kentucky department of tourism fy19 partner coop … · our print offerings have evolved to offer...

KENTUCKY DEPARTMENT OF TOURISM FY19 PARTNER COOP PROGRAM

FY19 CO-OP PROGRAM OVERVIEW

The 2019 Kentucky Co-Op objective is to build a comprehensive and affordable program for all industry partners. All opportunities that were chosen were to allow greater access to KDT’s media mix, target audience and total spending. In addition to some tried and true favorites from last year’s successful effort, we’ve enhanced both the print and digital offerings to allow for greater flexibility, impact and variety to fit all budgets and marketing strategies as well as increased spot market offerings across a wide variety of vendors.

Our print offerings have evolved to offer national/regional reach to a highly desirable audience of potential visitors while the digital offerings are now more programmatic in nature, allowing for pinpoint targeting and lower CPMs across various vendors.

To sign up visit: coop.kentuckytourism.com

CO-OP STRUCTURE - DIGITAL

• Miles will provide industry partners with the opportunity to be incorporated into our various digital buys across multiple vendors and tactics

• Kentucky Tourism geography, audience targeting etc. applies, no custom buys can be made

• Low cost packages will be made available to everyone

• All tactics will be available• Cross Screen Video• Cross Screen Display• Cross Screen Native

• Partners to provide digital ad units, Miles to provide specs

DIGITAL - NATIVE

• Native DSP (Demand Side Platform): Aggregates ALL native inventory on the web vs. partnering with other SSP (Supply Side Platform) vendors – massive potential reach

• Are able to tap into other native vendor’s inventory• Lowest CPM within the Native vendor competitive set• Ability to optimize on engagement, not just clicks

• Video view time, page views, etc.• Dynamic creative serving and optimization

Impressions Cost CPM Time Period

625,000 $5,000 $8.00 1 Month

937,500 $7,500 $8.00 1 Month

1,250,000 $10,000 $8.00 1 Month

DIGITAL - MOBILE

• Predictive targeting engages audiences most likely to take a desired action = high probability of engagement

• Based on location, context, behavior• Ability to tie unique individuals to multiple devices,

cross target accordingly• 600 million devices, 90 million consumers

reached


272,727 $1,500 $5.50 1 Month

545,455 $3,000 $5.50 1 Month

909,091 $5,000 $5.50 1 Month

DIGITAL - VIDEO

• Turn key video solution• 300+ YuMe CTV App Partners reaching 67% of US

total active devices (73MM monthly users)• Strong performance based on past campaigns,

always much higher than average video completion rates

• Scale: Access to inventory across all devices, including Connected TVs and OTT devices


159,091 $3,500 $22.00 1 Month

227,273 $5,000 $22.00 1 Month

340,909 $7,500 $22.00 1 Month

DIGITAL - CROSS SCREEN, PLATFORM

• Ability to combine long form consumer survey research with 1st party online data to target holistically

• Targeting based on how someone feels, not just how they act• Value based measurement based on 200k+ consumer surveys collected each

year• Can take action on over 7,000 data points• Ability to optimize on more than just online data

• Resonate observes over 90% of adult online population


148,148 $1,000 $6.75 1 Month

370,370 $2,500 $6.75 1 Month

740,741 $5,000 $6.75 1 Month

DIGITAL - CROSS SCREEN, PLATFORM

• Uses artificial intelligence/machine learning to maximize KPI performance

• Utilizes human intuition and inference to translate correlations into causations “machines” may not be able to

• For example, if the markets are strong, people would be more likely to book a vacation

• Each ad call also sees 580 micro/macro data signals across 95+ data partners to ensure the right ad is served to the right person


333,333 $1,000 $3.00 1 Month

833,333 $2,500 $3.00 1 Month

1,666,667 $5,000 $3.00 1 Month

DIGITAL - TRAVEL OPTIMIZATION

• Partnerships with 175+ airline and hotel booking sites• Ability to tie digital spend directly to booking results =

ROI• Optimizations based on real travel behavior: booking

travel to a specific destination within Kentucky• Robust post campaign reporting

• Includes booking data, timelines from booking to visitation, etc.


166,667 $1,000 $6.00 1 Month

416,667 $2,500 $6.00 1 Month

833,333 $5,000 $6.00 1 Month

DIGITAL - CONTENT

• Roots Rated will produce 50 pieces of content (video, etc.) featuring locations across the entire state

• How it works: RootsRated Media• Produces content commissioned by the state• Ingests any additional content that the state wants made available to

their partners into Compass• Delivers the content to the state and to the state’s network of partners

through Compass• Provides content services to the local partners in the state’s network

• Coop marketing: Compass Networks helps Kentucky & Miles share & receive content between relevant co-op partners, measure the content’s performance across multiple partner sites, and provide professional content services to local DMO partners.

