Online Display Advertising
In alignment with the content structure of VisitNC.com, the display advertising program has been structured to increase partner exposure, promote ad relevancy and enhance the overall user experience.
Key Benefits to Partners
- Effective Pricing: Buy media based on a CPM model to allow for greater flexibility in selecting inventory and running across VisitNC.com
- Targeted Reach: Deliver messaging to prospective travelers based on various targeting options – ranging from broad, more cost-efficient exposure to targeted, premium exposure
- Custom Flighting: Choose campaign timing based on business goals and needs (e.g., promotional period, seasonality)*
- Creative Flexibility: Ability to submit placement-specific creative and update assets throughout the campaign, as needed
- Maximum Performance: Optimize media based on placement and creative performance throughout the campaign
- Account Service: Receive diligent management throughout the entire campaign lifecycle, from initial planning and buying to scheduled monthly reporting
Display Inventory & Pricing
||Included Ad Sizes||CPM Rate|
|Run of Site||300x250 Mobile, 728x90 Desktop, 728x90 Tablet||$50 CPM|
|Run of Channel||300x250 Mobile, 728x90 Desktop, 728x90 Tablet||$55 CPM|
|Run of Sub-Channel||300x250 Mobile, 728x90 Desktop, 728x90 Tablet||$60 CPM|
|Channel Front||300x250 Mobile, 728x90 Desktop, 728x90 Tablet||$65 CPM|
|Sub-Channel Front||300x250 Mobile, 728x90 Desktop, 728x90 Tablet||$65 CPM|
|Targeted Page||300x250 Mobile, 728x90 Desktop, 728x90 Tablet||$65 CPM|
Ad units and positioning have also been optimized across devices in order to increase overall partner visibility and performance. For each paid placement, a partner will be represented across all platforms – a 728x90 on desktop, a 728x90 on tablet and a 300x250 on mobile. To fulfill all positioning and placements, partners will provide assets for both728x90 and 300x250 ad sizes.
Desktop: Floating 728x90
The display ad will reside at the bottom of the page within a sticky footer that scrolls with the content, ensuring 100% partner visibility. A user can click within the 728x90 unit to go to the respective partner site, or click the “close” button to collapse the unit. Note that the additional blue space flanking the 728x90 unit is not clickable, as to prevent accidental user clicks.
Tablet: Standard 728x90
The display ad will reside and only be visible at the top of the page – the ad unit does not scroll with the content. A user can click within the 728x90 unit to go to the respective partner site, or click the “close” button to collapse the unit. Note that the additional blue space flanking the 728x90 unit is not clickable to prevent accidental user clicks.
Mobile: Standard 300x250
The display ad will reside within the middle of the page content. A user can click within the 300x250 unit to go to the respective partner site.
|Sample Display Media Plans
The display advertising program has been designed to allow for flexibility in addressing various partner objectives and goals; therefore, each individual partner buy will be unique from a targeting, flighting and investment perspective. Click here to view.
Enhanced Partner Listings
Participating partners have the ability to increase their presence on VisitNC.com via an Enhanced Listing. This opportunity allows partners to provide more engaging content to visitors who click on their listing to help further influence their travel decision-making. Partners’ enhanced listing video and brochure are accessible via the All Videos and All Brochures page on VisitNC.com, and enhancements are given top priority within VisitNC.com’s on-site search results.
Partners will receive:
- One (1) video upload
- One (1) downloadable brochure
- Access to post up to nine (9) images
- Top search result rankings on VisitNC.com
- Ability to update materials quarterly
Enhanced Listings are available in 12-month increments at a cost of $750 per year. Standard listings on VisitNC.com will continue to be available to attractions and accommodations free of charge.
Participating partners have the opportunity to call more attention to their events and festivals via VisitNC.com’s featured event listings. This continues to be a cost-effective opportunity for partners to provide timely event information throughout multiple prominent areas on the site, including the homepage and within relevant content on VisitNC.com. In addition, Featured Events receive valuable placement in Visit North Carolina’s bi-weekly Events eNewsletter distributed to roughly 60,000 subscribers.
Featured Events are available in 30-day increments at a cost of $150 per event.
Participating partners are able to promote special North Carolina travel offers and packages to interested visitors on VisitNC.com. In addition to being featured on the site’s homepage, Special Offers are also featured on a rotating basis on every page throughout VisitNC.com, as well as within the dedicated offers section. Partners will also be included in a monthly Special Offers eNewsletter distributed to more than 60,000 subscribers.
Special Offers are available in 60-day increments at a cost of $250 per offer.
Participating partners will be able to communicate their message via prominent 550x90 leaderboard display ad branding within each eNewsletter. This continues to be a great opportunity for partners to reach an engaged audience who has shown interest in learning more about what North Carolina has to offer. Sponsored eNewsletters are sold on a monthly basis at the various costs listed below.
Partners will continue to have the opportunity to feature monthly sweepstakes promotions on the homepage of VisitNC.com. As one of the site’s largest drivers of qualified partner leads, this program offers premium brand exposure with both internal and external support, including:
- VisitNC.com online display ads driving traffic to the internal promotional page
- Monthly eNewsletter distributed to VisitNC.com’s database of more than 60,000 subscribers
- One-month targeted lead generation campaign driving a minimum of 6,500 sweepstakes entries in addition to incremental partner leads
- $500 Visa gift card provided by Visit North Carolina to help offset winner’s travel expenses
Homepage Sweepstakes are available in one-month increments at a cost of $3,000 plus the travel prize package.
Golf Sweepstakes are also available to partners and will be featured throughout VisitNC.com, in addition to receiving similar internal and external support as Homepage Sweepstakes.
Golf Sweepstakes are available in two-month increments at a cost of $2,000 plus the travel prize package.
Visit North Carolina will continue to offer partners the ability to participate in Paid Search on VisitNC.com. The top 25 internal keywords have been identified, optimized, matched with other similar keywords and made into keyword sets available for purchase. A corresponding text ad will appear at the top of the internal search linking directly to the partner site, with the option to change creative quarterly. Each keyword set is available to a maximum of five (5) partners, and the ads will continually refresh so all partners receive equal visibility. This continues to be a great opportunity for partners to reach an audience looking specifically for attractions or travel opportunities in their area.
Paid Search keyword sets are available in 12-month increments at a cost of $250 per year.
Custom Content + eNews Package
Visit North Carolina is offering partners the opportunity to work with our content team to develop a new trip idea or story to be featured on VisitNC.com and to live on your partner site. The Visit North Carolina team will work with you on the desired theme to cover, and you will maintain joint ownership of the content with Visit North Carolina. The new Trip Idea or Story will be featured in our monthly Travel Insider eNewsletter distributed to approximately 60,000 subscribers. In addition, the content will be promoted across VisitNC.com’s social channels with at least three (3) posts.
Custom Content + eNews packages are available for $3,000.
Social Media Takeover
This new opportunity offers partners exclusive presence on Visit North Carolina’s social media channels (135,000+ followers) to leverage our passionate and engaged follower base to specifically promote your area. Partners will have the option to conduct a one-day or two-day takeover of Visit North Carolina’s accounts.
How does is work? Our Social Media Manager will travel to your area and work directly with you and/or your partners to determine what will be promoted throughout the one-day or two-day takeover. Potential Visit North Carolina channels for inclusion would be: Facebook, Twitter, Instagram and Pinterest. Partners participating in the takeovers will receive the following:
- Social Trip Idea Content
- Social Quality Pictures
- 8-12 Posts (one-day)
- 15-20 Posts (two-day)
- One (1) Promoted Post (for extended reach)
- Simply Measured Recap Report
- Tourism Social Media 101 Report of Best Practices
One-Day Social Media Takeovers are available for $1,500 plus lodging and activity expenses.
Two-Day Social Media Takeovers are available for $2,500 plus lodging and activity expenses.
*Note: Minimum 45-60 day lead time confirmation preferred for travel planning purposes.
Outdoor Billboard Co-Op
Visit North Carolina is pleased to partner with the North Carolina Outdoor Advertising Association (NCOAA) this year to extend our Visit North Carolina PSA rate for purchasing billboard space on to our partners across the state. Utilizing the Visit North Carolina rate, partners will be able to purchase outdoor vinyl billboard space starting at 30-40% off the standard rates. There are no minimum quantities to purchase – you can buy one (1) vinyl board or as many as you’d like based on availability.
Interested partners will work with the NCOAA to determine availability based on the target markets and timing for your campaigns. The NCOAA will provide locations and timing based on the information provided by the partner. Vinyl billboards will be guaranteed to run for a minimum of 30 days and will continue to run until another paying client requests the space.
Vinyl production will be incurred by the participating partner, which is estimated to be $1,000 per board.
Visit North Carolina is also pleased to extend our PSA rate of $1,000 per four-week flight (per board) to partners to purchase digital billboard space in major metro areas.
Note: All outdoor buys are subject to space availability. Partners currently involved in an outdoor media buy will not be able to participate utilizing the PSA rates referenced above.
Arrivalist Analytics Co-Op
Visit North Carolina is excited to bring the proprietary measurement and analytics technology of Arrivalist to our partners with their first state co-op program. Arrivalist is able to track and measure actual arrivals to your destination based on a number of factors including, but not limited to, visits to your website, exposure to your display advertising, travel guide requests, etc. Arrivalist will work with you to place tracking pixels on your desired website pages and any additional advertising mediums, and when a potential visitor interacts with your site and/or digital advertising and travels to your destination, you’ll be able to track the arrival as a conversion and optimize your digital efforts accordingly.
Participating partners will receive access to multiple reports throughout the duration of the one-year co-op, including:
- Media Efficiency Report (Arrivals per 1,000 Impressions)
- Origin Markets Report (Arrivals by Region)
- Arrivals by State with Top Origin DMAs
- Seasonal Trends Impact Report
- Days-to-Arrival Report
One-year partnerships with Arrivalist are offered for the following Visit North Carolina partner rates:
- Measuring arrivals from Website Visits (five pages): $6,000 (greater than 55% discount off standard rates)
- Measuring arrivals from Display Ads (Up to 1.25 Million): $1,500 (No set-up fees and 40% discount off standard rates)
- Measuring arrivals from Additional Types of Monitoring (Videos, Travel Guide Requests, etc.) (Up to 1.25 Million): $2,500 (30% discount off standard rates)