Washington Tourism Alliance Membership & Marketing Opportunities

Transcription

1 Washington Tourism Alliance Membership & Marketing Opportunities

2 WASHINGTON TOURISM ALLIANCE MISSION STATEMENT To advocate, promote, develop and sustain the economic well being of the Washington tourism industry. Tourism is Important and Growing! $17.6 Billion: Annual visitor spending (+3.2% YOY) $1.1 Billion: State and local taxes generated (+4.5% YOY) 155,000+: Jobs supporting $5 billion in earnings International: $2 billion, representing 14% of visitor spending Average Spending for Accommodations Segment: $207 per person, per day 37.2 Million Overnight Visitors! $17.6 Billion in Visitor Spending! Organizational Structure: The WTA is a 501 (c)(6) organization. Member support has been instrumental in the accomplishments of the WTA and the work that we do for the tourism industry. In the future, the WTA will transition into a sustainable, industry-led and industry-funded tourism promotion organization. WTA Leadership: The WTA Board of Directors represents industry stakeholders who invest in statewide tourism marketing and industry advocacy efforts and who have direct investment in, or concern for, Washington State tourism programs. Directors represent specific geographic regions within Washington State and/or tourism industry segments. Products and Services of Washington Tourism Alliance BRAND Advertising and brand materials, including any trade names or trademarks associated with Washington, the State TRAVEL WEBSITE ExperienceWA.com, the official travel and tourism website for the state of Washington INDUSTRY WEBSITES WAtourismalliance.com and Whytourismmatters.com TRAVEL GUIDE Official Washington State Visitors Guide; printed by Saga City Media in partnership with the Washington Lodging Association: 375,000 copies distributed throughout the United States CALL CENTER Washington State travel information hotline. MEDIA & TOUR OPERATOR INQUIRIES Point of contact for inquiries RESEARCH Access to Washington State data from Smith Travel Reports and Dean Runyon Associates travel research SOCIAL MEDIA Facebook and Twitter accounts featured on ExperienceWA.com and WAtourismalliance.com 2 WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES

3 WTA Membership 2014 Key Website Accomplishments: Traffic grew by 26% to more than 580,000 visitors annually. Page views increased by more than 11%, resulting in more than 1.7 million page views in Membership Program: Memberships start at only $500. Top Reasons to Join Washington Tourism Alliance: 1 Support the coordination of statewide marketing that benefits your interests and the entire state. 2 Join the collective, industry-wide voice of tourism. 3 Be a part of developing the future of tourism promotion in the state. 4 Support an industry that stimulates new business development and supports the quality of life in Washington. WTA PARTNERS organizations and businesses that invest $5,000 a year or more Diamond Investor ($150,000): Bronze Investors ($25,000): Silver Investor ($50,000): Corporate Investors ($10,000): Partners ($5,000): Alaska Airlines Holland America Line Puyallup Fair and Events Center Three Rivers Convention Center Visit Spokane Washington Lodging Association WA State Destination Marketing Organizations Best Western Hotels of WA State Lucky Eagle Casino Marriott Hotels and Regional Council Tulalip Resort Casino Washington Indian Gaming Association Washington Restaurant Association Food Services of America Seattle Northern Quest Casino WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES 3

4 Membership Options Basic Membership: $500 per year Basic membership benefits include: Company/Name listing on the ExperienceWA website Preferred advertising rates for: The ExperienceWA website The Official Washington State Visitors Guide The WTA e-newsletter The ExperienceWA.com e-newsletter Preferred rates at WTA events New member listing with hyperlink in the WTA e-newsletter during your first month of membership All WTA member communications Premium Membership: $1,000 per year Premium membership benefits include: All benefits of Basic Membership Preferred rates for display tables at WTA events WTA Membership list in excel format Associate Partner: $2,500 per year Associate partner benefits include: All benefits of Premium Membership A business spotlight in the WTA newsletter Distribution of materials at WTA events Partnership: $5,000 per year Partnership benefits include: All benefits of an Associate Partner ExperienceWA.com value: Featured business listing $500 towards a campaign of $2,000 or more Banner Ad on WTA website Name recognition on WTA collateral Name recognition during WTA events Lunch with the executive director and/or WTA board member 1 complimentary admission to the annual WTA Tourism Summit Corporate Investor: $10,000 per year Corporate investor benefits include: All benefits of a Partner ExperienceWA.com value: Featured business listing $1,000 towards a campaign of $2,000 or more on ExperienceWA.com Signature Sponsorship of the Annual WTA Tourism Summit, including 2 complimentary admissions Invitation to present at a WTA board meeting Logo recognition on all WTA collateral and communications Complimentary display table at WTA events 4 WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES

5 ExperienceWA.com Marketing Programs Reach your most targeted audience. FEATURED BUSINESS & EVENT LISTINGS Position your business, destination or event as a not-to-be-missed experience in front of our most targeted audience on the site. Our Featured Listing program places your business in our premium listing tier on all relevant pages, ensuring that you are top of mind when visitors are looking to convert. Featured Business Listing Profile Page Top-tier sort, photo and description. Featured Business and Event Listings Program: Paid Listings Receive: Description and highlight Top-tier sort on all relevant pages Free video and up to 6 photos Enhanced description Business Listings: Member: $650/year Event Listings: Member: $330/year Non-Member: $715/year Non-Member: $363/year Every tourism business in the state is entitled to a free business and/or event listing on the site. WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES 5

