FY17 CO-OP ADVERTISING OPPORTUNITIES - Industryindustry.travelwisconsin.com/uploads/...4a04-85e5-9743b8c00dec-40… · FY17 CO-OP ADVERTISING OPPORTUNITIES ... While Wisconsin Tourism’s

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Social Media Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Online Display Banner Program . . . . . . . . . . . . . . . . . . . . . 5Deals Listing on TravelWisconsin .com . . . . . . . . . . . . . . . . 8E-mail Blast Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Print Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

FY17 CO-OP ADVERTISING OPPORTUNITIESThe Wisconsin Department of Tourism is pleased to continue to offer expanded co-op advertising opportunities through fiscal year 2017 . These programs pool the resources of the Department and individual advertisers to generate a more powerful Wisconsin travel message . While Wisconsin Tourism’s advertising messages increase the awareness of the state, your message allows you to “close the sale .” In addition, Wisconsin travel advertisers share in frequency and volume discounts that translate into dollar savings for each participant .

All programs are facilitated by Laughlin Constable (LC), the Dept . of Tourism’s advertising agency . You’ll work directly with LC (Sarah Keller, skeller@laughlin .com, 414-270-7145) to place your advertising . The first step for any of these programs is to fill out the participation agreement . This agreement establishes you as a co-op advertiser and let’s LC know that you understand the rules of the program . LC reserves the right to require new advertisers to prepay for their ads for the first six months of participation in the program in order to establish credit .

TABLE OF CONTENTS


SOCIAL MEDIA PROGRAMOur social media program allows advertisers to buy in to monthly social content posted on Travel Wisconsin’s Facebook and Twitter pages . You have two options:

A GENERAL FACEBOOK AND /OR TWITTER POST

• Twitter Post: $100

• Facebook Post: $200 Photo required; no logos; please include photo credit

• Twitter AND Facebook: $250

• Maximum of 6 advertisers per month per channel, promotion of same event by multiple advertisers is not permitted . Space is sold on a fi rst come, fi rst serve basis

A FEATURED FACEBOOK OR TWITTER POST

• Post is anchored to the top of our social channel for one week for maximum visibility

• Featured Tweet: $200

• Featured Facebook Post: $300 Photo required; no logos; please include photo credit

• Featured Tweet AND Facebook Post: $450

• Maximum of 1 advertiser per month per channel, sold on a fi rst come, fi rst serve basis

BENEFITS TO YOU:

• Drive traffi c to your website or social channel

• Increase reach of your message through Travel Wisconsin’s large Facebook and Twitter communities 420,000+ Facebook fans 87,000+ Twitter followers

• NOTE: Due to platform’s algorithms, not all of Travel Wisconsin’s Facebook and Twitter fans will see your post

• Detailed post performance data from Travel Wisconsin’s paid analytics tools

• Due to Facebook’s decrease in organic reach, Travel Wisconsin will back advertiser’s posts with paid promotion to maximize reach

When selecting a topic, we strongly suggest you consider the following to ensure better results: • Is the topic of high travel relevance based on proximity, size and appeal?• Is the topic likely to be of high interest to the general public or only to a niche group? • Will the topic be of interest to people outside of Wisconsin?• Does the topic or event have limited tickets or a small venue capacity? Is there a risk of being sold-out?• Is the topic overly promotional? Will it appear as spam once posted? • Does the topic have a website or social page to which we can drive consumers?

ONLINE OPPORTUNITIES


Social posts will be drafted with your initial direction . Simply fill out the social media reservation form at industry .travelwisconsin .com specifying your desired destination, attraction or event to promote (please no product launches), and e-mail it to Sarah Keller (skeller@laughlin .com) . Using your input, Laughlin Constable will draft a post that follows the Travel Wisconsin brand guidelines while also adhering to social media best practices . We’ll share the final post and tentative publish date with you ahead of time . Upon completion, you’ll receive a detailed report with social performance metrics such as clicks, likes, comments or retweets .

All submissions must be received one month prior to the desired post date.

