus on drive-market/closer-to-home travel; increasing use of social media/technology in travel planning; the shrinking/changing traditional media landscape and many others. In fiscal year 2013, we will address these challenges by continuing to promote overnight trips while maintaining an intentional focus on affordability and value through all aspects of our programs. Our strategy is driven by programs that offer a specific call-to-action and represent unique offers and experiences.
I. GET CONNECTED TourismOhio offers a number of ways to help promote businesses, events, and attractions. By joining our network, you’ll have access to these tools for reaching the media and the public, and you’ll be informed when new opportunities arise.
Sign up to receive BuckeyeLine, Ohio’s monthly tourism industry E-newsletter. BuckeyeLine is the primary conduit used by TourismOhio to convey important deadlines, new partnership opportunities, new research and trend information, etc. The newsletter is free. The information is invaluable!
To sign up: Go to DiscoverOhio.com/Industry. To ensure your receipt of BuckeyeLine, be sure to add Buckeyeline@DiscoverOhio.com to your Safe Senders list.
OHIO TOURISM INDUSTRY FACEBOOK GROUP Pat Barker Interim Director TourismOhio
To help support the monthly BuckeyeLine E-newsletter and promote greater connectivity throughout the industry, TourismOhio invites you to join the Ohio Tourism Industry Facebook Group. The group is just for our Ohio industry to help us keep up on Ohio tourism news, learn about new marketing tools, share marketing experiences, etc.
To sign up: • Go to Facebook and type “Ohio Tourism Industry” in the search field • Click on the button to request to join
Register to receive free periodic media leads and updates on travel media. This service allows us to very quickly disseminate a media request for information and provides you with an opportunity to share information that will promote your region, attraction, accommodation, restaurant, etc.
To sign up: • Go to DiscoverOhio.com/Industry • Click on Public Relations tab, click Media Opportunities and Media Leads information will appear at the top of the page. To ensure your receipt of periodic media leads, please add medialeads@DiscoverOhio.com to your Safe Senders list.
PUBLIC RELATIONS OPPORTUNITIES
PUBLIC RELATIONS OPPORTUNITIES
II. FREE WAYS TO REACH TRAVEL MEDIA
The site launched with three categories, and we added Music in 2012:
In looking at opportunities to promote Ohio’s distinctive tourism experiences, the public relations team has brainstormed several themes on which we will be building campaigns:
• Arts – Ohio has an amazing number of new art openings coming this fall and beyond making this an
ideal time to highlight Ohio’s arts & culture. We will begin with a regional press release in late summer announcing upcoming exhibits and openings and follow up with a broader campaign based on how Ohio’s arts scenes have shaped our cities and experiences. Our objective is to help shape the opinions of potential travelers and enthusiasts to understand that Ohio cities are hip and happening places with exceptional architecture and one-of-a-kind art experiences.
The Food Network shows, scripted TV, etc.)
• Outdoors – A truly evergreen topic if ever there was one, we continue to see a trend toward healthy
travel, reunifying families by unplugging the electronics and interacting in nature. Similarly, we see themes about helping children and teens become or stay fit by getting out for some active play. This will be a campaign we launch in early spring to highlight unique and innovative experiences within our State Parks and beyond. Activities could include cycling trails, beautiful hiking areas, tree climbing and ziplines, kayaking and other active experiences combined with healthy, organic, locally- sourced food options.
If you have experiences in your area that fit any of these campaign themes, please e-mail information to: email@example.com. Please also watch BuckeyeLine for additional information and deadlines as we begin crafting these themes for media. Feel free to contact Tammy Brown with questions at firstname.lastname@example.org. We look forward to hearing from you!
PRESS RELEASES The DiscoverOhio.com Online Press Room is equipped to post a limited number of industry releases, so we feature the most outstanding, timely press releases in the Partner Releases section. Submit your best releases for possible inclusion in this high-profile venue.
To submit your press release: • Evaluate which of your releases is the most exciting — i.e., a new attraction opening, big event, etc. • Please check to make sure you have included contact name, phone number and e-mail address • E-mail the release as an attached Word document to: email@example.com
SCENE IN OHIO CAMPAIGN
Launched in November 2011, the “Scene in Ohio” microsite provides another opportunity to share travel experiences directly with consumers at no cost to you.
Will Your Area or Business be “Scene in Ohio?”
Designed to capitalize on the popularity and influence of mainstream national broadcast programs, films and personalities, the campaign, SceneInOhio.com highlights famous Ohio attractions, restaurants and locations associated with TV (both scripted and reality) and movies. 4
•M ovies (for example, locations featured in full-
length movies such as the Ohio State Reformatory in The Shawshank Redemption)
• T elevision (for example, locations featured in
both scripted and reality TV programs including those set in Ohio – think Glee and Harry’s Law – and those shows that featured Ohio attractions such as Tony Packo’s in M.A.S.H.)
• Dark Tourism – Believe it or not, there are a number of definitions for dark tourism and even a
number of scholarly institutions devoted to research on the topic. As we build our media pitches, our interpretation of dark tourism initially will be based on tourism experiences deemed rather grim or spooky, i.e. the William Lafferty Memorial Funeral and Carriage Collection, the Famous Endings Museum, Waynesville Ghost Walk, Ghostly Manor, Haunted History Walks of Canal Fulton and more. Ohio seems to have an unusually high number of these types of experiences, and October will be the perfect time to highlight them. If you want to read up on the topic, here are a couple of informative websites: Institute for Dark Tourism Research (launched in April 2012) – www.dark-tourism.org.uk/, Lonely Planet (June 8, 2012) – www.lonelyplanet.com/lithuania/travel-tips-and-articles/76150.
• F ood (for example, restaurants/chefs featured on
• M usic (for example, music locations that have
been seen on TV programs or in movies such as the Rock and Roll Hall of Fame and Museum or Toby Keith’s “I Love this Bar and Grill.”)
See the screen capture on this page to get an idea of what a location listing will look like on the “Scene in Ohio” website. If you already have a database listing, we will be able to pull your information into this site, but also please notice the opportunity to showcase images and video. Please send us the following details for each location you suggest: • Name • Address • Website • A brief description of the location and the TV shows or movies that featured it • Any photos or links to images that can be included on TourismOhio’s website • Links to any YouTube videos that would be appropriate to include in marketing the location Please send your location details and contact information to: Leslie Holbrook, Fahlgren Mortine Public Relations, firstname.lastname@example.org. We look forward to hearing from you!
III. FACE-TO-FACE MEDIA OPPORTUNITIES MEDIA MISSIONS
TourismOhio will lead two missions to media-rich markets outside of Ohio in fiscal year 2013: • Meredith Publications, Des Moines, IA (November 14-15, 2012): Desk-side meetings • New York, NY (January/February 2013): Desk-side meetings There is no cost to join a media mission, however, participants will incur costs for their transportation, lodging, food and some ground transportation. We will be able to accommodate a larger than usual number of industry members for the Meredith mission, however, the national mission to New York will be limited to a smaller group, usually 3-6 people. TourismOhio’s public relations firm sets up deskside appointments for these missions and works with TourismOhio and industry representatives on leave-behind materials and follow-up.
PUBLIC RELATIONS OPPORTUNITIES Testimonial “My participation in last year’s Washington, D.C. media mission resulted in numerous magazine story lines. However, one significant, national outcome cannot be denied: The Village of Zoar, which is in jeopardy of flooding due to a breach in the earthen levy, was designated in June of this year as one of the 11 most endangered sites in the nation by the National Historic Preservation Office...after we talked with them during the media mission. Had we not had the opportunity to share Zoar’s story with the editor-in-chief at Preservation, official publication of the National Trust for Historic Preservation, they would not know our story. Today they are part of the team that WILL save the Village of Zoar.” —Dee Grossman, Executive Director, Tuscarawas County Convention and Visitor’s Bureau
MINI MEDIA MISSIONS
TourismOhio will lead an initiative to garner additional media interviews (potentially print, radio and television) on Ohio travel experiences/great deals. We will target markets in-state and media-rich feeder markets outside of Ohio based on availability. The timeframe for these interviews is ongoing throughout the year. These mini-missions will be more casual and come about on a shorter time frame than our national media missions. Regional media outlets are generally interested in tourism experiences within closest geographic proximity to their audience location. We will make this opportunity available to industry members based on media interest.