6 DEALS Drive immediate conversion by broadcasting your offer to visitors with the ExperienceWA.com Deals program! Paid Deals Receive: Placement in the deals vault where users can sort and view them on a map. Notifications when deals expire so that you can stay current and continuously utilize your space. Promotion of your offer through the site-wide Deals section and qualification for possible exposure in the Deals section of the monthly e-newsletter (as inventory allows). Rates: Member Non-Member 3 months $450 $ months* $1,500 $1,650 * One ad update included in annual rate **2014 State of the American Traveler Research 43% of American travelers seek deals** Example of Deal Page Deals 6 WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES

7 LEAD-GENERATION PROGRAM ExperienceWA.com Lead-Generation Program Grow your opt-in database! When site visitors sign up to receive information from the state, they can request to receive information directly from you. Upon selecting your business, users receive an instant auto-generated from you (where you can direct them to your site or provide them an offer). We send your leads to you in a weekly . Grow Your Opt-in Database! Lead Rates (Rack Rate): Introductory Rates! Member: $5 CPL or $3 CPL after $5,000 Non-Member: $5.50 CPL or $3.30 CPL after $5,000 Bulk Rate: Lower your cost-per-lead with a bulk buy. $500 minimum. Example of Leads Display Confirmation Page Opt-In WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES 7

8 BANNER ADVERTISING ExperienceWA.com is the premier online travel-planning resource for Washington travelers. Leverage our extremely qualified and engaged audience with targeted and guaranteed exposure. Banner ads allow you to expand your reach and to target your message contextually and by timeframe. FREE ADVERTISING Ask about our Volume Discount REWARDS Program! Sold on an impression-over-timeframe basis, with guaranteed exposure. Free monthly reporting, creative testing and optimization. Formatted Banner: 3-frame unit with photo, advertiser name, tag line and description Advertising Channels: Your run-of-site banner can be additionally focused on as many of the below channels as you like, for free! Things to Do Attractions and Dining Outdoors & Natural Beauty Events Plan Your Trip Lodging Regions Metro Seattle Gorge Peninsula & Coast North Central Islands North East Volcanoes Wine Country Northern Cascades South East Banner Rewards = Free Advertising! Large Rectangle: 300 x 250 display unit, animated.gifs allowed Example of Interest Landing Page Banner advertisers qualify for the Rewards Program and receive additional run-of-site impressions from inventory. Total Impressions Formatted Banner Impressions Large Rectangle Impressions Member Rate Non-Member Rate Potential Rewards Impressions* 20,000 8,000 12,000 $580 $656 20,000* 50,000 20,000 30,000 $1,350 $1,540 50,000* 125,000 50,000 75,000 $3,125 $3, ,000* 250, , ,000 $5,750 $6, ,000* *The REWARDS program uses open inventory on the site and is not a guaranteed number of impressions. Your campaign will either run until your end date has been reached, or, your purchased number of impressions has been reached, whichever occurs first. 8 WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES

9 ADVERTISING Monthly Newsletter Reach a loyal audience The WTA news & custom s are received by more than 18,000 opt-in subscribers monthly. The monthly Washington Visitor newsletter and Custom s reach an engaged, active travel-planning audience. Monthly Take advantage of integrated advertising opportunities designed to fit your specific goals and your budget. Target your message by month, or align your message with our editorial. Sponsor: Position your experience as a leader. Premium placement with a 728 x 90 leaderboard display ad and formatted messaging below including business name, headline and body copy. 180 x 150: Tailor your approach with two different options! This flexible unit allows you to choose between two ad types; a branded display unit or a formatted ad. Featured Content: Tell your story with a Featured Content unit. This unit is integrated into the editorial articles on the newsletter, positioning your offering as a not-to-be-missed experience. Deals & Events: Drive conversion with our Deals & Events program and broadcast your packages or offers. Featured Content 180 x 150 Sponsor Deals & Events Rates Per Month: Member Non-Member Sponsor $750 $825 Featured Content $600 $ x 150 $400 $440 Deals & Events $300 $330 Monthly WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES 9

10 Monthly Custom & Co-Op Newsletter Program 100% Share of Voice! The Custom is sent out to Washington Tourism Alliance s database in a WTA-branded template. Users respond incredibly well to this single focused message, and our diversified options allow you to tailor your approach. Simply submit photo, headline, body copy and your desired call-to-action and we ll both build your personalized and blast it out to the entire database. 100% Share of Voice (SOV): It s all about you. The 100% SOV Custom focuses solely on your business, destination or event, driving all clicks to your website. Custom , 100% Share of Voice Co-Op Co-Op: Perfect for destinations, statewide interest (find ski or winery parters), or event-driven offers, a Co-op 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. Rates: Member Non-Member Custom $1,795 $1,975 Custom Co-Op 10 WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES

11 Custom Content Creation Articles & Itineraries Drive organic traffic to your site CUSTOM CONTENT CREATION Engage qualified visitors on ExperienceWA.com and drive additional search engine organic traffic directly to your site with our Custom Content creation program. Our editors will craft a custom article about your destination, business or event, which will remain heavily promoted on the site for one year. You also own this content for distribution on your site, which will continue to drive organic traffic directly to your site indefinitely. Custom Content Includes: Ownership of all ad units on your article, allowing you to change messaging. Robust Content-Distribution Strategy: Your articles and/or itineraries will rotate in premium-content tier throughout the site Promoted through banner ads on ExperienceWA.com WTA social media promotion Own all ads on your article Custom Article Member Rates: Non-Member Rates: Annual Rate: $2,500 Annual Rate: $2,750 Renewal Rate: $1,000 Renewal Rate: $1,100 Top-Tier Rotation on the Articles Page Ask about the discounts available when you bundle custom content with products from KING 5 s Evening and New Day Northwest. WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES 11

12 2015 Washington Tourism Alliance Marketing Opportunities Mike Moe Director of Business Development & Media Sales Cell: Lisa Schwartz Miles Account Executive Cell: