'WHERE AM I?' Sponsored Stories Partnership

Transcription

1 'WHERE AM I?' Sponsored Stories Partnership PARTNERSHIP OPPORTUNITY: SPONSORED STORIES Cost-share with OTMPC as part of our year-long content marketing partnership with Huffington Post to raise the awareness and profile of your tourism product, experience or destination. What will your 'Where Am I?' story be in ? The OTMPC s award-winning 10-week 'Where Am I?' (WAI) campaign launched in June 2016 resulting in 10 million video views and 22.8 million social impressions. To view the WAI video, click here. Using the essence of the brand platform, we will continue to tell the story of Ontario in a bold way, showcasing the unexpected and unfamiliar. Have your stories told in one of the most respected digital media properties. OTMPC has partnered with Huffington Post Canada on a year-long series of Ontario travel stories under the banner of the successful 'Where Am I?' campaign. Why AOL/Huffington Post? The AOL digital advertising network s (incl. AOL owned and operated sites such as Huffington Post, TechCrunch, Engadget, AutoBlog and Microsoft properties such as MSN, Outlook, Skype) Huffington Post Canada website sees an average of 2.2 million unique visitors monthly. By harnessing the advertising power of the AOL network from your chosen market(s), on the web and in social, we will reach a large, targeted audience interested in Ontario s tourism product and drive them to your stories. Partner Contribution: $25,000 OTMPC Contribution: $25,000 Total Campaign Partnership Value: $50,000 PARTNERSHIP DETAILS: SPONSORED STORIES What you get: A series of three (3) custom stories created by the Huffington Post editorial team and featured on HuffingtonPost.ca, designed to raise awareness of your tourism product. Stories will be 100% devoted to your product and promoted over an exclusive six (6)-week period. All stories will also be placed on an Ontario hub on HuffingtonPost.ca. Each story will be words in length, include 1-3 images in the 'Where Am I?' style and contain a minimum of two links to your website. 20,000 guaranteed story views per series through approximately 2.3 million promotional native ad driver impressions on the AOL/Huffington Post network of sites that will drive directly to your stories. Traffic drivers will feature a 'Where Am I?' riddle to encourage engagement and clicks to your stories. Note: A read is a load of the story page, including all content and banners. AOL will also report on engagements within the article. Social promotion of your stories to Huffington Post Canada s 450,000 Facebook followers. Each story will be framed by OTMPC Where Am I? branded companion ads to guarantee 100% Ontario content provided as value-add to the partnership with Huffington Post. Collaborative discovery sessions with OTMPC to define target audience, campaign stories and other creative elements, work back schedule, etc. Post-campaign report with KPIs: traffic driver impressions, story views (per story and total), avg. dwell time (per story and total), clickthroughs to partner(s), click-through rate (CTR).

2 'WHERE AM I?' Native Ads Partnership PARTNERSHIP OPPORTUNITY: NATIVE ADS Cost-share with OTMPC as part of our year-long content marketing partnership with native advertising of your tourism product, experience or destination to drive traffic to your website. What will your Where Am I? story be in ? OTMPC s award-winning 10-week 'Where Am I?' (WAI) campaign launched in June 2016 resulting in 10 million video views and 22.8 million social impressions. To view the WAI video, click here. Using the essence of the brand platform, we will continue to tell the story of Ontario in a bold way, showcasing the unexpected and unfamiliar. Have your stories told in one of the most effective traffic driving channels. OTMPC will partner with a native publisher on a yearlong partnership under the banner of the successful 'Where Am I?' campaign. Why Native Advertising? Native advertising is a paid ad that is seamlessly integrated with publisher page content, assimilated into the design and consistent with the user experience that the ad simply and naturally belongs there. Nativeadsscience.com reported that native advertising is more effective because it results in great engagement, recall and influence. It also reported that native ads: Result in 2x more visual focus than banners and are read in the same way as editorial headlines Reading the headline yields 308x more time of consumer attention than processing an image or banner Register a 9% higher lift in brand affinity over banner ads Result in an 18% higher lift for purchase intent over banner ads Partner Contribution: $31,000 (includes co-branded OTMPC ) OTMPC Contribution: $25,000 Total Campaign Partnership Value: $56,000 PARTNERSHIP DETAILS: NATIVE ADS What you get: Three (3) creative native ads promoting your tourism product and/or strong offer and call-to-action. The ads will be 100% devoted to your product and in-market over an exclusive six (6)-week period. Each ad will contain a headline and copy plus one (1) image, presented in the 'Where Am I?' style. Native ads media buy will be managed by OTMPC's agency. All three (3) ads will be directed to your web landing page that will align with the 'Where Am I?' style for a consistent consumer experience. One (1) co-branded that aligns with the three (3) native ads' content deployed to OTMPC s database of 250K+ consumers within the 6-week campaign period. Collaborative discovery sessions with OTMPC to define target audience, campaign stories and other creative elements, work back schedule, etc. Post-campaign report with KPIs: Native Ads: impressions; # of clicks on ads; click-through rate (CTR), cost per thousand impressions (CPM); cost per click (CPC); cost per acquisition, if applicable, when there is an offer that can be tracked back to the native ads; and, conversion rate, if applicable, whereby there are links on ad landing page to other tourism partners; and, Co-branded open rate, click-through rate (CTR), and total leads to partners. -2-