Please note:

1 . The Wisconsin Department of Tourism (Travel Wisconsin) reserves the right to refuse any topic at their discretion . Wisconsin Department of Tourism holds final creative direction on Facebook and Twitter copy and creative . Desired post dates are subject to availability and are secured on a first come first serve basis, with a maximum of 7 advertisers per month per channel for general posts and a maximum of 1 advertiser for featured posts . 2 . Due to the complexities of dynamic marketing environments, any projections we supply are our best estimates . We believe the projections are reasonable based on the question(s) framed and the presumptions identified but do not guarantee actual results . We do not accept any responsibility for any loss or damage that may result from reliance on projections supplied by us . 3 . We may provide you with information from third party analytics or tracking software that measures certain information related to web traffic . We are not responsible for the accuracy of the information or the metrics used such analytical or tracking software or any conclusions drawn from such information . 4 . Any content posted by us to a third party platform (e .g ., Facebook, Twitter or You Tube) shall be subject to the third party’s terms of service . 5 . We will not be responsible for client generated content (“CGC”) or user generated content (“UGC”) on your web site(s), internet portals such as Facebook, You Tube, Twitter, MySpace, blogs or other internet or wireless sources, and you shall be responsible for such content . You shall be responsible for any damages, claims or causes of action resulting from CGC or UGC regardless of the nature of the claim, which may include, without limitation, trademark or copyright infringement, violations of rights of publicity or privacy, offensive or inappropriate content, or disclosure of confidential information . You shall be responsible for monitoring or policing your web site(s), internet portals, blogs, or other internet or wireless sources for any inappropriate UGC .

If you have any questions, please call Sarah Keller at 414 .270 .7145 or e-mail her at skeller@laughlin .com .



ONLINE DISPLAY BANNER PROGRAMThe online display banner program allows you to purchase advertising packages on many of the Midwest’s major newspaper websites at rates that have been negotiated on behalf of the WI Dept . of Tourism .

Laughlin Constable (LC), the Wisconsin Department of Tourism’s agency, coordinates the program between you and the sites to help advertise your message . The objective is to make the program as easy as possible for you . You work directly with LC (Sarah Keller) to place your ads .

As the advertiser, you have the flexibility to decide which sites you’d like to advertise on and how often . If you do not have the ability to create your own artwork, sites may provide design services . Package pricing and details are outlined below . After your campaign runs, you will receive a report that will include delivered impressions and the number of users who clicked your particular banners .

Space is reserved by filling out an online space reservation form and e-mailing it back to Sarah Keller at LC . If you have any questions, please call Sarah Keller at 414 .270 .7145 or e-mail her at skeller@laughlin .com .

ChicagoTribune.com JSOnline.com

StarTribune.com TwinCities.com

Madison.com



PACKAGES & PRICING

Opportunities are available on the sites listed below . All placements are scheduled through Sarah Keller at Laughlin Constable, skeller@laughlin .com by filling out an online space reservation form . All rates are net and can increase at any time .

Once your reservation has been confirmed, you’ll need to submit your artwork . Sizes required are indicated under each site name . Please submit static jpeg or gif files not exceeding 30K each, along with your destination URL .

After your campaign runs, you will receive a report that includes delivered impressions and number of users that clicked your particular banners .

None of these prices include the development of your artwork, should you not have the ability to create it yourself . Please contact Sarah Keller to discuss your options for artwork creation .

ChicagoTribune.comSizes required: 300x250, 728x90 and 300x600 pixels

Package A - $5,075 • 275,000 chicagotribune .com targeted impressions in News, Travel, Features & Entertainment • 80,000 chicagotribune .com travel behaviorally targeted impressions • 70,000 ROS geo-targeted impressions • 50,000 ROS impressions on News, Travel, Features & Entertainment • Fixed 300x600 on Travel front page – one day, 100% SOVPackage B - $2,800 • 125,000 chicagotribune .com targeted impressions in News, Travel & Entertainment • 75,000 chicagotribune .com travel behaviorally targeted impressions • 50,000 ROS geo-targeted impressions • Fixed 300x600 on Travel font page – one day, 100% SOVPackage C - $1,575 • 65,000 chicagotribune .com targeted impressions in News, Travel & Entertainment • 50,000 chicagotribune .com travel behaviorally targeted impressions • 25,000 ROS geo-targeted impressions • Fixed 300x600 on Travel front page – one day, 100% SOV

