FY17 Social Media Tutorial

FY18 Rural Marketing Cooperative Program Integrated Media Recommendations June 7, 2017

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As a reminder, the guidelines, application, affidavit, instructions, media opportunities and selection spreadsheet can be found here:

Tourism.az.gov. Click on Marketing Programs on the top navigation bar Click on Partnership Opportunities You’ll find the aforementioned under the Rural Cooperative Marketing subhead https://tourism.az.gov/marketing-programs/partnership-opportunities

Once the Webinar begins, mute your phone (especially if you’re eating chips!) If you have questions, please use the “chat feature” to submit your questions. We’ll be starting momentarily and once again thank you for participating in the Webinar

Thank you for joining us for the FY18 Rural Marketing Cooperative Program Webinar.

Webinar Agenda

• Application Process • Program Overview • Digital Media • Print Media • Out of Home Media • Madden Media Opportunities • Intercept Studies • Trade and Media Missions • Additional Programs • Added-Value Opportunities

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Rural Marketing Application Process

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Application Process Overview

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Eligibility • Rural DMOs, Tribes, Regions, Statewide Tourism Associations

• 501(c)3 or (c)6 non-profit status • A tourism website and fulfillment piece for the applicant or

regional partnership

What is considered rural? • A rural DMO is defined as any DMO located outside Pima and Maricopa counties, or a DMO located

in Ajo, Gila Bend, Why or Wickenburg

What is a region? • Examples: Benson, Bisbee, Cochise County, Douglas, Sierra Vista, Tombstone, and Willcox = Cochise

County Tourism Council

What is the benefit of participating? • Negotiated media buys and reduced rates (50%)

Available Media: • Digital, Outdoor, Search, Retargeting, Content Creation,

Print, Video, AOT Publications, Trade and Media Missions, Research • Studies, Partnerships, Value Add

Applications Due – June 30th by 5:00 p.m. (MST)

Application Process Overview

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Rates and Billing • Partners pay half-net rate and work directly with the publishers. Vendor contact

information is listed on the Opportunity Selection Sheet

Opportunity Selection Sheet • Use the provided FY18 form (Excel document) available for download along with the

guidelines, application and affidavit: tourism.az.gov/marketing-programs/partnership-opportunities

• Select every opportunity you want by completing the “Opportunity Selection Box” • We will review the spreadsheet toward the end of the presentation

• Selections will be based on:

• Available funding • Availability of each opportunity • Partner participation minimums are met

Application Process Overview

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Application Check Sheet • The Application must include:

• Application Form (applicant information) • Opportunity Selection Sheet • Affidavit in Support of the Application (1 per partner)

• Email copies of these three forms to:

• jdaer@tourism.az.gov

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Rural Marketing Program Overview

Program Overview FY 2017 Rural Cooperative Marketing Budget

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FY17 Budget Partners’ Contributions: $ 709,191 AOT Match and Anchor Ads: $1,000,000 flat YOY Total Campaign Spend: $1,709,191

Partners 33 partners (24 rural communities, 1 Association, 4 tribes, 4 regional partnerships)

Program Overview FY 2017 Learnings • 2017 saw an increase in overall partner buys (which AOT matched at 50%), so this

resulted in less budget for AOT anchor placements—this ultimately lessened the impact of the media plan as a whole

• Overall, the Rural Marketing campaign helped increase website traffic to the

participants individual sites • With so many opportunities to choose from, there was little cohesion between the

efforts of the Rural Marketing participants, spreading the media too thin throughout the year, causing the plan to lose impact

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Allowing all Rural Marketing participants to choose their own specific timing for each media opportunity spread the media efforts on each channel too thin to make the type of impact desired

For example, although we had multiple participants running digital efforts on Sojern, the timing did not align, which lessened the impact of the media purchased, especially for those who participated in the lower level investments

Program Overview FY 2018 Updates • Hone in on what programs and key metrics are important across participating DMO’s to deliver

opportunities that are more in line with the needs and timing of the DMO partners as specified in the FY 2018 questionnaires

• Focus print opportunities on true co-op spreadvertorials where the participating partners can tell a cohesive and engaging story along with AOT vs. one-off ads where partners may have disjointed messaging

• Concentrate AOT anchor efforts and timing by region

• Limit the number of program publishers to focus on true cooperative opportunities that will strategically support DMO marketing efforts

• Depending on participation, AOT reserves to right to lower the maximum spend per partner to ensure that there are enough funds remaining in the rural marketing budget for AOT anchor efforts

• In accordance with the program guidelines, AOT requires that our brand mark accompany the partner’s logo on all partner placements* and on all partner website homepages.