CUSTOM PRESS TRIPS
Participate in custom press trips spearheaded by TourismOhio. When qualified media have very specific interests or timing issues with their publications, we offer the option of a custom press trip. This option allows writers and bloggers to select the date of their Ohio trip as well as the areas and sites they want to visit. Generally speaking, this is an individual or two-person tour. These trips are conducted on an “as-requested” basis driven by media interest. Industry members have the opportunity to help make itinerary suggestions, potentially meet the media, serve as liaisons with other industry members in the area, provide press packages, and may be asked to provide comped or reduced rates for admissions, lodgings and/or meals.
PUBLIC RELATIONS OPPORTUNITIES
To nominate your travel package as a “Signature Package,” please send your package and contact information to: email@example.com.
TourismOhio and Fahlgren Mortine Public Relations are targeting a list we have selected as our top 10-15 blog opportunities for TourismOhio. This list is comprised of blogs that are regional and/or national in scope. We are actively engaging with these bloggers to generate earned media placements. As industry members are working to attract local and in-state bloggers for specific familiarization events, TourismOhio and Fahlgren Mortine will work with the industry to grow the list of targeted attendees to include regional bloggers. Execution of this program will be in partnership with industry members and will allow both the industry and TourismOhio to work synergistically in providing authentic experiences for bloggers both in-state and in key feeder markets.
V. 2013 OHIO TRAVEL PUBLICATIONS The annual Ohio Travel Guide and the Spring/Summer and Fall/Winter editions of the Ohio Calendar of Events, Ohio’s official state tourism publications, are produced from advertising dollars (no tax dollars) in partnership with Great Lakes Publishing, which handles all aspects of publication advertising. The Ohio Travel Guide is the state’s main tourism information fulfillment piece for requests from 1-800-BUCKEYE, DiscoverOhio.com and all national and regional marketing campaigns. It is produced in a full-color format and highlights Ohio’s travel experiences through editorial and pictorial content in addition to directory listings of Ohio’s attractions, CVBs, restaurants, lodging facilities and more. The Ohio Calendar of Events is a compilation piece that includes a wide array of tourism-related events including festivals, fairs, arts events, etc. listed in chronological order and color-coded by region. Both the Ohio Travel Guide and Ohio Calendar of Events rely on listing information from the Buckeye database to fill their pages. (See Tourism Information Services section for more information on the database.)
“I was so happy to see the name change from Ohio Travel Planner to the Ohio Travel Guide since I truly think this remarkable piece guides visitors all over the state. Good job on another great looking, informative, comprehensive publication!” —Cathy Miller, Director of Tourism, Destination Toledo
IV. VALUE-BASED SOCIAL MEDIA OPPORTUNITIES SIGNATURE PACKAGES (ON FACEBOOK & WEBSITE)
TourismOhio continues to seek exemplary themed Ohio travel packages to promote as “Signature Packages.” Launched in August 2011, on Facebook and DiscoverOhio.com (in the content rotator), Signature Packages provide us with a more manageable number of packages to feature on Facebook with the end goal of drawing attention to Ohio’s many travel packages available for sale. For 2012 and 2013, we are seeking new Signature Packages to post on a seasonal basis, ideally travel packages that capitalize on the value and affordability of Ohio’s tourism product. They must include overnight lodging and one or more of the following: attraction/exhibit admission passes, off-site meal(s) voucher, event tickets and/or special experiences, such as a behind-the-scenes tour, or meeting a famous personality. Packages must also be available for purchase on the Internet within one to two mouse clicks. Please note that Signature Packages are not replacing the Packages & Special offers – those offers will remain on the DiscoverOhio.com homepage. Signature Packages may be promoted through Facebook and/ or Google advertising, featured in public relations efforts, posted on DiscoverOhio.com and communicated to consumers through TourismOhio’s social media channels. 6
• Everyone with an active listing in the Buckeye database submitted by the publication deadline will receive an e-mail from the publisher, Great Lakes Publishing, asking for verification that the listing is accurate. If the publisher does not receive a response during this verification process, the listing cannot be considered for publication in the printed piece • Some listings may be omitted due to space limitations
• Submit photos that show happy, smiling people enjoying their experience to be considered for the printed publications. (Event photos in the calendars will only be considered if a listing was submitted by the deadline.) The best photos are action shots that aren’t blurry. Please visit glpublishing.com/imagelibrary to submit images
Publications are available for organizations to distribute and can be ordered in bulk quantities from the Ohio Tourism Industry Website, DiscoverOhio.com/Industry. www.DiscoverOhio.com
PUBLIC RELATIONS OPPORTUNITIES
INTERACTIVE MEDIA OPPORTUNITIES
2013 OHIO TRAVEL GUIDE (February 2013)
INTERACTIVE DISPLAY CO-OP PROGRAM
Content for the annual travel guide (400,000 printed) will include: • Visitor information • Map – Large perforated pull-out Ohio map • Pillar Overviews – 16 pages introducing Ohio’s Family Fun; History & Heritage; Arts, Culture & Cuisine; and Sports & Recreation • Regional Overviews – 25 pages providing an overview of Ohio’s five regions • Highlighted Events – 3 pages of major events for 2013 • Listings – The majority of the planner is made up of free listings of Ohio travel attractions, CVBs, lodging facilities, restaurants and more
Listing Information: • July 20, 2012, was the deadline to submit listings. Enhanced listings are available for purchase from Great Lakes Publishing until Nov. 12, 2012
Advertising Deadline: • N ov. 12, 2012 – Advertising deadline for Ohio Travel Guide • Advertising contact: contact your ad rep or Great Lakes Publishing, 614.659.9631
OHIO CALENDAR OF EVENTS (February & August 2013)
The Calendar continues to be a semiannual publication with new issues coming out in February for Spring/Summer (100,000 printed), and in August for Fall/Winter (50,000 printed).
Listing Information: • Aug. 31, 2012 – This was the deadline for event listing submissions to be considered for inclusion in the 2013 Spring/Summer Ohio Calendar of Events. Enhanced listings are available for purchase from Great Lakes Publishing until Nov. 9, 2012 • April 12, 2013 – Deadline for event listing submissions to be considered for inclusion in the 2012-13 Fall/Winter Ohio Calendar of Events. Enhanced listings are available for purchase from Great Lakes Publishing until May 21, 2013
Advertising Deadlines: • Nov. 9, 2012 – Advertising deadline for Spring/Summer Calendar of Events • May 21, 2013 – Advertising deadline for Fall/Winter Calendar of Events • Advertising contact: contact your ad rep or Great Lakes Publishing, 614.659.9631
The Interactive Display Co-op Program remains a cornerstone of the TourismOhio online branding campaign in 2013 through rich media and expanding banner creative executions.
“We value the digital display co-op that allows Ohio State Parks to advertise in key markets targeting our highly valued visitors, families, and couples for leisure travel. It has driven more than 27,000 visits to our site. We love the partnership with TourismOhio and Madden Media; we plan on participating in this program again in 2013.“ —Patti Barnett, MBA, CMP; Marketing Manager, Ohio State Parks
Precision, geo-and behavioral-targeted placement will be used to reach the TourismOhio target audiences in the following demographic segments: Family Travelers A25-49 HHI $50,000+ with children <12 in HH, Modern Boomer/Empty Nesters A55+ HHI $50,000+, and Young Transitionals A25-34 HHI $50,000+ no children.
The geo-targeted areas are Ohio, Michigan, Indiana, Kentucky, Pennsylvania (Pittsburgh, Erie), and West Virginia.
Interactive Advertising Bureau (IAB) approved-sized ads will be optimized for best placement on Home, News, Travel, Entertainment, Lifestyle and Sports pages based on targeted website selection. • 728x90 (728x300), 300x250 (450x250), 160x600 (320x600) • Each full panel advertiser will receive their expanded panel with a custom image/ logo, advertiser name (up to 30 characters), tagline (up to 50 characters), and target URL/web address for display redirection • w ww.maddenmedia.com/richmedia/ads/Ohio/160x600/index.html to view sample sizes and formats
Example Target Sites:
Weather.com geo-targeted to all primary markets; select local market newspaper and television station sites through Cox Digital Solutions, a premium ad network using demographic and behavioral targeting, TripAdvisor and Virtual Tourist on the Ohio content pages reaching people searching for information on Ohio and target-market travel information.