JSOnline.com Sizes required: 160x600, 300x250, 728x90, 300x600 and 320x50 pixels

Package A - $3,850 (value: $5,440; 480,000 total impressions) *Must run over 4-6 week period • 150,000 travel behaviorally targeted banners on jsonline outreach network • 150,000 jsonline targeted section banners in News, Lifestyle, WI Trails & Entertainment – section placement based on availability • 180,000 jsonline ROS banners • One listing/link in Travel Deals e-newsletterPackage B - $2,950 (value: $3,630; 310,000 total impressions) *Must run over 3-4 week period • 100,000 travel behaviorally targeted banners on jsonline outreach network • 100,000 jsonline targeted section banners in News, Lifestyle, WI Trails & Entertainment – section placement based on availability • 110,000 jsonline ROS banners • One listing/link in Travel Deals e-newsletterPackage C - $1,850 (value: $2,560; 220,000 total impressions) *Must run over 1-2 week period • 110,000 jsonline targeted section banners in News, Sports, Lifestyle, WI Trails & Entertainment – section placement based on availability • 110,000 jsonline ROS banners • One listing/link in Travel Deals e-newsletterPackage D - $1,050 (value: $1,590; 130,000 total impressions) *Must run over 1 week period • 60,000 jsonline targeted section banners in News, Sports, Lifestyle, WI Trails & Entertainment – section placement based on availability • 70,000 jsonline ROS banners • One listing/link in Travel Deals e-newsletter



Madison.comSizes required: 300x250 & 728x90 pixels

Package A - $4,100 (value: $10,000) *Must run over 4-6 week period • 500,000 impressions in News, Sports, Entertainment Lifestyle & TravelPackage B - $2,750 (value: $6,000) *Must run over 4-6 week period • 300,000 impressions in News, Sports, Entertainment Lifestyle & TravelPackage C - $1,525 (value: $3000) *Must run over 2-3 week period • 150,000 impressions in News, Sports, Entertainment Lifestyle & Travel

StarTribune.comSizes required: 300x250 & 728x90 pixels

Package A - $4,600 (value: $8,895) • 600,000 impressions Run of Network (Desktop, Tablet, Mobile) Geo and Audience Targeted • Email blast to Travel Subscribers (Approx . 25,000 subscribers)Package B - $3,275 (value: $5,970) • 350,000 impressions Run of Network (Desktop, Tablet, Mobile) Geo and Audience Targeted • Email blast to Travel Subscribers (Approx . 25,000 subscribers)Package C - $2,050 (value: $3,630) • 150,000 impressions Run of Network (Desktop, Tablet, Mobile) Geo and Audience Targeted • Email blast to Travel Subscribers (Approx . 25,000 subscribers)

TwinCities.comRequired sizes: 300x250, 728x90 and 600x800 pixels

Package A - $4,075 (value: $8,000; 450,000 total impressions) • 150,000 travel behaviorally targeted impressions on outreach network • 100,000 twincities .com targeted impressions in top sections of site • 50,000 twincities .com travel behaviorally targeted impressions • 150,000 twincities .com ROS banners • Email blast to Travel Deals subscribers (approx . 15,000 subscribers)Package B - $2,550 (value: $5,000; 275,000 total impressions) • 100,000 travel behaviorally targeted impressions on outreach network • 100,000 twincities .com targeted impressions in top sections of site • 75,000 twincities .com ROS banners • Email blast to Travel Deals subscribers (approx . 15,000 subscribers)Package C - $1,525 (value: $3,000; 175,000 total impressions) • 100,000 twincities .com targeted impressions in top sections of site • 75,000 twincities .com ROS banners • Email blast to Travel Deals subscribers (approx . 15,000 subscribers)Package D - $1,025 (value: $2,000; 105,000 total impressions) • 75,000 twincities .com targeted impressions in top sections of site • 30,000 twincities .com ROS banners • Email blast to Travel Deals subscribers (approx . 15,000 subscribers)

*Geotargeting means that all delivered impressions will be to those in the specific market .**ROS refers to “run of site,” which means the ads can appear on any section of the Web site .




DEALS LISTING ON TRAVELWISCONSIN.COMThe Deals Listing opportunity on TravelWisconsin .com allows you to list your special package, deal or discount on the “Deals” page of the website . This affordable offering drives interested TravelWisconsin .com consumers to your website to close the sale .

Pricing is as follows:

• $200 for 1/2 month

• $350 for 1 month

Opportunities are available on the site beginning on the 1st and 16th of each month . Listings cannot be added in between these dates . If the 1st or 16th of the month falls on a weekend or holiday, the page may be updated on the nearest business day .