3 OTMPC RESPONSIBILITIES: project manage your campaign, assisting in all facets of story development, photography, brand alignment manage the production of all traffic drivers be the point of contact for all communications and approvals, and, manage all campaign post-reporting. PARTNER RESPONSIBILITIES: Share with OTMPC: # web visits to your landing page(s) that can be tracked to the sponsored stories and/or native ads # of clicks on landing page(s) that drive to other partners, if applicable, and, # of offers sold if applicable when an offer is being promoted. PARTNERSHIP EXPECTATIONS AND NOTES: Collaborative discovery sessions between OTMPC and partner(s) will determine best partnership program Photography assets of both OTMPC and the partner(s) will be considered for the partnership program To ensure 'Where Am I?' brand consistency, OTMPC: reserves the right to manage partnership images, stories and copy, and native ads final selections, and, will work with the partner to determine the best call-to-action partner landing page that supports the partnership stories. Call-to-action of ALL traffic drivers from paid stories and ads are to the partner s website except as noted in Sponsored Stories Partnership where Each story will be framed by OTMPC Where Am I? branded companion ads to guarantee 100% Ontario content provided as value-add to the partnership with Huffington Post, and from the OTMPC co-branded which will feature the partner s content wrapped in the Ontario brand. There is only one (1) Sponsored Stories Partnership available per six (6)-week timeframe, and only one (1) Native Ads Partnership available per six (6)-week timeframe. NEXT STEPS: If the Where Am I? brand platform is a fit for your marketing plan, 1. Consider your BEST unique locations, experiences or offers. Remember, we are looking for the unfamiliar and surprising that will cause readers to think, I didn t know that! and I want to go there (again)! 2. Can you partner with other tourism stakeholders with similar tourism product, e.g., multi-regional golf, cycling or culinary promotion? Remember, the partnerships provide for three (3) stories/ads each, which can be divided across a product partnership. 3. What is your marketing objective? To raise awareness? Think Sponsored Stories Partnership ; To drive web traffic? Think Native Ads Partnership. 4. Review your existing photography of your experience and/or offers to ensure they are in the 'Where Am I?' style. See pages of the OTMPC Brand Toolkit for details. 5. Select preferred 6-week timeframe(s) and target market (single recommended per campaign), complete and submit the Sales Contract, page 4, by to otmpc.contracts@ontario.ca. 6. Discovery discussions will commence mid- to late-january Specific campaign workback schedule and details discussion must commence a minimum of three (3) months prior to in-market date. -3-

4 Agency (if submitting booking): Tourism Organization/Advertiser: Auth. Contact Person: Address: City/Province/Postal Code: Telephone: SALES CONTRACT Title: OBJECTIVE: Raise Awareness Drive Web Traffic SPONSORED STORIES $25,000 per campaign NOTE: Only one (1) partnership available per campaign timeframe. NATIVE ADS $31,000 per campaign NOTE: Only one (1) partnership available per campaign timeframe. Select 6-week timeframe(s) (in preferred priority order, if appl.): # April 3 - May 14, 2017 # April 3 - May 14, 2017 # May 15 - June 25, 2017 # May 15 - June 25, 2017 # June 26 - Aug. 6, 2017 # June 26 - Aug. 6, 2017 # Aug. 7 - Sept. 17, 2017 # Aug. 7 - Sept. 17, 2017 # Sept Oct. 29, 2017 # Sept Oct. 29, 2017 # Oct Dec. 10, 2017 # Oct Dec. 10, 2017 # Dec. 11, Jan. 21, 2018 # Dec. 11, Jan. 21, 2018 # Jan Mar. 4, 2018 # Jan Mar. 4, 2018 Select single market (per campaign): Ontario (English) Quebec (French) Near US (Detroit, MI; Upstate NY: Buffalo, Rochester, Syracuse) Near US states (MI, MN, WI, IL, OH, PA, NY) Subtotal (subject to 13% HST): $ For internal use only: PR Ontario (English) Quebec (French) Near US (Detroit, MI; Upstate NY: Buffalo, Rochester, Syracuse) Near US states (MI, MN, WI, IL, OH, PA, NY) Subtotal (subject to 13% HST): $ For internal use only: PR SPACE IS LIMITED. BOOK NOW! SUBMIT COMPLETED SALES CONTRACT BY ONLY TO otmpc.contracts@ontario.ca Acknowledgement of Contract Submission: If you do not receive acknowledgement within ten (10) business days, please contact the OTMPC, & Sales. MATERIALS: Materials specifications will be issued at a later date. PAYMENT: Rates are in Canadian dollars. Payment is due 30 days following receipt of invoice. Please make cheque payable to: Ontario Tourism Marketing Partnership Corp., Attention: Accounts Receivable, 10 Dundas Street East, Suite 900, Toronto, ON M7A 2A1 and include a copy of this signed sales contract. Authorization I contract irrevocably with the Ontario Tourism Marketing Partnership Corp. (an agency of the Government of Ontario), on behalf of and authorized by my company, to place the indicated advertisement and agree to the terms and conditions above and on the document Terms of the Agreement on page 5. Commitment Guarantee: I understand that by signing and returning this Sales Contract, I am committing to purchase (if available), all opportunities above, and that should materials not be submitted, I am still liable for all charges noted above. Authorized Signature: Print Name: Date: -4-