Strength in Numbers:
The Interactive Display Co-op Program continues to allow TourismOhio partners to have extended display presence on a scale that is a fraction of the minimum monthly cost for direct campaigns. As the campaign will run on a number of high quality sites, a direct investment would otherwise approach six digits per month to execute at minimum levels.
Deadlines: Space due: 3/1/13 Material due: 3/10/13
Pati Flannery Madden Media P: 708.386.6062 firstname.lastname@example.org
Option 1* $15,000.00 inclusion in over 9.3 million impressions (1 button – max 4 links per button)
Option 2* $ 7,500.00 inclusion over 4.6 million impressions (1 button – max 4 links per button)
*Either option allows for up to 4 partners on your expanded panel to help offset costs 8
INTERACTIVE MEDIA OPPORTUNITIES
INTERACTIVE MEDIA OPPORTUNITIES
SEARCH ENGINE MARKETING PROGRAM
SEARCH ENGINE MARKETING INCUBATOR PROGRAM
TourismOhio is again working with Madden Media in utilizing the Google Search Engine Marketing (SEM) co-op program for 2013. Search engines drive 65% of traffic to your website and SEM creates a significant lift for offline sales with a measureable ROI.
The Search Engine Marketing Incubator Program is designed to get smaller co-op partners involved in digital advertising. With a limited budget, partners can test the SEM process with a minimal investment. Each partner selects their key words and copy that promotes their destination. This will result in 600 – 1,000 clickthroughs to each partner’s website.
Testimonial “The Madden Media SEM co-op has been very beneficial for the Canton/Stark County CVB. The additional traffic to our website has been wonderful, but even better is that the visitors coming from the co-op have had lower bounce rates, spent more time on our site, and visited more pages than the average visitor.“ —Kathy Gray, Web Content Manager, Canton/Stark County CVB
Professional Google AdWords Management:
• Partner picks 25 keywords or phrases • Partner picks geographic target area within TourismOhio’s target markets • Partner selects start date within the 2013 TourismOhio fiscal calendar • Partner writes two lines of copy • Ads run during google search
Madden Media is a Google Certified Partner with 6 full-time Google Certified Professionals on staff. The Madden Media search team will work with you to develop a list of valuable keywords and ads that will display on Google search pages when a user searches for one or more of the keywords in your campaign. This will create an immediate lift in highly qualified traffic to your website at minimal cost.
Strength in Numbers:
TourismOhio’s SEM co-op campaign offers great results for a fraction of the cost. Each partner will receive unique keywords and custom-written ad copy promoting their destination. Madden Media will provide hands-on account management and optimization throughout the course of the campaign and deliver reports offering valuable insight into the performance. This program eliminates high individual startup costs and increases campaign effectiveness through centralized management in a non-competitive environment.
Participants will be required to place TourismOhio’s logo hyperlinked to DiscoverOhio.com on all website landing pages selected for the search engine marketing program. Participants must commit to a minimum of four consecutive months in the program.
Program Duration: Participation can begin as early as October 2012 or at any time during TourismOhio’s fiscal year 2013.
Rates (net): Partner monthly spend: $300- $900+ based on quantity of clicks desired
Contact: Pati Flannery Madden Media P: 708.386.6062 email@example.com Advertiser Benefits: • Opportunity to test Search Engine Marketing with a minimal investment • Bring an additional 600 – 1,000 clicks to your website • Take advantage of TourismOhio to stretch your marketing budget
Rates per partner:
• $200.00 Justin Hage • $100.00 match from TourismOhio Ron Foth Advertising • Co-op partner must display a firstname.lastname@example.org clickable TourismOhio logo in the P: 614.888.7771 masthead of their website • Limited to 10 partners • Limited to one sponsorship per partner
INTERACTIVE MEDIA OPPORTUNITIES
INTERACTIVE MEDIA OPPORTUNITIES NEW
REAL MEDIA GROUP – RETARGETED ADS Real Media Group’s Retargeted ads enable advertisers to target web users who have already visited DiscoverOhio.com. Co-op partners can now deliver their specific message to people who have already shown an interest in Ohio tourism by showcasing their digital ad within the 24/7 Real Media network. Real Media Group reaches users through 4,000+ direct partnerships with brand-safe websites.
Search Targeting by AddThis enables advertisers to target web users based on their search results. Whether searching with Google, Bing, Yahoo or AOL, AddThis can target display ads to people who search for keywords associated with co-op partners and serve their ads on their network of sites.
• 300x250, 160x600, 728x90, 120x600, 468x60, 300x600 digital ads • Targets visitors based on their search terms • Geo-targeted to Ohio, Michigan, Indiana, W. Virginia, Pennsylvania and Kentucky • Ads run May 1 – June 30, 2013
• • • •
00x250, 160x600, 728x90, 120x600, 468x60, 300x600 digital ads 3 Targeted to visitors who have been to DiscoverOhio.com 4,000+ brand-safe websites within the 24/7 Real Media network Geo-targeted to Ohio, Michigan, Indiana, W. Virginia, Pennsylvania, Kentucky and Southern Ontario • Ads run May 1 – June 30, 2013 Advertiser Benefits: • Opportunity to reach visitors who are already pre-qualified as having an interest in Ohio tourism • Ad targets only brandsafe sites
• Ability to optimize to your branding needs Impressions: • Each participating partner will receive a minimum of 1,000,000 guaranteed impressions
ADDTHIS - SEARCH TARGETING
Rates per partner:
• $2,000.00 • Co-op partner must display a clickable TourismOhio logo in the masthead of their website • Limit eight partners
Josh Zemel 24/7 Real Media P: 312.951.4199 josh.zemel@realmedia. com
• Visitor types keywords into a search engine • They click-through to a site in the AddThis Network • User is cookied • User moves to another website • Ad relating to the keyword is served in as quickly as a minute from the original search
TRAVEL SPIKE E-BLASTS Travel Spike e-blasts are custom e-mail marketing campaigns allowing advertisers to send promotions to readers who have opted in to receive these offers. TourismOhio will create an Ohio branded e-blast featuring five co-op partners per e-mail. Four e-blasts will be sent during the target area of May/June 2013.
• Opportunity to reach readers who have opted in to receive e-mails targeting travel from Travel Spike’s network of travel-related sites • Each partner will receive a custom image, name/tagline, description, and URL all in a clickable display • Geo-targeted to Ohio, Michigan, Indiana, Pennsylvania, Kentucky and West Virginia
Co-op Spots: A total of 20 spots are available and will be sold on a first-come, first-
served basis with only five spots available in each e-mail.
Estimated Number of Recipients : 325,000
Rates per e-blast (net):
April 2, 2013
• $400.00 per e-mail • Limit of five partners per e-mail • First-come, first-served
Justin Hage Ron Foth Advertising email@example.com P: 614.888.7771
Advertiser Benefits: • Opportunity to reach visitors who are searching the web for items relating to your location • Examples: • Hiking Boots – Hocking Hills • Fish Tanks – Cleveland Aquarium
• Elephants – Toledo Zoo • Girlfriend Getaway – Warren County • Ad targets only brandsafe sites Impressions: • Each participating partner will receive a minimum of 1,000,000 guaranteed impressions
Rates per partner:
• $2,500.00 • Co-op partner must display a clickable TourismOhio logo in the masthead of their website • Limit five partners
Danny DeLamielleure AddThis P: 248.680.8410 firstname.lastname@example.org
OUT-OF-STATE RADIO CO-OP PROGRAM
IN-STATE RADIO CO-OP PROGRAM
TourismOhio will place radio schedules in key out-of-state markets to promote travel to the state of Ohio. TourismOhio is providing industry partners the opportunity to buy into those schedules at a reduced rate structure. Program parameters are listed below.
TourismOhio will be placing radio schedules within the state of Ohio and is providing industry partners the opportunity to buy into those schedules at a reduced rate structure. Program parameters are listed below.