The order of deals listed on the page will randomly generate for each user . Therefore, each deal has the same probability of being listed toward the top of the page .

In the past year, this page has seen anywhere from 1,500 to more than 15,000 views per month, with higher numbers typically in the spring/summer months . After your listing runs, you will receive an e-mail indicating the number of views to the page and clicks to your site . In order to maintain the credibility and value of the Deals page, all submissions must promote a specifi c and compelling offer .

Laughlin Constable (Sarah Keller) coordinates the program between you and TravelWisconsin .com . You’ll simply need to fi ll out the deals site listing space reservation form, and e-mail it to Sarah (skeller@laughlin .com) along with your 500x500 pixel image .

Currently, the WI Dept. of Tourism is offering this listing for ½ month at no charge when you run your package, deal or discount in a WI Traveler e-mail ($250 cost). See the following page for more information about getting started with the Email Blast Program.

Pricing is as follows:

• $200 for 1/2 month

• $350 for 1 month

Currently, the WI Dept. of Tourism is offering this listing for ½ month at no charge when you run your package, deal or discount in a WI Traveler e-mail ($250 cost). See the following page for more information about getting started with the Email Blast Program.



E-MAIL BLAST PROGRAMThe WI Traveler is a twice-monthly e-mail containing essential information for the Wisconsin traveler . It is a series of newsletters that brings consumers the latest in Wisconsin getaway ideas, events, sweepstakes, special packages, feature stories and more . Your submission can either advertise an event or a package/deal, and the cost is $250 per deployment . If advertising a package/deal, it must be a clear and compelling offer .

BENEFITS TO YOU:

• Reach over 61,000 opt-in subscribers

• Reach consumers in a timely manner, with e-mails deploying twice per month

• Post-performance reporting

YOUR LISTING WILL INCLUDE:

• Event or Package Headline (limited to 40 characters including spaces)

• Dates (required for events only)

• Event or Package Description (limited to 140 characters including spaces)

• Website Link (this will be hyperlinked)

• Photo/image *Please note, horizontal photos are best and should be no smaller than 500 x 500 pixels. Sending this size ensures it will be large enough for us to work with.

Limited space is available, so the Dept . reserves the right to review requested placements for eligibility . The Dept . of Tourism has final editorial approval and placement control on all submissions .

Sarah Keller (skeller@laughlin .com) coordinates the program . Simply fill out the e-mail space reservation form and e-mail it to Sarah along with your image .

Reservations and materials are due 2 weeks prior to selected deployment .

JANUARY 1/7 1/21 FEBRUARY 2/11 2/25 MARCH 3/10 3/24 APRIL 4/7 4/21 MAY 5/5 5/19 JUNE 6/9 6/23

JULY 7/7 7/21 AUGUST 8/11 8/25 SEPTEMBER 9/8 9/22 OCTOBER 10/6 10/20 NOVEMBER 11/3 11/17 DECEMBER 12/1 12/15

2016 WI Traveler Deployment Dates


PRINT OPPORTUNITIES

PRINT PROGRAMThe print co-op program will offer advertisers a chance to partner in special inserts and supplements sponsored byWI Dept . of Tourism . Ad sizes and prices will be dependent on publication . Below is a list of the current opportunities .Opportunities will be added as they are negotiated, so check back often for additional options .

Milwaukee Journal Sentinel / Wisconsin Trails “Fun Times”

WI Dept . of Tourism has partnered with Milwaukee Journal Sentinel/WI Trails for eight 6-page inserts that will be placed in the Sunday Cue section through July 2017 (Sunday circulation of 289,824) . We’ve opened up ad space in each issue for the Wisconsin tourism industry, and below are the advertising opportunities, available at rates more than 70% off the retail rates

Even more exciting this year, three of the issues will also include 50,000 insertions into Chicago Tribune, further expanding your reach!