Spring 2019 Cost Space Deadline Material Deadline

2 Content Pieces $2,760 7/16/2018 9/14/2018

3 Content Pieces $6,900 7/16/2018 9/14/2018

4 Content Pieces $11,040 7/16/2018 9/14/2018

CO-OP: SEARCH ENGINE MARKETING (SEM)

• Turn Key: Allows partners of all sizes to get professional SEM services with a portion of the cost subsidized by the state

• Effective: Madden’s program included 14 partners and collectively generated over 75,000 clicks during the spring 2018 campaign

• Click rate that far exceeded the industry benchmarks

• Packages sold based on a guaranteed number of clicks• Fall, 2018 and Spring, 2019 campaigns available

Clicks Cost CPM Time Period

4,300 $2,250 N/A 3 Months

7,300 $3,750 N/A 3 Months

11,300 $6,000 N/A 3 Months

NEW VIDEO PRODUCTION PROGRAM

Video production will use the same team that’s producing KDT’s television commercials. This opportunity is limited to 20 DMO partner spots available for $5,000 per partner – $10,000 value that KDT is subsidizing

Program commitment needed by July 1, 2018 for scheduling purposes

CO-OP: STRUCTURE - PRINT

• Miles will provide industry partners with the opportunity to be incorporated into our various print buys for a larger presence in national publications.

• Low cost rates will be made available to everyone

• All advertising will follow an advertorial design that Miles will create.

• Partners to provide all ad assets to Miles

• Miles will provide specs.

CO-OP PRINT PARTNERS GARDEN & GUN BON APPETIT

Garden & Gun is an idea about how to live a life that is more engaged with the land, the literature, the music, the arts, the traditions, and the food of the South.

Issue Advertorial ½ Page

Advertorial ¼ Page

Space Deadline

Material Deadline

February/March '19 $11,445 $ 6,140 10/1/2018 10/22/2018

April/May '19 $11,445 $6,140 12/1/2018 12/15/2018

June/July $11,445 $6,140 2/1/2019 2/15/2019

Bon Appetit focuses on what’s current and stylish, while giving readers valuable cooking tools and tips. The only food lifestyle publication on the market. Offers “life through the lens of food”—cooking in, dining out, culture, travel, entertainment, shopping and design.

Issue Advertorial½ Page

Advertorial ¼ Page

Space Deadline

Material Deadline

April '19 $ 14,438 $ 7,700 12/1/2018 12/15/2018

May '19 $14,438 $ 7,700 1/4/2019 1/30/2019

CO-OP PRINT PARTNERS AAA WORLD - CINCINNATI /LEXINGTON AAA LIVING - TENNESSEE

AAA World magazine is a bimonthly publication for members of AAA Club Alliance.


Advertorial¼ Page

Space Deadline

Material Deadline

September/October $ 1,844 $984 6/1/2018 6/19/2018

March/April ‘19 $1,844 $ 984 12/3/2018 12/19/2018

May/June ‘19 $1,844 $984 2/1/2019 2/15/2019

AAA Living Magazine provides information on travel, driving, savings and insurance services to AAA members.


Advertorial¼ Page

Space Deadline

Material Deadline

September /October $ 2,462 $1,313 6/1/2018 6/29/2018

March/ April ‘19 $2,462 $1,313 12/3/2018 12/19/2018

May/June ‘19 $ 2,462 $ 1,313 2/1/2019 2/15/2019

CO-OP PRINT PARTNERS PIONEER WOMAN SMITHSONIAN

The Pioneer Woman reaching millions across the country. With The Pioneer Woman Magazine, her fans are able to connect with her in a whole new way and across multiple media platforms.


Advertorial¼ Page

Space Deadline

Material Deadline

Fall $ 9,000 $ 4,800 6/1/2018 6/29/2018

Spring 19 $ 9,000 $ 4,800 12/15/2018 1/4/2019

Summer 19 $ 9,000 $ 4,800 3/1/2019 3/21/2019

The Smithsonian Audience possesses boundless curiosity which drives them to act. They are truly engaged people who make a contribution to society and expect to leave this world a better place than when they got here.


Advertorial¼ Page

Space Deadline

Material Deadline

September $ 10,451 $ 5,574 6/1/2018 6/15/2018

April '19 $ 10,451 $ 5,574 1/4/2019 1/30/2019

May '19 $ 10,451 $ 5,574 2/1/2019 2/15/2019

CO-OP PRINT PARTNERS REAL SIMPLE LONG WEEKENDS

Real Simple creates a positive, supportive community where modern woman can connect and share inspiring ideas and practical solutions.