• Adults 25-49
• Adults 25-49
• Primary Markets (two weeks – 5/13, 5/20)
• Primary Markets (three weeks – 5/13, 5/20, 6/3) • Charleston • Huntington • Detroit • Indianapolis • Erie • Lansing
• Louisville • Pittsburgh
• 600 TRPs per market
• Columbus • Dayton
• Toledo • Youngstown
• 400 TRPs per market
• TourismOhio will subsidize approximately 60% of the entire co-op media buy being placed in each market • A maximum of three partners can buy into an individual market • The radio co-op is limited to one industry partner message per week, per market • The industry partner message will be a :30 message that is piggybacked with a :30 TourismOhio message. One industry partner message could be a singular industry partner or an industry partner package in which several partners share a :30 co-op radio message and reduce their individual contribution • The radio co-op only applies to :60 units. The TourismOhio radio buys incorporate a mix of 70% :60s and 30% :30s • Each partner will receive 140 TRPs to run in one of the campaign weeks (first-come, first-served)
• Lansing (example)
• A schedule for 600 TRPs at a total cost of $11,220.00 net is placed in the market • Individual partner net investment is $1,050.00 for 140 TRPs (:30 spot with a :30 TourismOhio spot) for one week
• TourismOhio will subsidize approximately 60% of the entire co-op media buy being placed in each market • A maximum of two partners can buy into an individual market • The radio co-op is limited to one industry partner message per week, per market • The industry partner message will be a :30 message that is piggybacked with a :30 TourismOhio message. One industry partner message could be a singular industry partner or an industry partner package in which several partners share a :30 co-op radio message and reduce their individual contribution • The radio co-op only applies to :60 units. The TourismOhio radio buys incorporate a mix of 70% :60s and 30% :30s • Each partner will receive 140 TRPs to run in one of the campaign weeks (first-come, first-served) • Cincinnati (example) • A schedule for 400 TRPs at a total cost of $31,280.00 net is placed in the market • Individual partner net investment is $4,380.00 for 140 TRPs (:30 spot with a :30 TourismOhio spot) for one week
• Daypart mix: AM Drive 25%, Midday 20%, PM Drive 25%, Evenings 5%, Weekends 25% • Reach/Frequency for campaign • 50% Reach / 4.0 Frequency per week • 75% Reach / 8.0 Frequency per flight
Partner Investment Rates (net) for a 140 TRP Schedule (:30 with :30 TourismOhio message for ONE WEEK ONLY) in the following markets • Charleston: $1,340.00 • Detroit: $8,700.00 • Erie: $ 575.00
• Cincinnati • Cleveland
• Huntington: $ 955.00 • Indianapolis: $3,715.00 • Lansing: $1,050.00
• Louisville: $1,900.00 • Pittsburgh: $3,700.00
• Daypart mix: AM Drive 25%, Midday 20%, PM Drive 25%, Evenings 5%, Weekends 25% • Reach/Frequency for campaign • 50% Reach / 4.0 Frequency per week • 67% Reach / 6.0 Frequency per flight
Partner Investment Rates (net) for a 140 TRP Schedule (:30 with :30 TourismOhio message for ONE WEEK ONLY) in the following markets • Cincinnati: $4,380.00 • Dayton: $1,570.00 • Cleveland: $4,500.00 • Toledo: $1,330.00 • Columbus: $3,350.00 • Youngstown: $ 822.00 For more information, please contact Justin Hage at 614.888.7771 or by e-mail at email@example.com
• TRP: The sum of all rating points achieved in a given broadcast advertising schedule • Reach: The percent of a potential audience exposed to a specific vehicle or media schedule at least once within a given time period • Frequency: The average number of times an individual (or household) sees or hears an advertising message For more information, please contact Justin Hage at 614.888.7771 or by e-mail at firstname.lastname@example.org
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TourismOhio will run a customized “Ohio… Too Much Fun for Just One Day” branded section within the May 2013 issue. The section also will include an exclusive “Too Much Fun for Just One Day” Business Reply Card (BRC) for all partners who choose to run in the custom section.
TourismOhio will run a custom, four-page gatefold section under the “Ohio…Too Much Fun for Just One Day” theme to be distributed within the geo-targeted areas.
Circulation: 999,177 (OH, WV, PA, KY, IN, MI) Issue Date: May 2013
Participation • Individual bonus Benefits: BRC listing on any • Discounted rate 2013 travel section structure of their choice • Ad positioning • A free sponsored within a cohesively link for partners branded Ohio section on RD.com/ • An individual listing travel/free-travelon the Business information for 12 Reply Card in the mos. from issue print issue date • Individual listing on • Reader Service/ the Business Reply Lead-generation Card in the online for six months from section publication date
Deadlines: Space due: 1/10/13 Material due: 1/15/13 Contact: Jerry Greco P: 847.925.9300 ext. 221 email@example.com
Rates (net, 4-color): Full page: $16,200.00 1/2-page: $8,100.00 1/3-page: $5,400.00 1/6-page: $2,700.00
Circulation: 122,810 (OH, IL, IN, KY, MI, PA, WV) Issue Date: June/July 2013
Participation Benefits: • Discounted rate structure • Geo-targeted distribution to key travel states • Ad positioning within a cohesively branded Ohio section • Reader Service listing inbook (to national circulation of 675,000) in May 2013 issue, with leads-retrieval service through the end of July. All advertisers in the
Ohio section will be listed in a custom Ohio Tourism “call-out” box on the Reader Service page • Reader Service listing online (budgettravel.com) with a link for two months
Contact: Marie Wolpert Budget Travel P: 646.695.6766 marie.wolpert@ budgettravel.com www.budgettravel.com
Deadlines: Space due: 3/1/13 Material due: 3/15/13
Rates (net, 4-color): Full page: $8,818.00 1/2-page (vertical or horizontal): $5,300.00 1/4-page: $3,100.00
COUNTRY LIVING CROSSINGS MAGAZINE Crossings Magazine is dedicated to affluent Canadians whose itineraries include frequent border crossings and travel. Crossings Magazine readers have the means to indulge their passion for travel, sports and leisure activities. The majority of the Crossings readers live within a two-hour drive of the Canadian border. It is distributed to various travel agencies, travel information centers, selected newspapers and periodicals across Ontario and Northern Michigan.
Country Living readers are passionate about domestic travel and about the fun and diverse destinations that this country has to offer. The magazine supports and inspires the country lifestyle by offering a trusted opinion on where to stay, where to eat and what to see. Every issue features in-depth editorial on traveling, cooking, entertaining, antiques, decorating and gardening. TourismOhio will run a branded “Ohio…Too Much Fun for Just One Day” section within the May 2013 issue.
TourismOhio will run a branded “Ohio…Too Much Fun for Just One Day” section within the Summer 2013 issue.
Circulation: 150,000 (135,000 Ontario, 15,000 Michigan) Issue Date: Summer 2013
Participation Benefits: • Discounted rate structure • Ad positioning within a cohesively branded Ohio section • In-book Reader Service listing
Deadlines: Space due: 3/31/13 Material due: 3/31/13 Contact: Renu Saggar Crossings P: 519.969.7646 firstname.lastname@example.org
Rates (net, 4-color): Full page: $4,800.00 1/2-page: $2,800.00 1/3-page: $1,900.00 1/4-page: $1,400.00
Circulation: 346,822 (OH, WV, PA, KY, IN, MI, S. Ontario) Issue Date: May 2013
Participation Benefits: • Discounted rate structure • Ad positioning within a cohesively branded Ohio section • In-book and On-line listing in ‘Travel Link’ program
Deadlines: Space due: 2/23/13 Material due: 2/24/13 Contact: Tim Derr Country Living P: 847.615.1921 email@example.com
Rates (net, 4-color): Full page: $5,297.00 1/2-page: $2,652.00 1/3-page: $1,745.00 1/6-page: $ 860.00
HOME AND AWAY – AAA COLUMBUS
Midwest Living is the leading lifestyle media brand that explores the region, savors its unique flavors and celebrates the people who make the Midwest shine. The exploration unfolds with an insider’s view of the hidden gems of the Midwest: places to go, things to see and do, all through the eyes of Midwesterners.
AAA members are avid travelers who read Home and Away for travel hints, little known vacation gems and weekend getaways. Home and Away’s website also features travel blogs updated by AAA staff where membership feedback is encouraged and included. New This Year: TourismOhio will run a branded “Ohio…Too Much Fun for Just One Day” section within the May/June 2013 issue. The co-op partner ads will be formatted by Ron Foth Advertising for an advertorial look utilizing partner supplied headline, copy, and photo(s).