August 21, 2016 – Autumn’s High Points3 col . X 3” (4 .92” x 3”) - $5003 col . X 5” (4 .92” x 5”) - $800Materials Due: Aug . 5 September 18, 2016 – Fall Getaways*50K inserts also in Chicago Tribune3 col . X 3” (4 .92” x 3”) - $7003 col . X 5” (4 .92” x 5”) - $1,150Materials Due: Aug . 19 November 6, 2016 – Winter Getaways3 col . X 3” (4 .92” x 3”) - $5003 col . X 5” (4 .92” x 5”) - $800Materials Due: Oct . 7 January 8, 2017 – Theme TBD*50K inserts also in Chicago Tribune3 col . X 3” (4 .92” x 3”) - $7003 col . X 5” (4 .92” x 5”) - $1,150Materials Due: Dec . 9 April 16, 2017 – Theme TBD3 col . X 3” (4 .92” x 3”) - $5003 col . X 5” (4 .92” x 5”) - $800Materials Due: March 17 May 14, 2017 – Theme TBD*50K inserts also in Chicago Tribune3 col . X 3” (4 .92” x 3”) - $7003 col . X 5” (4 .92” x 5”) - $1,150Materials Due: April 14 June 11, 2017 – Theme TBD3 col . X 3” (4 .92” x 3”) - $5003 col . X 5” (4 .92” x 5”) - $800Materials Due: May 13 July 16, 2017 – Theme TBD3 col . X 3” (4 .92” x 3”) - $5003 col . X 5” (4 .92” x 5”) - $800Materials Due: June 17

To reserve space, fi ll out the print space reservation form and email it to Sarah Keller (skeller@laughlin .com) . Space is limited and not confi rmed until you receive a confi rmation in return .


PRINT OPPORTUNITIES

FOR MORE INFORMATION, CONTACT:Joanne Carroll | Multimedia Sales ExecutiveOffice: (847) 427-4649Email: [email protected]

James Rempas | New Business DevelopmentOffice: (847) 427-4647Email: [email protected]

To generate excitement andincrease tourism to Wisconsin,the Wisconsin Department ofTourism is teaming up with theDaily Herald newspaper to releasea special travel supplement. Itwill highlight outdoor activities,family attractions and specialevents throughout Wisconsin andwill be distributed in the Daily

Herald reaching more than 93,000households via print and a digitalaudience with nearly 1.4 millionunique visitors per month in theaffluent suburban Chicago market.This rare and incredible marketingopportunity will allow you to promoteyour business, show prospectivevacationers what makes your locationspecial, and increase sales!

PUBLICATION DATE: Sunday, September 25Space Reservation Deadline: Friday, August 26Camera Ready Ad Deadline: Friday, September 9

Accompanying this letter is a participation agreement,which details information regarding ad sizes and costs.

Section DeaDlineS

all aDS inclUDe FUll coloR anD 300x250 DiGital aDS on DailYHeRalD.coM*(2) SepaRate aUDienceS witH (1) BUY

Full Page5 col.

9.188” x 11.125”

$3,995(net) per ad

Includes 75,000Digital Impressions

Option A

1/2 Page (H)5 col.

9.188” x 5.48”

$2,255(net) per ad


Option B

5 col.5.45” x 5.48”

$1,430(net) per ad


Option C

2 col.3.58” x 5.48”

$1,030(net) per ad


Option D

1 col.1.715” x 5.48”

$555(net) per ad


Option E

Advertising Options

PARTICIPATION AGREEMENT

How to paRticipate

YES! We will underwrite the cost of a _______ page ad (option ____ ) in the Wisconsin Tourismsupplement which will be distributed to more than 93,000 households and a Digital Audience of 1.4million unique visitors subscribing to the Daily Herald.

If we do not meet minimum space goal for section, the size of the section or the circulation for the section is subject to change.

We will be billed from Laughlin Constable for our placement.It is understood that the total layout and content of this keepsake section will be under the direction ofWisconsin Department of Tourism/Laughlin Constable and the Daily Herald. The section will be printedand distributed by Paddock Publications of Arlington Heights, Illinois.

Approved by:

Title: Company:

Address:

Phone: Fax:

• New advertisers to the WI Dept. of Tourism banner program are required to sign an advertising agreement with Laughlin Constableand prepay for their ads.

• If you would like the Daily Herald to create your ad, please call James Rempas at (847) 427-4647 or Joanne Carroll at (847) 427-4649.

Please send signed participation agreement and materials by Friday, August 26, 2016 to:Daily Herald / Attn: James Rempas, 155 E. Algonquin Road, Arlington Heights, IL 60005 or

Email: [email protected]

Documents

FY17 CO-OP ADVERTISING OPPORTUNITIES - Industryindustry.travelwisconsin.com/uploads/...4a04-85e5-9743b8c00dec-40… · FY17 CO-OP ADVERTISING OPPORTUNITIES ... While Wisconsin Tourism’s