5 TERMS OF THE AGREEMENT 1. As the Advertiser, I understand that by signing and returning this Sales Contract, I am committing to purchase (if available), this program opportunity, and that should materials not be submitted for this program, I am still liable for all charges noted in the Sales Contract. 2. The Advertiser s account must be in good standing with Ontario Tourism Marketing Partnership Corporation (OTMPC) (Ontario Ministry of Tourism & Culture) before the Advertiser can participate in any new OTMPC programs. 3. A completed copy of the sales contract must be ed to OTMPC & Sales. Space is limited. The OTMPC, hereafter, the Publisher will issue the Advertiser a cheque for the full amount paid for advertising space (no interest shall be accrued). 4. Payment in full (including applicable taxes) along with a copy of the Sales Contract is due within 30 days of receipt of invoice, or immediately with credit card payment. Any bookings not fully paid will be subject to cancellation without notice. 5. Cancellations are not accepted after OTMPC receives Advertisers signed Sales Contract. 6. Payment will not be refunded if Advertiser materials are not received by the materials deadline. 7. The Publisher may, at any time and for any reason, reject or cancel any advertisement, without limitation, even if similar advertising was previously accepted. 8. The Publisher assumes no liability for errors or omissions. 9. If advertising bears a resemblance to editorial material, the Publisher reserves the right to insert the word advertisement or advertorial at the top of the ad, without the consent of the advertiser. 10. Any condition in an Advertiser s contract, Sales Contract, purchase order or the like, from an advertiser or agency that varies from the terms contained here in shall not be binding to the Publisher. 11. Materials may not be changed after submission except at the discretion of the Publisher. No material will be changed after the materials deadline date. 12. Advertising orders are accepted subject to: acts of God, work stoppage, accidents, fires or other occurrences outside the Publisher s control. The Publisher shall not be subject to any liability for failure to circulate or publish any or all of an issue due to any of these events. 13. The Publisher cannot guarantee specific layout positioning, but will consider any requests for position subject to availability. However, any commitment, whether verbal or in writing, made by the Publisher in this regard is non-binding. The Publisher has the absolute final right to determine layout positioning. 14. The advertiser agrees not to make any claims or statements in the advertising that would in any way imply endorsement by the Publisher. 15. Advertisements are accepted and published on the representation of the Advertiser or agency that they are authorized to publish the subject matter, copy and graphics. The Advertiser and/or agency, in consideration for publication of the advertisement, agree jointly and severally, to indemnify and hold harmless the Publisher from any liability, loss and expense, including court costs and attorney fees, arising out of the publication of the advertisement. Such indemnification shall include (but is not limited to) any claim or lawsuit for libel, plagiarism, copyright or trademark infringement, invasion of privacy, or any other claim that derives from the content. 16. The Publisher reserves the right to unilaterally alter, delete or exclude copy or any element of advertising, without consent of the Advertiser, which is, in the sole opinion of the Publisher, misleading, in poor taste, adverse to the public interest, or otherwise inappropriate or incompatible with the policies of the Publisher. The Publisher, in spite of this, accepts no liability whatsoever including loss of profit, even in the event of an error on the part of the Publisher. 17. Advertising agencies agree to pay all charges for advertising placed through their order, even in the event that the Advertiser makes no payment. The Publisher has the authority to hold both the Advertiser and the agency jointly or severally liable for such monies due and payable to the Publisher. In the event of non-payment of final amount by the booking deadline, the advertisement will not be run and any deposits not returned. 18. Failure to publish the advertising cancels the Sales Contract. In this event any payment will be returned, but the Advertiser agrees that this does not constitute breach of contract. 19. The Advertiser acknowledges and agrees that Key Performance Indicators (KPIs) estimates are historically derived, and that the Publisher does not guarantee circulation will be exactly as estimated. Actual circulation may be more or less than estimated. 20. For print, ads with clip-out coupons will not be accepted. 21. Online ads must be provided in format requested. No other ad types will be accepted (e.g. no flash ads). As of December 15,