TourismOhio will partner with the Midwest Living editorial team for the 10th consecutive year to create a branded full-size custom 12-page insert within targeted subscriber copies. The piece will be written and designed by Midwest Living, with TourismOhio, featuring six pages of editorial and six pages of co-op space.
Circulation: • All participating co-op 315,000 partners will receive (OH, WV, VA, PA, KY, IN, MI) qualified leads via a + www.MidwestLiving.com bonus reader service Ohio travel page listing on Midwest Living’s travel-themed, Issue Date: reader service website Midwest Living May/June (MidwestLivingTravel. 2013 + May 1 – June 30, com) and an in-magazine 2013 interactive campaign feature for six months • Partners running a Participation Benefits: ½ page or larger will • Discounted rate structure receive a 345x80 state • Geo-targeted header on the Ohio distribution to key travel Travel Page of www. states MidwestLivingTravel. • Ad positioning within a com for one month cohesively branded Ohio • Partners running ¼ section high-impact page or larger will be unit that is written and featured in a branded designed by the editors TourismOhio custom of Midwest Living slideshow on homepage magazine of MidwestLiving.com
(available only to the first 11 partners). Partners will supply a 300x300 photo, copy, and text link for their individual slide • Partners running a ¼ page ad or larger will receive one (1) listing on the MidwestLiving.com Online Events Calendar (50 words, contact info & site link) • Insert distribution at key local events throughout the Midwest: Markets TBD at this time
Deadlines: Space due: 12/30/12 Material due: 1/15/13 Contact: Melissa Luebbe Midwest Living P: 312.580.2554 Melissa.Luebbe@ meredith.com www.midwestliving.com
Circulation: 502,316 Issue Date: May/June 2013 Participation Benefits: • Discounted rate structure • Ad positioning within a cohesively branded Ohio editorial environment • Free 12-month brochure distribution at select
AAA offices • Reader Service listings in t wo issues of the relevant publication • Access and posting on the AAA Online Events calendar for one year • Travel guide or brochure placed on eventsanddestinations.com • Layout assistance through Ron Foth Advertising
Deadlines: Space due: 2/24/13 Material due: 3/3/13
Rates (net, 4-color): Full page: $8,245.00 1/2-page: $4,535.00 1/4-page: $2,268.00
Contact: Leah Koch P: 402.592.5000 F: 402.331.5194 firstname.lastname@example.org
Rates (net, 4-color): Full page: $11,175.00 1/2-page: $ 6,470.00 1/4-page: $ 3,935.00 1/8-page: $ 2,415.00
“TOO MUCH FUN FOR JUST ONE DAY” REGIONAL NEWSPAPER INSERT
“TOO MUCH FUN FOR JUST ONE DAY” REGIONAL NEWSPAPER INSERT PRIZM SEGMENTS
The TourismOhio co-op program will again publish a regional newspaper insert as part of the 2013 integrated campaign. The program is exclusively dedicated to Ohio’s attractions, hotels, resorts and destinations in a 12-page glossy magazine-style insert. The key to the program is the highly targeted newspaper insert distributed to only select households within Ohio and our key target markets. The program will be supported by four months of on-line support extending the reach of the campaign’s message.
The Ohio insert will be distributed to 1,000,000+ customers in the newspapers’ Sunday edition to the following markets:
“Akron Summit CVB participated in the Ohio Summer Getaway Guide this year and we’re very happy we did. It allowed us to have a targeted presence in multiple important markets that would ordinarily be out of reach for us without this program. We are pleased with the more than 2,000 responses we’ve received thus far and the electronic fulfillment option that has dramatically reduced our costs.“ —Jim Mahon, Director of Marketing and Communications, Akron/Summit CVB
Markets Chicago Tribune Pittsburgh Post Gazette Detroit Free Press Indianapolis Star Louisville Courier Journal Cleveland Plain Dealer Suburban Chicago Newspapers Cincinnati Enquirer Columbus Dispatch
Circ 100,000 100,000 80,000 80,000 65,000 75,000 60,000 55,000 55,000
Toronto Star Toledo Blade Dayton Daily News Akron Beacon Journal Lexington Herald-Ledger Ft. Wayne Journal/Gazette Erie Times-News Huntington Herald Dispatch Charleston Sunday Gazette-Mail
50,000 50,000 45,000 37,500 30,000 30,000 30,000 32,500 25,000
The campaign will be targeted by market using the PRIZM clusters listed on the next page. Tentative Issue Date: Sunday, May 12, 2013 Participation Benefits: • Ad positioning within a cohesively branded Ohio section • Each participating partner will be included in a four-month promotion where they 20
will receive reader service, website hyperlink and e-blast campaign to drive traffic to DiscoverOhio’s Vacationfun.com page • Individual exposure with hyperlink in issue’s eZine sent to 25,000+ Vacationfun. com subscribers
• Inclusion in the backpage Reader Service section (brochure ad)
P: 708.386.6062 email@example.com
Rates (net, 4-color): Deadlines: Full page: $25,089.00 Space due: 3/1/13 1/2-page: $13,171.00 Material due: 3/8/13 1/4-page: $ 6,899.00 1/8-page: $ 3,607.00 Contacts: Brochure ad only: Pati Flannery $ 2,758.00 Madden Media
PRED AGE CLASS
BIG FISH, SMALL POND
POOLS & PATIOS
KIDS & CUL-DE-SACS
BIG SKY FAMILIES
SECONDARY PN Segment Name
PRED AGE CLASS
NEW EMPTY NESTERS
Mostly w/o Kids
High School Grad
High School Grad
Mostly w/o Kids
High School Grad
PN Segment Name
PRED AGE CLASS
HOME SWEET HOME
PN Segment Name
PACKAGED TRAVEL PRINT OPPORTUNITIES
PACKAGED TRAVEL PRINT OPPORTUNITIES NEW
GROUP TOUR MAGAZINE
With its effective editorial content covering issues of importance to travel planners and information about suppliers nationwide, Groups Today attracts readers from all buying segments, including Tour Operators, Travel Agents, Bank Travel Managers, and Group Leaders. Groups Today will produce a branded two-page (minimum) “Ohio…Too Much Fun for Just One Day” section within the Ohio state section of the magazine.
Circulation: 10,000 (Tour Operators, Travel Agents, Group Leaders, Bank Travel Managers) Issue Date: March/April 2013 Participation Benefits: • Ad positioning within a cohesively branded
Ohio section • Discounted Rate through TourismOhio’s monetary contribution • Editorial coverage in one issue of Groups Today within the Midwestern’s What’s New (25-word listing) • Leads provided via Groups Today’s Reader Service Card Program
• Each participating partner’s ad to be included in the digital edition of Groups Today for two months (March/April 2013), which can be found on www.groupstoday.com Deadlines: Space due: 12/16/12 Material due: 12/30/12
Group Tour Magazine is the information conduit for the group tour industry, connecting group-friendly destinations and attractions with the group travel planners, operators and leaders. Group Tour will produce a branded two-page (minimum) “Ohio…Too Much Fun for Just One Day” section. This section will have space opportunities for Ohio Travel partners surrounded with appropriate Ohio travel editorial.
Contact: Carrie Llewellyn Serendipity Publishing P: 616.846.3409 F: 616.846.8836 firstname.lastname@example.org www.serendipitypublishing. com
Circulation: 15,626 (Tour Operators (including all of OMCA, NTA and ABA), Group Leaders, Travel Agents, Qualified Tour Planners, Qualified Educators, Bank Travel Club Directors and Receptive Operators)
Rates (net, 4-color): 1/4-page: $410.00
GROUP TRAVEL LEADER
Issue Date: February, May, August, November 2013
Group Travel Leader is mailed to more than 20,000 qualified subscribers and remains a crucial industry publication reaching travel professionals. Group Travel Leader will produce a branded two-page (minimum) “Ohio…Too Much Fun for Just One Day” section which will have space opportunities for Ohio Travel partners surrounded with appropriate Ohio travel editorial.
