each millions 2021-2022 PARTNER ... - Miles Partnership

A R E S U LT S - D R I V E N A P P R O A C H T O T O U R I S M

Reach millionsof visitors planning their Pennsylvania vacations

PARTNER MARKETING OPPORTUNITIES

2021-2022

2021: STRONG PENT UP DEMAND FOR TRAVEL

TRAVELERS INTEND TO GET ON THE ROAD IN 2021

TOURISM WAS AND WILL BE AGAIN, BIG BUSINESS TO PENNSYLVANIA

Source: Tourism Economics: The Economic Impact of Travel in Pennsylvania (2019)

84% LEISURE VISITORS

ANNUAL VISITATION

211 MILLION

ANNUALVISITOR SPENDING

$46 BILLION

ANNUAL OVERNIGHTVISITOR SPENDING

$29 BILLION

Source: State of the American Traveler 2021 Destination Analysts: DMO Website Importance Study 2020

84.8%of travelers expect

to travel the same or more for leisure in the

next 12 months

73.8%will travel like they did before the pandemic or more to make up

for lost time

51.8%say that leisure travel will be a

somewhat high, high or extremely high

priority

NEARLY

$4,000allotted for leisure

travel budget

60%of locals used official websites to look for ideas, activities and

things to do

OVER84.3%of travelers are looking

to official State and DMO websites for resources in travel

planning

of travelers are interested in spending their trips: enjoying scenic beauty, warm weather outdoor activities, road trips and

resort travel

60%OVER

1SALES CONTACT: JULIE ARMSTRONG, Global Marketing Executive | 804-467-1464 | [email protected]

REACH 3.4 MILLION VISITORS

The Pennsylvania Tourism Office drives visitation to the Commonwealth through paid and earned media campaigns along with marketing communications which highlight the diversity of leisure destinations and experiences in PA.

The Tourism Office is committed to promoting Pennsylvania as a friendly destination with everything from foodie fun and craft beverages to outdoor adventures and historical attractions.

PENNSYLVANIA $3M MARKETING BUDGET ONLINE &

DIGITAL TV

SOCIAL MEDIA+340K*

211.8K 47.7K 72.8K 1.4K 6.3K

*Current Social Subscribers

REACH QUALIFIED LEISURE VISITORSACROSS THESE CHANNELS

HAPPY TRAVELER GUIDEPrint & Digital

VISITPA.COM

800K

REACHMORE THAN

VISITORS2.6M

VISITORS

HAPPY THOUGHTS ENEWSLETTER

165K+SUBSCRIBERS


Visitors don’t have to wait for the print guide to arrive before they plan their vacation. The Happy Traveler digital guide is

just a click away on visitPA.com.

HAPPY TRAVELER GUIDE

The Happy Traveler Guide is the Official Visitor Guide fulfillment piece for the Pennsylvania Tourism Office. Distribution is through:

• Direct requests from travel intenders

• Placements along road trip routes

• State DMOs

• Out of market media placements

Print Circulation: 225,000Readership: 2.4 readers per issue

Digital Guide: 350K+ Pageviews in 2020

Advertisers recieve:• Inclusion in both print & digital versions

• Reader Response leads

• Links to your website in digital eGuide

In-market: Dec. 2021• Space Closing: August 31, 2021

• Materials Closing: September 15, 2021

Reach a qualified, targeted audience 365 days a year on every electronic device.

350,000+DIGITAL GUIDE PAGE VIEWS

72.8% of prospective travelers say the Official Visitors Guide was very important or important in making the decision to visit the destination.

- Destination Analysts: DMO Visitor Guide Research 2020

DID YOU KNOW?

72.8%

*Co-op options are available

AD SIZEBack Cover

Inside Front Cover

Page 1

Inside Back Cover

RATES$13,450

$12,075

$12,075

$12,075

DISPLAY PREMIUM PLACEMENTS

AD SIZE2-page Spread

Full Page

Half Page

Quarter Page

RATES$19,450

$10,100

$6,150

$3,150

DISPLAY ADVERTISING

CO-OP AD SIZEFormatted Full Page

Formatted Half Page

Formatted Eighth Page

Formatted Quarter Page

RATES$11,600

$5,800

$1,450

$2,900

FORMATTED ADVERTORIAL

800,000

REACH MORE THAN

VISITORS


.60%AVERAGE

CTR

Over 2.6 million visitors in 2020 resulted in more than 5 million page views and provided advertisers with over 3.6 million display advertising impressions in total, and 26,000+ direct click-throughs to our advertisers’ websites.