Advertorial¼ Page

Space Deadline

Material Deadline

April '19 $ 13,807 $ 7,364 10/1/2018 10/15/2018

May '19 $ 13,807 $ 7,364 10/1/2018 10/15/2018

June '19 $ 13,807 $ 7,364 2/1/2019 2/15/2019

Every issue is filled with weekend trip ideas. Story topics include Family Fun, Nature & Outdoors, Girlfriend Getaways, History & Culture and Culinary Tours.


Advertorial¼ Page

Space Deadline

Material Deadline

September $ 2,906 $ 1,550 6/1/2018 6/29/2018

April '19 $ 2,906 $ 1,550 1/14/2019 1/28/2019

CO-OP PRINT PARTNERS SOUTHERN LIVING COASTAL LIVING

Southern Living brings enjoyment, fulfillment, and inspiration to their readers by celebrating the best of the Southern lifestyle.


Advertorial¼ Page

Space Deadline

Material Deadline

April '19 $ 15,278 $ 8,148 12/15/2018 1/4/2019

May '19 $ 15,278 $ 8,148 1/4/2019 1/30/2019

June '19 $ 15,278 $ 8,148 2/19/2019 3/5/2019

For the stylish tastemaker, it provides the best spots to shop, dine and explore. For the active family, it serves as inspiration for summer traditions and celebrations. And for the empty-nesters, it offers a link to the charm of small-town life and the joys of taking the trip of a lifetime every year.


Advertorial¼ Page

Space Deadline

Material Deadline

March '19 $ 8,368 $ 4,463 10/1/2018 10/15/2018

April '19 $ 8,368 $ 4,463 1/4/2019 1/16/2019

May '19 $ 8,368 $ 4,463 1/16/2019 2/15/2019

CO-OP PRINT PARTNERS KENTUCKY MONTHLY


Advertorial¼ Page

Space Deadline

Material Deadline

March '19 $ 1,125 $ 600 12/15/2018 1/4/2019

April '19 $ 1,125 $ 600 1/16/2019 2/4/2019

May '19 $ 1,125 $ 600 2/18/2019 3/4/2019

June '19 $ 1,125 $ 600 3/1/2019 3/15/2019

Kentucky Monthly’s commitment is to celebrate everything that makes the Bluegrass State a wonderful place to call home.

CO-OP PRINT PARTNERS GROUP TRAVEL LEADER

Issue ½ Page 1/3 Page 1/6 Page Space Deadline

Material Deadline

2019 KY Group Travel

Guide $ 1,691 $ 1,125 $564 6/1/2018 7/18/2018

America’s leading publication for the group travel industry. Readers are qualified through membership affiliations

In major trade associations, group travelconference attendance, web---drivenreadership applications and othermeans.

INTERNATIONAL: BRAND USA/TRAVEL SOUTH INITIATIVE

2019 Global Inspiration ProgramReach high value international audiences around the world through the award-winning Visit The USA Global Inspiration Program. This breathtaking official guide to the United States showcases partner destinations through impressive print and digital editions. Geographically organized to showcase Kentucky, partners will also leverage the placement within the Travel South region.

Issue ½ Page ¼ Page Space Deadline

Material Deadline

2019 GlobalInspiration Program

$13,000 $6,500 6/15/2018 8/15/2018

City Pages on Brand USA’s Global Websites Cities have the opportunity to either upgrade or create a new City Page that will live on the Visit the USA sites – 15 global sites including China. These serve as your international landing pages.

Product Cost SpaceDeadline

MaterialDeadline

City Page $10,000 6/15/2018 7/15/2018

LONGWOODS RESEARCH

Longwoods has been a leader in tourism research since 1985, when we conducted the largest ever study of American travel behavior. Understand what drives your market. Optimize your creative and media buy.

Research Study Cost

Halo Effect Study $13,500

Travel Profile Study $ 28,500

Image Study $55,000

GOOGLE DMO CONTENT PROGRAM

Five DMO partner spots available Each partner will receive:o Consumer Search Behavior Analysiso Baseline Audito Google Business Listing Analysis and Data Submissiono Visual Content Review and Submissiono Work Plano Two-Month Dashboard Reporto DMO Staff Training

DMO Content Program

$10,700 per partner

May '19 (10/1/2018)

DIGITAL –PARTNER RECOMMENDATION – PAID SOCIAL

• each potential visitors in an environment where they spend a lot of their time

• Facebook - Travel Intent• Dynamic creative served• Reaching lower funnel travelers with intent to

research & book• Optimize based on travel intent

• Co-op: Partner “Takeover”• 100% share of voice on the Kentucky

Instagram and/or Facebook account for one partner, for one week

• We could post on their behalf, or the partner can just provide photos/copy/hashtags, etc.

* Co-op

1 Week Takeover

$1,000

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