Participation Benefits: • Ad positioning within a cohesively branded Ohio section • Deep TourismOhio discount off of the publication’s regular insertion rates • Your own Group Tour Reader Response Card requesting partner information. Partners will have both electronic access to download leads as well as hard copies which will be sent about six weeks after issue runs • Each participating partner will receive a full web profile page on GroupTourMagazine.com
Ohio Results Page for six months and will receive space for photos, logos, along with DMOs, CVBs and COCs receiving the option to upload itineraries with a complete text template • Rates are valid for all or partial insertions on the issue dates
Deadlines: Space due: Feb: 12/1/12 May: 3/1/13 Aug: 6/1/13 Nov: 9/1/13
Material due: Feb: 12/12/12 May: 3/15/13 Aug: 6/15/13 Nov: 9/15/13 Contact: Jim Holthaus Group Tour Magazine P: 859.273.6464 x24 F: 859.273.6474 email@example.com www.grouptour.com Rates (net, 4-color): Full page: $4,783.00 1/2-page: $2,630.00 1/4-page: $1,315.00 1/6-page: $ 877.00
cohesively branded Circulation: Ohio section 20,000+ (GLAMER-member group leaders, NTA-member • 55%+ discount off of the publication’s regular tour operators, ABAinsertion rates member bus companies, • Inclusion in GTL Trip unaffiliated tour operators)
Issue Date: January 2013 Participation Benefits: • Ad positioning within a 22
search (online lead generation vehicle) on www.grouptravelleader. com for 12 months • Inclusion on Group Travel Leader’s Partner
Links page for one year with logo and contact information
Deadlines: Space due: 12/1/12 Material due: 12/5/12 Contact: Kelly Tyner Group Travel Leader Magazine
P: 888.253.0455 F: 859.253.0499 firstname.lastname@example.org www.grouptravelleader.com Ad Rates with cameraready ad material (net, 4-color) Full page: $3,315.00 1/2-page: $1,657.50 1/3-page: $1,105.00 1/6-page: $ 552.50 www.DiscoverOhio.com
PACKAGED TRAVEL PRINT OPPORTUNITIES
ADDED VALUE ADVERTISING BENEFITS
SYTA – TEACH & TRAVEL
CO-OP PROGRAM PARTICIPATION BENEFITS AND ADDED-VALUE ELEMENTS
Teach & Travel is the official publication of the Student Youth and Travel Association (SYTA) and is sent to 40,000 teachers throughout North America who plan educational, performance, foreign language, summer, sports or graduation trips. It is a travelfocused magazine that provides teachers and educators with the information they need to successfully initiate, organize and conduct tours for their student and youth travel groups.
In addition to providing industry partners the opportunity to buy into media placements at a reduced rate structure, TourismOhio and Ron Foth Advertising strive to incorporate participation benefits into each program. This provides additional value to each media element. Our goal is to secure a minimum of 35% added value for the TourismOhio consumer campaign each year. Below is a sampling of the various options that will be available exclusively to participating industry partners. Participation benefits vary by investment so refer to each of the individual program elements listed in this booklet.
Teach & Travel will produce a branded two-page (minimum) “Ohio…Too Much Fun for Just One Day” section. This section will have space opportunities for Ohio partners as well as a special feature on Ohio in the January 2013 issue.
Circulation: 40,000 Issue Date: January 2013 Participation Benefits: • Ad positioning within a cohesively branded Ohio section
• Discounted rate through TourismOhio’s monetary contribution • Editorial in one issue of Teach & Travel’s Destination Updates section (50-word listing) • Each participating partner’s ad to be included in the digital edition of Teach &
Travel for two months (January/February 2013), which is found on www. syta.org Deadlines: Space due: 10/14/12 Material due: 10/28/12
Contact: Carrie Llewellyn Serendipity Publishing P: 616.846.3409 F: 616.846.8836 email@example.com www.serendipitypublishing. com Rates (net, 4-color): 1/4-page: $906.00
• Added-value elements • Bonus no-charge spots in :60, :30 and :15 sec units • Terrestrial and/or streaming • Radio program sponsorships • Web banners • News/Weather/Traffic sponsorships • Billboards and name mentions
• Added-value elements • Reader Service listings in book • Geo-targeted e-blasts • Product samplings or promotional material giveaways • Online product listings on publications’ website/microsites • Business Reply Card offerings • Web banners • Access to publications’ subscriber databases • Ad positioning within a cohesively branded Ohio environment • Inclusion in online promotions
• Added-value elements • Ad creative services provided • Media service fees provided
MULTICULTURAL MARKETING OPPORTUNITIES
NON-TRADITIONAL MARKETING OPPORTUNITIES
”TOO MUCH FUN MOBILE” MARKETING VEHICLE
TourismOhio’s Multicultural strategy is to reach the African-American audience through a grassroots campaign. Singleton & Partners will identify events that attract large multicultural audiences in Ohio and the surrounding states. Throughout the year, partners can join TourismOhio’s multicultural campaign at these events and/or donate prizes for the prize wheel. Partners will receive leads from the events to promote your destination, and will be included in social marketing posts before and during the events.
Completing yet another successful lead-generation and branding campaign for TourismOhio, the office has elected to continue the “Too Much Fun Mobile” marketing promotion into the 2013 travel season with a lot of interaction and even more fun!
Educate the multicultural consumer about the many travel options in Ohio. Interact with consumers at a grassroots level and promote the relevancy of Ohio as a travel option while promoting industry partner products and services. Utilize the display area and prize wheel to deliver Ohio travel information.
As we have done previously, the mobile vehicle will traverse Ohio, while also making stops in select feeder markets. The number of stops and locations will be reviewed as the 2013 partners are identified. Once locations and dates are confirmed, booth and space locations will be secured. For 2013, our goal will be to increase the interaction time of consumers at our booth space in order to better expose them to our industry information.
FREE OPPORTUNITY At each event, potential travelers line up to spin the Prize Wheel for a chance to win discount coupons, offers and prizes. By donating these offers, your logo will be displayed on our Prize Wheel at each event. In addition, the Multicultural Brand Ambassadors will stop by your location and say ”hi” and post your destination on Facebook, Twitter and Instragram.
Program Dates: January - August
Expand upon the success of the Mobile Tour, bringing together Ohio destinations, TourismOhio and non-traditional partners to increase travel to and throughout Ohio. This will be achieved through our grassroots marketing campaign utilizing tents, display areas, interactive spaces and prize wheel incentives.
To participate in the program, contact Joyce Brown at 216.344.9966.
TourismOhio will extend Co-op opportunities to destinations with valuable media and print exposure. Three tiers of Co-op packages are available for purchase. In addition to the Co-op fee, partners are tasked with providing packages and highly incentivized discounts to their location(s). An overview of the Mobile Tour package options are below:
“ Kudos for a job well done to EVERYONE involved with this year’s program. Love the 2,000+ increase over 2011! Needless to say, the Trumbull County Tourism Bureau will be signing up for a third year!” — Stephanie L. Sferra, Executive Director, Trumbull County Tourism Bureau
Carnation Package - $2,995: • Logo/Website link located on the FunMobile page of DiscoverOhio.com • Supported by TourismOhio’s social media campaign • Have one member of your destination staff two events (first-come, firstserved) • Receive e-mail lead information gathered during events • Have logo advertised on the mobile trailer/in-booth • On-site literature space in tent
NON-TRADITIONAL MARKETING OPPORTUNITIES
TOURISM INFORMATION SERVICES
Cardinal Package - $5,750:
DiscoverOhio.com and 1-800-BUCKEYE are two primary sources of travel information for visitors to Ohio. With the Internet continuing to be the first place travelers look for information when planning a trip, it’s vital to have a strong presence online. Likewise, our toll-free travel counselors continue to provide information to callers from across the U.S. and Canada.
• Receive all Carnation Package benefits • Inclusion in TourismOhio’s Regional Newspaper Insert (more than 1,000,000 insertions in 17 markets)
Buckeye Package - $8,750: • Receive all Cardinal Package benefits • Inclusion in Radio Spots marketing the tour in destination locations • Have one member of your destination staff four events (first-come, first-served)
• Promotional literature for on-site distribution • Purchasable Package(s) (one for donation, multiple for consumer purchases) • Highly incentivized discounts to your location(s) • Coupons and/or giveaways for an interactive “Spin the Wheel” game at the events • A link to TourismOhio’s Website
The Tourism Information Office provides industry members with a number of ways to enhance their online marketing free of charge.