VISITPA.COM NATIVE ADSAnnual Visitors: 2.6 million per year

Page Views: 5 million per year

Audience: 56% Female/44% Male

Audience Age: 75% ages 25 - 54

Top 5 markets after PA: NY, NJ, OH, MD, VA

Featured Partners: Native ads have the look and feel of editorial and run throughout the site.

50,000 impression minimum buyWe build the ads for you with your image and copy

IMPRESSIONS CPM NET RATE50,000 $19.50 $975 1

100,000 $18.75 $1,875 2

200,000 $18.00 $3,600 3

TIER

Exposure on Desktop, Tablet,

and Mobile

2.6M+ANNUAL VISITORS

REACHMORE THAN

VISITPA.COM

NATIVE ADVERTISING

Source: Destination Analysts: DMO Website Importance 2020

87.5%of prospective travelers used a destination website for trip inspiration and information.

FEATURED PARTNER RATES


Over 2.6 million visitors in 2020 resulted in more than 5 million page views.

VIDEO SPOTLIGHTShowcase your destination, attraction, or accommodation through video on VisitPA Pillar pages:

• Outdoor Recreation• History Pursuits• Foodie Fun• City Life

Video continues to be the fastest growing medium globally.

54% of travel planners now usually or always use videos for leisure trip planning.

Limited availability: first come, first serve.First right of refusal renewal.

Source: Destination Analysts: State of the American Traveler 2021 Includes Deals in all 3 categories.

VIDEO SPOTLIGHT $2,000 per quarter/per pillar

VIDEO SPOTLIGHT

DEALS & PACKAGES

SPECIAL OFFERS ATTRACT NEW VISITORSTravelers are always on the lookout for a good deal, and the more than 2.6 million visitors to visitPA.com can find a great reason to book their trip right away.

GETAWAY DEALSThe Deals heading on every page view of visitPA.com presents visitors with special offers grouped by interest:

• Romance• Family• Seasonal

QUARTERLY RATE $2,000/quarter

VISITPA.COM


Promote your destination, attraction, accommodation, or event to more than 2.6 million qualified visitors annually on visitPA.com and drive additional organic traffic to your site with our Trip Ideas Custom Content program. Our editors will craft a custom article (at about 300-500 words), including photos promoting a vacation or destination experience.

CUSTOM CONTENTANNUAL RATE

CONTENT RENEWALANNUAL RATE

$2,995 $1,995

What kind of subjects/visuals will be covered? Our content experts will create content based upon your goals — and that performs best on the site.

Will it link to my website from visitPA.com? Yes! Our goal is to bring your destination or experience to life and drive qualified referrals to your site.

What are the next steps after I sign a contract? We’ll work with you to outline goals, article, and production timeline.

CUSTOM CONTENT FAQS

Article Page example

GENERATE HIGHLY QUALIFIED LEADS FROM VISITPA.COMThe most valuable and most likely converted leads are travelers who are actively planning a trip to a destination. The visitPA.com website creates tens of thousands of immediate, highly qualified leads through direct requests on the site.

LEAD GENERATIONVisitors to the visitPA.com site who request a free copy of the Happy Traveler Guide or sign up for the monthly enewsletter are automatically directed to a “Thank You” page, where they elect to receive information about participating businesses.

Advertisers receive these qualified leads from Pennsylvania on a weekly basis, in a format that is easy to incorporate into existing marketing initiatives.

ONLINE LEADS PROGRAM $2,000/quarter

VISITPA.COMCUSTOM

CONTENTONLINE LEADS

PROGRAM

GROWYOUR OPT-IN

DATABASE

100% SOVON CUSTOM

CONTENTPAGES

PROMOTION OF CUSTOM CONTENT• Live on for one year under Trip Ideas

• Promoted on visitPA.com via native ads

• Full rights to repurpose the content for your own and partner sites

• Includes one Facebook and one Twitter post


Use your most compelling image, create a tagline that attracts attention, and bring the user into the experience through your copy.