• *Exceptions apply

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Program Overview Rural Co-op Campaign Landing Page – ExploreMoreAZ.com

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Program Overview FY 2018

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Strategic Goals • Statewide Visitation • Return Visitation • Visitor Spending

Objectives • Drive overnight visitation to the rural

communities and regions of Arizona • Deliver a cohesive message to visitors across

the state to have a larger impact • Secure partnerships and opportunities at

varying levels that allow for co-branded and stand alone opportunities for the partners

Program Overview FY 2018

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Timing September 2017 – August 2018 Based on the Rural Marketing questionnaire, the majority of participants are requesting

assistance during two key time frames: Northern, North Central and West Coast Regions: October 2017 – April 2018 Central and Southern Regions: May 2018 – August 2018

Program Overview FY 2018

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Target Audiences Baby Boomers

Adults 45-64 HHI of $50,000+ with emphasis on $75,000+

Gen X Adults 35-44 HHI of $50,000+ with emphasis on $75,000+

Target Markets Historically the plan has had focus on drive markets and

target cities including: Los Angeles San Diego Las Vegas Western Canada Mexico Seattle San Francisco Chicago

Program Overview FY 2018 AOT Pillars

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Program Overview Key Performance Indicators

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• Drive engaged visitors to the partner and AOT Rural Marketing Site, ExploremoreAZ.com

• Incent visitors to stay on the sites more than 1 minute and to view 2 or more pages

• To increase Official State Visitors Guide (OSVG) requests/downloads

• To encourage E-newsletter sign-ups and Itinerary downloads

Program Overview Project Effectiveness

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• AOT will work with publications to receive metrics on each placement

• Mid-year and end-of-year reports will be required from participants

• Participant reports will include direct metrics (leads), corresponding metrics (occupancy), and general program performance

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Let’s get started…

This year, we’ve streamlined the deck to focus on available marketing placement options, what they are, how they work and why we recommend them. All publisher details (timing, circulation, impressions, opportunities, etc.) can be found in the Selection spreadsheet. If you have questions, please submit them via the chat feature and we’ll answer them after our presentation.

Digital Media Placement Options Overview

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Digital Media Geo-Targeted Display Ads Overview: Cross Device (desktop, mobile, tablet) display banners geo-targeted to specific areas such as LA, Phoenix, Tucson, San Diego, Las Vegas, Western Canada, Seattle, San Francisco and Chicago

• AZCentral.com • Greenspun • Kayak • Quantcast

• Skift • Tucson.com

Rationale: Partners have the opportunity to place display banner ads based on geography to hone in on specific target locations and reduce impression waste

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As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Cross Device display banners geo-targeted to specific areas such as LA, Phoenix, Tucson, San Diego, Las Vegas, Western Canada, Seattle, San Francisco and Chicago

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Digital Media Geo-Targeted Display Ads

Overview: Behavioral targeting allows partner’s to target their specific audience based on their specific interests and behaviors including travel intent indicators, online behaviors and purchase data

• AZCentral.com • Kayak • LA Times • Quantcast

• Sojern • Tucson.com • Varick

Rationale: Partners have the opportunity to purchase display banners targeted to a specific audience exhibiting core behaviors indicating they are likely to travel to Arizona or are interested in specific activities Arizona can offer.

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Digital Media Behavioral Targeted Display Ads

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Behavioral targeting allows partner’s to target their specific audience based on their specific interests and behaviors including travel intent indicators, online behaviors and purchase data

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Digital Media Behavioral Targeted Display Ads

Overview: Engage and inspire the target audience with relevant messaging while they are viewing similar content

• TripAdvisor • Varick

Rationale: Partners have the opportunity to run display banners in contextually relevant content to intercept and engage their audience.

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Digital Media Contextually Targeted Display Ads

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Examples of Contextual Targeting: Arizona content searches, Southwest states content, Outdoor Travel content.

Digital Media Contextually Targeted Display Ads

Overview: With mobile devices becoming one of the most important screens, it is important to reach potential travelers while they are on their mobile devices

• AZCentral.com • Greenspun (Las Vegas) • Quantcast • Trion Mobile

• Tucson.com • Varick • Vendor

Rationale: Partners have the opportunity to engage with key audiences on their mobile devices with mobile display ads. They can also geo-fence certain locations where the audience is likely to be in the frame of mind to be receptive to the message such as airports, hotels, sports facilities etc.

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Digital Media Mobile Display Ads

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: With mobile devices becoming one of the most important screens, it is important to reach potential travelers while they are on their mobile devices

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Digital Media Mobile Display Ads

Overview: Build awareness of your destination by speaking to your audience in a premium mobile listening environment through :15 or :30 audio spots and engaging with users in-between the songs they love.

• Pandora • Varick

Rationale: Partners have the opportunity to run audio and display ads on streaming music formats such as Pandora and Spotify to inspire potential travel audiences and build brand awareness of their destination.

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Digital Media Mobile Audio + Display Ads

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Build awareness of your destination by speaking to your audience in a premium mobile listening environment through :15 or :30 audio spots and engage with users in-between the songs they love.

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Digital Media Mobile Audio + Display Ads

Overview: Diversify your marketing mix with video distribution. Reach target markets and gain more exposure for your destination

• Madden • Quantcast

Rationale: Partners have the opportunity to inspire potential travelers through video content

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Digital Media Video Display Ads

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Diversify your marketing mix with video distribution. Reach target markets and gain more exposure for your destination

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Digital Media Video Display Ads

Overview: Target traffic that has recently been to VisitArizona.com, indicating interest in an Arizona get-away. (pixeling required)

• Madden

Rationale: Partners have the opportunity to retarget people who have been to VisitArizona.com with their specific destination’s offerings and message

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Digital Media Retargeted Display Ads

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Target traffic that has recently been to VisitArizona.com, indicating interest in an Arizona get-away. (pixeling required)

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Digital Media Retargeted Display Ads

What is a pixel? A pixel is a piece of tracking code written as either an image or JavaScript tag that can be placed onto a webpage. Pixels are invisible trackers that capture a visitor’s cookies in order to store audience data. Pixels collect information, such as time of day, user ID, URL, etc. The cookie data is then aggregated anonymously into a publisher’s database. The publisher can then utilize the data to build segments and audience models. How it works When a user visits a site with a pixel placed on it, the pixel fires, a cookie is dropped into the user’s browser, and the cookie travels with the user as he/she browses the Internet. The user’s behavioral information is tracked this way, with no personally identifiable information passed. The publisher matches the information within the cookie to third party data segments to determine specific characteristics about the user. The publisher combines users with similar traits into segments. Placing pixels as early as possible is the most efficient way of capturing enough users to retrieve statistically relevant data. More pixels means more data Pixels are placed in order to track audience data. This data allows the publisher to build and target segments, optimize spend, track conversions, and more. Placing pixels on strategic pages can help measure specific key performance indicators, as well as give insight into the users who are engaging with the tracked activity.

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Pixels What they are, How they work, Why we use them

Overview: Build rich stories and content focused on your destination to inspire and engage potential travelers

• AZCentral.com • LA Times • Madden

• Skift • Tucson.com

Rationale: Partners have the opportunity to create custom content stories in conjunction with the publishers below to build awareness of their destination and it’s unique offerings. The publishers also distribute the custom content to their core audiences.

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Digital Media Content Marketing

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Build rich stories and content focused on your destination to inspire and engage potential travelers

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Digital Media Content Marketing

Overview: Utilize eNewsletters to reach potential audiences who have have shown interest by opting into receiving content from the publisher or the Arizona Office of Tourism.

• Greenspun (Las Vegas Sun) • Kayak • Madden • Skift

• Tucson.com

Rationale: Partners have the opportunity to be included in specific eNewsletters to connect with engaged audiences who have opted in to receive messaging from their trusted publisher.

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Digital Media eNewsletters

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Details Utilize eNewsletters to reach potential audiences who have have shown interest by opting into receiving content from the publisher or the Arizona Office of Tourism.

AOT Consumer e-Newsletters (Madden)

eNewsletter Type Timing Theme

Monthly October 2017 The Great Outdoors

Monthly November 2017 Arizona Shines

Monthly December 2017 Cheers!

Monthly January 2018 Hooray for Spring (Training)

Monthly February 2018 Small-Town Arizona

Monthly March 2018 Arizona Gets Creative

Monthly April 2018 Night on the Town

Monthly May 2018 Cowboy Up

Monthly June 2018 Kidding Around

Monthly July 2018 Arizona Food: From the Ground Up

Monthly August 2018 Native Culture

Monthly September 2018 Pet Friendly Arizona

Special Issue December 2017 Relax & Recharge

Special Issue April 2018 Culinary Arizona

Special Issue June 2018 Summer Deals

Special Issue September 2018 Arizona Cares

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Digital Media eNewsletters

Overview: Fully Managed, custom Adwords campaign that will focus on keywords and ad copy to reach potential travelers and move them closer to converting into a confirmed traveler

• Madden

Rationale: Partners have the opportunity to align their message with people actively searching for vacation ideas or tourist activities in Arizona

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Digital Media Search Marketing

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Fully Managed, custom Adwords campaign that will focus on keywords and ad copy to reach potential travelers and move them closer to converting into a confirmed traveler

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Digital Media Search Marketing

Overview: Social Ads increase brand awareness, inspire audiences, and send them directly to the partner’s website with just one click.

• Madden • Greenspun • Varick

Rationale: Partners have the opportunity to amplify their presence with a publisher using paid social ads on Facebook and Instagram

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Digital Media Paid Social

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Social Ads increase brand awareness, inspire audiences, and send them directly to the partner’s website with just one click.

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Digital Media Paid Social

Print Media Placement Options Overview

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Overview: Partners have the opportunity to place individual ads with out-of-state publications, which are listed below. Each shared spreadvertorial section will be anchored by AOT and minimum participation levels are supplied for each opportunity.

Regional • Arizona State RV Travel Guide • AAA Southern California - Westways • Los Angeles Magazine • San Diego Magazine • SoCal Life Magazine • Sunset Magazine: SoCal Edition

National • Southwest: The Magazine • Indian Country Today • National Geographic Traveler • Outside Magazine

Rationale: Shared spreadvertorials allow partners to be part of larger section in the provided publications that highlight the state through ads and advertorial copy, ultimately creating one cohesive message for readers.

International • El Imparcial – Todo Sobre AZ Magazine • WestJet Magazine • Madden AZ Canadian Newspaper Insert

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Print Media Shared Spreadvertorial Sections

Overview: Partners have the opportunity to place individual ads with out of state publications, which are listed below. Each shared spreadvertorial or section will be anchored by AOT and minimum participation levels are supplied for each opportunity.

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Print Media Shared Spreadvertorial Sections

Overview: Partners have the opportunity to place individual ads with out of state publications, which are listed below. Each shared spreadvertorial or section will be anchored by AOT and minimum participation levels are supplied for each opportunity.

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Print Media Shared Spreadvertorial Sections

Overview: Partners have the opportunity to place individual ads with out of state publications, which are listed below. Each shared spreadvertorial or section will be anchored by AOT and minimum participation levels are supplied for each opportunity.

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Print Media Shared Spreadvertorial Sections

Overview: Partners have the opportunity to place individual ads with out of state publications, which are listed below. Each shared spreadvertorial or section will be anchored by AOT and minimum participation levels are supplied for each opportunity.

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Print Media Shared Spreadvertorial Sections – AOT Anchor Ads

Overview: Partners have the opportunity to place individual ads with in-state publications, which are listed below. In each issue offered at least three partners minimum must be advertising.

• AAA Via Arizona (Formerly Highroads) • Arizona Drive Guide • Arizona Highways Magazine • Arizona KEY Travel Magazine • Arizona Map • Arizona Official State Visitor’s Guide • Arizona Republic – Winter Visitors

Guide • Edible Baja Arizona • Experience AZ • Grand Canyon Journal

• Official Travel Guide to Greater Phoenix • Phoenix Magazine • Play Ball • TravelHost Arizona • True West Magazine • Tucson Guide • Tucson Official Travel Guide • Valley Guide • Arizona Republic – Summer Vacation

Guide

Rationale: Individual ad placements in the following publications allow partners to work in unison with each other to strengthen the overall rural marketing messaging for readers in-state

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Print Media Individual Ads

$15,000 total max spend on individual ad placements

Overview: Partners have the opportunity to place individual ads with in-state magazine publications, which are listed below. In each issue offered at least three partners minimum must be advertising.

Full Page Half Page Quarter Page

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Print Media Individual Ads

$15,000 total max spend on individual ad placements

Out of Home Placement Options Overview

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• Becker Boards • Clear Channel • Lamar Alliance (Sky Harbor)

• Lamar Outdoor • Legends Entertainment • Outfront Media

Overview: Partners have the opportunity to place individual out-of-home static or digital display ads within the state, which are listed below. In each month offered at least three partners minimum must be advertising.

Rationale: Individual out-of-home placements allow partners to advertise in the Phoenix Metro area, whether it’s targeting residents or targeting travelers once they are in market and traveling around the city.

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Out of Home Individual Ads

$15,000 total max spend on individual ad placements

As a reminder, details about each publisher/placement can be found on the Opportunity Selection spreadsheet.

Overview: Partners have the opportunity to place individual out-of-home static or digital display ads within the state, which are listed below. In each month offered at least three partners minimum must be advertising.

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Out of Home Individual Ads

$15,000 total max spend on individual ad placements

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Madden Media Print Opportunities Overview

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Madden Media 2018 Arizona Official State Visitors Guide

Publication Rationale: AOT’s main fulfillment piece to consumers featuring information, articles, maps and photography about the different regions of the state. Distributed via direct mail on request and through Arizona visitors centers and CVBs. Electronic version is available for download at VisitArizona.com. Total Circulation: 450,000 Campaign Target Circulation: National/International Publication Date: December 2017

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Madden Media 2018 Arizona Official State Visitors Map

Publication Rationale: As the official map of the state, it provides an easy-to-understand visual guide for getting around Arizona. Total Circulation: 500,000 Campaign Target Circulation: National/International Publication Date: December 2017

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Madden Media Discover Arizona: Arizona-Canadian Integrated Insert

Publication Rationale: This customized program targets the Canadian market through specifically selected newspapers as well as WestJet Magazine. It also includes custom-created editorial content, giving the insert the look and feel of a consumer magazine. It extends the life of the piece by making it a useful in-market guide for what to see and do while in the state. Total Circulation: 612,000 Newspaper Publication Dates: October 18 - 22, 2017 WestJet Magazine Publication Date: November 2017 Markets: Canada

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Madden Media Digital Opportunities Overview

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Madden Media Amplified Storytelling

What’s in it for you: • Custom content that boosts your site’s

Search Engine Optimization • New visitors brought to your site • Boosts time on page and inspires readers

to consider your destination • Presentation Layer adds interactive

elements that engage audiences • Monthly reporting keeps you up to date

on your story’s success

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Madden Media Amplified Storytelling

How it works: • Madden performs a full site and social

media audit to determine a story plan • Stories are distributed through our

Audience Development Network of news and lifestyle websites, as well as social media

• A combination of targeting and personal browsing behavior helps you reach the best prospects

• Constant optimization ensures stories are seen by the right people at the right time

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Madden Media AOT Consumer eNewsletter

What’s in it for you: • Reach 295,000 opt-in subscribers who have

agreed to receive Arizona travel information from AOT

• Tell your story via an article featured in the eNewsletter and on VisitArizona.com for 1 year+

• Specialty newsletters distributed to niche markets

How it works: • Choose the newsletter theme • Submit materials • Your destination’s article is featured in the

eNewsletter and on VisitArizona.com • Get noticed by loyal prospects

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Madden Media Remarketing Display Banner Ads

What’s in it for you: • Utilize the power of the AOT brand to increase

your site traffic • Reach a more qualified user that is already in

the consideration stage of booking a trip • Your ads provide new content for viewers,

inspiring them further

How it works: • Interested travelers check VisitArizona.com • After leaving the site, they encounter your ads

while browsing the web • Strong calls-to-action on the ads encourage

clicks • Clicking sends them to your site

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Madden Media Search Engine Marketing

What’s in it for you:

• Cooperation decreases competition between Arizona destinations

• Daily monitoring and optimization

• Detailed & transparent monthly reporting

How it works:

• Madden evaluates your site to discover keyword opportunities

• Your ads are customized to match users’ exact search terms

• As browsers search, your ads will be top-of-list

• Browsers click on the ad, taking them to your site

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Madden Media Facebook Marketing

What’s in it for you: • Reach consumers on the most powerful social

marketing network on the internet • Ads increase brand awareness and encourage

interaction • Advanced targeting helps you reach ideal audiences

and provide ads that speak to their interests • Gold package includes a Canvas Ad How it works: • Our experts help create your ads • Your ads appear in the Facebook Feed or on the

right rail • Ads are delivered to desktop or mobile users in

target audiences

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Madden Media Facebook Marketing – Canvas Ads

What’s in it for you: • Made-for-mobile ads allow users to tilt, zoom,

swipe, and scroll in a seamless experience • Interactive ads bring your destination’s story to

life with video, still images, and call-to-action buttons

How it works: • Madden custom creates your destination’s

Canvas Ad • Visitors swipe to see your imagery and messages • Clicks to your website

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Madden Media Video Distribution What’s in it for you: • Video Marketing through YouTube diversifies your

marketing mix and helps create an emotional connection with your destination

• Establish brand recognition and build trust with audiences

• Target the audience you desire with criteria such as demographics, geographics, topics, and viewer interests

How it works: • We work with partners to choose a target audience

for the In-Stream Ads • Video assets are played before, during, or after

another video • You are only charged when your video is watched for

30 seconds (or to the end), guaranteeing views

Intercept Studies Options Overview

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Overview: The Arizona Office of Tourism, as part of the Rural Cooperative Marketing Program, is offering Visitor Intercept and Social Media studies as a research option with the intention of improving marketing intelligence. A visitor is defined by AOT as someone who has traveled 50 or more miles to a community. The goal of either type of study is to generate information about tourists in the region. The visitor intercept study will involve on-site contact with visitors at a variety of venues with a one-year time frame for data collection completion. The social media study will use secondary data analysis and classify posts into meaningful categories to profile interested visitors or identify those who visited. The investigators are professors and students at Arizona State University – all with specialization in market research in tourism management.

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Intercept Studies Arizona State University

Overview: NAU will provide monthly tallies to the survey sites and community tourism leaders on numbers of surveys collected per site and progress toward goals. They will also provide quarterly tables of all survey data so each community can monitor survey results without having to wait until the end of the project

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Intercept Studies Northern Arizona University

Trade & Media Missions Options Overview

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Date: November 6-8, 2017

Location: ExCeL Convention Center, London, England

Participants: Participation is open to Arizona CVBs, Chambers, DMOs and in FY18, hotels and attractions

Cost: $2,000 for a meeting counter only (DMO or Supplier) Partner $1,000/AOT $1,000 or $4,000 for AOT Appt schedule (DMO’s only) Partner $2,000/AOT $2,000

Audience: British tour operators, travel agents and media

Program Summary: World Travel Market (WTM) is the largest trade show in the UK and the best opportunity to network with major tour operators, travel agents and media professionals from this market. Last year nearly 52,000 travel professionals attended this global show. All booth participants will receive the opportunity to participate in scheduled appointments, logo recognition and shared storage space. During WTM in 2016, AOT had over 44 trade appointments and 25 media appointments.

For FY18, AOT is looking to increase the Arizona presence and booth size and offer meeting counters to hotels and attractions – meeting counter participants would be responsible for scheduling their own appointments. CVB/DMO partners that attend will be included in the AOT pre-scheduled meetings.

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Trade & Media Missions World Travel Market

Date: January 16-19, 2018

Location: Salt Lake City, UT

AOT Division: Trade

Cost: $2,495 for 1 delegate Partner $1,247.50/AOT $1,247.50

Program Summary: AOT Trade division will attend. Tourism suppliers can register individually, please visit https://www.gowestsummit.com/ for more information.

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Trade & Media Missions Go West Summit

Date: February 5-9, 2018

Location: Toronto, Canada & NYC

Participants: Participation is open to Arizona CVBs, Chambers, DMOs

Cost: $1600 (Partner $800.00/AOT $800.00) for both cities or $800 (Partner $400.00/AOT $400.00) for one city, plus travel expenses and shipping

AOT Division: Media

Audience: Canadian travel media and NYC travel media

Program Summary: Toronto and NYC are key markets for Arizona. Both cities boast a high number of quality writers and editors.

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Trade & Media Missions Toronto & NYC Media Mission

Date: Timing TBD / possibly February to join AOT Media Relations Team in Toronto

Location: Montreal and Toronto

Participants: Participation is open to Arizona CVBs, Chambers, DMOs

Cost: $1600 (Partner $800.00/AOT $800.00) for both cities or $800 (Partner $400.00/AOT $400.00) for one city, plus travel expenses and shipping

AOT Division: Trade

Audience: Eastern Canada travel trade

Program Summary: Appointments and events will be organized by CWW Canada

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Trade & Media Missions Eastern Canada Sales Mission

Date: March 19-23, 2018

Location: Beijing, Shanghai and Chengdu

Participants: Participation is open to Arizona CVBs, Chambers, DMOs

Cost: $2,500 (Partner $1250.00/AOT $1250.00),plus travel expenses and shipping

AOT Division: Trade & Media

Audience: Chinese trade and media

Program Summary: AOT’s trade and media representative in China, AVIA Reps, will coordinate a delegation-led mission to the Tier 1 cities of Beijing and Shanghai and also to the Tier 2 city of Chengdu. The events in each city will typically include a destination presentation followed by a luncheon as well as trade specific meetings and one-on-one media appointments. This is available to rural co-op partners.

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Trade & Media Missions China Trade & Media Mission

Date: April 23 - 27, 2018

Locations: México City and Guadalajara

Participants: Participation is open to Arizona CVBs, Chambers and DMO’s

Cost: $1,500 (Partner $750.00/AOT $750.00)

Audience: Travel trade professionals and media representatives in Mexico City and Guadalajara

Program Summary: AOT and its partners will host trade and media functions in Mexico City and Guadalajara to educate tour operators, travel agents and journalists about Arizona’s world class tourism amenities. Additionally, we will schedule media and trade appointments in each city.

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Trade & Media Missions Mexico Trade & Media Mission

Date: TBD in May 2018

Location: TBD

Participants: Participation is open to Arizona CVBs, Chambers and DMOs and is limited to six participants. A lottery will be implemented, if necessary

Cost: $2,500 (Partner $1,250.00/AOT $1,250.00) plus travel expenses and shipping

Audience: German media representatives

Program Summary: AOT’s media representative in Germany, Kaus Media Services will coordinate a 4-5 day, delegation-led mission to promote Arizona to key media representatives in Germany. The mission will consist of desk-side appointments with key journalists, small, hosted meal functions and mid-sized receptions in an effort to maintain a strong presence and increase Arizona awareness in this very important and competitive market.

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Trade & Media Missions Germany Media Mission

Additional Programs Options Overview

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Overview: This is an event series that rural communities can participate in to bring “teams” into their communities to participate/document an experience. Outdoor Adventure Quest works with the participating communities to create/promote an event as part of the event series, so this may help communities define/create/promote tourism experiences. Arizona State Park is involved this year and AOT has a $500 sponsorship in support of parks and the participating communities.

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Additional Programs Outdoor Adventure Quest

Overview: Partners will have an opportunity to utilize Off Madison Avenue’s, AOT’s agency of record, services to create print ads for insertion into this year’s rural marketing media (or beyond). Each ad size includes two (2) rounds of creative revisions. For partners that wish to tack on copywriting services for the development of their print ad, OMA will include (2) rounds of copywriting (headline, subhead, copy and CTA).

Page Size With Copywriting Included Without Copywriting

Full Page $1,955 $1,495

Half Page $1,495 $1,150

Quarter Page $920 $690

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Additional Programs Print Ad Layouts

Overview: Partners will have an opportunity to utilize Off Madison Avenue’s, AOT’s agency of record, services to create static and/or animated banner ads for insertion into this year’s rural marketing media (or beyond). Each suite includes four (4) banner sizes – listed below. For partners that wish to tack on copywriting services for the development of their banners, OMA will include (2) rounds of copywriting (copy and CTA) for each banner suite.

Static With Copywriting Included Without Copywriting

728x90

$1,150 $920 300x250

160x600

320x50

Animated .GIF With Copywriting Included Without Copywriting

728x90

1,610 $1,265 300x250

160x600

320x50

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Additional Programs Static & Animated Banner Ads

Added Value Options Overview

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• First-time GCOT 2018 Attendee Discount • Nurture Emails - free • Social Media - free • Quizzes - free • Blogs - free

Overview: AOT will offer a $250 special rate for first-time attendees to 2018 GCOT. It will be first come, first served for two (2) people per DMO and up to ten (10) people total.

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Added Value 2018 GCOT Discount

Overview: The Nurture Campaign is an email marketing effort aimed at capturing consumers who have requested an OSVG from VisitArizona.com. Once a user requests a guide, they are asked for additional information about what their travel interests are, when they are coming (or if they have already visited). This allows for AOT to send that consumer relevant and timely communication based on the timing and interests users have provided.

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Added Value Nurture Campaign

Rationale: Partners can be featured in Nurture Campaign emails that are sent to opt-in subscribers who have selected one or more ‘”interests” on the OSVG sign-up that a partner is interested in showing for. For example, if a user selects “Sightseeing/Historical” as an interest, we can tag “Bisbee” to that interest so that all Nurture emails going out that serve up “Sightseeing/Historical” information dynamically will include a feature callout for Bisbee. Interests include: National/State Parks, Arts & Culture, Outdoor Activities, Sightseeing/Historical, Shopping, Events/Sports, Spa/Resort, Golf and Dining & Nightlife

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Added Value Nurture Campaign, continued

Overview: To qualify, partners will need to submit at least three, but no more than ten, different social media posts with links, images and preferred season/timing for posting. Timing preferences will be taken into consideration during the production of the calendar but their placement will ultimately be dependent on the volume of posts AOT receives. Although not every post submitted will be posted, at least one post from every partner that submits will be shared through each of AOT’s main social media channels: Facebook (@Visit Arizona), Twitter (@ArizonaTourism) and Instagram (@Visit_Arizona).

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Added Value Social Media

Overview: A collection of trivia-style quizzes touting participating partners will be created. The themes and number of quizzes created will dependent on the amount and types of contributions received. Here is an example of an outcomes-based quiz that AOT produced. Please note the trivia-style quizzes will be formatted differently.

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Added Value Quizzes

Overview: Every community within this program will be given the opportunity to submit up to three blogs. AOT reserves the right to edit for tone and length as well as modify blogs, with partner permission, to align with AOT’s brand and messaging. Blogs submitted will live, in perpetuity, on the Visit Arizona website. Every blog that is shared will be accompanied by one Facebook, Instagram and Twitter post with appropriate tags and mentions. AOT will space out the received blog posts based on requested dates to the best of their abilities, but will not guarantee any specific post dates. No more than three blogs per partner will be accepted. Here are a couple of top-performing articles on the Visit Arizona site: 20 things you didn’t know about Arizona, Travel Guide to Arizona’s Coolest Small Towns and Dining with a View. Please do not submit content that currently exists on VisitArizona.com or content that has or will be submitting for the eNewsletter with Madden Media.

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Added Value Blog

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Added Value Blog, Continued

Opportunity Selection Sheet Overview

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Opportunity Selection Sheet Overview

Enable Macros

Next Steps • Application forms are available at: tourism.az.gov/marketing-

programs/partnership-opportunities

• Applications are due June 30, 2017 by 5 p.m. MST

• Allocation announcement – after the 2018 fiscal year begins (July 1, 2017)

• OMA to receive final partner selections and begin booking placements by July 12, 2017

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AOT Contact Details

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• Community Relations Manager – Loretta Belonio, lbelonio@tourism.az.gov

• Director of Advertising – Jamie Daer, jdaer@tourism.az.gov

• Digital Marketing Manager – Mitzu Ganley, mganley@tourism.az.gov

• Social Media Specialist – Jessica Saenz, jsaenz@tourism.az.gov

• Opportunity Selection Sheet questions: Keri Bieber (digital), keri.beiber@offmadisonave.com and Courtney Blackman(traditional), courtney.blackman@offmadisonave.com

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Q&A

Appendix

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Considered But Not Recommended Print Overview

Publisher Rationale

American Park Network Offered a Grand Canyon National Park edition only with National coverage, which did not fit the minimums for the shared spreadvertorial option

American Way Magazine Cost prohibitive option for anything bigger than a quarter page

Experience Scottsdale Proposal was not submitted after multiple requests

Grand Season & Grand Season Family Limited circulation to North West Valley seniors and families only

Las Vegas Review Journal Proposal was not submitted after multiple requests

Midwest Living Could only offer an insert into the magazine vs. an Arizona section within the magazine

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Considered But Not Recommended Digital Overview

Publisher Rationale

American Park Network Offered a Grand Canyon National Park edition only with National coverage,

which did not fit the minimums for the shared spreadvertorial option for print. Not a compelling enough offer for digital alone

Conversant Similar offering with another publisher

Skift Event Sponsorship Cost prohibitive and not an effective reach