DISCOVEROHIO.COM/1-800-BUCKEYE DATABASE A DiscoverOhio.com/BUCKEYE Database Listing is arguably the single most important marketing tool available from TourismOhio. Information from your database listing not only is used on DiscoverOhio.com and for callers to 1-800-BUCKEYE, the information also is made available for our publications (Discover Ohio Travel Guide and Calendar of Events), e-newsletters and other marketing pieces. This valuable marketing tool is available free of charge to all qualified Ohio tourism-related businesses. To request a User Account, visit discoverohio.com/edit/register.asp.
Program Dates: April-August
DiscoverOhio.com and 1-800-BUCKEYE provide information for travelers looking for information on things to see and do outside their area. Through user research and visitor studies, we’ve determined the type of information people visiting our site and calling our travel counselors are looking for. These guidelines will help you determine if your listing qualifies before you complete the submission form.
Am I an Attraction or an Event?
• Generated nearly 300,000 on-site impressions • Delivered 7,496 leads by way of Register-to-Win participants • Achieved more than 5,600,000 vehicle impressions
Qualified leads since program inception: 17,709 To participate in the program, contact Joe Mullins at 614.888.7771.
Our database contains information on Ohio tourism attractions – or businesses – and events. Determining which category your listing falls in is simple: does your listing have a set start/end date? If so, you are most likely an event. There are some rare exceptions for seasonal attractions (businesses) such as theme parks and farmers markets, but for the most part, this is a good way to determine in which category your listing belongs.
Does my attraction/event qualify? Approval/rejection of all submissions is at the sole discretion of TourismOhio. TourismOhio reserves the right to edit any listing.
Qualifying attractions (businesses) include: • Uniquely Ohio destinations that travelers can’t see anywhere else • Unique or unusual shopping opportunities (chain retail establishments, jewelry stores, grocery stores, etc., are not included) • Locally owned restaurants, coffee shops, etc. (chain restaurants, etc., are not included) • Hotels, motels, B&Bs, inns, campgrounds and resorts • Golf courses open to the public • Theme parks, water parks, zoos, etc. • Museums and art galleries • Major sports teams • Farm markets
Qualifying events include: • Those open to the general public, organized primarily to appeal to travelers from outside the immediate area (50+ miles) • Events showcasing a town’s unique character or heritage (Local events such as community fundraisers or school plays/concerts are not included) • Ethnic festivals providing unique activities of interest to travelers • Fourth of July, New Year and Christmas/Holiday events including activities of interest to travelers (Holiday sales, Christmas tree lightings, etc. are not included) 28
TOURISM INFORMATION SERVICES
TOURISM INFORMATION SERVICES
• Major sporting events • Art shows, festivals, exhibitions, concerts, etc. of interest to travelers (venues can simply link directly to their own online calendar rather than enter every exhibit separately) • State and county fairs
Following are some helpful guidelines for entering your information.
Ineligible Events include:
• Any event closed to any segment of the population • Family or class reunions • Retail sales not associated with a special tourism event/venue • Summer/day camps • Educational courses • Easter Egg Hunts, Grandparents Day, Sunday brunch and similar promotions should be listed as specials
“The Cambridge/Guernsey County Visitors & Convention Bureau takes every opportunity to promote events, attractions and tourism information in the Buckeye database. It’s easy to use, helps ensure inclusion in the Ohio Travel Guide and is a great way to promote our area!” -Debbie Robinson, Cambridge/Guernsey County Visitors & Convention Bureau
Our online submission form allows you to submit and update information on your qualified tourism destination at your convenience. The form includes the information users ask for and allows us to market your business for you. To get the most of this marketing opportunity, it’s important to carefully complete the submission form and make sure it is current at all times. When completing your submission form, here are some tips to keep in mind... Description: Use a tourism marketing description. Remember that most people using our site aren’t familiar with/from your area. Let visitors know what makes your destination something they can’t see back home. Best practices suggest a description of 100 words or less; longer blocks of text tend to be skipped altogether. Photos: This one is easy...photos are an extremely effective way to market your destination. Consumers want to see what you have to offer before making a decision. The Buckeye Database allows you to upload multiple photos with your listing and update them any time you’d like. With a print ad, you’d pay extra to include a photo. With your database listing, it just takes a few clicks.
Specials: A Special, or Special Offer, is simply a discount offered on a product or service. It can be as simple as a “Buy 1 Get 1 Free” or “15% Off” offer. A special can also be a promotion you’re running to garner additional business. (ex: Ladies Tea Luncheon, Opening Day, Grandparents Day, Sunday Brunch.) Packages: A Package offers travelers a “perceived value” where they pay a single price for more than one item or service. A Package must include at least one overnight stay with an additional off-property experience. Coupons: With your listing, you can include a discount coupon that visitors can print and present. Some businesses prefer this option as a manner of tracking where the coupons are coming from. When entering information for specials, packages and/or coupons, remember to be clear but brief. Again, research shows that web visitors will simply skip over large blocks of text, so make sure your words work for you. In 2011, DiscoverOhio.com provided information to 1.4 million unique visitors on attractions and events available to them here in Ohio. Travelers continue to utilize the Internet when making their travel plans and travel decisions.
When marketing tourism, there are few things that generate revenue like a relevant itinerary. To leverage this concept, TourismOhio offers an aggressive online program to put itineraries in travelers’ hands – literally. Leveraging TourismOhio’s “Too Much Fun for Just One Day” message, we have a powerful tool available on DiscoverOhio.com—an Itinerary Builder. This interactive feature has proven to be popular with consumers. Not only can TourismOhio create and feature itinerary packages to encourage extended stays, but travel industry partners can build their own itineraries and packages, and consumers can create and share itineraries while searching the DiscoverOhio.com site. The itineraries are easily searchable and feature a map and list view, placing all important location and contact information on one screen. And this screen view is optimized for mobile, allowing consumers to carry their important travel information right with them on their mobile phone. To take advantage of this marketing tool, it is vitally important that you enter and/or update your destination’s information at DiscoverOhio.com/Industry.
Pricing: Money is an important factor in making travel plans these days. Make it easy for visitors to know exactly what your admission costs are. Our submission form allows you to enter as many separate pricing categories – Adults, Seniors, Children, Members, etc. – as you’d like. So take the time to enter complete pricing information and make it easy for your customers.
Features: • TourismOhio and industry partners can create custom packages with multiple partners • Users can create and save their own itineraries • Users can search from an available list of itineraries created by others • Itineraries can be shared via e-mail, mobile and social media
Hours: For travelers to become customers, they need to know exactly when you are open. Just like listing your hours on your front door, our submission form offers the ability to enter open/close times for each day of the week.
TELEMARKETING & FULFILLMENT
Contact Methods: You can enter multiple telephone numbers, e-mail addresses and website addresses so visitors can reach you directly. Remember, you won’t need to provide every detail in your database listing since they’ll have 1-click access to your own website from here.
In addition to 1-800-BUCKEYE, TourismOhio offers telemarketing partnerships to qualified tourism entities. For $10,000+ of advertising in support of a toll-free number, TourismOhio’s trained telemarketing staff will answer your calls and place fulfillment of your tourism-related material. TourismOhio also operates an 8,000-square-foot fulfillment warehouse. This facility warehouses and mails material for TourismOhio, as well as for our telemarketing and fulfillment partners.