CREATIVE BEST PRACTICES

SEND A MESSAGE TO TRAVELERS WHO ARE READY TO CLICK & GOEvery month, more than 165,000+ opt-in subscribers receive the official travel Newsletter of Pennsylvania with timely travel ideas, itineraries, and events crafted to motivate travel to Pennsylvania.

You can target your own message by month and season.

FEATURED EVENT OR DEAL• Spotlight special offer or event• New added-value: enewsletter advertisers receive

coverage via Pennsylvania Tourism Office’s social media channels

165K+SUBSCRIBERS

NEWSLETTER FEATURED EVENT/DEAL $850/Month

Event Example

Deploys first week of each month.

HAPPY THOUGHTS

MONTHLY ENEWSLETTER


THE CUSTOM EMAIL IS SENT OUT TO VISITPA.COM’S DATABASE IN A BRANDED TEMPLATE.Users respond incredibly well to this single message-focused email, and our diversified options allow you to tailor your approach.

100% SHARE OF VOICE (SOV)It’s all about you. The 100% SOV Custom Email focuses solely on your business, destination, or event, driving all clicks to your website. The Custom Email is sent out to visitPA.com’s database in a branded template.

Simply submit a photo, headline, body copy, and your desired call to action, and we’ll build your personalized email and blast it out to the entire Pennsylvania Tourism Office’s database of 165,000+ opt-in subscribers.

CO-OPPerfect for destinations, statewide interest, or event-driven offers, a Co-op Email allows you the opportunity to participate at a co-op rate and to align your message with key umbrella messaging around your city, region, interest, or events.

CUSTOM/CO-OP EMAIL $5,500

165K+OPT-IN

SUBSCRIBERS

12%AVERAGE

CLICK-THROUGH

RATE

HAPPY THOUGHTS

CUSTOM & CO-OP EMAILS

Deploys 3rd week of each month. Limited availability: first come, first serve.First right of refusal renewal.


PROGRAMMATIC MEDIA PROGRAM

Participate in the PA Tourism Office’s Programmatic Media Program and receive premium space in digital advertisements targeted to highly qualified audiences of travelers at an affordable cost.

Using first-party data, we’re able to target audiences based on their demographics and behaviors, engaging users who have previously visited visitPA.com and retargeting them with meaningful messaging encouraging them to visit.

PARTNER OPPORTUNITIES

$2,500 Package

Tactic Format Timing CPM Impressions Total Cost Notes

Native & Display

IAB Approved Banner Sizes & Native Banners

30 days $10.00 250,000 $2,500 This package would provide exclusive access to visitPA.com first-party audience, through site retargeting and look-alike modeling for a full funnel approach.Totals $10.00 250,000 $2,500

$6,000 Package


Native & Display


30 days $7.50 800,000 $6,000 This package would also provide exclusive access to visitPA.com first-party audience, through site retargeting and look-alike modeling for a full funnel approach PLUS Prospecting, Contextual, Demo, Behavioral targeting.

Totals $7.50 800,000 $6,000

$15,000 Package


Native & Display


60 days $7.31 2,052,000 $15,000This package would also provide exclusive access to visitPA.com first-party audience, through site retargeting and look-alike modeling for a full funnel approach PLUS Prospecting, Contextual, Demo, Behavioral targeting.

Totals $7.31 2,052,000 $15,000

*Contingent on overall participation levels. Priority will be on display advertising. Ask your rep for updated reach calculation.

**All costs are net.

$11,000 Package


Native & Display


60 days $7.50 800,000 $6,000 This package would also provide exclusive access to visitPA.com first-party audience, through site retargeting and look-alike modeling for a full funnel approach PLUS include pre-roll video for high-impact advertising.

Pre-Roll* Video :15 or :30 Video 60 days $15.75 317,460 $5,000

Totals $9.84 1,117,460 $11,000

AVAILABILITY4-6 week production time ahead of

campaign start. Availability based on inventory.

REPORTINGAt the end of the campaign, you will

receive detailed performance metrics.


each millions 2021-2022 PARTNER ... - Miles Partnership

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