Coupons, Packages & Specials
Everybody is looking for ways to save money these days, and travel is an area where discounts and deals really get noticed. Our submission form offers you the ability to enter information on coupons, packages and special offers available that TourismOhio can use in a number of ways to help market your business. 30
For more information on telemarketing partnerships or fulfillment opportunities, please contact Eric Herzog at 614.466.0338 or firstname.lastname@example.org. www.DiscoverOhio.com
TOURISM INFORMATION SERVICES
MONTHLY CONTEST The DiscoverOhio.com Monthly Contest is one of the most popular sections of our website, offering visitors the chance to win getaways to great Ohio destinations. Each month, the contest is sponsored by an Ohio destination or organization that provides a retail prize package valued at $500 or more. In exchange, feature copy (approximately 500 words), a description of the prize package, contest questions and images provided by the sponsor are featured on our Monthly Contest page. In addition, a specially formatted e-mail contest reminder is sent to approximately 20,000 registered consumers alerting them to the new contest, and the contest is promoted through TourismOhio’s social media channels. Following the contest, TourismOhio forwards all entries to the sponsor. In accordance with the contest policy, the sponsor may contact entrants once for marketing purposes. In that initial contact, the sponsor may request permission to forward additional promotional information. This provides the sponsor of the Discover Ohio Monthly Contest access to thousands of qualified leads – people who have already shown an interest in visiting your destination. The contest requirements are as follows: • Approximately 500 words of text for the feature copy • Five images – in a digital format, no smaller than 200 x 300 pixels – to accompany the Feature • Five multiple choice questions with four possible answers for each. (Answers should be found in your feature text) • An itemized prize package, including the value of each item, for at least two people (preferably four) worth a minimum of $500 • A winner must be selected within two weeks of receiving the list of entries • The name and contact information for the winner will be sent to TourismOhio when selected for official state records • The prize package is to be awarded by you, the sponsor, to the contest winner within one month of selecting a winner The prize package will include at least: • Two nights lodging for two • Breakfast and dinner for two (two meals) • Admission to at least one area attraction or event for two • A souvenir from the trip Included with the contest requirements, you must agree to the following terms & conditions: • Your prize package must be available to anyone with no exclusions, cannot contain specific dates for the prize unless an option exists for the winner to specify alternate dates for a prize of equal or greater value • All contest materials must be received by TourismOhio no later than the tenth of the month preceding your contest. (For example, if you sponsor February’s contest, information must be received by January 10) • Failure to comply with any or all of the contest requirements and deadlines will forfeit your contest sponsorship for that month • While we suggest a prize package for four to encourage family-style Ohio getaways, this is not a requirement
RESEARCH Research is one of the most valuable tools for any marketing program in the travel industry. The role of travel research is to examine the past and forecast the future. Research can be used to help solve a variety of problems, from determining the image of Ohio as a vacation place to testing the effectiveness 32
TOURISM INFORMATION SERVICES
of advertising campaigns. Research also tracks who is coming to Ohio and estimates how much money is spent in each sector. As the state of Ohio’s Destination Marketing Organization, TourismOhio utilizes primary and secondary research to provide both the necessary data to help guide our marketing decisions, as well as to provide measurements of our business. This enables us to increase the effectiveness of our marketing programs, as well as provides an additional level of accountability that we are indeed fulfilling our public mission, while generating a return on investment for the taxpayers of Ohio. In 2013 we will once again be engaging Longwood’s International and Tourism Economics. Longwood’s International will provide TourismOhio with an annual Visitors Study and an Advertising Effectiveness study. The Visitors Study provides annual estimates of the volume, characteristics and profile of overnight and day travel to and in Ohio. The Advertising Effectiveness study is an evaluation of Ohio’s 2012 tourism advertising campaign. It measures awareness of the advertising impact on travel decisions and on Ohio’s image as a travel destination. Tourism Economics is the U.S. Division of Oxford Economics. Tourism Economics will conduct our annual Economic Impact of Tourism in Ohio study. The Economic Impact study tracks spending by visitors to Ohio’s tourism-related industries and also provides key data on sales, jobs, wages and tax revenue generated and sustained by tourism. For additional information, please contact Eric Herzog at 614.466.0338 or email@example.com. gov. Current available research can be downloaded at DiscoverOhio.com/Industry.
SOCIAL MEDIA MARKETING Social media has become a significant presence in any business marketing strategy, and in tourism marketing in particular. Research shows that 81% of customers reach out to friends and family members on social networking sites for advice before completing a purchase. And while 78% of consumers trust peer recommendations, only 14% trust traditional advertising. That means it is vitally important to establish and maintain your presence in the social media market. TourismOhio has established a strong reputation on the most popular social media channels where we continually deliver information about Ohio’s thriving travel destinations and events. You’ll find DiscoverOhio pages and accounts actively marketing Ohio travel on:
• • • • • • • •
Facebook Google+ Twitter YouTube Flickr Pinterest Instagram Foursquare
TourismOhio is eager to work with you to make certain your Ohio travel destination is represented in our efforts. If you are marketing your Ohio travel business on one of these social media channels, please take the following steps so that we can work together: • Alert TourismOhio of all social media channels you are actively participating in so that we can follow/ like your account. (Please reciprocate.) • Share major press releases and photos with TourismOhio so that we can consider them for our social media calendar For additional information, please contact Pat Barker at 614.995.4233 or firstname.lastname@example.org
ADDED VALUE ADVERTISING INTERNATIONAL MARKETINGBENEFITS OPPORTUNITIES
OHIO TOURISM DIVISION STAFF
TourismOhio partners with Great Lakes USA (GLUSA) to market our region to potential travelers in the German-and English-speaking parts of Europe (UK, Germany, Switzerland, Austria and Ireland). Great Lakes USA is a cooperative, non-profit marketing consortium that pools its resources to market the region internationally. GLUSA promotes the region primarily through public relations, promotions, trade shows and sales missions. Following is a sample list of activities: • ITB–The German travel trade and consumer show (Berlin) is held March 6-10, 2013. Participants will have prearranged appointments with travel trade and media at the beginning of the show, and a consumer travel show takes place on the last two days. The cost to participate is $5,000, exclusive of travel arrangements. Brochures can be distributed for a cost of $500. • U nited Kingdom Mission–will focus both on travel trade and media in London and Ireland. The dates are April 8-12, 2013. The cost to participate in the mission is $4,400, exclusive of travel arrangements. Brochures can be distributed for a cost of $500. • Receptive Tour Operator Mission–will be held in partnership with the Receptive Services Association of America Summit in Atlantic City on February 20-21, 2013. The cost to participate in the mission is $2,100, exclusive of travel arrangements. • Consumer Guides–GLUSA produces an annual UK and German consumer guide. The UK guide is inserted in the travel magazine Essentially America, with overruns used as consumer fulfillment. Distribution is 65,000. For advertising rates, contact Larry Cohen, email@example.com. The German guide is inserted in the travel magazine America Journal, with overruns used as consumer fulfillment. Distribution is 55,000. For advertising rates, contact Detlef Fox, firstname.lastname@example.org. • World Travel Market (WTM)–The UK travel trade show (London) is held November 5-8, 2012. Participants will have prearranged appointments with travel trade and media. The cost to participate is $5,000, exclusive of travel arrangements. Brochures can be distributed for a cost of $500.
“We appreciate OOT’s support of these integrated campaigns so we can advertise in key markets with digital and print creative in an environment that is engaging and timely for family travel. We have received great response from these programs and are pleased with results.” —Kayla Ott, Marketing & Sponsorship Manager, Greater Cleveland Aquarium
Pat Barker, Interim State Tourism Director 614.995.4233 email@example.com Joy Doty, Office Manager 614.466.5377 firstname.lastname@example.org
Sara Blatnik, Marketing Coordinator 614.644.0786 email@example.com
Tammy Brown, Public Relations Manager 614.466.8591 firstname.lastname@example.org Aimee Rupert, Public Relations Specialist 614.466.7993 email@example.com Joe Giessler, Public Relations Coordinator 614.466.3734 firstname.lastname@example.org
• German Sales Mission–will be held in partnership with the German Visit USA committee’s travel trade event and also will focus on travel trade and media in Frankfurt, Cologne, Düsseldorf and Hamburg. The dates are October 26-31, 2012. The cost to participate in the mission is $4,400, exclusive of travel arrangements. Brochures can be distributed for a cost of $500.
As part of these efforts, travel journalists from the UK and Germany will periodically visit the state. Destinations have the opportunity to partner with TourismOhio for hosting both group and solo journalists. Due to budget restraints, all international marketing for Ohio will be done through GLUSA.
Roger Barker, E-Information Coordinator 614.466.5158 email@example.com
If you have an interest in reaching out to the international market, or would like a full menu of international marketing opportunities, please contact Pat Barker at 614.995.4233 or firstname.lastname@example.org.
Eric Herzog, Tourism Information Manager 614.466.0338 email@example.com
Andy Doty, Buckeye Fulfillment Center Supervisor 740.852.7687 firstname.lastname@example.org
John Kasich, Governor Mary Taylor, Lt. Governor Christiane Schmenk, Director, Ohio Department of Development Pat Barker, Interim State Tourism Director DiscoverOhio.com/Industry 614.466.8844